Ja Rule Brings Star Power To Self-Funded Black Indie Film HOORAH 99! at ABFF
The Floridant/10306817

MIAMI - Floridant -- MIAMI, FL – What happens when a Miami husband-and-wife duo decides to fund their own film—out of pocket—and brings in a hip-hop icon to help make it a reality? You get Hoorah 99!, an independent dark comedy that's already generating buzz ahead of its world premiere at the American Black Film Festival on Saturday, June 14, 2025, at 1:30 PM in Screening Room #2 at the Miami Convention Center.

Ash Innovator and Ci Esta! are the passionate force behind Hoorah 99!, a daring and offbeat feature about a desperate father in foreclosure who ropes his three teenage sons into a wild bank heist scheme. With themes that balance dark humor and raw family dynamics, the film cuts deep—and still finds ways to make you laugh.

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The film co-stars multi-platinum hip-hop artist and actor Jeff "Ja Rule" Atkins, who also lent his creative talents behind the scenes. Ash, known for his past work with Ja Rule, tapped into that longtime friendship when it came time to take Hoorah 99! from script to screen.

"We put it all on the line," says Ci. "We didn't have studio backing or big-name investors. We had a story, a vision, and belief in each other. Ash and I cashed in savings, took the leap, and when Jeff (Ja Rule) said, 'I'm in.' That changed everything."

Ash adds, "We wanted to make something honest, gritty and bold—but still funny as hell. Our goal was to make something that felt like 'old skool cinema' and, most importantly, give audiences an unforgettable experience."

With its mix of sharp wit, cultural relevance, and even some music from Ja Rule himself, Hoorah 99! is poised to be one of the festival's standout debuts.

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Media Opportunities Available:

• Interviews with Ash Innovator and Ci Esta! (in person or virtual). Limited availability to Ja Rule.
• On-site access at the American Black Film Festival premiere
• Select media will have an opportunity to interview Ja Rule, subject to availability.

For feature coverage or interview requests, please contact Ronnie Khalil at ronniekhalil@gmail.com or (786) 210-9671.

About the Film:
Hoorah 99! is a dark comedy that follows a struggling father's desperate plan to rob a bank—with the reluctant help of his three teenage sons. With humor, tension, and heart, the film explores what happens when survival instincts clash with morality. Written and directed by Ash Smith and produced by Ci Smith, the film is a fully independent production born from vision, sacrifice, and a commitment to authentic Black storytelling.