Moroccan film Jrada Malha (Lost), by Driss Roukhe, kicked off its wide release in Saudi Arabia’s cinemas, Thursday, Feb. 25. This is the first Moroccan film to be commercially released in Saudi cinemas. MAD Solutions is in charge of the film’s distribution in the Arab world while Rowad Media owns the commercial rights to the film in Saudi Arabia. The film is set to be released soon in further Arab countries.
 
Jrada Malha (Lost) received two awards: Jury award for Best Narrative Feature at Toronto Film Channel and Best Director at Alexandria Mediterranean Countries Film Festival. The film was selected at prestigious global film festivals, including Buffalo International Film Festival in USA, The Netherlands Film Film Festival, Rabat International Author Film Festival, Durban International Film Festival, Montreal Independent Film Festival, Abuja International Film Festival and several arab and international film festivals.
 
The film follows Rania, a young woman who is a victim of a conspiracy that aims to control her, as she finds herself in the middle of an experiment implemented by people she knows nothing about for ambiguous reasons. Consequently, the experiment stripped her of her life and memories, and replaced it with another life full of chaos, despair and loss. Rania decides to set off in search of her true life.
 
The film was shot in Ifran, Meknes, Azrou, and Ben Smime in Morocco. It gained wide international acclaim and was described as “ A breathtaking enjoyable experience” in Canadian press. Directed by Driss Roukhe who also co-wrote the script with Adnane Mouhejja, the film stars Mouna R'miki, Adnane Mouhejja, Driss Roukhe, Abderrahim El Meniar, Fatima Zahra Bennacer and Khansa Batma.
 
MAD Solutions is the first Pan-Arab independent studio and fully integrative marketing and creative consultancy for the Arab film and Entertainment Industry. It participates in at least 50 film festivals ( Arab and International), summits and workshops annually, including Cannes, Berlinale, Locarno, Cairo, Carthage and many more.
 
Established in 2005, Rowad Media is a pioneering Saudi Film institution. Since 2005, it has organized commercial screenings and film festivals in various cities and areas in Saudi Arabia, most notably the first film festival in Saudi Arabia, Jeddah Film Festival, which was founded in 2006. Rowad Media establishes partnerships and enters into contracts with regional and international entities to market some of the most remarkable films in Saudi Arabia.