LONDON: Reforms are set to transform the small screen as well as the big screen in Saudi Arabia as film fans anticipate the re-launch of cinemas across the Kingdom next year.
The benefits will be felt across the Saudi entertainment industry, which recently received a SR10 billion ($2.66 billion) boost from the government-owned Public Investment Fund to develop the sector in line with Vision 2030 ambitions.
Danny Bates, co-founder of streaming site Starz Play, said the reintroduction of cinemas to Saudi life is “a big positive for the video streaming sector” and “another step toward bringing quality entertainment to Saudi Arabia.”
Demand for movie content is growing rapidly in Saudi Arabia, with the Starz Play subscriber base doubling every six months since it launched two and a half years ago in the Kingdom.
“Our highest content consumption rates per month are coming from Saudi customers,” Bates said, identifying action and comedy as the most popular genres among subscribers there.
Vikings is the most popular series on the Saudi site, which receives around 40 million hits per month, with comedy classics including Friends and How I Met Your Mother also among the most-viewed.
Rather than creating competition, the introduction of cinemas is likely to catalyze further growth, raising the profile of film across the country, Bates explained.
“If Fast and the Furious 8 is playing in the cinemas, viewers can then turn to us to watch Fast and the Furious 1 through 7.”
In addition, the cinema is an ideal platform for the company’s advertising campaigns. “We’ve done this successfully in the UAE and Kuwait and would hope to do something similar in Saudi Arabia.”
According to Ravi Rao, CEO of Mindshare MENA, lifting the cinema ban will generate a new market for advertisers in Saudi Arabia, with “international and local brands vying to be there.”
The development will have a significant impact on advertising in the Kingdom, creating additional touch points and opening new channels of communication.
“Brand integration in movies will take a bigger turn when Saudi audiences can be targeted,” Rao said.
Advertising spending in MENA has seen a continuous decline in recent years but while the downturn is forecast to continue elsewhere, Saudi Arabia can anticipate growth in the industry, fueled by ambitious reforms that are creating new opportunities for investors.
“Ad spend in Saudi Arabia (including the PanArab TV spends) is now at under $2 billion from a high of $2.5 billion two years ago. But with all the cultural and economic glasnost that is sweeping the country, one can start expecting double-digit growth by 2020,” said Rao.
Ema Linaker, an executive director of digital at Golin, said the seismic shifts taking place as Saudi Arabia pursues its Vision 2030 targets will draw in advertisers formerly focused elsewhere in the region.
“Just this week, Saudi Arabia unveiled the 2018 budget, the largest in the Kingdom’s history with SR978 billion ($261 billion) public spending. With other markets like the UAE set to contract, a lot of the key advertising groups will be pivoting toward the Kingdom to secure a piece of that investment in 2018.”
More than 50 percent of the Saudi population is under 25 and between 65 and 70 percent are under 30 — demographics that appeal to advertisers anticipating an “abundant fanbase” for film in the Kingdom, Linaker added.
Pointing to a Comic-Con event in Jeddah last February attended by more than 10,000 people, she said: “Cinema looks set to become a national pastime for Saudis, thereby driving up audience figures and increasing the amount of people exposed to cinema advertising.”
Access to Saudi audiences will also have a bearing on how advertisers target consumers, injecting new vigor into the industry.
“From a cultural perspective, the opening up of cinema and entertainment sectors such as music and sports will fuel sponsorships and activation to increase ad spends in the near future,” said Roy M Haddad, director of WPP MENA.
“Brands and agencies will quickly re-invent and adapt to the new social and cultural movement in Saudi. Cinema will act as a trigger for many more changes in brand communication, experience and engagement,” he added.
Like the rest of the region, Saudi advertising is heavily weighted toward television, but with a major uplift across digital platforms, media companies are exploring new ways of engaging MENA audiences online.
“I believe like all Gulf countries we will see Saudi Arabia gradually shift toward digital advertising, driven by its mainly young and tech-savvy population,” said Linaker.
Citing Euromonitor, she said that Saudi Arabia’s advertising industry is anticipated to see flat growth over 2016-2021, as the introduction of VAT and additional taxes on certain commodities dampen private consumption.
Meanwhile, international media agencies will beef up their Saudi teams, creating a larger platform for local talent.
“Ogilvy, Leo Burnett and many other major ad agencies have a local footprint in Riyadh and Jeddah but these tend to be satellite offices and attracting quality ad talent has been a constant challenge,” said Linaker.
“However, we are starting to see young talent coming through the ranks born Saudi, educated in Saudi and passionate about developing a creative culture within the Kingdom.”
“With more investment, talent and opportunities arising, I can see Saudi becoming a hot bed of innovation and creativity quite quickly. It is a huge market and full of opportunity.”
Saudi cinemas will boost movie sector across KSA
Saudi cinemas will boost movie sector across KSA
Health campaign promotes quality care in Saudi Arabia
RIYADH: The Ministry of Health has launched a campaign to promote health by enhancing access to and the quality and efficiency of health services and raising awareness of health risks, the Saudi Press Agency reported Monday.
The campaign “A Vibrant, Healthy Nation” introduces a modern healthcare model, offering integrated, individual-centered services aligned with Vision 2030’s goal of fostering a healthy society.
The ministry is committed to “enhancing public health, improving quality of life, and raising the Kingdom’s global healthcare standing.”
The campaign highlights the health transformation initiative’s positive impacts and informs citizens about its main features, aiming to engage all segments of society, SPA reported.
It emphasizes a shift from treating illness to prevention, involving primary care doctors and early detection programs.
Saudi environment ministry launches program to develop green tech
- Scheme seeks new ways to repurpose wastewater, looks at impact of microplastics
RIYADH: The Ministry of Environment, Water and Agriculture has opened applications for a new program to find ways to develop sustainable technologies in Saudi Arabia.
The Sustainable Innovation Fellowship Program aims to find ways to repurpose by-products from water treatment for the benefit of the environment; develop sustainable technologies for recycling membranes used in water treatment; and explore methods to reuse treated wastewater in desert and arid regions.
Supported by the Environment Fund and the Research, Development and Innovation Authority, the fellowship program will also assess the environmental impact of microplastics in water treatment plants, sewage, and wastewater.
In line with Saudi Vision 2030, the Ministry of Environment, Water and Agriculture is also introducing new e-services in accordance with international standards.
Industry meets creativity at Athar festival in Riyadh
- With workshops, discussions, and awards, the festival aims to drive growth in Saudi Arabia’s creative sectors
The second Athar Saudi Festival of Creativity will take place in Riyadh from Nov. 5 to 6.
Hosted by UAE-based Motivate Media Group and communications consultancy TRACCS, the festival will gather over 1,500 professionals and leaders from the creative marketing industry, featuring 100 regional and international speakers.
Ian Fairservice, managing partner and group editor in chief of Motivate Media Group, will chair the event, alongside Vice Chairman Mohammed Al-Ayed, CEO of TRACCS.
Pre-festival activities began on Nov. 3 with the Young Talent Academies, including the Student Creative Academy (in partnership with the Middle East Communications Network), the Student Marketers Academy, the NextGen Creative Academy, and the NextGen Marketers Academy.
These academies, featuring keynote sessions from industry experts, workshops, and a 24-hour hackathon, are open to full-time university students aged 18 to 25 and professionals under 30 in creative communications, marketing, or advertising.
The festival will continue on Tuesday and Wednesday with panel discussions, presentations, and fireside chats focused on redefining and growing the creative landscape in Saudi Arabia, the Middle East, and beyond, covering various sectors such as sports, entertainment, and tourism.
The event will conclude with the Athar Awards ceremony on the evening of Nov. 6.
Notable speakers include Sir Martin Sorrell, founder and executive chairman of S4 Capital PLC; Matt McKie, director of marketing for Manchester United; Waseem Kashan, executive director of marketing at ROSHN Group; Yahya Hamidaddin, vice president of corporate communications at ACWA Power; and Houda Tohme, CEO of Havas Media Middle East.
Sessions and keynotes will explore themes such as purpose-driven marketing, brand growth strategies, artificial intelligence, technology, cross-sector innovation, and unlocking creative potential.
Saudi Arabia and Iraq sign MoU on military cooperation
- Two defense ministers reviewed longstanding relations between their countries, focusing on ways to enhance defense ties
RIYADH: Saudi Defense Minister Prince Khalid bin Salman and his Iraqi counterpart Thabet Al-Abbasi signed a memorandum of understanding on Monday aimed at strengthening cooperation in the military field.
The agreement, signed during a high-level meeting in Riyadh, represents a significant step forward in defense collaboration between the Kingdom and Iraq, Saudi Press Agency reported.
During their discussions, the two ministers reviewed the longstanding relations between their countries, focusing on ways to enhance defense ties.
They emphasized the importance of continued cooperation to foster regional security and stability, particularly amid ongoing regional tensions.
Both ministers discussed recent developments and shared efforts aimed at de-escalating conflicts, prioritizing actions that support peace and security in the region.
The MoU establishes a framework for increased collaboration on military matters, allowing Saudi Arabia and Iraq to address shared security challenges more effectively and pursue mutual goals in defense, SPA added.
Saudi Islamic affairs minister receives Chinese envoy
Saudi Minister of Islamic Affairs, Dawah and Guidance Dr. Abdullatif Al-Asheikh received Chinese Ambassador to the Kingdom Chang Hua in Riyadh on Monday.
During the meeting, they exchanged cordial talks and discussed issues of common interest, particularly those related to Islamic work and promoting moderation and peaceful coexistence, the Saudi Press Agency reported.
Riyadh Gov. Prince Faisal bin Bandar received Ambassador of Iran to the Kingdom Alireza Enayati in Riyadh on Monday. They discussed bilateral relations and other topics of common interest.