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Saudi Araia's cinema market is experiencing a cultural
renaissance, driven by increasing local productions and a growing appetite for
diverse storytelling, reports Adrian Pennington from the Red Sea International
Film Festival
Since lifting its 35-year ban on cinema in 2018 the Kingdom
of Saudi Arabia has set about positioning itself as a potent international film
production centre. The oil rich state has invested heavily in building an
indigenous industry from scratch. It includes film and TV sound stages at Neom
and Al-Ula, a generous 40% cash rebate on inward productions, and a film
festival which aims to unite Hollywood with regional talent.
“The goal is a thriving economy,” explains Zaid Shaker,
Acting Executive Director at regional film body Film AlUla. “It’s
diversification. This is a national target and the cinema sector is an industry
by itself. By inviting international productions, the growth and training of
local talent and local players is a natural byproduct. The more mature that it
is, the more international productions you can bring in.”
It's not as if Saudi creative talent was hiding under a
rock. Over sixty percent of the country’s 33 million population are under 30
years old and in recent years they’ve turned to content creating for YouTube. Shaker
calls them the “catalysts” and points to the government led training
initiatives that are aiming to build capacity.
“Every single young person is an ambassador and we see
potential at each and every one of them,” he says. “That is why this industry
is also built on cinema culture.”
The pent-up demand for watching films in cinemas can be
tallied by the meteoric rise of the local box office. The kingdom has quickly
become the market leader in the MENA region with revenue projected
to reach $572m in 2024 and growing at 5.17% a year to 2029.
“Prior to the country opening up there were a lot of
creators but they were using the internet as a platform,” Shivani Pandya
Malhotra, Managing Director of the Red Sea Film Foundation, a not-for-profit
organisation which organises the RSIFF.
“We have a lot of YouTubers and a creative community working for
different social media formats. What [the government] has done is now is to put
the focus on the film and entertainment industry to really encourage this
creative community to build and to produce longer form content.”
In 2023, the feature film Norah was the first Saudi
film ever selected for the Cannes Film Festival, a landmark event for the
country. The movie, which explores artistic repression in 1990s Saudi Arabia,
was backed by the Red Sea Fund, was filmed entirely in AlUla with an all-Saudi
cast and a crew that was 40% local.
“This is all at nascent stages, but there is a huge ambition,”
Malhotra says. “Since Saudi has been open we've done incredibly well in terms
of seeing the productions number of films that are getting made.”
Saudi’s large domestic market can support local content and
in a language that a major diaspora speak around the world. With the backing of
state investment in content and infrastructure there is every foundation for
success but this is dependent on the kingdom’s ability to cultivate local
talent and to scale up the industry.
“There’s a focus on assisting Saudi storytellers to create
content which sells internationally,” Shaker says. “This is pivotal because if
we are to build a sustainable ecosystem and for the industry to grow, the
productions have to make revenue. Distribution on international platforms is a
key part of that. We are trying to increase the export of local stories, of
Saudi stories. It's a cultural exchange at the end of the day.”
He continues, “This is about communication and behaviour change because if you
are from my generation, if you're not an engineer or a doctor, you were always frowned
upon. Now, we’re talking about introducing lots of new careers - being a
cameraman, a Grip, being a data wrangler. It’s important that we show to the
youth that this is something sustainable, that they can build on.
“It's a long process,” he adds. “The most important thing is that the youth are
very receptive. At Film AlUla, this is baked into every activity we do. For
example, during November we had two extensive below the line training workshops
that engaged more than 18 students and resulted in the creation of six short
films. We have monthly seminars. Within the productions we attract, we design
incentives specifically tailored to do this. When we have an international
production shooting in Al-Ula there are local interns, local crew.”
He adds, “We have access to finance, we have the best
locations in the world, we have world class facilities. But even if you have
the best strategy, if you don't have a good base of local crew, you will still
be losing.”
Red Sea Film Festival
Now in its fourth year and based in Jeddah, the Red Sea
International Film Festival (RSIFF) is seeking to establish itself as a
destination for filmmakers across the Middle East and beyond. A companion Red
Sea Fund has doled out development finance, up to $15m a time, to over 250+ films
since 2021.
“Our ambition was always to be championing Arab, Africa, and
Asian content and talent,” says Malhotra. “That's meant to be our USB to the
world. That was the mandate when we
started out in year one. We have created the base framework and gone from
strength to strength.”
Half of the 121 films showing at RSIFF this year are either
world or international premieres. Of those, 34 are Saudi produced, six of which
are in the competition section.
“What’s exciting is that [regional] films as well as
international films distributed here are getting good box office,” she says.
“When Saudi opened up and cinema theatres were built was the point at which the
industry started. We've seen that it's rapidly growing and a local audience for
local content is being created.”
“It's very organic but we're already seeing results,” she
says. “We're seeing the infrastructure
ramp up quite significantly to support the local and regional filmmakers.”
Speaking on a panel session, Zeinab Abul Al Samh, General
Manager of Saudi-owned broadcaster MBC Studios said, “I say this with so much
humbleness, I promise you, but Saudi is the next big thing. Everything that we
do becomes the first thing that we've ever done. Comedy films have broken the
box office here. Then drama breaks the box office. We're so hungry for
different genres. There isn't a genre that we shy away from or a genre that we
can’t do because it didn't work in the past. We don't have [a past].”
Alsamh, oversees the production and development of new
projects, and is also CEO of MBC Academy, which discovers and nurtures emerging
talent. Some 23,000 Saudis have graduated from its training programs.
“We have a young population with so much ambition and so
much appetite. This population has global taste and demands very high
standards. Even if Saudi isn't the next big thing in the world, it's definitely
the next big thing in our region.”
Focus on female filmmakers
Kaleem Aftab, the festival’s director of international
programming, is particularly proud that seven of the competition’s 16 features
are by female filmmakers: Denise Fernandes’ Hanami; Kurdwin
Ayub’s Moon; Taghrid Abouelhassan’s Snow White; Maksud
Hossain’s Saba; Reema Kagti’s Superboys Of Malegaon; and
Xiaoxuan Jiang’s To Kill A Mongolian Horse.
“That's not through any quota that's because they are the
best films that we found,” he says. “It’s an incredible achievement and it's
going to be very inspiring to a lot of women in the Arab world to get into film
and to follow the film programs.
Aftab, a former film journalist, is British of Pakistani
heritage and grew up in a traditional Muslim family. Asked about whether his
selections had to be sensitive to censorship he explained, “What I try and do
is push the envelope and see what is acceptable in public spaces. My first
priority is to show the best films. Also, we are also looking at how we can
build the Saudi market, so often I am led by what films have been picked by
distributors in the region because we want to elevate those films.”
He picks out coming of age drama Hanami, a Swiss,
Portugal and Cape Verde co-pro “about a young girl who doesn't know if she
should stay on the island or should venture out into the world to fulfil her
dreams. That’s a universal subject.
To Kill A Mongolian Horse is the first Asian film
funded by the Red Sea Film Foundation. “The battle between tradition and
modernity [depicted in the film] will really hit home.”
Director Kurdwin Ayub was born in Iraq and grew up in
Austria. Her film, Moon, is about a female MMA fighter set in Austria
and Jordan and is another about female freedom.
Also screening for the first time in MENA is Sima’s Song
directed by Afghan filmmaker Roya Sadat, a drama that explores the evolution of
women's rights during the Russian occupation in the 1970s.
Jeddah born actress and director Ahd Hassan Kamel, who
starred in BBC Two’s Collateral (2018), premiered her new film My
Driver and I. It’s the first UK produced film to have shot on location in
Jeddah, and is also backed by the Red Sea Fund.
Oscar winning actor Michelle Yeoh (Everything Everywhere All at Once)
and fellow stars including Emily Blunt, Eva Longoria, Cynthia Erivo and Catherine Zeta-Jones attended a Women
In Cinema event, in support of women’s careers in film both on and behind
the camera in MENA.
Yeoh reminded any cynics that Hollywood has yet to get its
own house in order in delivering equal opportunities.
“Open the gates and let us in!” she pleaded. “As
storytellers, as filmmakers, especially as women, what we’re saying is let us
prove ourselves. If we can’t have a seat at the table because we’re not
capable, that’s one thing; but we’re not even given the opportunity to try, and
that’s not good.”
“I’ve kicked my way to shatter the glass ceilings,” Yeoh added.
“I don’t think the challenges are over. We are beginning to see changes, we are
beginning to welcome more diversity, we are beginning to see more women
especially behind the cameras.”
To nail that point home, actor Viola Davis (The
Woman King, Fences) and Egyptian actor and producer Mona Zaki were
honoured with special awards at RSIFF and competition jury president Spike Lee
(BlacKKKlansman) said he was here keeping an open mind.
“It’s not like a know these filmmakers and what their work
is like,” he told Screen. “I’m coming here with no bias. It’s rare to
get the opportunity to be so totally open and fresh.”
Locations and studios
Film AlUla and Neom are the two principal and purpose-built
filmmaking hubs in KSA and both were heavily represented at the RSIFF.
AlUla’s facilities include two 26,000 sqft soundstages, a
production building housing wardrobe and makeup rooms and a 61,500-sqft
backlot. It is AlUla’s location though in an almost pristine site of natural
and historic landscape that particularly attracts filmmakers.
“AlUla is a cinematic wonder,” says Shaker, who lives there.
“We refer to AlUla as the world's largest living museum. Protection of the
local area is at the core of everything we do. There's a very delicate balance
in terms of how we build our ecosystem.”
High-profile projects such as Kandahar starring
Gerard Butler and Cherry starring Tom Holland directed by the Russo brothers
have shot there. Rapper Anderson .Paak’s feature debut feature ‘K-PopS’ was
partially shot in AlUla. It’s produced by Stampede Ventures, run by former WBD
executive Greg Silverman, as part of a $350 million deal with Film
AlUla for 10 projects to be made over three years.
Neom is part of the $500 billion megacity under construction
in northwest Saudi Arabia. Its facilities include Media Village and Bajdah
Desert Studios, a 45-minute drive apart and intended to be part of a larger 50
stage media hub. Rupert Wyatt’s $150m epic Desert Warrior, Antara from Con
Air director Simon West, and TV drama series Rise Of The
Witches are among productions to have used its studios.
“We are all partners in the same market,” says Shaker of
apparent rivalry with Neom. “We are not in competition. Any production that
bases in Neom or AL-Ula is good for Saudi film.”
TV a focus
The festival also has a strand focused on curating and
developing episodic shows with a number of TV projects pitched at the Souk.
Traditional Ramadan serials have been produced since the
1960s in the region with one episode per day of the Muslim holy month. This
format has recently been overhauled, cutting the number episodes in half and
boosting production values. As a result, Netflix acquired recent Arab hits,
such as 20x45 minute period drama Mohammed Ali Road and 15x30 minute
contemporary drama The Sculptor.
“The production of HETV has played a significant role to
increase the annual GDP for different countries, so TV is definitely part of
the equation for Saudi,” Shaker says.
Local titles dominate Saudi streaming
Streaming preferences in Saudi Arabia are shifting. During
the first quarter of 2024, 71% of online media consumers in KSA reported
watching locally produced content in the previous three months. This shift in Saudi
streaming trends is reshaping the market and affecting the distribution of
market share across platforms, according to Juliana Tartara of analysts BB
Media.
Over the past two years, Saudi Arabia's streaming trends
have evolved as users turn to local providers and geographically relevant
platforms. In 2022, foreign companies dominated, accounting for four out of the
Top five platforms, with Netflix leading in market penetration. As of 1Q 2024,
however, Shahid, a Saudi Arabia-based streaming service, had taken the top
spot, followed by STC TV, another local platform.
Only 4% of Netflix’s catalogue in Saudi Arabia features
Arabic-language titles, highlighting the challenge Netflix faces in catering to
local preferences. In response Netflix announced plans to expand its Arabic
slate. New seasons of fan-favourite shows such as Al Rawabi School for Girls,
Finding Ola, Dubai Bling, and The Exchange are in the works,
alongside new releases like Honeymoonish, Basma, Echoes of the Past, and
Love Is Blind, Habibi.
“This expansion reflects Netflix's commitment to investing
in content that resonates with audiences in the MENA region, aiming to stay
competitive with local platforms like Shahid,” said Tartara.
Opening to Asia and to TV
After exclusively curating Arabic and African content, the
Festival has now started to champion and develop Asian content. A quarter of
the 38 submissions to the festival’s marketplace for projects pitching for
funding or distribution, originate from across Asia with titles from Taiwan,
India and Indonesia.
The film market, styled as the Souk, featured 75 stands (up
from 65 in 2023) representing 18 countries and includes postproduction, kit
supply and VFX companies like Egypt’s Trend VFX and Specter which is based in
Riyadh and Jordanian producer The Imaginarium Films
Industry talks curated by CAA Media Finance discussed topics
on indie filmmaking, creating content that translates across borders, and
production of drama series. There is even a session on how to become a film
critic.
“We’re helping local filmmakers find out what works for
different parts of the world and how they can collaborate with international
producers to build co-productions,” says Malhotra. “That is really important to
the growth of the industry here.”
Palestinian drama To A Land Unknown presented in the
market here in 2022, landed finance and went on to premiere at Cannes
Directors’ Fortnight.
There are no Isreali film screened here, perhaps
unsurprisingly, with festival programmer Antonine Khalife telling Screen
that he cannot answer if it would be possible for an Isreali picture to be
selected.