How should people spend "time"?
A business executive, a taxi driver, a young girl playing in the backyard, a swimmer competing for thousandths of a second, a rabbi and a farmer - each have their own way of life and talk about their own concept of time. The program also focuses on issues and the meaning of time in Israel, which only has a 50 year history as a nation.
We say, "What is the point of being in such a hurry?" and yet in society today, we fight for every minute and every second. " Because we experience so much more in one day, people are growing old faster," comments a young woman. Cooking with microwaves, how well do people spend the time saved? Is a life where people can get seasonal fruit any time of the year really more prosperous than it was in the past? The program raises these questions the people of today face in common. With its history of suffering, repeated terrorism and an ever-present fear of death, Israel's sense of time is different from other countries. Through the careful intertwining of these perspectives, the program strongly conveys the importance of living with dreams for the future.
Jury Comments
Time is an important and topical issue in contemporary society, and it will become increasingly important in the future. The program, "It's About Time", took a difficult, abstract subject and put form to it. Not only did it successfully deal with a universal theme but its specific relevance to Israeli society was clearly demonstrated.
It's About Time" is an outstandingly innovative program. It operates on a variety of levels, incorporating many different and contradictory perspectives which force the viewer to question how we lead our lives on a day-to-day basis, and indeed to think about what we really want out of life. There was particular creativity in the use of video and audio techniques, not only to punctuate and pace the program, but also in the way they made subconscious points about time.
It is rare to see a program that can delight, provoke, cause to question, and entertain in such an original way. The fact that it deals with one of the most abstract and intractable notions makes it all the more worthy of this prize. This is a program that truly is ahead of its time --- as well as being all about time.
Producer's Comments Ms. Elona Ariel & Ms. Ayelet Menahemi, Producer & Director
As we established our production company, Karuna Films, our goal was to make films that will go beyond mere entertainment and contribute to human societies in our suffering world. Receiving the Japan Prize Jurors' important recognition of the educational value of 'It's About Time', makes all our efforts overmore worthy.

Education means change. When one is taught something, a change takes place - knowledge arises, insight arises, understanding arises. We believe that true learning, cannot be only acquired by an intellectual understanding, but rather involve a direct personal experience. This is what we try to achieve in the films we make. Not just passive viewing, passive observation, passive learning, but real experience.

"It's About Time" refers to the nature of Israelis, and human beings in general. Since the lives of Israelis are enhanced, amplified, intensified, by the harsh reality they live in, they make an interesting study-group for a universal phenomena such as time perception.
In times of conflict, one of the first things you may lose is perspective. And when you don't have perspective, you lose balance. You are caught in an endless chain of immediate reaction. In "It's About Time" we try to enable the viewer to take a break, to stop for reflection, something we all need nowadays.

We are certain that the Japan Prize Awards which was given to "It's About Time" , will help expose more and more people to the film and hope it will motivate them to make better use of their time.