Fraikin has provided insights into navigating the complexities of the global film industry and the emergence of AD Film Commissions in the UAE.
During the Xposure International Photography Festival (Xposure 2024), Hans Fraikin, former Commissioner of the Abu Dhabi Film Commission, delivered a talk titled “A Hollywood Film Executive’s Journey — Around the World,” delving into his illustrious career spanning film funding, co-production, distribution, and commissioning.
From his early days at 20th Century Fox in Hollywood, where he contributed to iconic projects such as Titanic, The Full Monty, and Braveheart, to his pivotal role at Telefilm Canada and eventual leadership of the Abu Dhabi Film Commission, Hans’s career reflects strategic vision and adaptability. “I have been a nomad all my life. I have worked in 15 countries, so the move to Abu Dhabi wasn’t daunting. It presented a challenge to bring the local film commission to global standards,” he remarked.
Instrumental in attracting international projects to the UAE, Hans outlined his strategy, focusing on promoting Arabic content, bolstering Hollywood exposure, and tapping into regional cinema like Telugu from India. Under his guidance, the Abu Dhabi Film Commission established three divisions for production services: Arabic, English, and Indian content.
“The bread and butter, however, are the Arabic series, which keeps on producing. We are getting more and more of such productions because we really did put together a reliable Film Commission that also offers a competitive tax credit and supports movie makers with a reliable permit division as well,” Hans highlighted, noting the commission’s impressive growth rate of over 140% year on year.
Addressing the challenges of storytelling across diverse regions, Hans remarked: “Cinema is the only industry that hasn’t changed much in the last 100 years, unlike the aviation or the automobile industry. Cinema across boundaries still needs a script to start with; we need directors, producers, actors, and distributors. So the basics are still the same. The difference is how you collaborate with people to achieve success.”
Hans emphasised the significance of film distribution in determining the success of a venture, stressing its often overlooked role in the value chain.
Regarding the future of film commissions amidst technological advancements like AI, Hans offered an optimistic outlook. “We have leaders and industry people who are conscious of the detrimental effects of AI on the entire industry and labour. So there are guardrails being put and legislations being written to strike a balance between innovation and job preservation.”
