"We realised that with this film it's important to reach audiences who are committed to the cause and have compassion and empathy for the national tragedy that is happening," says Driki Mitchell, general manager of Nu Metro Films. "To that end, together with the producers, we are committed to finding partners and sponsors to bring SNARE to their members, subscribers and customers whilst also raising much needed funds for RAGE (Rhino Action Group Effort).
"RAGE supports the men and women on the frontline who risk their lives daily against the ruthless and heavily armed criminal gangs who run the illegal rhino horn trade. By offering the opportunity to see SNARE, businesses are presented with a chance to play a role in the fight against rhino poaching. Along with the filmmakers we believe the film needs a customised distribution strategy to maximise its potential, and through the principles of audience inclusion, interaction and creating awareness around this burning issue, we hope to create a win-win scenario for filmgoers and those concerned about the plight of South Africa's precious natural heritage," Michell says.
With that in mind director Diony Kempen and producers Carmel Nayanah and Andrew Worsdale together with Nu Metro Films are committed to a unique, customised distribution strategy for SNARE where businesses are invited to book exclusive screenings of the film for their staff, members and client base at select Nu Metro cinemas in Johannesburg, Cape Town, Pretoria, Durban or Nelspruit on the weekend of 22 September and for a month after.
Director Diony Kempen hopes that SNARE in its own way can make a difference. "I think the film shows the awful futility of what's happening. As South Africans this is a national scourge being played on an international level. And one way of tackling it is through education. As long as people believe the horn will cure something there will be a demand. So educate - not only here but also abroad."
Although SNARE is primarily an adventure movie designed as entertainment Kempen would like the film to make a difference. "I hope that organisations will see the film as a tool, and I'd like to encourage them to use SNARE to raise awareness, generate activism and involvement in stopping poaching. In ten years time these animals could be extinct in the wild. More than one a day is dying, so it's critical. We are at the now or never stage."
