While I’m not quite sure if it was officially part of the festival, I’m pretty damn sure that it stole the show from the rest of the films on hand. But it wasn’t just the plot that helped to differentiate the film, as crazy as it sounds (a Lamborghini car thief falls in love with a blind Muslim girl, whose father will only allow them to marry if the car thief can help her see), but the fact that the film was shown on seven screens under a custom made pyramid designed by OMA. Yes, that’s right. Seven screens. To paraphrase Lebron - “not 2, not 3, not 4, not 5, not 6...”
DONDA (Kanye’s creative team) conceived and executed the seven screen set-up, while OMA developed the pyramid as a temporary pavilion for what surely had to be one of the craziest film-going experiences ever. The audience entered into the pyramid along a continuous red carpet that widens and extends into the 200 seat theatre, while the canopy of the pyramid was raised to create a panoramic backdrop of the Mediterranean, simultaneously appearing to float above the red carpet.
Now, I’ve always been of the mindset that certain films must be seen in a theatre, with a big screen and big sound and with an audience. I guess Kanye felt like “Cruel Summer” needed a seven screen theatre to match the spirit of the film’s content. Once the film is released, I might have to borrow 6 more iPhones to try and replicate the experience. Who’s in?