Raising the distribution and visibility of movies produced by Saudi production firms

Abstract

Movitaz Entertainment (ME), a Saudi Arabian film production firm with operations in both Saudi Arabia and the United States, faces several challenges in expanding its market presence both locally and globally. Despite the Saudi government's incentives under Vision 2030, ME has struggled to attract foreign film producers and effectively promote Saudi films to broader audiences. The primary aim of this consultancy report is to develop marketing strategies for Saudi film producers to maximise their reach and return on investment (ROI) domestically and internationally. The objectives include increasing domestic box office revenues by 20%, increasing film production activity by 30%, and growing global awareness of Saudi cinema by 25%, all within one year. The review of existing literature highlighted the positive role of streaming platforms like Netflix in boosting local film industries, as seen in Spain and Brazil. Using a mixed method strategy, data was collected through survey from 32 film production employees in Saudi Arabia and internationally, identifying key factors influencing audience behaviour. Survey results highlighted that casting and social media are critical in influencing audience decisions, while a significant gap exists in promoting Saudi films and government incentives. Three key recommendations are provided: partnering with Netflix to expand global reach, increasing ME’s digital presence through targeted social media strategies and partner with international filmmakers. These recommendations aim to address the challenges of visibility and engagement, ensuring Saudi films resonate with both local and international audiences, aligning with the project’s objectives.