how Saudi Arabia relies on France to develop its big screen industry

Under the sun of the Croisette, a row of tents stretches as far as the eye can see. Producers, directors, distributors… All the cream of foreign cinema is gathered, this May, in the international village of the Cannes Film Festival. Above the barnums float the flags of the countries present, including that of Saudi Arabia. A State not necessarily known for its cinematographic tradition, but which aspires to become one. “Being in Cannes allows the country to show itself. This is part of its cultural diplomacy strategy”, analyzes Nolwenn Mingant, professor at the University of Angers (Maine-et-Loire) and specialist in the Hollywood film industry. A policy pursued by Crown Prince Mohammed bin Salman (MBS), who has been visiting France since June 14.

This stay was denounced by the NGO Human Rights Watch, which had already accused Riyadh last year of using culture to “whitewash his reputation, as he has already done with sporting events”. For the associations, the string is far too big to make us forget the liabilities of the host: a regime which flouts human rights, is suspected of having had the Saudi journalist Jamal Khashoggi assassinated in 2018, and which has always resort to the death penalty as well.

“By developing its cinema industry, Saudi Arabia wants to reflect a better image and show that it is in the modern age”.

Nolwenn Mingant, specialist in the Hollywood film industry

at franceinfo

For five years, MBS has been seeking to modernize his country. To do this, he has launched a major project, called Vision 2030, which includes the emergence of a powerful cinema industry. This major project began in 2018 with the reopening of dark rooms in the petromonarchy. They had been closed in 1970 by the religious authorities in place, who imposed a strict application of Islam. “Mohammed bin Salman wants to respond to the desires of Saudi youth to live in a more flexible society”explains Anne Gadel, expert on the Gulf countries within the North Africa Middle East observatory of the Jean Jaurès Foundation. “Investing in entertainment is also a post-oil way of thinking”.

Maintain your network and attract filming

To exist in the world of the 7th art, Riyad has therefore invited itself to the foot of the steps and the Cannes red carpet. “It’s a high point for the industry, because it’s the biggest film market in the world”, recalls Guillaume Esmiol, director of the film market at the Cannes Film Festival, which brings together industry professionals during the event. The Saudis have multiplied communication actions there, and have also ensured “the promotion of their filming locations to attract international producers”, explains the specialist. The Saudi Film Commission was able to present the tax benefits granted to films shot on its territory: reimbursement of costs incurred by productions up to 40%, provided that the money is spent on site.

Another objective of the Saudis: to develop co-productions with international companies. Saudi Arabia thus provided financial support for a French feature film for the first time: Jeanne du Barrydirected by Maïwenn, who opened the Festival.

“The country gives itself the image of a financial partner who can participate in large productions and who is in an accelerated modernization process”, judge David Rigoulet-Roze, associate researcher at the Institute of International and Strategic Relations, and specialist in the Middle East. With a film with a budget of 20 million euros, Maïwenn benefited from the largest envelope granted to a filmmaker in 2022, and the second highest in ten years, according to the Collectif 50/50 (PDF file).

A wealth-producing sector

Beyond the image it intends to restore, Saudi Arabia also has a financial interest in cinema. “She wants to create a sector that brings in money and creates jobs, while entertaining young people”, assures David Rigoulet-Roze. By 2030, Riyadh is thus counting on an increase in household spending on entertainment of between 2.9% and 6%, according to the audit firm PwC Middle East. The scheme also aims to create 30,000 jobs in the sector, according to the Saudi daily. Arab News.

“The interest of working with France or Hollywood is to learn from their expertise in cinema and then be autonomous: it’s a transfer of skills.”

Nolwenn Mingant, specialist in the Hollywood film industry

at franceinfo

To achieve its objectives, the kingdom sends its future professionals to study in recognized French schools. A partnership was thus created between 2018 and 2019 with the prestigious National School of Image and Sound Professions, better known as Fémis. A dozen students joined the “Femis Saudi Film Summer School” during an intensive six-week summer internship, during which they were able to learn the cinema professions, explains the establishment to franceinfo. Saudi Arabia fully funded the training, amounting to 100,000 euros, according to Mediapart. “It has not been renewed since the pandemic occurred in 2020”explains the Fémis, without giving details on the reasons for this judgment.

The Gobelins animation school in Paris, which has also welcomed around fifteen Saudi students every summer since 2018, has gone further. In November, it opened a nine-month training course for students from Saudi Arabia. “We are looking to train animation specialists, but also entrepreneurs who will set up studios or who will move towards production”, explains Cécile Blondel, director of the international department of Les Gobelins. The school offers tailor-made training at the request of partner countries. Saudi Arabia, however, is “the only country that benefits” in this form, emphasizes the school. The cost of the training – not specified – is borne by the Saudi audiovisual group Middle East Broadcasting Center.

Riyadh also sends its young talents to study in other countries, such as the United States. For example, Netflix announced in February the launch of a program with the University of South Carolina for Saudi producers. But France has a special place in Saudi strategy: “French cinema commands admiration abroad. It is considered a bit apart compared to Hollywood, for examplesays David Rigoulet-Roze. The idea is to use French know-how, seen as a guarantee of quality by its population, to build a real cinematographic sector.”

Bringing Saudi culture abroad

Will the 7th art manage to establish itself one day in Saudi Arabia? According to official figures for 2020, the country has opened 33 cinemas, while it hopes to have 350 by 2030. It has also created 2,500 direct jobs in the sector. On the creative side, Riyadh shines with the Saudi film Sattar, directed by Abdullah Al-Arak, which reached fifth place in the country’s box office, according to the specialized media Deadline. But the list of his feature films is reduced: only 31 Saudi films have been produced and screened in the country since 2018, according to the country’s Audiovisual Commission.

To promote these productions, the Génération 2030 association, which “aims to bring together young Saudi and French talent”, organizes “Saudi Cinema Nights” in France. This year, it was held at the Annecy Festival (Haute-Savoie) after an edition at the Arab World Institute, in Paris. “It allows Saudi culture to exist abroad, and it helps to build a national identity free from Wahhabism”the rigorous religious doctrine established in the country, assures David Rigoulet-Roze.

One question remains: what interest does France have in associating with this newcomer? “All of this is part of the tradition of cultural diplomacy and allows money to be drained, notably via the co-production of films”, suggests the Middle East specialist. The National Center for Cinema and Image (CNC) tells franceinfo that “the CNC has no co-production agreement” with Riyadh and that “The investments and partnerships in which Saudi Arabia has invested are of private order”. Contacted, the Ministry of Culture did not respond to our requests, while the Arab World Institute did not wish to comment.