Against the Dominant Culture
Salah is an Arab/Israeli enterpriser who looks for ways to make the Arab children living in Israel happy and he dose so by opening a chain of candy stores. The Firm, an Israeli company headed by Klausner controls the Israeli candy market. Klausner is immediately at odds with Salah and decide to take over the Israeli market for Turkish coffee because of the threat that he feels Salah brings with his new enterprise.
Klausner sees the new business initiative of Salah as a real threat, not only a business one but also a cultural and a political one, even a real challenge against Zionism itself. In a disguise of a business struggle the story reveals moral dilemmas and a cultural struggle: the Arab businessman trying to integrate in modern Israel against the dominant Zionist culture.
It is filmed in the guise of a tale of business competition. The story reveals moral and cultural dilemmas: an Arab businessman working within the dominant Zionist culture while his Russian wife, French brother-in-law, German partner and the French lover of the German partner demonstrate that the struggle doesn’t take place in a vacuum but within a complicated multinational reality.
The struggle for control of the candy market rapidly deteriorates in brutal violence that ends in a futile bloodbath. Director Joseph Pichhadze tries to become the Israeli Quentin Tarantino style, but “Sweets” is a depressing film despite the beautiful way it was filmed.
Some of the finest actors in Israel today are in the cast— Moni Mosohonov, Makram Khoury, Menashe Noy, Sarah Adler, Samuel Vilozny, and they all are excellent.