A Saudi cultural initiative with titanic ambitions! Thus we could qualify Ithra, a structure that bears, without hesitation, all the creative energy of a people who have so much to offer the rest of the world, while creating the conditions for incubation. Especially for the cinema of the Kingdom of Saudi Arabia, whose arrival on the international scene is welcomed by many professionals and big names in the Seventh Art. In this interview, Mr. Majed Z. Samman, Head of Performing Arts and Film at Ithra - computer engineer trained in Japan, who left the banking sector (Golden Sachs, Barclay's, Citibank, etc.) to devote himself to l'Art - sets out the main lines of its policy, ranging from the release of talent to participation in renowned festivals, through the granting of funding to projects deemed to be the most promising, following a call for applications, and by the results obtained by many films coming out of its "internal kitchen" and which have been distinguished in various festivals around the world.

First, tell us about your participation in the 2023 Cannes Film Festival and the activities you carry out there.

The King Abdulaziz Center for World Culture (Ithra) is committed to developing the kingdom's creative industries, unlocking the potential of talented individuals, and strengthening the creative sector in general - and the film industry in particular. To support this objective, Ithra returns to Cannes for the third consecutive year as part of the Saudi Pavilion, piloted by the Saudi Film Commission. The Center discusses the changing film landscape in Saudi Arabia as part of the May 22 roundtable titled "Saudi Arabia: The Next Film Destination Opportunity".



Ithra is also announcing details of its first open call and funding support for its Ithra Film Production initiative during the 76th edition of the Cannes Film Festival. As part of this initiative, Ithra invites international filmmakers to collaborate with their Saudi counterparts under a plan by Ithra Film Productions to commission and finance up to five films per year.

This is Ithra's first open call for film submissions. The open call closes on August 4, 2023. A panel of distinguished Arab filmmakers will select final projects to receive funding.

Tell us about the genesis of the creation of Ithra.

Today, Ithra fulfills this mandate. Saudi at heart and multicultural by nature, Ithra is a gateway to the kingdom and a connection to the world. The Center creates new opportunities while preparing the next generation of original thinkers to lead in the creative and cultural industries.

What are the goals and targets of your Principles ?

Ithra as an organization is dedicated to developing the skills of the Saudi people and the Kingdom's creative industry. This goal aligns with the Kingdom's broader economic transformation ideals, as reflected in Saudi Vision 2030.

The Ithra Film Production initiative reflects Ithra's strategic focus in the film industry. Ithra supports the development of the film industry by commissioning and financing films and creating opportunities for emerging filmmakers to hone their skills.

Ithra presents a platform for Saudi audiences to watch movies, make movies, and show their movies.

By wanting to bet on the development of skills, why did you not bet on the existence of a higher training institute, so as not to skip stages ?

Ithra's mandate goes beyond talent development. Our goal is also to facilitate the development of the Saudi creative sector. Ithra complements the great work done by the kingdom's training institutes by combining culture, innovation and knowledge. Additionally, Ithra also champions content creation across all sectors, including film, contributing to the development of the Saudi film landscape.

In addition, do your residents benefit from supervision in terms of developing and carrying out projects that are both cinematographic and economic (the two being linked) ?

Ithra helps emerging and established filmmakers develop feature films and documentaries. Some, like Valley Road and Hajjan, have commercial release.



Ithra provides funding/co-funding to Saudi and Saudi-based filmmakers, and commissions projects from Saudi filmmakers.

Ithra's support for talent and industry development is based on knowledge transfer, skills development and funding - all included in Ithra Film Productions' open call. It complements Ithra's activities as a driving force behind other initiatives supporting the kingdom's film industry. Ithra's Cinema, one of the few art house cinemas in the region, provides a useful and technological space for Saudi film talents to hone their skills and showcase their work. In addition, Ithra supports and hosts the annual Saudi Film Festival, while the center is also home to the Saudi Film Days and the Saudi Film Society, which presents a comprehensive program throughout the year.

Do you have external partners who support you in this initiative ?

Ithra Film Productions is an initiative exclusively owned by Ithra. However, the jury that selects proposals to be funded under its open call includes external subject matter experts. Ithra is excited to work with other individuals and entities who share our vision for talent and industry development.

So far you have about twenty films to your credit, does that mean that you have the means to match your ambition ?

Ithra has a proven track record of delivering high-quality film projects - through commissioning and financing models. Through the Ithra Film Productions initiative, the center complements activities designed to support talent and industry development with programs aimed at the creation, promotion and consumption of content.

One of the largest film producers in the kingdom, Ithra Film Productions has helped dozens of filmmakers bring their dreams to life. She has produced over 20 films, 15 of which have received local, regional and international awards. Ithra's productions have screened at 17 festivals around the world, while five are available to stream on Netflix.

Do you have external financial partners who contribute significantly to your policy ?

Ithra is Saudi Aramco's most ambitious CSR initiative and largest cultural contribution to the Kingdom. This enables Ithra to support the transformation of the Saudi economy in line with Vision 2030. The center does this by sparking cultural curiosity, stimulating the exploration of knowledge and inspiring creativity through the power of ideas, imagination and innovation.

What are the festivals in the World with which Ithra collaborates ?

On the cinema side, this is the third year in a row that Ithra has taken part in the Cannes Film Festival. Earlier in May, Ithra hosted the Saudi Film Festival, where Valley Road, produced by Ithra, won the Palme d'Or for Best Actress for the performance of singer and influencer Aseel Omran. The film had its world premiere as the closing film of the Red Sea International Film Festival and will be released on July 6. In summary, Ithra collaborates with the Cannes Film Festival, the Red Sea Film Festival and the Saudi Film Festival.

How have Ithra's productions been received at international film meetings ?

Since the first film commissioned by Ithra, Joud [2018], 16 original films made for less than $2 million each have received local, regional and international awards. The productions have screened at 17 festivals around the world and five have secured streaming deals.

Do you plan to open Ithra to other directors from Arab countries? And do you intend to open branches in these same Arabs of the MENA region ?

Ithra is committed to talent and industry development in Saudi Arabia and the region, and we recognize the wealth of talent on our doorstep. Saudi filmmakers and those based in Saudi Arabia are eligible to participate in Ithra Film Production's open call, and we invite members of the international film community to collaborate with their peers in Saudi Arabia.

Hajjan, for example, features a pan-Arab cast and crew, as it made sense for the project to use regional resources. We are honored to work with renowned Egyptian producer Mohamed Hefzy on this project. Likewise, director Abu Bakr (A.B.) Shawky has the knowledge, talent and passion to bring this project to life. He shares Ithra's vision for this film and the industry, and his Egyptian heritage means he understands the desert, the camels and the races at the heart of this film. Having these big names with a regional background helped drive the project forward.

Interview conducted by
Bassirou NIANG