Saudi Arabia is grooming AlUla into a premier global destination for film production, combining state-of-the-art facilities with its unique cultural heritage and stunning landscapes. In conversation with Vijaya Cherian, Zaid Shaker, Acting CEO of Film AlUla, talks about how this ambitious vision is nurturing local talent, attracting international projects and advancing the goals of Vision 2030.
How has AlUla evolved to support Saudi Arabia’s Vision 2030?
Film AlUla was established in 2020 to help realise Saudi Arabia’s Vision 2030 by positioning AlUla as a central hub for film and entertainment. Our goal is to attract and support local and international productions, advancing economic diversification and cultural development. With its rich heritage, AlUla embodies the Kingdom’s past, present and future. By bringing in regional and international projects, Film AlUla drives investment, generates employment and boosts the local economy, directly supporting Vision 2030.
Sustainability is also at the heart of our efforts. While developing world-class film infrastructure, we are committed to preserving Film AlUla’s landscapes and cultural heritage. Additionally, we invest in upskilling the local community, ensuring that the benefits of this growth are felt at the grassroots level and contribute to long-term, sustainable development.
What’s the status right now in terms of studio infrastructure in AlUla?
Film AlUla Studios is set to welcome a leading global studio services provider as its operator, a first-of-its-kind partnership in the region. Film AlUla Studios is a cutting-edge, full-service production facility designed to meet the needs of today’s global film and TV industry. The studio boasts two 25,000sqft soundstages, the latest technology and a 61,500sqft backlot designed for set builds and temporary infrastructure. Each soundstage is paired with its own production building, offering 17,761sqft of space that includes everything from communal areas to dressing rooms, hair and makeup rooms, executive offices and catering for up to 300 guests. These buildings form part of a larger Creative Production Hub which also includes four workshops totalling 16,146sqft, ideal for set construction and prop development, plus a worldclass sound recording studio that can accommodate a 32-piece orchestra. With its breathtaking locations, top-tier facilities and logistical support, AlUla is a one-stop shop for filmmakers looking for a fully equipped destination for their productions.
How is the government supporting the industry’s growth in terms of policy and investment?
In line with the national incentive programme, Film AlUla offers a 40% cash rebate for international, regional and local film and TV productions. This rebate can be elevated to 50% for projects involving Saudi citizens or residents. An additional incentive of up to 10% is available for productions that prioritise crew development, training, marketing, promotional activities, cultural enrichment and the showcasing of Saudi talent both in front of and behind the camera. These incentives are designed to lower production costs, maximise budgets and offer comprehensive support throughout the filmmaking process.
Tell us about some of the big productions at AlUla.
One of the standout successes is Norah, directed by Tawfik Alzaidi, the first-ever Saudi film to be selected for the Cannes Film Festival, where it went on to receive a Prestigious Special Mention award. With over 60% of its crew made up of Saudi talent, Norah is a powerful testament to the Kingdom’s growing creative capabilities.
Other major productions include Kandahar, directed by Ric Roman Waugh, the first big-budget US film to shoot in AlUla; Cherry, the emotional drama directed by Anthony and Joe Russo, starring Tom Holland; K-Pops, a coming-of-age comedy directed by Anderson .Paak; and Netflix’s Matchmaker, directed by Abdulmohsen Aldhabaan.
More recently, AlUla has served as the backdrop for Hijra, an ambitious drama by acclaimed director Shaheed Ameen, and Siwar, the debut feature by Osama Alkhurayji, which opened this year’s Saudi Film Festival. With over 80% of its cast and crew made up of Saudi talent, Siwar is a true reflection of rich storytelling and creative potential.
Beyond feature films, AlUla is also emerging as a hub for global music and entertainment productions. Highlights include the high-energy music video Gun Powder by Meshaal Aljasser, the National Geographic documentary Lost Worlds with Bettany Hughes: The Nabataeans, reality shows like Dubai Bling and Soy Georgina, and promotional shoots for major franchises like House of the Dragon and Stranger Things.
In 2024 alone, AlUla hosted 85 productions spanning feature films, TV series, commercials and music videos. This year will also see an exciting slate of local, regional and international productions that will be announced soon.
Saudi Arabia has several places to shoot movies. What makes AlUla unique?
Located in northwest Saudi Arabia, AlUla is home to the Kingdom’s first UNESCO World Heritage Site, Hegra, an ancient Nabataean city, as well as stunning landmarks like Jabal Ikmah’s open-air inscriptions, Elephant Rock and AlUla Oasis. Spanning 22,500sqkm – roughly the size of Belgium – AlUla is a living museum with a history that spans more than 200,000 years.
AlUla has diverse landscapes which provide the perfect backdrop for a wide range of genres. Whether it’s rock formations, volcanic craters, lush oases or sandstone canyons, it offers a variety of terrains that can bring both historical and contemporary stories to life. The region’s vast deserts, oases, ancient towns, sweeping mountains and clear night skies are all located just minutes from the town and production studios.
With a population of around 65,000, AlUla also offers a welcoming, community-oriented environment, making it not only visually stunning but also a logistically efficient and highly liveable base for film crews.
What are the biggest challenges in building an industry from the ground up in KSA?
Building a film industry from the ground up in Saudi Arabia presents challenges, but these are opportunities for growth. A key area of focus is developing a skilled workforce, addressed through training, mentorship and on-set apprenticeships. International collaborations help transfer knowledge and build expertise.
Another challenge is establishing a robust production supply chain. We’re tackling this by supporting local businesses, building partnerships and providing state-of-the-art facilities like Film AlUla Studios to meet international standards.
Government support, including financial incentives and initiatives like the Film Saudi programme, is helping attract global filmmakers. Equally important is activating the private sector to play a stronger role in supporting the growth of the industry, from investing in infrastructure and services to backing creative projects.
What trends in audience behaviour are shaping the future of Saudi Arabia’s media landscape?
Saudi Arabia’s media landscape is undergoing a rapid transformation, driven by a young, digitally connected population. With 65% of the population under 30, there’s a clear shift toward OTT platforms like Netflix and Shahid, as Saudi audiences increasingly consume content via streaming services. This shift presents a unique opportunity for us to attract global streaming giants to shoot original productions in AlUla, helping to bring Saudi narratives to a global stage.
One of the most exciting trends is the growing appetite for high-quality, story-driven cinema, not just commercial blockbusters. Independent films are gaining remarkable traction. The success of Saudi indie drama Hobal, which recently outperformed major Hollywood titles at the local box office, is a testament to the rising interest in more intellectual, character-driven stories.
Audiences are increasingly looking for quality over quantity – they want stories that are well-crafted, relatable and culturally resonant. Saudi Arabia is unique in the region in that the local market strongly supports its national cinema. As a result, filmmakers are now exploring all mediums, from theatrical releases to digital-first projects and festival circuits, reflecting a more dynamic, multidimensional approach to storytelling.
How is AlUla attracting and developing local talent for long-term sustainability?
Film AlUla is committed to developing local film talent to support the long-term growth of Saudi Arabia’s film industry. Through training and on-set experience, emerging filmmakers and crew members gain essential skills during each production.
Our programmes focus on practical, hands-on learning to build technical and creative expertise. In one initiative, 50 trainees join a week-long introduction to filmmaking, with 16 progressing to on-the-job training across roles like production coordination and technical departments. At least five will be nominated to continue on future productions, creating a clear path for professional development. We also incentivise productions to hire local crew, reinforcing our goal of building a skilled and sustainable workforce for Saudi storytelling.
What impact are major global streaming platforms and studios having on the local industry?
Major global streaming platforms and studios such as Netflix, Amazon Prime and Shahid not only offer a global stage for Saudi films and TV shows but also drive substantial investment in local content creation. By partnering with regional filmmakers, these platforms provide opportunities for skill development, funding and exposure to international markets.
These collaborations are supporting the growth of a dynamic film industry, helping to elevate local production standards and create jobs. Additionally, they bring attention to Saudi culture, offering local talent the chance to tell their stories to a global audience. The production of content contributes to economic diversification by attracting foreign investment, boosting tourism and strengthening the creative industries, which play a key role in Saudi Arabia’s Vision 2030.
What are your key priorities moving forward?
Film AlUla aims to be a prominent global film industry player, establishing itself as a key destination for productions across all formats. Our focus is on talent development, infrastructure expansion and building international collaborations to ensure Saudi stories reach global audiences. We are dedicated to attracting a consistent pipeline of productions across film, TV and digital media, with the creative industries playing a significant role in diversifying the economy, attracting investment and creating jobs.
