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The real story behind Jewish family comedy ‘iMordecai’ and its unusual path to the big screen
(JTA) — The real Mordecai Samel, at the time in his late 70s, really didn’t want an iPhone in 2015.
The Holocaust survivor who had been living in South Florida since 2004 didn’t see a need. His taped-together flip phone worked fine. But his son Marvin insisted.
One thing that helped convince Mordecai to give in: the ability to listen to the klezmer music of his youth that the iPhone provided.
“One day I got off a plane, and I called my dad, and all I could hear was static,” Marvin Samel said.
Soon Mordecai was going to iPhone lessons at a local store six times a week.
“It’s there that I see my father holding court, telling stories,” Marvin said about the lessons, “and I said, this is it. This is the vehicle to tell the story as a screenplay.”
Thus sprung an unusual comedy film that hits theaters Friday inspired directly by first-time director Marvin Samel’s life, centered on a Jewish family that is split by a stark generational divide.
In the film — as in the Samels’ real lives — Marvin (played by Sean Astin) attempts to sell his cigar company while his father’s antics continually get in the way and his mother (Carol Kane), who has Alzheimer’s Disease, sometimes wanders off.
“I had to tone him down for the movie, because no one would believe me if I actually printed the truth. He’s always getting himself into trouble,” Samel said of the real Mordecai, a retired plumber who is played onscreen by Tony and Emmy Award winner Judd Hirsch.
At the same time, Marvin’s wife, who has just given birth to twins, is upset with him about delays in the company sale and the family’s resulting cash crunch. Mordecai agrees to take the iPhone lessons and befriends the instructor (Azia Dinea Hale) who he calls “Einstein Nina,” someone with a surprising family backstory of her own.
Mordecai tells her some stories about his family’s escape from the Nazis when he was a child, showing her family pictures from before the war and noting that he can’t remember his mother’s face. These stories, Marvin Samel said, were inspired more by the stories told by Mordecai’s brother, who was older when the family fled, than by his own. The family left Poland in 1939, when Mordecai was three and his older brother was six. They first went to the Soviet Union and eventually to Brooklyn.
Mordecai’s family was from Janów Podlaski, a small town in Poland at the center of the territory split by Hitler and Stalin in 1939. Some flashback sequences are presented in animation.
Marvin Samel sold his company, Drew Estate Cigars, back in 2014. The film was mostly self-financed, in part from the proceeds of the cigar company’s sale, “all the way through distribution.” While Samel has always loved the movies, even seeing movies like “Taxi Driver” and “Hair” when he was much too young to do so — “my Temple, growing up, was the movie theater,” he said — he had never before set foot on a movie set prior to the first day of filming of “iMordecai.”
Samel taught himself filmmaking, in part, by taking online courses through MasterClass from the likes of Martin Scorsese, Ron Howard and Jodie Foster, and he also had a chance meeting at a dinner with retired basketball star Ray Allen, who had made a novice acting appearance in Spike Lee’s “He Got Game” when he was in his early 20s. Allen’s advice was to spend some time on movie sets to get a feel for things, but not much was filming in South Florida at the time.
Sean Astin, right, plays Marvin Samel’s character. (FeMor Productions)
“iMordecai” was shot in 23 days in late 2019, meaning that Samel filmed a movie that starred Hirsch as a heavily-accented, old-world Jewish immigrant inspired by a relative of the filmmaker at least a year before Steven Spielberg did the same for “The Fabelmans.” Hirsch is nominated for an Oscar for his role in that movie, his first Academy Award nomination since “Ordinary People” more than 40 years earlier.
Samel’s film, which features the city of Miami extensively, has been a hit so far in Florida. It had its world premiere in January 2022 at the Miami Jewish Film Festival, where it won the audience award for best narrative film.
“I think that this film has the capacity to possibly impact and resonate with people of all ages,” said Igor Shteyrenberg, executive director of the festival.
Samel is taking the film on a tour that criss-crossed the Sunshine State this month, including a run of 10 shows at The Villages, the world’s largest retirement community. That tour, in which the real Mordecai has been on stage at times, headed to New York’s Quad Cinemas this week, and a limited theatrical release — also heavy in Florida — starts Friday. Tour dates in such markets as Dallas, Phoenix, Chicago are next, prior to a return to Florida, Samel said.
Perhaps the success with the older Florida crowd has to do with the universality of the film’s subject matter. Even Warren Buffett, the famed investor, turned in his flip phone for an iPhone back in 2020, when he was nearly 90, even though he had bought many billions of dollars in Apple stock by that point.
Yvette Miro, a 99-year-old who lives in Tamarac, Florida, said it’s “hard to remember not having” an iPhone after getting one to replace her flip phone about 10 years ago. A Brooklyn native — she attended Eastern District High School at the same time as Mel Brooks, who was a couple of years younger — Miro has lived in Florida since 1999, and even at her age continues to host weekly Shabbat dinners with her family, including her nine grandchildren and more than 30 great-grandchildren.
But unlike Mordecai, rather than badgered into getting the iPhone, she got one herself.
“I heard about it, I wanted it. I’m old, but I had to keep up with the times,” she said.
She now uses it for “everything… especially FaceTime, where I can see [the kids]. I use it even more than my regular phone.”
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The post The real story behind Jewish family comedy ‘iMordecai’ and its unusual path to the big screen appeared first on Jewish Telegraphic Agency.
Obituaries
CAROL SLATER (née GENSER)
With great courage on Wednesday, November 6, 2024, surrounded by her family.
Treasured daughter of the late Esther and the late Percy. Beloved wife of Ron for 69 years. Loving mother and mother-in-law of Charles and Dina Slater, Erin and Joe Battat, Adam and Kit, Claudia and the late David. Cherished grandmother of Zach, Robert and Hydi, Ben and Martha, Liam and Addison, Thom and Emeline, Max, Ilai, Emanuelle and Eli. Proud great-grandmother of Rafael, Lily, Maya, and Jojo. Special sister and sister-in-law of David and Joan Genser, Roberta and Mayer Lawee; and sister-in-law of Joel and Sheila Slater. Greatly missed by her nieces, nephews, family, friends and by all who knew her.
The family would like to thank Drs. Shamy, Lipes, Chang, the doctors, nurses and staff at the Jewish General Hospital Palliative Care Unit as well as DeyDey, Linette and everyone who took such wonderful care of our Mom.
Funeral service from Paperman & Sons, 3888 Jean Talon St. W., on Sunday, November 10 at 9:30 a.m. Livestream available. Burial in Israel.
Donations in her memory may be made to the “Carol and Ron Scholarship” c/o Mothers Matter Canada 1-604-676-8250
Publish Date: Nov 9, 2024
CAROL SLATER
(née GENSER)
With great courage on Wednesday, November 6, 2024, surrounded by her family.
Treasured daughter of the late Esther and the late Percy. Beloved wife of Ron for 69 years. Loving mother and mother-in-law of Charles and Dina Slater, Erin and Joe Battat, Adam and Kitt, Claudia and the late David. Cherished grandmother of Zach, Robert and Hydi, Ben and Martha, Liam and Addison. Proud great-grandmother of Rafael, Lily, Maya, and Jojo. Special sister and sister-in-law of David and Joan Genser, Roberta and Mayer Lawee; and sister-in-law of Joel and Sheila Slater. Greatly missed by her nieces, nephews, family, friends and by all who knew her.
The family would like to thank Drs. Shamy, Lipes, Chang, the doctors, nurses and staff at the Jewish General Hospital Palliative Care Unit as well as DeyDey, Linette and everyone who took such wonderful care of our Mom.
Funeral service from Paperman & Sons, 3888 Jean Talon St. W., on Sunday, November 10 at 9:30 a.m. Live stream available. Burial in Israel.
Donations in her memory may be made to the “Carol and Ron Scholarship” c/o Mothers Matter Canada 1-604-676-8250
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How to Implement a Successful Casino Marketing Strategy
Your casino stands out in your market and attracts interest. But does your audience know that? With effective marketing, you can transform your casino from an average competitor into a top industry player. We will show you proven strategies to boost your business now and in the future. And when you have proven strategies like insights from a High Roller online casinos review in Canada, the possibilities are endless.
1. Improve Visibility
With stiff competition among casinos, being easily found online is crucial. Discoverability measures how simple it is for people to find your casino.
Put yourself in the shoes of one of your guests looking for a casino. How easy is it to find yours? Try searching on different engines, checking reviews on travel sites, and looking for your casino on social media. See how often your casino appears and how well it ranks. Use tools like Moz and SEMrush to get a clear picture of your current visibility.
To increase your casino’s online visibility, there are a number of strategies you can try. First, try to create distinct landing pages for each key amenity at your casino. Incorporate relevant keywords, high-quality images, and engaging headlines.
You can also use search engine ads carefully. Follow Google’s guidelines by targeting approved countries. These include responsible gambling information on your landing pages and avoiding targeting minors. Check local regulations and test ads with relevant keywords.
Don’t forget to set up social media profiles on platforms your audience frequents. Engage in discussions about gaming, your casino, local news, and community events.
Optimize your content with keywords about your amenities, location, unique features, and events. Highlight what sets you apart so visitors can easily find you.
Use beacons or proximity marketing to attract nearby guests, especially when competing with other casinos. This helps target customers in the real world, not just online.
Form partnerships with local businesses, entertainers, event suppliers, and food vendors to boost your visibility and word of mouth.
2. Focus on Events and Group Business
Your casino offers more than gaming. You might have a luxury hotel, advanced technology, event spaces, a spa, and great restaurants. So, think about the whole picture in your marketing.
Casinos are great for big events like weddings, conferences, and reunions. Make sure your marketing targets these opportunities to attract them.
3. Identify the Jobs to Be Done
Marketers used to rely mainly on demographics, like age, income, and education, to predict behavior. Understanding audience behavior based on demographics is useful. For example, Anderson Digital notes that Boomers and Gen Xers spend 80% of their casino money on gaming and 20% on food and entertainment. In contrast, Millennials spend 30% on gaming and 70% on food, entertainment, and other services. To attract Millennial and Gen Z customers, focus on better entertainment, food options, online game components, and mobile marketing.
However, demographics alone don’t tell the whole story. For instance, knowing a group of women outside your casino are in their late 20s, college-educated, and have high-paying jobs is helpful. But, it doesn’t reveal their reasons for being there.
These women might be on a business trip with some free time, in town for a family reunion, or celebrating a bachelorette party. With just their demographic info, it’s hard to know their motivations, challenges, or needs.
This framework helps marketers understand why customers choose their products or services. Women at a casino for a bachelorette party are looking for a fun atmosphere with entertainment, food, and drinks. But if they’re there for work, they need a stress-free environment with good Wi-Fi, charging stations, and quiet spaces for meetings.
Understand what your audience wants and how they see your role. This helps you tailor your messaging, marketing, and offerings.
4. Create Positive Feedback Loops
Casinos attract customers with fun experiences like gaming, dining, and entertainment. By enhancing these positive feelings, you can boost your casino’s marketing success and encourage repeat visits.
Feedback loops happen when the result of an action is used to influence the action itself. For example, if a child makes a parent laugh, they’re likely to repeat the funny behavior to get more laughter.
Positive feedback loops make it more likely that the action will be repeated. Negative feedback loops make it less likely. You likely use positive feedback loops in your casino already. Guests who win are happy and want to play again. Those who have a bad experience are less likely to return.
You can enhance marketing by using feedback loops. After a positive experience, like winning or a great meal, encourage guests to refer others or leave reviews. If a guest uses a discount, offer another deal immediately. If your casino has a hotel, send emails encouraging future bookings right after positive experiences, like upgrades or enjoyable events.
Reply to positive feedback and reviews with invitations for future experiences. Make sure to also reward loyal customers with special offers and exclusive perks. Don’t forget to address negative feedback by turning it into a positive experience.
5. Use Social Proof
People usually trust each other more than they trust your brand. They’re more likely to listen to recommendations from friends or online reviews than your own claims.
To build trust, you need endorsements from others. Social proof means people tend to follow the actions of those they admire.
Show positive reviews on your website and social media. Record video testimonials from satisfied guests and winners. Encourage guests to share their experiences online and tag your casino. Keep an eye on reviews and respond to feedback. Set up a photo booth in the casino for guests to take winning photos. Display pictures and videos of recent winners on screens around the casino. Think about your audience’s motivations and where they get their information to find creative ways to use social proof.
6. Keep Up With Gaming Trends
Casinos are changing quickly. Online gaming, e-sports, and new tech like virtual and augmented reality are key. To stay competitive, casinos need to understand and use these trends.
As you create your casino marketing strategy, consider these key trends. E-sports are growing fast, so partnering with teams can help you reach new audiences. Virtual and AR are changing how guests experience gaming, making it more engaging from anywhere. Online casinos are becoming more popular with relaxed regulations. So, keep up with industry changes to stay competitive. Finally, as gaming tastes shift, staying updated on new trends will keep you ahead.
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5 Essential Vaccinations Everyone Should Get for a Healthier Life
Vaccinations are a simple and effective way to protect ourselves and others from serious diseases. They not only safeguard our health but also make life a lot easier by preventing illness before it starts. Getting vaccinated is the same as choosing a verified online casino in Canada, instead of playing at the first unlicensed casino you come across. This increases your safety and satisfaction. In this article, we’ll talk about five essential vaccines that everyone should consider getting to stay healthy and avoid unnecessary complications.
1. Flu Vaccine: Flu precaution: How to Avoid the Seasonal Flu
Flu vaccination is one of the most convenient ways of avoiding a flu attack during the flu season. Seasonal flu virus actually changes every year, so the vaccines are developed also annually. This shot prevents one from contracting the flu and safeguards the Immunocompromised persons such as the elderly, children and those with low immunity.
Apart from preventing flu like symptoms that include fever, fatigue and body aches the flu shot also prevents one from having to stay home from work or school. In a nutshell, this vaccine will spare you those dreaded sick days during flu season of the year.
2. Tetanus Vaccine: Stay Safe from Infections
The tetanus vaccine is very essential for anybody should one encounter cuts or other related injury, especially if such a person is involved in outdoor activities, and comes across sharp implements frequently. The injury can be small and does not need medical attention for the bacteria, which is tetanus, found in the soil to attack the body and cause severe harm if the vaccine has not been used.
Children receive a DTaP vaccine covering tetanus as well as diphtheria and pertussis in their first years of adolescence though they should be boosted every ten years. And since tetanus shots are so easy to get, you can also save yourself a hospital visit and this deadly disease.
3. HPV Vaccine: Prevent Certain Cancers
The HPV vaccine is useful for prevention of cancers that are linked to HPV and these include cervical, throat or anal cancers. HPV is a STD through skin contact and therefore it will be impossible for any person, whether male or female, who is sexually active to have a HPV negative result at some time in his/her life.
Boy and girls should ensure that they are vaccinated for HPV beginning at the age of 11 or 12 or the latest before they engage in sexual activities. Apart from the cases of cancer being avoided at some other stage in life, it is a relief just to know that one has been vaccinated against some of the major causes of these cancers.
4. Measles, Mumps, and Rubella (MMR) Vaccine: Protect Yourself from Outbreak
MMR is actually a vaccine against measles, mumps and rubella which are conditions that have the worst effects ranging from brain damage, deafness and pregnancy complications. These diseases are known to have affected children a time past yet in the developed nations they are rare due to vaccinations.
If you never got the MMR vaccine as a child it is not still the right time to go get one. Today, there are measles and various other disease outbreaks around the world; getting the MMR vaccine reassures you are safe. It’s even one less thing to think about when in a plane, bus, or being surrounded with lots of people.
5. Hepatitis B Vaccine: Guard Against Liver Disease
Hepatitis B is a viral disease that affects the liver and perhaps cause long term liver cirrhosis or hepatocellular carcinoma. The Hepatitis B vaccine is essential for those in the health care line, though the vaccine is encouraged for use by everyone. It has body fluid contact transmission and therefore vaccination is necessary to avoid the occurrence of the ailment.
Not only does getting the Hepatitis B vaccine shield one from serious liver complications; it also ensures that an infected individual will not spread the virus to others without realizing it. It is a small thing that grants you lifetime immunity from a lethal disease all within the comfort of your home.
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