The Cannes Film Festival has for the first time selected a Saudi feature film for its Official Selection. “Norah,” directed and written by Tawfik Alzaidi, will be showcased in the “Un Certain Regard” category, a section known for highlighting films that possess a unique narrative and aesthetic.
Set in the scenic landscapes of Saudi Arabia’s AlUla region during the 1990s, “Norah” is a poignant film produced by TwentyOne Entertainment that captures the essence of a pivotal era. As the first Saudi feature filmed entirely in AlUla, it is described by the creators as “a story about the power of art to inspire and change minds and hearts.” It weaves the tale of Norah and Nader, two soulmates whose encounter spurs a profound exploration of creativity and freedom in a time when such expressions were heavily restricted.
The Cast’s Vivid Portrayal The film features a dynamic ensemble with Yaqoub Alfarhan (“Rashash”), debutante Maria Bahrawi, and Abdullah Alsadhan (“Tash ma Tash”) delivering compelling performances that embody the film’s thematic depth.
Alzaidi’s Vision and the Canvas of AlUla Director Tawfik Alzaidi, reflecting on his work, states: “This film is about those special people who managed to keep their creativity alive despite being considered different or outsiders by their society at that time.” He further adds, “Creativity, for me, is a tool to communicate between people and I want to show that in this film.”
Alzaidi’s commentary on the era underscores the narrative’s stakes: “Everything has changed now but it was a time that lasted a long 35 years. Many artists and musicians stopped their artistic careers because of the pressure exerted on them.”
Fostering a new wave of Saudi filmmakers
“Norah” has clinched the top prize in the Saudi Film Commission’s Daw Film Competition, reflecting the nation’s robust cultural investments aimed at developing local talent and presenting Saudi cinema to a global audience. Supported by initiatives such as Film AlUla and the Red Sea Film Festival, the film stands as a beacon of Saudi Arabia’s cultural aspirations within its Vision 2023.
With its screening under ‘Un Certain Regard’ during the Cannes Festival from 14 to 25 May, “Norah” not only marks a milestone for Saudi cinema but also serves as a testament to the diverse stories and talents arising from the region. The platform at Cannes facilitates a broader cultural dialogue, enabling the world to witness the creative voices that have emerged from Saudi Arabia’s evolving cinematic landscape.
The broader implications for AlUla and the travel industry
With the film’s breathtaking visuals set in AlUla, there is an anticipated upsurge in tourism similar to cinematic tourism phenomena witnessed in other parts of the world. The film’s stunning depiction of this locale is likely to enhance AlUla’s appeal as a must-visit destination, inviting travellers to immerse themselves in the same landscapes that form the backdrop of “Norah.”
As “Norah” garners international attention, the allure of AlUla is set to grow, presenting travel professionals with an invaluable opportunity to craft unique itineraries for culturally curious travellers. These itineraries can offer deep dives into the film’s locations, marrying the luxury of modern travel with the rich heritage of the region.
Fostering and promoting the film industry
Film AlUla, the Royal Commission for AlUla’s film agency, has embarked on several major initiatives to foster the region’s film and creative industries, aligning with Saudi Arabia’s Vision 2030 to diversify the economy and promote cultural development.
AlUla Creates: Empowering Female Creatives
On March 9th, 2023, Film AlUla announced ‘AlUla Creates’, a platform to cultivate creativity and empower emerging talent, particularly female filmmakers and creatives, to produce works against AlUla’s majestic landscapes. The year-round programme offers collaboration with leading industry figures and access to development funds. Notably, the initiative is in partnership with The British Fashion Council and backed by luminaries such as Mila Al Zahrani and fashion icons Helena Christensen and Eva Herzigova.
In a move to create a world-class studio and digital hub, AlUla Creates is part of a broader strategy to develop a film-friendly ecosystem. The programme aims to boost the socio-economic growth of AlUla, providing jobs and nurturing the creative arts across disciplines, with a focus on sustainable practices in collaboration with Eco-Age.
On October 24th, 2023, Film AlUla and Stampede Ventures, led by Greg Silverman, signed a USD 350 million, three-year deal to bring ten productions to AlUla. This partnership underlines Saudi Arabia’s burgeoning status as a creative hub and promises to significantly impact the local economy and talent development.
The deal will inaugurate with the films “Fourth Wall” and “Chasing Red”, set for Q2 2024 production in AlUla. These films are a part of the ambitious collaboration announced at the Red Sea International Film Festival.
Facility enhancements and talent development
Film AlUla’s facility is nearing completion of a full-service production complex, including a 30,000 square foot soundstage and comprehensive production support. The initiative is set to create a vibrant local film industry, providing training and employment opportunities, with the Film AlUla Residence offering high-quality accommodations for crews.
According to Charlene Deleon-Jones, Executive Director at Film AlUla, over 70% of Saudi Arabia’s population is under 30, and there’s a growing excitement around the screen sector. Alec Maxwell of Kloss Films noted the thrill of contributing to Alula’s creative future with an all-female crew.
This series of efforts, including the launch of AlUla Creates and the strategic partnership with Stampede Ventures, signals a major stride in positioning AlUla and Saudi Arabia as a global epicentre for film and the creative arts.
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