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The story, adapted from Alive in Joburg, a 2005 short film directed by Blomkamp and produced by Sharlto Copley and Simon Hansen, depicts humanity, xenophobia, and social segregation. The title and premise of District 9 were inspired by events in District Six, Cape Town during the apartheid era. The film was produced for $30 million and shot on location in Chiawelo, Soweto, presenting fictional interviews, news footage, and video from surveillance cameras in a mock-documentary format. A viral marketing campaign began in 2008, at the San Diego Comic-Con, while the theatrical trailer appeared in July 2009. Released by TriStar Pictures, the film opened to critical acclaim on August 14, 2009, in North America and earned $37 million in its opening weekend. Many saw the film as a sleeper hit for achieving success and popularity during its theatrical run, despite a modest budget and relatively unknown cast (by Wikipedia)