Alaa Faden: Telling Saudi stories is key to global success

As Saudi cinema rapidly grows, so does Telfaz11's sense of responsibility, said Faden.

"Audiences always expect the best from us, encouraging us to do our best. Our primary goal is to fulfil the aspirations of Saudi viewers while presenting our stories to audiences in the Arab region and around the world."

Telfaz11 is currently showing two of its films at the 48th Toronto International Film Festival (TIFF); 'Night Courier,' directed by Ali Alkalthami and starring Mohamad Aldokhei, and 'NAGA,' directed by Meshal Aljaser and produced by Moutaz Aljifri.

This participation signals a much larger goal of global expansion for the studio, which has become increasingly involved behind the scenes of the cinema industry in the Kingdom.

The origin story

From the start, Telfaz11's focus was the local community.

They constantly tried to understand what viewers at home were looking for regarding "different content" from mainstream entertainment media. Not long after their inception, they realised they were onto something big.

"We managed to build a large following on YouTube, which enabled us to reach viewers quickly. Everyone could interact directly with us," Faden said.

"We adopted a flexible production style that helped us expand our fanbase more and more. One of the contributing factors was our commitment to showcasing original and distinct creative content."

Today, Telfaz11 looks to be a pioneering force in various domains, from innovative social media videos to series, high-quality films, and customised productions tailored to client requirements.

"We always strive to diversify our products and interact with the audience in multiple formats and ways. The aim is to satisfy different tastes," Faden said. "Just as viewers look for great cinematic productions, they also look for easy-to-consume content that's creative and experimentative."

They also aim to provide value to the growing film industry, whether through entertainment, education or something else.

"We can see this, for example, with the 'Cinephilia' programme, which provides both entertainment and educational value to audiences while championing the film industry as a whole."

A whole new world

When cinemas reopened and film productions restarted in Saudi Arabia in 2017, Telfaz11 found itself on a new leg of its journey.

According to Faden, the landmark decision was "undoubtedly one of the most important decisions that transformed the industry from being a hobby into a profession, especially given the developments in various entertainment fields in the Kingdom."

"It helped us seize new opportunities, build an exceptional team, and focus on high-level skills, which has contributed to creating a strong and sustainable industry," he said.

Faden also praised a "promising" boost of the country's commercial, investment and artistic opportunities.

Now, Telfaz11 is here to remind people that digital content creation can be a serious business, where visual art can take on many interconnected forms, be it in film, series, or even advertising.

"At Telfaz11, we're interested in creating an integrated dialogue between these arts in their various forms," said Faden.

"Even though our focus is on substantial visual arts, like cinema, we always ensure that our projects encompass all art forms, to create a holistic experience for the viewer."

Cinema as a global language

Telfaz11 has already captured the Saudi market's attention with its involvement in local film productions. Now, they're eyeing the global stage.

They want to produce movies that reflect the local identity of Saudi Arabia while also conveying universal human themes.

"We're dealing with a global language, namely cinema. Everyone around the world understands it. So, all we need to do is tell our local stories in our own unique way, with passion and skill.

"Undoubtedly, our approach will soon reach a global audience. In fact, it has already started to." 

As for Saudi Arabia recently becoming a location for filmmakers to shoot global films like 'Kandahar' and 'The Desert Warrior,' Faden is in no hurry for Telfaz11 to jump into collaborations on international film productions.

"Of course, we hope to be able to offer joint productions with global companies for projects set in Saudi Arabia. We are working on a gradual plan to achieve this goal soon," he said. "However, our current focus is on presenting locally themed works to increase our share in the local market before venturing into joint productions with major companies."

Cinematic revival

While the Saudi movie scene is enjoying a revival, interest in cinema seems to be waning in some other Arab countries.

But Faden believes the "Saudi audience is hungry for cinema and art in all its forms and colours. The purchasing power and economic conditions in Saudi Arabia are excellent."

"All of this drives us toward winning the trust of the audience, across different age groups, and gaining a larger market share. It allows us to be competitive," he added.

But through all this, it's important to remember Telfaz11's roots, which made it such a beloved platform. Their beginnings on YouTube – a global, free, and accessible platform that made it easier to connect with audiences online – paved the way for their ongoing success.

According to Faden, it allowed them to discover "diverse creative voices and artists who have won the trust and love of the audience until today."

"We would like to say that Telfaz11 will remain the home of all creators, whether from Saudi Arabia or the Arab world. It always welcomes and celebrates creators," he said.

"Since its inception, Telfaz11 has empowered artists and helped them reach audiences and generate mass appeal."

International partnerships

Telfaz11's contributions to the growing Saudi film market have attracted collaborations with Netflix, Neom, and Cinema Movie.

To Faden, this indicates they are "moving in the right direction, in favour of Saudi audiences."

"We are proud of these partnerships because they aim to move the film industry to broader, more specialised horizons to meet the expectations of viewers around the world. It's all about chasing high-quality creativity and production value in our work," he added.

So far, one of their greatest successes has been the box office hit 'Sattar: The Return of the Legendary Slap,' produced by Telfaz11. The comedy, centred around a disillusioned wrestler, achieved record-breaking ticket sales locally and landed a deal with Netflix.

Read more: Saudi film "Sattar" premieres on Netflix amid great fanfare

"We're very pleased with the unprecedented audience response and commercial success of 'Sattar'. It makes us want to replicate that success," said Faden.

He added that Telfaz11 producer Ibrahim Alkhairallah is preparing for a "new and huge cinematic experience," tentatively scheduled for next year.

A bright future

The Saudi film market has surpassed $800mn in sales within just five years. As such, Faden is optimistic about the future of cinema at home.

"In its short existence, the film industry in the Kingdom has proven its ability to compete. It has gained public acceptance across various demographics," he said.

"We've made significant progress in achieving some of our goals, but we aspire to achieve even more. Going forward, we hope to increase the share of Saudi cinema in the local, regional, and global markets."