Movie of the Day: Everybody Loves Touda (2024) by Nabil Ayouch

Link to watch: https://www.justwatch.com/fr/film/everybody-loves-touda (France)

Link IMDB: https://www.imdb.com/title/tt29359373/

Link Review: https://variety.com/2024/film/global/nabil-ayouch-everybody-loves-touda-single-shot-1236216642/

About movie: https://www.advitamdistribution.com/films/everybody-loves-touda/

Detailed Summary: "Everybody Loves Touda" is a 2024 Moroccan drama film directed by Nabil Ayouch. It tells the story of Touda (Nisrin Erradi), a young single mother and talented singer of traditional Moroccan folk music known as Aita. Performing in local bars in a provincial town to make ends meet and care for her deaf-mute son, Yassine, Touda dreams of moving to Casablanca to gain recognition as a respected Sheikha (a traditional female performer) and secure a better future for herself and her son. The film explores her journey, the challenges she faces in a male-dominated society, and her unwavering passion for her art and her desire for freedom and emancipation through her music.

Plot Summary: Touda, a spirited and determined woman, earns a living by singing Aita in the bars of her small Moroccan town. As a single mother to a hearing-impaired son, she yearns for a more fulfilling life and artistic recognition in the bustling city of Casablanca. The film follows Touda as she navigates the complexities of her profession, where she faces both admiration for her talent and objectification due to her role as a performer in male-dominated spaces. Her journey to Casablanca is driven by her ambition to be seen as a true artist and provide a better life for Yassine.

Director's Vision: Nabil Ayouch, known for films that often tackle social issues in Morocco, aims to celebrate and perhaps mourn the traditional folk music of Aita through the courageous story of Touda. His vision is to portray a woman's fierce desire for freedom and self-expression in a society that often attempts to constrain her. Ayouch focuses on Touda's artistic spirit and her resilience in the face of challenges, highlighting her strength and determination as she pursues her dreams and seeks to create a better life for her son. He also aims to showcase a Morocco beyond the typical tourist images, focusing on the realities of working-class life and the pursuit of artistic credibility in a contemporary context.

Themes:

• Women's Emancipation and Freedom: Touda's journey is a powerful exploration of a woman striving for independence and artistic freedom in a patriarchal society. Her music becomes a means of expressing the "banned winds of freedom" for women in her country.

• Social Class and Economic Hardship: The film depicts the impoverished conditions in which Touda and her family live, highlighting the economic struggles faced by many in Morocco and her desire to overcome these limitations through her talent.

• The Value and Commodification of Traditional Art: The film explores the complexities of Aita music, its cultural significance, and the ways in which it can be both celebrated and sexualized in contemporary Moroccan society.

• Motherhood and Sacrifice: Touda's primary motivation for seeking a better life in Casablanca is her love for her son and her desire to provide him with more opportunities.

• Resilience and Determination: Despite facing numerous obstacles, including societal prejudices and personal challenges, Touda demonstrates unwavering determination to pursue her artistic dreams and build a better future.

Key Success Factors:

• Powerful Performance by Nisrin Erradi: Erradi's magnetic and nuanced portrayal of Touda has been widely praised, capturing the character's strength, vulnerability, and passion. She underwent significant training to embody the role authentically.

• Exploration of Rich Moroccan Culture: The film provides a deep dive into the world of traditional Aita music and the lives of the Sheikhats, offering a glimpse into a less-seen aspect of Moroccan culture.

• Nabil Ayouch's Direction and Social Commentary: Ayouch is known for his unflinching portrayal of social issues in Morocco, and this film continues that tradition by addressing themes of women's rights and artistic freedom.

• Emotional Resonance: The film connects with audiences through Touda's relatable struggles, her determination, and her deep love for her son and her art.

• International Recognition: Premiering at Cannes and being selected as Morocco's entry for the Best International Feature Film Oscar has brought the film significant attention.

Summary Short: A determined single mother in Morocco, a talented singer of traditional Aita music, dreams of moving to Casablanca for artistic recognition and a better life for her hearing-impaired son, facing societal challenges in her pursuit of freedom and success.

Awards and Nominations: "Everybody Loves Touda" was selected as the Moroccan entry for the Best International Feature Film at the 2025 Academy Awards. Winner Young Jury Award, Malaga French Film Festival 2024.

Critics Reception: The film has received generally favorable reviews from critics. On Rotten Tomatoes, it holds a 100% rating based on 8 reviews, with an average rating of 7/10. Metacritic assigned the film a score of 68 out of 100 based on 5 critics, indicating "generally favorable" reviews. Critics have praised Nisrin Erradi's performance, the film's exploration of cultural themes, and Ayouch's direction.

• Cineuropa: Described Nisrin Erradi as magnetizing a poignant melodrama and praised the film's exploration of the fierce desire for freedom.

• The Film Verdict: Highlighted Erradi's whirling and energetic performance and the film's ability to show a woman in charge of her own sexuality and pleasure.

• Next Best Picture: Praised Nisrin Erradi's remarkable performance and the film's embodiment of positivity.

• The National News: Called it a euphoric watch driven by Erradi, noting its feminist leaning and exploration of a world where dreams require courage and effort to realize.

Overall Summary of Critics Reception: Critics have lauded "Everybody Loves Touda" for its powerful central performance by Nisrin Erradi, its insightful exploration of Moroccan culture and societal issues, and Nabil Ayouch's sensitive direction. The film is seen as a compelling and moving story of a woman's pursuit of artistic freedom and a better life.

Reviews:

• IMDb User Review: Described it as a brilliant movie with a script that grabs you from the first frame, praising Nisrin Erradi's lead performance as captivating.

Overall Summary of Reviews: Reviews highlight the film's captivating narrative, the strength of the lead actress, and its ability to immerse the viewer in the world and life of Touda.

Box Office: According to The Numbers, "Everybody Loves Touda" has a worldwide box office gross of $29,646, with all of it coming from the Netherlands box office.

Production: "Everybody Loves Touda" is a co-production between Morocco, France, Belgium, Denmark, the Netherlands, and Norway. It was produced by Ali n' Productions (Morocco) with Les Films du Nouveau Monde (France), Velvet Films (Belgium), Snowglobe Film (Denmark), Viking Film (Netherlands), and Staer (Norway). Nabil Ayouch also co-wrote the screenplay with Maryam Touzani.

Production Companies:

• Ali n' Productions (Morocco)

• Les Films du Nouveau Monde (France)

• Velvet Films (Belgium)

• Snowglobe Film (Denmark)

• Viking Film (Netherlands)

• Staer (Norway)

Sales Companies:

• mk2 Films - handled the international sales of the film.

Distribution Companies:

• Ad Vitam Distribution (France)

Release Date:

• Theatrical Release: The film had its world premiere at the Cannes Film Festival on May 17, 2024. It was released theatrically in France on December 18, 2024. The release date in Belgium is listed as December 18, 2024.

• Streaming Release: Information about a specific streaming release date is not readily available in the provided search results.

Why to Recommend This Movie:

• For a Powerful and Moving Story of a Woman's Determination: Touda's journey is inspiring and emotionally resonant.

• If You Are Interested in Moroccan Culture and Music: The film offers a rich and authentic portrayal of Aita music and its cultural context.

• For an Excellent Performance by Nisrin Erradi: Her portrayal of Touda is captivating and award-worthy.

• If You Appreciate Films That Tackle Social Issues with Sensitivity: Nabil Ayouch is known for his thoughtful exploration of societal themes.

Why to Watch Movie:

• To Experience a Different Cultural Perspective: The film provides insights into the lives and struggles of women in contemporary Morocco.

• To Discover the Beauty of Aita Music: The traditional Moroccan folk music featured in the film is vibrant and evocative.

• To Support International Cinema: It's an opportunity to watch a compelling film from Morocco that has garnered international acclaim.

• To Witness a Story of Resilience and Hope: Touda's unwavering spirit in the face of adversity is truly inspiring.

What Movie Trend film is following:

• Films Focusing on Female Empowerment and Resilience: There is a growing trend in cinema to tell stories of women overcoming societal obstacles and pursuing their ambitions.

• International Films Gaining Global Recognition: The selection of this film as Morocco's Oscar entry aligns with the increasing appreciation and reach of international cinema.

• Musical Dramas with a Strong Cultural Identity: The film combines dramatic storytelling with a focus on a specific musical tradition, which has become a popular and successful genre.

What Big Social Trend is following:

• Increased Awareness of Women's Rights and Gender Equality in the Middle East and North Africa: The film touches upon the ongoing discussions and struggles for women's empowerment in the region.

• Preservation and Promotion of Traditional Arts and Culture: The film highlights the importance of traditional music and its role in cultural identity.

Final Verdict: "Everybody Loves Touda" is a compelling and emotionally resonant film carried by a stellar performance from Nisrin Erradi. It offers a valuable glimpse into Moroccan culture, the power of traditional music, and the inspiring journey of a woman striving for freedom and recognition in a challenging world. It's a significant work from Nabil Ayouch that reaffirms his status as a noteworthy filmmaker.

Recommendations for Film Makers:

• Focus on Strong Female Characters with Compelling Stories: Touda's character is richly developed and her journey is captivating.

• Incorporate Authentic Cultural Elements: The film's deep dive into Aita music and Moroccan society adds significant depth and interest.

• Utilize Music to Enhance Emotional Storytelling: The traditional music in the film is integral to conveying Touda's passion and inner world.

• Don't Shy Away from Tackling Social Issues with Sensitivity: Ayouch's approach to themes of women's rights and social class is nuanced and impactful.

Recommendations for Movie Industry:

• Continue to Support and Promote Films from Underrepresented Regions: "Everybody Loves Touda" showcases the talent and storytelling potential of Moroccan cinema.

• Recognize the Global Appeal of Stories Focused on Women's Empowerment: These narratives often transcend cultural boundaries and resonate with international audiences.

• Support Films That Highlight Traditional Arts and Culture: These stories can offer unique and enriching cinematic experiences.

• Provide Platforms for Films That Are Oscar Submissions: These films often represent the best of a country's filmmaking and deserve wider viewership.