Saudi Arabia’s Film Industry Reclaims Its Narrative

Mar 18, 2025

A film crew sets up equipment in AlUla, Saudi Arabia, surrounded by traditional mudbrick buildings and dramatic rock formations. The scene highlights the Kingdom's growing film industry and its use of historic landscapes as cinematic backdrops.

A film crew in AlUla, Saudi Arabia, captures the region's stunning heritage and landscapes, showcasing the Kingdom’s booming film industry as it reclaims its narrative and builds a creative economy. (source: Shutterstock)

I recently came across an article exploring how NEOM is positioning itself as a new destination for global film production. A few major films have already been shot there—Within Sand and Desert Warrior among them—showcasing the region’s growing potential as a serious player in the industry. With cutting-edge studio infrastructure, diverse landscapes, and a rising number of international productions, NEOM is not just attracting Hollywood—it’s establishing Saudi Arabia as a competitive, creative hub.

For years, the world knew little about Saudi Arabia beyond oil and geopolitics. This narrow and often outdated image left many Saudis frustrated. Today, film is helping to change that. The boom in both local and international productions is more than just an economic initiative—it’s a long-overdue attempt to tell Saudi stories from the inside out.

Last year, Saudi banker Ali Shihabi noted on The Mo Show that the Kingdom has historically struggled with communicating its identity to the world. His words weren’t critical—they were a call for more thoughtful, strategic engagement.

While other Gulf countries like the UAE and Qatar invested early in tourism, media, and cultural soft power, Saudi Arabia remained largely absent from the global stage. The result was a perception gap, where the country’s complexities were overlooked, and its stories left untold.

Some might view the sudden expansion of entertainment and tourism as excessive. But in reality, it’s a response to years of cultural underexposure. Saudis today are taking pride in showing their identity, welcoming outsiders, and proving they can lead in creative fields once considered distant or inaccessible.

Importantly, the Kingdom’s investment in cinema isn’t just about attracting foreign productions—it’s about building a lasting local industry. NEOM may offer the spectacle, but the real success will be measured by whether Saudi filmmakers can one day stand shoulder to shoulder with their international counterparts—not as hosts, but as creators.