In a significant cultural shift, Saudi Arabia, in 2018, lifted a decades-long ban on cinemas, permitting public screenings for the first time in 35 years. This move was part of a broader series of reforms under Vision 2030, spearheaded by Crown Prince Mohammed bin Salman, aimed at modernizing the Saudi economy and society. The ban, originally put in place during the 1980s amid rising Islamist conservatism, had relegated film viewings to private homes or viewing spaces, effectively pushing the cinematic culture underground.
The lifting of the cinema ban was met with considerable enthusiasm within the kingdom and curiosity from the international community. One of the first movies to be publicly screened in the newly opened cinemas was "The Emoji Movie." The choice of such a universally recognized and light-hearted film highlights the country's strategic approach to reintroduce cinema in a non-controversial, family-friendly manner. This animated movie, centered around the interior lives of faces and symbols on a smartphone, offered a neutral yet globally popular content choice that steered clear of potential political or moral scrutiny.
The reintroduction of public cinemas is set to play a significant role in the kingdom’s cultural and economic transformation. Not only does it serve to provide diverse forms of entertainment, but it also stimulates economic activity and job creation in a new sector. These theaters are expected to increase domestic spending on entertainment while limiting the outflow of funds abroad, as Saudis have traditionally traveled to neighboring countries like Bahrain and the United Arab Emirates to watch movies and enjoy other forms of entertainment.
Moreover, the choice of an animated film like "The Emoji Movie" for one of the first screenings is significant beyond mere entertainment. It reflects the broader goals of Saudi Arabia's reforms, aiming to appeal to families and younger audiences, thereby fostering an atmosphere of normalcy around such leisure activities. By promoting a culture of entertainment underpinned by global cinematic contributions, Saudi Arabia is perhaps poised to reshape not only its own societal contours but also its international image. As the country continues to open up its entertainment industry, further integration into the global culture and economy appears likely, marking a new chapter in its national narrative.
