What People in the Entertainment Industry Should Know Before Starting a Business in Saudi Arabia

Jazo PR’s CEO and seasoned publicist with extensive knowledge of the entertainment industry and the Bay Area. Movie Database Credits.

At first glance, the Kingdom of Saudi Arabia (KSA) appears to be a place where everyone knows everyone – a place where anyone can work their way up to the top through friends or relatives, and there are few barriers between people. So, It is widely believed that a huge business opportunity is within reach. They usually aren’t. A lot of time, energy and resources are wasted in the pursuit.

There are many root causes of this – mainly a mismatch of expectations between the different forms. Plus rapid change (the Saudi government is like a startup). Policies, positions and priorities seem to change daily. In a culture that never says “no” to your face, it’s easy to see how people might be left scratching their heads at how it all works. However, with the right guidance from government, business and the cultural landscape, there will be a world of opportunity.

Multiple business trips and stays in KSA have made me realize that I need to share a little bit about the area as I discover more with each trip. In this article, I want to review some considerations that entertainment industry professionals should consider when considering their next entertainment project in KSA.

Rely on trusted advisors who know the ins and outs.

This is especially important for outsiders entering the Saudi market. When I say “outsiders” I mean those from outside the KSA entering the market to take advantage of Saudi incentives. A good example is producers who believe that all or part of their production can be done in Saudi Arabia.

While most entering the market may easily connect with Saudis, they may find it more difficult to navigate the nuances of the Saudi creative community, business world and government relations. A lot of things got lost in translation. I recommend getting in touch with someone who acts as a trusted advisor and partner between you, the Saudi production company and the KSA government to help maximize your interests while managing expectations on both sides. (I was fortunate enough to be able to personally get in touch with Todd, an excellent American consultant living in Riyadh, who not only was of great help in navigating the KSA entertainment landscape, but also provided some oversight of this article for accuracy.)

Positioning your film to qualify and take advantage of Saudi incentives and financing often requires working with the right local production companies and government entities to produce your film, sourcing Saudi talent, adding Saudi elements to your existing intellectual property (IP) , and determine the KSA filming location. The industry is still young, but several production companies already have enough experience to successfully navigate the process.

Learn about cultural differences.

It’s hard to know what appeals to KSA. While many people think the Middle East is homogeneous, it is not. For example, a Moroccan and a Saudi may not understand each other when they speak Arabic. Many people from outside – even Arabs in the region – misunderstand the Saudis, often seeing them as harsh and humorless.

In my experience, the opposite is true. Ironically, most Saudis have come to accept that they will be misunderstood by the world at large, so many accept this rejection with humor. Without this understanding, however, Saudi comedy is difficult. Most people miss the mark entirely.

Even Saudis who haven’t been to Riyadh in the past six years will find themselves completely out of touch with most Saudis, many of whom under 35 years old And moved there to find a new job.

While there seems to be a lot of touchy subject matter, the Saudis have a great sense of humor and engaging social dynamics that lend themselves to storytelling. You may need a local partner to work with you on strategy and development of Saudi IP that is well tested locally and capable of international travel. This could include working on concepts with local talent, finding the right local writers and talent for your project, or leveraging existing IP in development.

Partnerships are key.

Are you or are you planning to relocate your film company or business to Saudi Arabia seeking international exposure, film industry services and/or international co-productions?

While it is easy for many Saudis to network with industries abroad, their creative vision and business goals can be difficult to understand. You may wish to work with a Saudi partner to help ensure your creative and business needs are understood and taken care of. This could be as simple as raising your profile in the international market or finding the right company to partner with, or more complex as requiring specialized film industry services.

With all the efforts of the Saudi government and different local entities, the Saudi entertainment industry is poised to play a significant role globally. I recommend getting in early. In the near future, key players may not be as accessible as they are now.

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