Cleveland International Film Festival } April 4 – 15, 2018



Year: 2012
Run Time: 93 minutes


Set in Johannesburg, South Africa, MATERIAL is a comedy about textiles. Also, it’s about stand-up comedy. But mostly it’s about textiles and Ebrahim’s fabric store. It’s kind of about comedy, but it is definitely about the fabric store. In fact, forget the stand-up comedy. You won’t go anywhere with that - it’s for the devil. Stick to the fabric store. Remember: Fabric. Store. Not comedy. Come to think of it, who said “comedy” to begin with? Was it you? I spit on you. Young Muslim Cassim Kaif is the heir apparent to his father’s fabric shop in the not-so-great part of town, but has aspirations to be a stand-up comedian. Spending his days trying to save his father’s shop and spending his nights making people laugh on the other side of Johannesburg, Cassim is torn between his Muslim family and community and the modern world and its temptations of fame and fortune. Will he perform on the big stage and let his father’s life dwindle to obscurity? Or will he use his modern touch and save the family business? MATERIAL is a sensitive fabric film about trying to find the balance between tradition and responsibility. “Life is not a funny business,” but it sure provides great material. (Amirite? Amirite? Is this thing on?) – T.W.


CIFF37 Screenings

Tower City Cinemas

Thursday, April 04, 2013 at 4:10 PM

Sunday, April 07, 2013 at 8:25 PM

Tuesday, April 09, 2013 at 9:20 AM

Islamic and Arab Societies
Pan-African Images

Recommended for Middle School +

Craig Freimond

Ronnie Apteker

Craig Freimond

Trevor Calverley

Megan Gill

Principal Cast
Vincent Ebrahim, Riaad Moosa, Joey Rasdien, Denise Newman, Krijay Govender

Director Bio
Craig Freimond earned a degree in Drama from Wits University in Johannesburg. Since then he's worked as a television director and playwright winning three Naledi Theatre Awards for his play "The King of Laughter." In 2003, he wrote and directed his first feature, "Gums and Noses," which was adapted from his own play.

Select Filmography
"Gums and Noses" (2004), "Jozi" (2010), MATERIAL (2012)

Print Source

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Cleveland Comedy Festival

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