Effat film festival to feature leading media figures

Effat University’s Showreel program is the university’s celebration of movies made by its female students and graduates.
Updated 03 April 2019
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Effat film festival to feature leading media figures

As part of its 20th anniversary celebrations, Effat University has launched its sixth annual Showreel program. With the slogan “The World Through Their Eyes,” Showreel is the university’s celebration of movies made by its female students and graduates from the Visual and Digital Production (VDP) Department, which is the first in the Kingdom to teach filmmaking.

The opening ceremony will be held on Thursday (April 4) under the patronage of Princess Lolowah Al-Faisal, vice president of the board of trustees and general supervisor of Effat University.

Dr. Haifa Jamal Al-Lail, president of Effat University, said: “We began working in this area six years ago and made efforts at the highest standards in order to become pioneers in teaching filmmaking in the Kingdom. We thank God that our efforts have been productive and that Saudi society has reacted positively to Saudi filmmaking.”

Osama Haykal, former Egyptian media minister and president of the Egyptian Media Production City, will be the keynote speaker at the event, which will be opened by actress Fatima Al-Banawi, an Effat graduate.

The guests of honor will be actress Maryam Al-Ghamdi from Saudi Arabia, film director Nawaf Al-Janahi from the UAE, Fatima Al-Husainan from the National Council for Culture, Arts and Literature in Kuwait, producer Sam Lahoud from Lebanon, Egyptian film critic Tarek Al-Shinnawi, Egyptian producer Mohamed Hefzi, and Abdulrahman Lahi, a Mauritanian producer and president of the council of the Cultural Resource Institution. 

The event will come at the conclusion of a week packed with public workshops presented by Effat University students at the Effat Library. 

The festival will begin with workshops by Richard Litvin, American producer and professor at New York University’s Tisch School of Arts, which has been in academic partnership with Effat University since 2016. 

The following workshops will be held: Screenwriting by Bahraini producer Bassam Al-Thawadi; Production, Financing and Distribution in Film Making by Sam Lahoud; and Cultural Management and Innovative Marketing by Abdulrahman Lahi.

A seminar entitled ‘The Art of Watching Films’ will be presented by Tarek Al-Shinnawi, in addition to a lecture on Kuwaiti cinema by Fatima Al-Husainan as well as a workshop on producing a creative vision by Nawaf Al-Janahi.

The festival will also include a seminar for his new book “From Makkah to Cannes” by Lebanese critic Ibrahim Al-Aris. The book deals with the movies of Saudi producer Abdullah Al-Mohaisen.

The Visual and Digital Production Department at Effat University was established in 2013 and became the first and only one in the Kingdom after being approved by the Ministry of Higher Education. The program is in collaboration with the University of Southern California School of Cinematic Arts, and was further developed with the support of the New York Arts and Film School. 

The visual and digital production department at Effat University includes film production, animation, screenwriting, and interactive media.


More crop per drop: NADEC and EF Polymer deploy breakthrough technology to cut agricultural water use by 40%

Updated 14 January 2026
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More crop per drop: NADEC and EF Polymer deploy breakthrough technology to cut agricultural water use by 40%

Following a strategic technology-scouting framework led by Universal Materials Incubator, the National Agricultural Development Company has entered into a partnership to launch large-scale field trials of EF Polymer, marking a significant step in deploying deep-technology solutions to strengthen the Kingdom’s food and water security.

The collaboration initiates field trials of EF Polymer’s proprietary solution — a 100 percent organic, biodegradable powder that performs like a “soil battery” upcycled from food waste. Engineered to address water scarcity in arid and semi-arid regions, the material can absorb up to 50 times its own weight in water and gradually release moisture directly to plant roots. This mechanism has the potential to reduce irrigation water use by up to 40 percent, while enhancing crop yield and long-term agricultural productivity.

Beyond water efficiency, EF Polymer improves nutrient retention by minimizing fertilizer leaching, thereby reducing overall fertilizer requirements. After approximately one year in the soil, the material fully biodegrades into organic carbon, organic matter, and trace nutrients such as magnesium, calcium, and nitrogen — contributing directly to improved soil health and long-term fertility.

The solution is affordable, easy to apply, and suitable for a wide range of crops, making it viable both for individual farmers and for industrial-scale agricultural operations such as NADEC’s. 

EF Polymer has already achieved significant commercial adoption across multiple global markets, including Japan, the US, India and Turkiye, where it is actively used by farmers and agribusiness operators to improve water efficiency, soil health, and crop resilience under varying climatic conditions.

Its organic credentials are certified by OMRI and Ecocert, reinforcing its alignment with sustainable and regenerative agricultural practices.

The stakes for this alliance are high. By 2030, global freshwater demand is projected to exceed supply by 40 percent. In Saudi Arabia, the challenge is localized but intense: the agricultural sector alone consumes approximately 11.4 billion cubic meters of water annually. This partnership underscores NADEC’s commitment to adopting innovative, scalable technologies that conserve natural resources while supporting resilient food systems across the Kingdom.

Mohamed Al-Rajhi, VP of supply chain sector at NADEC, said: “Strategic agriculture today requires a long-term commitment to soil health and resource circularity. NADEC is leading the shift toward regenerative practices that restore our natural capital rather than merely consuming it. By diversifying our crop portfolio and investing in closed-loop nutrient management, we are insulating our operations against global price volatility and environmental shifts.”

“We are aggressively deploying AI-driven irrigation systems and satellite-based crop monitoring to optimize every drop of water and every hectare of land. This strategic pivot toward agri-digitization allows us to mitigate climate risks in real-time while significantly reducing our carbon footprint. Our commitment to sustainability is our greatest competitive advantage, ensuring that NADEC remains the cornerstone of the Middle East’s agri-food sector for decades to come. These trials focus on strategic scalable crops like wheat and olive trees to ensure the future of the Kingdom’s food security is both sustainable and locally rooted,” he added.

Strategic trial milestones:

  • Wheat: Trials have commenced to demonstrate water retention in this water-intensive crop.
  • Olive and blueberry: Specialized testing is scheduled for March to evaluate yield improvements and nutrient efficiency.

This collaboration supports Saudi Vision 2030 goals of reducing non-renewable groundwater use by 90 percent.