Afrikaans romantic comedy Semi-Soet, has earned more than R1.3million at the box office on its opening weekend, 17 to19 February. The film was released at 65 cinemas nationwide and seen by more than 41 000 people which secured it a 2% higher site average than the hit musical Platteland earned on its opening weekend. Semi Soet did 126% better than Jakhalsdans, 5% better than Bakgat 2 and secured a solid 84% of the takings that Liefling die Movie did on its opening weekend. Semi Soet managed to hold onto the second position on the industry Top 10 with the other local success story, Material securing the third spot.
The film tells the story of workaholic Jaci van Jaarsveld, who will go to any lengths to protect the advertising agency for which she works from being bought and dismantled by a ruthless businessman known as "The Jackal". A huge contract to market a prestigious wine farm internationally will help save the agency, but winning this contract is no simple matter.
Jaci needs to convince the owner that she believes in family values and commitment. She persuades a drop-dead gorgeous man who she finds standing outside a modelling agency to be her fiancé for the day. But when the client insists that she and her bogus fiancé spend the weekend at the estate to better understand the business and his requirements, things get complicated and her plan starts to unravel with hilarious consequences.
Semi-Soet was conceptualised by Anel Alexander, Joshua Rous, James Alexander and Sandra Vaughn, and is directed by Joshua Rous (City Ses'la) and produced by James and Anel Alexander's Scramble Productions. The film stars Anel Alexander (Discreet, 7de Laan, Binnelanders), Nico Panagio (Die Storie van Susanna van Biljon, Survivor), Diaan Lawrenson (7de Laan, Stander), Paul du Toit (Liefling, Binnelanders), Louw Venter (The Most Amazing Show), and Sandra Vaughn (Getroud Met Rugby).
Anel Alexander says film is her passion, but that it’s also a business. “We wanted to make an Afrikaans romantic comedy in which the humour and the characters are intelligent, aspirational and sexy. The result is a slick, fun film with a great cast and excellent production values. We’ve released it just in time for Valentine’s Day and have high hopes for its ongoing performance at the box office.”