AJFF: Local Director Highlights Schube Cancer Battle

AJFF: Local Director Highlights Schube Cancer Battle

David R. Cohen

David R. Cohen is the former Associate Editor of the Atlanta Jewish Times. He is originally from Marietta, GA and studied Journalism at the University of Tennessee.

Above: Keith Schube stands behind wife Maxx and daughter Alana in a scene from “Schube Strong,” showing as part of a program of shorts Jan. 28 and 29.

The Atlanta Jewish Film Festival regularly showcases Israeli movies, other foreign films, and independent films with Hollywood connections, but a local filmmaker’s documentary about an Atlanta Jewish family’s cancer fight has gained a place in the first of four programs of short films this year.

Directed by Jewish Atlantan Adam Hirsch, “Schube Strong” tells the story of the resilient Schube women and their battle with cancer. Maxx Schube and daughters Rochelle and Alana are positive for the BRCA1 gene mutation, which increases a woman’s risk of breast cancer.

Goza Tequila co-founder Adam Hirsch passes out Krystal burgers.
Adam Hirsch

Maxx and Alana are breast cancer survivors, and Rochelle had a double mastectomy as a preventive measure.

The 13-minute film will have its world festival premiere Jan. 28 at Regal Perimeter Pointe but was screened last February at Hadassah Greater Atlanta’s Breast Strokes — The Big Reveal, at which the Schubes were the honorees.

“You don’t make a short film to get rich,” Hirsch said. “For me, it’s about the subject matter. I followed Alana to her last chemo session for the film, and the support she had was amazing. It just really shows you the power of this community and how they came together for this family. The fact that the AJFF wanted it in the festival is a huge honor.”

“Schube Strong” is the second short Hirsch has directed that has earned a spot at the Atlanta Jewish Film Festival. In 2013 his film “The Cake Lady” featured the feel-good story of 89-year-old Faye Tenenbaum’s move to assisted living at the Jewish Tower. The film won the audience award for best short film that year.

While “Schube Strong” also could win an audience award, it is not part of the competition for jury awards.

Both of his shorts stand out from the usual Atlanta Jewish Film Festival fare, Hirsch said. “Israeli and Holocaust-themed films kind of dominate the festival.”

Hirsch also regularly produces short features for ESPN and Fox Sports and is the co-founder of Goza Tequila.

read more: