Norah, the film entirely shot in the region of AlUla, has been awarded with a special mention after screening as part of the “Un Certain Regard” section at the Cannes Film Festival. The film made history by being the first Saudi production to be selected for the festival… Our Editor in Chief, Richard Barnes, was at the screening, and delivered the following report and video…
The film’s projection in Cannes was met with resounding applause. Director Tawfik Alzaidi, along with the cast and crew, received a standing ovation for their remarkable work.
It is part of a broader movement seeing Saudi arts and artists making an impact on the global scene following the lifting of bans on the arts in the not-so-distant past. In turn, this is part of KSA’s “Vision 2030” – moving to transform the entire society in a number of ways.
In this sense, SAFE is active in promoting the emerging Saudi arts scene, which is playing a pivotal role in the development of international relations – as well as encouraging tourism to the Kingdom, enabling people from around the world to discover all the fascinating facets of Saudi culture as well as the nation’s breath-taking natural beauty.
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The stark, breath-taking scenery of AlUla is a key to the visual success of the film. TV shows and movies have become significant influencers of travel plans, with, according to Expedia, over 50% of travellers being inspired by these productions. The most interest is generated by the landscapes and outdoor locations depicted, even surpassing the influence of social media.
Norah: a boost to tourism in AlUla – and more broadly in KSA
Film-induced tourism, which emerged prominently in the 1990s, is currently one of the fastest-growing sectors in tourism. The British Tourism Association was the first to capitalize on this by publishing a map of Great Britain with movie locations in 1996. The popularity of film tourism is driven by international travel, the growth of the entertainment industry, and cult-like celebrity status.
Films provide long-term tourism revenue by significantly increasing the number of visitors to featured locations, boosting the local economy by an average of 31%. For example, “The Lord of The Rings” series increased New Zealand’s annual tourist influx by 40%, while Alnwick Castle in Britain saw a 120% increase in visitors due to its association with the “Harry Potter” films. Additionally, London’s King’s Cross station became a tourist attraction because of its depiction as platform 9 3/4 in the “Harry Potter” series.
In order to foster and promote film production in the region, with a consequential boost in tourism, film AlUla was established as a film agency in the County of AlUla. The organisation has also partnered with the Red Sea International Film Festival as Industry Sponsors since its inaugural edition in 2021.
Coincidentally, Norah had its world premiere in Saudi Arabia last December at the Red Sea Film Festival in Jeddah, before taking its place on the global stage at Cannes, competing with 19 other films from around the world in the “Un Certain Regard” section, which highlights new talents and unconventional stories.
About the film
Entirely filmed in the spectacular AlUla region, Norah is set in the 1990s, a time when artistic expression was banned in Saudi Arabia. The story follows Nader, an artist turned teacher, portrayed by Yaqoub Alfarhan, who helps the young Norah, played by newcomer Maria Bahrawi, realize her artistic potential in a conservative and oppressive environment.
Alzaidi says he hopes that Norah will inspire future generations to pursue their dreams. He emphasises the importance of believing in oneself and fighting for one’s voice.
Maria Bahrawi, who plays the titular role, mentioned that her experience in Norah has taught her to stay true to herself and to persevere despite challenges. This aligns with the film’s core message of resilience and self-belief.
Since the lifting of the 35-year ban on cinema in 2017, Saudi Arabia’s film industry has blossomed, forging strong ties with the Cannes Film Festival since its first participation in 2018.
Norah is the first feature film for Alzaidi, drawing on the emotions of his personal relationship with art to tell the story of the artistic relationship between a painter and his model in the conservative Saudi Arabia of the 1990s.
Interviewed during the Cannes Festival, Alzaidi explained that he has had a passion for creativity and art since he was nine years old: “I have always been close to art and music specifically. I used to appreciate art through magazines and music tapes. When I started writing the story for Norah, I began writing about a person who loves art and at the same time creates it. I lived in this environment with art, even though it was not allowed in public places in the 90s. I believe art is inside each and every person. I started making short films in 2006 before cinemas became available in Saudi Arabia in 2018. I experienced the same feeling that Norah’s characters did during those years but from a filmmaker’s perspective. He makes films, but there is no place to show his films. This is where the idea of the story began.”
The director says he has always believed that art is one of the “most beautiful means of communication between people”: “My first thought was to make a purely cinematic-quality film based on real feelings. My goal was to make a film that everyone could feel and not just watch. This is what the film is about… the relationship between humans and art. Art, for me, is a communication tool between people.”
While Alzaidi had already decided upon working with Yaqoub Alfarhan in the role of Nader, finding the right person for the role of Norah was quite challenging. He explains that he found 16-year-old Maria Bahrawi (now 17) just two weeks before filming started: “When we had an interview, I didn’t talk to her about the film at all, I just asked her about her life, but I saw the spirit of Norah in her.”
Following the screening, we spoke to Moetaz Elshafey, the Celebrity Journalist for Saudi Broadcast and Publishing, who explains that for him, the film reflects the transformation that has been happening in Saudi Arabia in a smart way: “It touches every woman in Saudi Arabia. They suffered this way for years… as did their mothers and grandmothers who were not allowed to show their faces, to listen to music, or to appreciate art… The simple things of life were not allowed.”
Elshafey says he is impressed by the fact that a 17-year-old Saudi girl is here in Cannes as the leading actress in this film: “The fact that the main role in the film is that of a girl already says something for the way things are changing. It’s a message about what’s happening now in Saudi Arabia. It will take some time, but the efforts of all the Arab nations, and from the whole world, will prevail. And it’s about beauty… the breath-taking stark landscape of AlUla. Saudi Arabia is very beautiful, as is the rest of the Arab world. We have to show our bright side to the world. Every person and country in the world has two sides. Don’t look only at one side. You have to see the whole picture and learn more about us.”
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