Advanced Media Trading returned with CINETomorrow, another edition of its digital cinema community event on January 11, which served as an interactive intersection of digital cinema, virtual production, and sustainability. The three-day open house was held at Advanced Media’s Dubai headquarters and welcomed up to 300 filmmakers, visionaries, students, and industry experts every day. Advanced Media welcomed guests from Saudi Arabia, Jordan, Algeria, Somalia, Zimbabwe, Sudan, Kenya, Oman, and Lebanon who had flown in exclusively for the event. “CINETomorrow is an avenue that allows our enthusiastic guests to discover the latest advancements in digital cinema and to learn about sustainability for the first time and adopt green practices such as relying on cutting-edge cloud technology and virtual production,” said Kaveh Farnam, renowned producer and chairperson of Advanced Media. Advanced Media’s showroom was converted to accommodate three different sets aptly named Nation, Nature and Knowledge to showcase the range and capabilities of digital cinema equipment in outdoor, indoor, and virtual production settings. The sets were intentionally designed to first and foremost pay homage to the rich culture and history of the UAE, and how the exemplary leadership envision the future. “Our commitment to sustainability and community are one of the main reasons we have set ourselves apart in the industry,” said Parnian Farnam, Head of CSR. “Knowledge, education, and development are the cornerstones of Advanced Media’s mission statement. We really wanted to create environmental awareness throughout the event including the workshops.”