INTERVIEW: Saudi film fans ‘crave more Arabic content’, says VOX Cinemas exec

Mohammed Al-Hashemi
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Updated 13 September 2021
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INTERVIEW: Saudi film fans ‘crave more Arabic content’, says VOX Cinemas exec

  • Mohammed Al-Hashemi, Majid Al-Futtaim's country head in Saudi Arabia, gave an exclusive interview with Arab News on the chain’s movie theaters in the Kingdom

JEDDAH: In the three years since cinemas reopened in Saudi Arabia, international films, and anime in particular, have proven to be hugely popular and successful. However there is a growing demand from local moviegoers for more Arabic content, according to a local industry expert.

Mohammed Al-Hashemi is the country head in Saudi Arabia for leisure, retail and entertainment business Majid Al-Futtaim, the parent company of VOX Cinemas. In an exclusive interview with Arab News, he said that the chain’s movie theaters in the Kingdom attract a wide range of customers with diverse tastes in film.
“As a guest-centric brand, we screen a large variety of movies to cater to the different preferences of our guests,” he added.
He said that demand for international blockbusters is high, including a huge appetite for Japanese anime such as the recently released “Demon Slayer,” which was a massive box-office hit. But he added that local audiences also want more locally produced films.
“The success of movies such as (comedy-drama) ‘Mesh Ana’ and (horror-comedy) ‘El Ens W El Nems’ demonstrates to us that audiences are craving Arabic content, and we are committed to diversifying our content and ensuring that premium Arabic-language feature films are made accessible to our discerning audiences,” said Al-Hashemi.
As part of this commitment, an exclusive distribution deal was signed with leading Saudi Arabian animation studio Myrkott in 2018 to screen its first feature, “Masameer,” across the Middle East and North Africa.
“The following year, we distributed ‘Born a King’ (a drama about the diplomatic events surrounding the formation of what would become Saudi Arabia) regionally, which proved a huge hit with cinemagoers, and signed a partnership with Manga Productions to bring ‘The Journey,’ the first-ever Saudi-Japanese anime, to the big screen,” Al-Hashemi said. He also a highlighted a landmark major production partnership with Image Nation Abu Dhabi and MBC Studios for films across the MENA region.
“The partnership with MBC will greenlight several projects annually, representing a significant boost to the region’s growing film, TV and entertainment industry, particularly in Saudi Arabia,” he said.
Speaking about the success of VOX Cinemas in the first three years of operation in the Kingdom, Al-Hashemi said that since its first cinema opened in Riyadh in 2018 the business has expanded rapidly to include 149 screens at 14 theaters in five cities.
“VOX Cinemas introduced multiplexes for the first time in all five of those cities and we are currently the largest exhibitor by screen count, market share and admissions in the Kingdom,” he added.
“And despite the challenges posed by the pandemic we have continued with our ambitious growth strategy. We surpassed 100 screens, just three days after the lockdown was lifted, with the opening of VOX Cinemas Sahara Mall in Riyadh.” 

The success of movies such as (comedy-drama) ‘Mesh Ana’ and (horror-comedy) ‘El Ens W El Nems’ demonstrates to us that audiences are craving Arabic content, and we are committed to diversifying our content and ensuring that premium Arabic-language feature films are made accessible to our discerning audiences.

The Saudi cinema industry has become a major influence on global content and therefore we are dedicated to producing Saudi content that will resonate with both regional and global audiences.

We look forward to leveraging the opportunities of the nascent and rapidly evolving leisure and entertainment sector in this market, and bringing our unrivaled entertainment experiences to families across the Kingdom, as well as boosting job creation in the film and leisure industries.

Mohammed Al-Hashemi

Following the opening of that location in June last year, VOX brought the magic of the movies to Tabuk and Hail for the first time and expanded its presence in Riyadh and Jeddah “as part of our commitment to make our innovative and world-class entertainment experiences accessible to everyone across the Kingdom, even in remote cities.”
Last month, the chain celebrated the opening of the eight-screen VOX Cinemas The Esplanade, its ninth multiplex in Riyadh, as part of a family entertainment complex that also includes Yalla! Bowling and billiards. Later this year, VOX will expand its Saudi operation to a sixth city with the opening of a multiplex in Jubail.
Al-Hashemi said that the Kingdom is experiencing a modern renaissance, as a result of recent reforms driven by Saudi Vision 2030, and evolving at a rapid pace into a global powerhouse of leisure and entertainment.
“At Majid Al-Futtaim, we are dedicated to leading the way in developing a strong and sustainable industry and contributing to the diversification of the economy,” he said.
“And as part of our long-term vision we will diversify our offering by opening Ski Saudi, the largest ski slope and snow park in the Middle East, at Mall of Saudi in 2025, and introduce Dreamscape, a virtual reality experience, to Riyadh in early 2022.”




Instilling confidence in customers is key to maintaining the pace of recovery.
Mohammed Al-Hashemi

These upcoming attractions underpin a commitment to be at the forefront of the ever-expanding entertainment landscape across Saudi Arabia, he added, and to introduce pioneering entertainment experiences that can be a place where communities socialize and enjoy quality time together.
Meanwhile Majid Al-Futtaim continues to explore opportunities to bring more local content to the big screen, he said, to help ensure the local economy grows from within.
“The Saudi cinema industry has become a major influence on global content and therefore we are dedicated to producing Saudi content that will resonate with both regional and global audiences,” said Al-Hashemi.
Majid Al-Futtaim has a long-term growth strategy for Saudi Arabia, he added, and is dedicated to realizing the goals of Saudi Vision 2030 and supporting the Quality-of-Life Program by enhancing participation in cultural and entertainment activities.
“Saudi Arabia has a burgeoning entertainment industry and was the top theatrical market in the Middle East in 2020, a position it continues to hold again this year,” he said.
“We look forward to leveraging the opportunities of the nascent and rapidly evolving leisure and entertainment sector in this market, and bringing our unrivaled entertainment experiences to families across the Kingdom, as well as boosting job creation in the film and leisure industries.”
While the cinema industry was hit hard by the effects of the COVID-19 pandemic, Al-Hashemi said recent box office results suggest that it has turned a corner toward recovery.
“The biggest challenge we faced when we first reopened post-lockdown was the lack of new content as studios postponed the release dates of major movies,” he said.
In the past few months, however, VOX Cinemas experienced a significant increase in ticket sales thanks to the release of blockbusters such as the latest chapter in the “Fast and Furious” saga, “F9,” Marvel’s “Black Widow” and Disney’s “Jungle Cruise,” family-friendly animated hits such as Pixar’s “Luca,” and “The Boss Baby 2: The Family Business,” and Arabic movies such as the previously mentioned “Mesh Ana” and “El Ens W El Nems.”
With more on the way, Al-Hashemi believes that ticket sales will continue to recover.
“With an upcoming slate of major blockbusters such as (Bond movie) ‘No Time to Die,’ ‘Dune,’ ‘Top Gun: Maverick’ and ‘The King’s Man’ about to light up our screens, we are confident that our box office will continue on an upward trajectory,” he said.
Instilling confidence in customers is key to maintaining the pace of recovery, he added.
“Our continuous and extensive guest research shows that comfort levels in visiting a leisure and entertainment venues is increasing month on month, which also bodes well for the industry.”


Saudi GEA chief named most influential personality of last decade at MENA Effie Awards

Updated 7 min 20 sec ago
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Saudi GEA chief named most influential personality of last decade at MENA Effie Awards

  • Turki Alalshikh’s contribution to Kingdom’s entertainment sector honored

RIYADH: The head of Saudi Arabia’s General Entertainment Authority was named the most influential personality of the last decade at the MENA Effie Awards ceremony in Riyadh, the Saudi Press Agency reported.

The event, which was held on Thursday as part of this year’s Riyadh Season calendar, honored Turki Alalshikh’s contribution to the Kingdom’s entertainment sector and its emergence as a global hub for world-class events, the SPA added.

Alalshikh thanked Saudi Arabia’s leadership for their support in his acceptance speech, attributing the achievement to the “collaborative efforts of the nation’s people.”

He added that the recognition was a nod to the Kingdom’s growing global stature in the entertainment sector.

The 15th year of the MENA Effie Awards, which were hosted in Saudi Arabia for the first time, celebrated innovation and excellence in the marketing and advertising sectors across the Middle East and North Africa.

This latest accolade followed Alalshikh’s recent distinction as one of the 50 most influential figures in the world of boxing and mixed martial arts, awarded by the British online newspaper The Independent earlier this year.

Under Alalshikh’s leadership, the GEA has transformed the Kingdom’s entertainment sector, with Riyadh Season becoming a flagship event attracting millions of visitors each year.


Gaming community in Saudi Arabia catches them all with Pokemon Go

‘Saudi Arabia is experiencing incredible growth in gaming with more than 67 percent of the population being passionate gamers.’
Updated 38 min 55 sec ago
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Gaming community in Saudi Arabia catches them all with Pokemon Go

  • Maan Al-Qurashi, one of the community leaders at Pokemon Go Saudi, told Arab News that the game holds a special place in his heart because he has played different versions for more than 20 years

RIYADH: The official launch of Pokemon Go in Saudi Arabia has brought together a community of gamers who have embraced their inner child while competing and connecting in a world of nostalgic adventure.

Pokemon Go is an augmented reality game that creates an immersive experience of a world where human beings co-exist with colorful creatures with otherworldly superpowers, known as Pokemon.

The game, launched internationally in 2016, uses GPS to track movement and invites players to travel to real-world locations to catch Pokemon and battle with others.

Fans from more than 20 countries around the globe registered at the event. (Supplied)

A local gaming group, “Pokemon Go Saudi,” has created a lively community with members from Riyadh and the Eastern Province who have a shared love of the game.

Maan Al-Qurashi, one of the community leaders at Pokemon Go Saudi, told Arab News that the game holds a special place in his heart because he has played different versions for more than 20 years.

“Pokemon accompanied me in all stages of my life, from childhood to teenager, and still is a part of my daily life after marriage. Hopefully, I will pass down the same passion to my kids.”

HIGHLIGHT

Pokemon Go is an augmented reality game that creates an immersive experience of a world where human beings co-exist with colorful creatures with otherworldly superpowers, known as Pokemon.

Al-Qurashi said Pokemon Go Saudi began with 10 members in 2017, after the international launch of the game.

Today, the community comprises a diverse group of 500 members from all age groups who have made lasting friendships with their Pokemon partners. As a team, they go on adventures, train to improve their skills, and battle in friendly competitions.

‘Saudi Arabia is experiencing incredible growth in gaming with more than 67 percent of the population being passionate gamers.’ (Supplied)

Al-Qurashi said that it is more than a game. It is a community that fosters growth and friendship.

“Multiple in-person activities and relationships have been linked to Pokemon Go. For example, the daily routine is not only going to work and staying with family, it includes playing Pokemon Go even if it’s for a few minutes during the day or an hour or so.”

Last week, more than 5,000 Pokemon Go fans gathered at Boulevard City to celebrate the official launch of the Saudi application. Omar Tellez, vice president at Niantic, said that the event was the largest Pokemon Go event of its kind in the region to date.

Maan AlQurashi, one of the community leaders at Pokemon Go Saudi. (Supplied)

“Seeing the joy of the thousands of attendees, of all ages, has been such a delight. The success of today’s event is a testament to the popularity of Pokemon Go here in the Kingdom. The community has really responded.”

Fans from more than 20 countries around the globe registered at the event.

“It’s been incredible to see them unite to catch some of their favorite Pokemon and enjoy their time together in person. That’s what our game is all about.

Fans from more than 20 countries around the globe registered at the event. (Supplied)

“We have loved seeing their passion and excitement firsthand – whether through cheering on their teams during the PvP battles, or celebrating that iconic button-press moment — or join forces to catch Mewtwo as the legendary Pokemon took over the Boulevard Screens. The atmosphere was truly something special,” Tellez said.

Saudi Arabia is experiencing incredible growth in gaming with more than 67 percent of the population — more than 23.5 million people — being passionate gamers, Tellez said.

“We are excited to welcome many of them into our global trainers community, and we know this event is just the start of our adventure together as we create new experiences and ways for them to connect here in KSA.”

Today, more than 100 million people play Pokemon Go every year in more than 150 countries and regions, making for more than a billion downloads. Trainers have walked more than 8 billion kilometers collectively while playing the game.

 

 


Future cool: Understanding the national air conditioning replacement scheme

Mwan supervises private sector recycling operations and raw material utilization. (Supplied)
Updated 10 sec ago
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Future cool: Understanding the national air conditioning replacement scheme

  • Initiative aims to enhance energy efficiency

RIYADH: The National Center for Waste Management, also known as MWAN, in collaboration with the Saudi Energy Efficiency Center, announced on Thursday the launch of the third phase of the Replace initiative to dispose of old window air conditioners nationwide.

This scheme aims to enhance energy efficiency by replacing 250,000 old window air conditioners that do not meet environmental standards and turning them into recyclable materials during a period that extends until the end of December next year.

The initiative builds on the successes of the first and second phases of the scheme — in which 88,000 window air conditioners were recycled, reducing waste and transforming it into reusable raw materials — and aims to achieve the goals of sustainable development and environmental preservation.

The implementation of the initiative in its third phase will be expanded to include all regions of the Kingdom, in cooperation with the private sector, ensuring the continuity of the initiative and maximizing its positive impact.

MWAN plays a key role in supporting efforts and regulating the sector by supervising the private sector in achieving recycling operations and utilizing the resulting raw materials.

This contributes to building a sustainable economy, enhancing sector regulation and increasing the efficiency of using natural resources.

MWAN works through these endeavors to reduce waste production and promote the adoption of the circular economy, in addition to managing waste in a sustainable way.

It focuses on transforming environmental challenges into economic opportunities that reflect its pioneering role.

This is in addition to building effective partnerships with the private sector to ensure the continuity of these efforts and achieve a positive impact on the environment, economy, and society.

 


Saudi Orchestra dazzles audiences in Tokyo

Updated 22 November 2024
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Saudi Orchestra dazzles audiences in Tokyo

  • Hosted with support of Prince Badr bin Abdullah bin Farhan, Saudi minister of culture
  • Concert culminated in collaboration between Saudi Orchestra and Tokyo University of Music Orchestra Academy

TOKYO: The Saudi National Orchestra and Choir gave a finale performance on Friday at the Tokyo Opera City Theater of its “Masterpieces of the Saudi Orchestra” concert, Saudi Press Agency reported.

The Tokyo show marked the fifth leg of the Saudi Orchestra’s global run, following critically acclaimed performances in Paris, Mexico City, New York City, and London.

Hosted with the support of Prince Badr bin Abdullah bin Farhan, Saudi minister of culture and chairman of the board of directors of the Saudi Music Authority, the event showcased a blend of the Kingdom’s rich musical heritage and Japan’s renowned musical traditions, SPA added.

The concert featured 100 musicians and performers, and attracted an audience of officials, business leaders, media professionals, and music enthusiasts.

Paul Pacifico, CEO of the Saudi Music Authority, praised the global impact of the Masterpieces of the Saudi Orchestra performances in his address at the event.

He said the concerts had introduced Saudi musical heritage to the world and represented a step toward sharing the Kingdom’s diverse traditions on an international stage.

The evening featured a performance by the Japanese Imperial Orchestra, presenting ancient Japanese court music with a history spanning over 1,300 years. 

The Saudi National Orchestra and Choir also performed an anime medley infused with Saudi musical motifs, followed by a performance of the theme of AlUla, composed by celebrated artist Omar Khairat.

The concert culminated in a collaboration between the Saudi Orchestra and the Tokyo University of Music Orchestra Academy, alongside Japanese artist Hotai.

The Saudi Music Authority said it has plans to continue the tour in new destinations in the coming years.


Riyadh Design Law Treaty signed at intellectual property conference in Saudi Arabia

Updated 22 November 2024
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Riyadh Design Law Treaty signed at intellectual property conference in Saudi Arabia

  • Document aims to enhance designers’ rights, unify design registration procedures 

RIYADH: Member states of the World Intellectual Property Organization officially adopted the Riyadh Design Law Treaty on Friday, the Saudi Press Agency reported.

The treaty, which aims to enhance designers’ rights and unify design registration procedures, was finalized at the Diplomatic Conference to Conclude and Adopt a Design Law Treaty at the King Abdulaziz International Conference Center in Riyadh, which finished on Friday.

By establishing a robust legal framework, the Riyadh treaty is set to bolster innovation and creativity across multiple industries worldwide, the SPA added.

Abdulaziz Al-Suwailem, the CEO of the Saudi Authority for Intellectual Property, spoke of the significance of the treaty’s adoption.

He said: “The name Riyadh treaty reflects Saudi Arabia’s pivotal role as a bridge between cultures and a hub for supporting global initiatives.

“Adopting this treaty is a historic achievement highlighting Saudi Arabia’s cooperation and contribution to the international intellectual property framework. It opens new avenues for collaboration among member states.

“This treaty will lay the foundation for vital legal frameworks that benefit designers and bolster innovation and creativity worldwide.”

The event, which was hosted by the SAIP, gathered high-level representatives and decision-makers from the WIPO’s 193 member states.