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 came across an article how NEOM is becoming a new Hollywood destination for film production. A few major films have already been shot there, including Within Sand and Desert Warrior, showcasing its potential as a global filmmaking hub. With its advanced studio facilities, diverse landscapes, and growing slate of international productions, NEOM is positioning itself as a serious competitor in the industry, attracting both Hollywood and regional filmmakers

For years, the world knew little about Saudi Arabia beyond oil and geopolitics, leaving Saudis frustrated by a narrow, outdated image. Now, film is helping to change that. The surge in both local and international productions is more than economic—it’s a long-overdue effort to reclaim Saudi’s own narrative.

Saudi banker Ali Shihabi noted on The Mo Show last year that Saudi Arabia has long struggled with effective communication in shaping its global image. His remark wasn’t criticism but a call for a more strategic, proactive approach to public engagement.

For decades, the Kingdom remained culturally absent on the global stage while neighbors like the UAE and Qatar invested in media, tourism, and soft power. The result? A perception gap that left Saudi stories untold.

To some, the rapid expansion of entertainment and tourism may seem excessive. In reality, it’s making up for lost time. Saudis today take pride in showcasing their identity, welcoming visitors, and proving they can build a thriving creative industry.

Saudi Arabia’s investment in film isn’t just about attracting Hollywood—it’s about building a sustainable local sector. NEOM may offer spectacle, but true success will be measured by whether Saudi filmmakers can stand alongside the international productions the country hopes to attract.