The first reality show of its kind in South Africa and a South African originated format created by Donovan Marsh, Class Act will prove to be the toughest film audition the country has ever seen.
“Class Act is a platform we're creating to bring to life what Amstel Lager stands for - passion and commitment leading to its own inevitable reward - success (and in our case a truly great beer). So, with passion and commitment dreams can come true. Class Act is about creating opportunities for all South Africans to showcase their passion and commitment and reach heights previously undreamed of,” says Jan-Willem van Wensem, Marketing Manager of Amstel Lager.
“This first Class Act is about creating opportunities in film, the chance to be a movie star, a leading man! We're looking for the guy that has all the passion and commitment to survive the toughest audition ever, a man of distinction who will win the opportunity to be a real star!” he added.
Following grueling auditions in Durban, Cape Town, Pretoria and Johannesburg over the next few weeks, ten amateur actors will be chosen from thousands of hopefuls. With talent, charisma, confidence and presence they will be put through their paces in a 13-episode reality show that will air on SABC 1 from March 13th 2010.
Every week the actors will perform in beautifully directed and produced movie moments, and the audience at home will vote for their favourite performance, their Class Act.
Ultimately only two actors will be left standing and audiences will be treated to a grand finale that will keep them on the edge of their seats. The winner will go home with an MLA talent agency representation contract, 8 weeks in the USA at the New York Film Academy learning from the best in showbiz and the lead role in an Amstel TV commercial.
On the casting couch for Class Act, the high profile judges will include SA's leading actors' agent Moonyeenn Lee of MLA, Rapulana Seiphemo - well known film and television actor seen in Jerusalema and Generations - and Tendeka Matatu, well-known producer and director. Sitting in the ‘director's' chair will be Tim Greene, a highly respected and accomplished and award-winning South African film director, in addition, each week will see a celebrity judge joining the casting couch. Kenneth Nkosi, who has acted in high profile movies such as Tsotsi and more recently, White Wedding, will be presenting the weekly show to television audiences.
“Class Act will be a shot in the arm for South Africa's film industry. With the show, we aim to re-ignite and reinvigorate the industry and demonstrate that we have great local talent,” says Donovan Marsh, the show creator.
“This is a brave step into a new way of marketing for a brand like Amstel Lager,” says Felix Kessel of OwenKessel, Amstel Lager's creative agency. “Although we were instrumental in the creation, the format and the production of the show, we're not branding the show as such; we're not placing a product or even talking about Amstel in the show. We're bringing to life the qualities Amstel stands for as a brand in the lives of our consumers - passion, commitment and the very real success that those admirable qualities inevitably bring.”
Over the coming weeks, audiences will have the opportunity to vote via SMS for their favourite Class Act and also stand the chance win fabulous weekly prizes like home theatre systems. A grand prize will be awarded to one lucky voter at the end of the show series.
“SABC1 is a popular television channel that promotes and supports South African culture and interests. Through the Class Act project we are offering our audience another platform to showcase their natural creative talents and thereby realize their dreams. We are also extremely excited that Class Act is a South African format, born and bred. It's great to see local content come to the fore like this,” says Leo Amane, General Manager SABC 1.
Through this proud Amstel Lager initiative, the next big thing in South African acting talent will be found. Only one question remains to be answered: Are you the next Class Act?
