In one of the two post-credit scenes in Black Panther, T’Challa (Chadwick Boseman) is seen addressing world leaders at the United Nations where he fiercely says: “The wise build bridges.”
For Saudi Arabia, which stands at the cusp of economic and social reforms, April 18 is when the country lays a foundation for those bridges as the 35-year ban on cinemas in the Kingdom is lifted.
In a series of invite-only screenings in the initial few weeks, men and women will head into AMC’s first cinema, located in Riyadh’s King Abdullah Financial District. The building itself was intended to be symphony concert hall, AMC CEO Adam Aron said in an interview with Reuters earlier, adding that 500 leather seats, orchestra and balcony levels and marble bathrooms will welcome the first patrons.
Three more screens are expected to be added by the summer, with tickets reportedly going on sale in May.
It is perhaps befitting that the first movie to be screened in Saudi Arabia after the ban is Black Panther, a Hollywood trailblazer that refused to conform to preset notions, signalling the dawn of a new age in filmmaking. For the residents of Saudi Arabia, this historical moment is one of several developments that will throw open the doors to the winds of change sweeping in.
Reeling in change
With a population more than 33 million, the Kingdom constitutes as the largest market in the Arabian Gulf with a $1 billion (Dh3.7 billion) industry potential in annual box office ticket receipts, according to analysts.
In December’s landmark decision between the Public Investment Fund of Saudi Arabia (PIF) and the American theatrical exhibitor AMC, 30-40 cinemas are expected to open in approximately 15 cities in the Kingdom over the next five years, and a total of 50-100 cinemas in approximately 25 Saudi Arabian cities by the year 2030.
Other players in the market are expected to raise that number to nearly 350 cinemas, with more than 2,500 screens, by 2030.
The Kuwait National Cinema Company and the UAE-based distributor Front Row Filmed Entertainment’s exhibition arm, Cinescape Cinemas, is already looking to launch the first phase of multiplexes in Saudi Arabia later this year.
“The resurgence of cinema halls in Saudi Arabia automatically means an expansion of the cinema industry. Potentially the Kingdom could become the epicentre of the theatrical business in the region… however, this is going to take at least two to three years as cinemas are being built and at the same time, we are still waiting to see what kind of censorship guidelines are going to be implemented,” Front Row managing partner Gianluca Chakra (right) told Gulf News tabloid!.
Speaking about their own plans for the country, he added: “Our partners at the Kuwait National Cinema Company and Cinescape Cinemas have announced that they will be opening three multiplexes in three different cities: Jeddah, Riyadh and Dammam — total 27 screens — with an extra 12 multiplexes opening up in the next three years.
“Other than distributing western and Arabic speaking films, we are looking into developing local content for the country as well as for the region enhancing local talent and eventually exporting these to the Mena and, if good enough, also internationally.”
They aren’t alone in recognising Saudi Arabia’s potential. Novo Cinemas’ CEO Debbie Stanford-Kristiansen (right) said: “We are looking very closely at Saudi Arabia during this historic time and it is top of our radar. We have had a number of discussions with potential partners including mall operators and we will be taking it forward very soon. We’d like to be in the country by the end of the year.
“Rather than being first into Saudi Arabia, we want Novo Cinemas to move in with the right formula. It’s important to make sure we take the right approach when we do go in; to make sure we’re aware and culturally sensitive to the country and the people’s needs, and make sure we come in with the right offering.”
Earlier, in a statement released following Saudi Arabia’s announcement, UAE-based Majid Al Futtaim had also recognised Saudi Arabia’s market potential, saying: “These are exciting times and will work with the Kingdom to extend the footprint of our Vox Cinemas brand to Saudi Arabia in the months ahead. Majid Al Futtaim has a considerable and expanding presence in Saudi Arabia with more than 14 billion riyals [Dh13.7 billion] invested in current and announced projects across retail, leisure and fashion, creating more than 114,000 direct and indirect job opportunities.”
A UAE-based distributor who declined to be named said: “This is what you call a soft opening phase, with a limited number of screens opening its doors in Saudi Arabia. But the growth impact for this market is huge. We will be able to see significant changes in the market forecasts by end of 2019, when various other screens have opened up.
“Going by the choice of a Marvel superhero film as its opener, one can hope other Marvel movies will also make the cut, such as the upcoming Avengers: Infinity War, along with the new Jurassic World: Fallen Kingdom and Solo: A Star Wars story. Plus, upcoming Disney animations such as The Incredibles 2 and Wreck it Ralph 2 are safe bets to pass the censors.”
Investment plans
The social and economic reform programme under Vision 2030 is spearheaded by Saudi Arabia’s Crown Prince Mohammad Bin Salman. In February, authorities in Saudi Arabia announced the plan to spend $64 billion on entertainment projects, including theatres and concert venues, in the next decade.
PIF is spearheading this drive with a number of changes planned in the Kingdom, underscored by the recently concluded Arab Fashion Week in Riyadh that saw designer names such as Jean Paul Gaultier attend, along with Egyptian superstar Tamer Hosny’s sold out concert in Jeddah.
Reportedly, $10 billion is set aside for film investments, while Bloomberg reported last month that Saudi Arabia was looking to acquire a stake in the Hollywood talent agency Endeavor, representing numerous movie and TV stars, as well as businesses in the worlds of sports and fashion.
The government is reportedly also planning to launch its first film agency at the Cannes Film Festival in May.
In an earlier statement, Dr Awwad Alawwad, Minister of Culture and Information in Saudi Arabia, said: “The granting of the first license marks the opening of very significant opportunities for exhibitors. The Saudi market is very large, with the majority of the population under the age of 30 and eager to watch their favourite films here at home.”
