The Egyptian government has initiated a comprehensive plan to rejuvenate its once-celebrated film industry, emphasising cinema as an important vehicle for soft power and a vital economic sector poised to generate jobs, revenue, and showcase Egypt’s cultural heritage on the global stage.
Cultural Minister Ahmed Fouad Hanno characterised this initiative not merely as a restoration of a bygone era, but as a bold step towards creating a sustainable production model that positions cinema as a dynamic economic force.
Central to this undertaking is the revival of long-neglected state-owned film assets, including iconic entities like Cinema City, Al-Ahram Studios, Al-Nahas Studios, and various historic cinema venues. These locations are set for extensive redevelopment, featuring upgrades in infrastructure and technology, as well as a fresh approach to content.
The Cultural Investment Holding Company is spearheading this multi-faceted effort, aiming to establish cinema as a cornerstone of Egypt’s cultural economy.
Ashraf Abdel Ghani, Chairman of the Egyptian Association of Tax Experts, praised the strategy for being “ambitious and able to compete with digital platforms,” due to its strong focus on technological innovation.
The proposed roadmap entails renovating production studios and post-production facilities, which will include enhancements such as colour correction capabilities and advanced technologies in sound design, directing, and digital archiving. Cinemas will also be modernised with improved seating, acoustics, and visual systems that align with international standards.
In conjunction with capital improvements, the government is working to create a comprehensive production infrastructure that provides professional services ranging from filming and editing to sound mixing and visual effects, effectively minimising technical bottlenecks for content creators.
Another crucial aspect of this strategy is the safeguarding of Egypt’s cinematic archive. The Holding Company has begun digitising classic films in partnership with the Restoration Centre at Media Production City in Cairo, converting them into high-resolution formats suitable for online streaming and film festivals.
To monetise its digital assets and regain a global audience, the state has launched an official website and a dedicated YouTube channel, which will promote its cinematic legacy. Additionally, a contract with a specialised firm aims to secure intellectual property rights and tackle piracy, a longstanding challenge that has dissuaded private investment in Egyptian cinema.
Years of ineffective copyright enforcement have made many producers wary of entering the local market due to concerns over potential losses and content theft.
A particularly ambitious facet of the initiative involves collaboration with the Armed Forces Engineering Authority to create a cutting-edge digital laboratory within Cinema City, focused on the mass restoration and preservation of Egypt’s extensive film legacy.
However, this initiative is not solely about reviving the past; it’s also focused on modernisation for the future.
Abdel Ghani pointed out that Egypt had 359 cinemas in the 1950s, but that number has dwindled to just 60 today, a decline he attributes to several factors, including the rise of digital streaming, inflation, high ticket prices, and waves of ideological extremism that have eroded public support for the arts.
“The emphasis on digital transformation is vital,” Abdel Ghani stated. “To effectively compete with streaming giants, Egyptian cinema must modernise in both technical and creative aspects.”
He emphasised that today’s audiences, particularly younger viewers, generally prefer affordable digital content consumed from home over outdated cinema experiences marred by subpar offerings.
One persistent challenge identified by Abdel Ghani is the entertainment tax, which he believes significantly hampers industry growth. He advocated for its elimination to help lower ticket prices and boost attendance, noting that the tax generates only around $20 million annually, an insufficient amount to justify its detrimental impact on the sector.
Economists see significant opportunities in the government’s new approach, suggesting that revitalising the film industry could unleash billions in cultural tourism, draw both domestic and foreign investment, and invigorate related sectors such as advertising, music, costume design, and digital technology.
Cinema is recognised as a labour-intensive industry, with each film project capable of generating over 200 direct and indirect jobs across various fields, including writing, acting, editing, set design, and distribution. The positive ripple effects across the broader economy could be considerable.
Experts assert that investments in cinema should be regarded as equally crucial as investments in tourism or antiquities. They contend that the returns could be quicker and more sustainable, particularly if Egyptian content gains traction on global platforms.
