The new unit will also back distribution strategies for local and international releases, ensuring films reach the audiences they are intended for.
Saudi creative agency Habbar has expanded into the film industry with the launch of Habbar Film Marketing, a new division dedicated to connecting both local and international films with audiences in Saudi Arabia. The Riyadh-based company unveiled the initiative at this year’s Red Sea International Film Festival’s Souk, where the team, led by Mohammed Al-Ansari, introduced the venture to industry attendees.
Positioned as a specialised arm within Habbar, the division aims to leverage the company’s established strengths in storytelling, creative direction and audience insight. Its goal is to elevate the marketing of Saudi films while ensuring they receive the same strategic sophistication and cultural understanding as major international releases. The move is designed to support both domestic and global films seeking to enter or expand within the Saudi market.
Habbar Film Marketing will oversee a full suite of promotional activities, including cinematic key art, narrative-driven campaigns, trailers, promos, brand partnerships, product placement strategies and social-media-focused storytelling. The unit will also back distribution plans for local and international releases, tailoring campaigns to effectively reach intended audiences.
The division made its official debut at the Red Sea International Film Festival 2025, accompanied by the launch of the Habbar Film Marketing Grant. Introduced at the Red Sea Souk, the grant aims to support emerging filmmakers by providing creative resources, strategic guidance and customised marketing assistance.
Al-Ansari, who leads the new unit, told Deadline that the company intends to draw on more than a decade of experience crafting advertising and marketing campaigns in the kingdom, giving them a unique understanding of Saudi audiences. He noted that their services will be available to all distributors and studios releasing films in the country, regardless of project scale. For lower-budget productions, Habbar is also open to offering marketing support in exchange for equity.
The team plans to assist films at every stage of the marketing process, spanning artwork, digital activations and wider campaign development. Reflecting on the company’s identity, Al-Ansari explained that “Habbar” means squid in Arabic — a symbol he says reflects the company’s commitment to diving deep into culture and delivering insights with meticulous detail.
