Saudi Arabia’s Ithra Film Production unveils two new films at Cannes 

Head of performing arts and cinema at Ithra Majed Z. Samman and Egyptian screenwriter and producer Mohamed Hefzy. (@Ithra)
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Updated 14 July 2021
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Saudi Arabia’s Ithra Film Production unveils two new films at Cannes 

  • The films are part of Ithra’s commitment to nurture and develop talent across the Kingdom’s creative industries
  • Both movies, which are being produced under the Ithra Film Productions banner, are scheduled for release in 2023

RIYADH: The King Abdulaziz Center for World Culture (Ithra) is unveiling two new films at this year’s Cannes Film Festival.
The projects are part of its contribution to the Saudi Pavilion, which is being hosted by the Saudi Film Commission at the festival.
Egyptian screenwriter and producer Mohamed Hefzy will introduce his Ithra-commissioned film “Sea of Sands” alongside the unveiling of Saudi independent filmmaker Khalid Fahad’s “Valley Road.” 
The films are part of Ithra’s commitment to nurture and develop talent across the Kingdom’s creative industries.




Egyptian screenwriter and producer Mohamed Hefzy will introduce his Ithra-commissioned film “Sea of Sands” alongside the unveiling of Saudi independent filmmaker Khalid Fahad’s “Valley Road.” (Arab News/ Ammar Abd Rabbo)

Both movies, which are being produced under the Ithra Film Productions banner, are scheduled for release in 2023.
Ithra said the cast and crew for both would consist of aspiring Saudi talent, which would nurture a generation of film creatives.
They follow the successful international release of Ithra’s first commissioned film “Joud,” which is described as “an unconventional meditation on the cycle of life” and an “ancient poem for modern times.”
The film uses an experimental story structure derived from a pre-Islamic form of poetry, the qasida, and is dialogue-free. It was shot in 16 locations across Saudi Arabia and screened at several international film festivals.




Ithra said the cast and crew for both would consist of aspiring Saudi talent, which would nurture a generation of film creatives. (Arab News/ Ammar Abd Rabbo)

“Ithra Film Productions is a leading indie film producer in Saudi Arabia,” said Majed Z. Samman, head of performing arts and cinema at Ithra and producer of both new films. “We support the Kingdom’s growing film industry by nurturing homegrown talent and fostering cinema and filmmaking in Saudi Arabia. We are honored to announce our next two projects at one of the world’s most prestigious film fairs as part of the Saudi Pavilion at Cannes Film Festival.”
Hefzy has written, produced and co-produced nearly 40 feature films in Egypt, the US, the UK and the Arab world. 
“Sea of Sands” is a coming-of-age story about a young Bedouin orphan and a camel who form a special bond and embark on a journey across Saudi Arabia.
“Ithra has played a significant role in supporting independent filmmakers from Saudi Arabia at a critical time just as the Kingdom’s booming film industry begins to take shape,” said Hefzy. “I am thrilled to work with them and all the Saudi and Arab talent who will be joining this exciting project.”




“Sea of Sands” is a coming-of-age story about a young Bedouin orphan and a camel who form a special bond and embark on a journey across Saudi Arabia. (Arab News/ Ammar Abd Rabbo)

The film will be shot in various locations across Saudi Arabia.
“Valley Road” follows the journey of an autistic man called Ali who gets lost on his way to see a doctor. He finds himself alone in the middle of nowhere, but a series of obstacles and challenges cannot stop him from discovering the world ahead of him.
Apart from Ithra’s commissioned films, the center is also the driving force behind several initiatives supporting the Kingdom’s film industry.
Ithra Cinema provides a space for the country’s film talent to hone their skills and showcase their work.
It is home to initiatives and programs such as Saudi Film Production, Saudi Film Days, and the Ithra Film Society.
Ithra is also the cradle of the annual Saudi Film Festival, which supports local talent and focuses on content development.
Ithra Film Productions has produced 20 films, of which 15 have won local, regional and international awards.
The center also offers people a learning experience through a training and shadowing program, providing an opportunity for those who are passionate about filmmaking to craft their career in the field.


World of Coffee trade show capitalizes on Gulf’s strong coffee culture

Updated 06 January 2026
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World of Coffee trade show capitalizes on Gulf’s strong coffee culture

DUBAI: Long regarded as the birthplace of coffee brewing, the Middle East is entering a new phase of cafe culture — and the fifth edition of World of Coffee, which takes place in Dubai from Jan. 18-20, will help drive that momentum.

Saudi Arabia alone is home to more than 5,100 branded cafes, with daily coffee consumption exceeding 36 million cups. Coffee is part of the social and cultural fabric, from traditional majlis gatherings to contemporary specialty cafes.

“Saudi Arabia’s coffee sector is evolving rapidly. There is increasing investment in quality, education, and presentation, alongside renewed interest in origin storytelling and cultural context,” said Shouq Bin Redha, exhibition manager for World of Coffee Dubai 2026, where Saudi Arabia will host a national pavilion.

“Saudi coffee has a very distinct identity rooted in heritage, ritual, and hospitality. Its profile is closely tied to traditional preparation methods and regional flavor preferences, which sets it apart on the global stage,” she told Arab News. “The national pavilion reflects this balance between tradition and modernization.”

Organized by DXB LIVE in partnership with the Specialty Coffee Association, World of Coffee Dubai has expanded dramatically, growing from 5,000 sq. meters in 2022 to more than 20,000 sq. meters in 2026. The event brings together producers, traders, roasters, cafe owners and innovators from around the world.

“At its core, the event is about bringing together the full coffee value chain in one place,” Redha said. “We want participants to leave not only having discovered new products or origins, but with stronger partnerships, clearer market insight, and a deeper understanding of how the industry is evolving.”

She added: “The Gulf has become an increasingly attractive market for producers because it combines strong consumer demand with a growing appreciation for quality, origin, and traceability.”

The UAE’s coffee market alone exceeds $3.2 billion, while Dubai continues to strengthen its position as one of the world’s most cafe-dense and diverse cities.

“Dubai, in particular, offers a unique gateway to multiple markets at once. For producers, World of Coffee Dubai provides direct access not only to local buyers, but to an international audience that uses the city as a regional and global trading hub,” Redha said.

When it comes to trends in the Gulf’s coffee scene, Redha said she expected to see “continued diversification in sourcing, with buyers exploring a broader range of origins and flavor profiles. There is also growing interest in coffees that offer greater transparency, whether through direct trade relationships, clearer traceability, or stronger sustainability credentials.”