Pakistani film ‘In Flames’ set to ignite interest at Red Sea Film Festival with women-led narrative

A still from the Pakistani horror movie "In Flames." (Photo courtesy: social media)
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Updated 12 November 2023
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Pakistani film ‘In Flames’ set to ignite interest at Red Sea Film Festival with women-led narrative

  • Lead actress Bakhtawar Mazhar applauds how the Middle East is positioning itself in terms of women’s rights
  • Pakistani artists say their country’s cinema can collaborate with the Saudi film industry that is rapidly progressing

KARACHI: As Pakistani feature film “In Flames” heads to the Red Sea International Film Festival (RSIFF) later this month, its lead actresses said the selection of a women-oriented story for the high-profile event in Saudi Arabia itself reflected progress and was likely to resonate with women in the region.

Earlier this year in May, “In Flames” became the second Pakistani film in 43 years to make it to Directors’ Fortnight, an event that runs parallel to the prestigious Cannes Film Festival. Last month, the film was independently released at the Atrium Cinemas in Pakistan’s southern Karachi city for a 12-day run which was later extended until November 9.

“In Flames” is one of the two feature films from Pakistan that will be screened at the RSIFF scheduled to take place from November 30 till Dec 9 in Jeddah, Saudi Arabia.

“The way the Middle East is positioning itself in terms of women’s rights, we appreciate it,” Bakhtawar Mazhar, who plays the mother, Fariha, in the film, told Arab News in an exclusive conversation earlier this month.

“More than other festivals, this film is making its place at Red Sea,” she continued. “A women-oriented film. That’s a statement. I think Red Sea is also, by selecting these films, trying to say something here.”

Mazhar described the development as significant not just for the film but also for Pakistan. She said the festival in Saudi Arabia was relatively new compared to similar global film industry events, though it had managed to bring together big stars and films with meaningful content in a brief period of three years.

She categorized “In Flames” as a psychological thriller that follows the struggle of a mother and her daughter after the loss of the patriarch of the family. Written and directed by award-winning Canadian-Pakistani filmmaker Zarrar Kahn, the film has been produced by Anam Abbas.

Newcomer Ramesha Nawal, who auditioned for her acting debut with “In Flames,” played the role of Fariha’s daughter, Mariam, in the film. She found the character quite relatable being the eldest daughter in her family.

“Even though this film was shot in Karachi, women around the world were crying [after watching the film] and they were like, we know the struggle this character went through, we know the struggle of Fariha and Mariam,” Nawal told Arab News.

She said she was truly excited that the film was going to the Red Sea festival, adding the Saudi film industry was also making rapid progress which offered a tremendous opportunity to the Pakistani cinema to be collaborating with them.

“In Flames” is also Pakistan’s official submission under the Foreign Language Film category for the 96th Academy Awards next year. In addition to the Cannes Directors’ Fortnight, the film has made it to multiple international film festivals including the Toronto International Film Festival (TIFF), International South Asian Film Festival (iSAFF) and Vancouver International Film Festival (VIFF) within the last few months.


Mini op-ed: Recognising a shift in how people relate to wellness, self-care

Updated 05 March 2026
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Mini op-ed: Recognising a shift in how people relate to wellness, self-care

DUBAI: I have spent nearly a decade working in the beauty industry in Saudi Arabia and the UAE, and Ramadan always has a way of prompting change; in habits, in priorities, and in the routines people have been carrying without question. Speaking from my own corner of the industry, one of these habits is often hair removal.

Saudi Arabia’s beauty and personal care market was valued at about $7.56 billion in 2025 and is set to grow to an estimated $8.03 billion in 2026. Within that growth, personal care encompassing the daily (sometimes unglamorous) routines hold the largest share. But market size alone does not tell the full story. A study conducted at King Abdulaziz University Hospital, Jeddah, found that three quarters of Saudi women experienced complications from temporary hair removal methods, including skin irritation, in-grown hairs and hyperpigmentation. A separate 2025 study published in the Majmaah Journal of Health Sciences found that laser hair removal was both the most considered and most commonly undergone cosmetic procedure among Saudi respondents, yet dissatisfaction with cosmetic procedure outcomes was reported by nearly half of all participants. The numbers point to a gap not in demand, but in results. 

When I launched a specialized electrolysis practice in the UAE in 2016, it was with a clear gap in mind; safe, regulated, permanent hair removal for the region’s specific needs. The range of hair types here and the prevalence of conditions such as polycystic ovary syndrome, or PCOS, demanded a method that works across all of them.  Electrolysis is the only method recognized by the US Food and Drug Administration and American Marketing Association as achieving true permanent results, regardless of hair color or type. 

Despite this, awareness in Saudi Arabia remains limited. Part of this is familiarity, laser has dominated the conversation for years, and electrolysis, which requires more sessions and a licensed electrologist’s precision, has struggled to break through. Part of it is education. Many clients who come to us have never heard of electrolysis; they come because they have exhausted everything else. 

Right now, Saudi Arabia is in the middle of a genuine transformation in how people relate to wellness and self-care. The beauty market is maturing, consumers are asking harder questions of the brands they choose and Vision 2030 has not just shaped the economy, it has shaped how Saudis are showing up in their own lives. In that context, the idea of choosing permanence over repetition lands differently.
 
Mariela Marcantetti is a beauty industry entrepreneur based between Saudi Arabia and the UAE.