The Saudi film industry has been slowly developing since the government lifted a decades-long cinema ban in 2018. Now, industry insiders are hopeful that Saudi Arabia has finally found a film that will attract local audiences in large numbers: Hobal, a drama set on the eve of the first Gulf War.
A Potential Box Office Record-Breaker
Hobal follows the story of a mother struggling to secure medical treatment for her sick daughter, despite the opposition of a conservative family patriarch. The film has already grossed over $6 million and is expected to surpass the current domestic box office record of $10.8 million, according to the country’s media regulator.
A Challenging Market for Cinema Growth
When cinemas reopened in 2018, global film industry leaders hoped that Saudi Arabia, with its population of 33 million, would become a major market. AMC Entertainment Holdings, the world’s largest cinema chain, launched the country’s first modern theatre, predicting Saudi Arabia could generate up to $1 billion in annual box office revenue. However, the country’s total box office receipts peaked at $249 million in 2022 before declining in 2023. By late November 2023, total revenue stood at $200 million, pointing to either another year of decline or stagnation in 2024.
The Rise of Local Productions
Industry experts believe the key to expanding the Saudi film market lies in producing more domestic films that resonate with audiences. Wael Abumansour, head of Riyadh-based Telfaz11 Studios, emphasized the need for more local box office hits to build trust with Saudi moviegoers. Hobal has employed a unique marketing strategy, releasing the film in stages across the country and sending cast members to small towns to personally engage with new audiences. Special ticket discounts were offered to women over 50, an audience segment that has historically been underrepresented in Saudi cinemas.
Hollywood and Egyptian Dominance
Despite growing interest in Saudi cinema, the market is still dominated by Hollywood and Egyptian films. In 2023, Bad Boys: Ride or Die became the highest-grossing film in Saudi history, earning $23.5 million. The presence of its stars, Will Smith and Martin Lawrence, at the film’s premiere in Saudi Arabia contributed to its success. Locally produced films, while showing some growth, accounted for just 10% of total ticket sales from January to late November 2023.
Government and Industry Efforts to Boost Cinema Attendance
In an attempt to counter declining overall ticket sales, the Saudi Film Commission reduced licensing fees in April 2023, leading to lower ticket prices. While this was welcomed by filmmakers, it has not significantly impacted overall attendance.
A Pivotal Year for Saudi Cinema
Despite the challenges, there is optimism about the future of Saudi cinema. Anticipated local productions, including Unidentified by pioneering female director Haifaa al-Mansour, are expected to generate more interest. Film critic Ahmed al-Ayyad believes that 2024 will be a decisive year for Saudi films, highlighting that a new generation of filmmakers and audiences has emerged in the wake of the country’s cinematic revival.
