MAD Solutions has introduced a groundbreaking initiative, CineMAD, to showcase acclaimed Arab films from the international festival circuit in cinemas across the Middle East and North Africa. This program was announced during the closing ceremony of the Cairo International Film Festival, right before the screening of The Voice of Hind Rajab. Set to launch in December 2025, CineMAD will feature screenings at three PREMIERE Cinemas locations in Cairo. Empire Entertainment will manage distribution across the GCC and Levant, Filmlab will oversee releases in Palestine, and Easy Distribution will handle screenings in Tunisian cinemas. Additional partnerships in the region are anticipated.
CineMAD is set to run for three months and will showcase over 20 celebrated titles from prominent Arab filmmakers, marking a significant shift in how festival films are shared with local audiences. The initiative will employ three different release models: wide releases for high-profile films, limited releases for critically acclaimed titles in select cities, and one-night-only screenings that will occur simultaneously in multiple Arab countries.
The primary goal of CineMAD is to bridge the gap between the success of films at festivals and their accessibility to local viewers. The initiative seeks to provide audiences with broad access to contemporary Arab narratives on the big screen while fostering collaboration among festivals, cultural institutions, embassies, film funds, and creators, thereby enhancing the visibility and sustainability of Arab cinema.
Alaa Karkouti and Maher Diab, Co-Founders of MAD Solutions, expressed their vision, stating: “CineMAD is about creating a thriving ecosystem for Arab films that extends beyond the festival red carpet. It emphasises inclusive, dynamic connections among films, filmmakers, and audiences. Partnering with well-established cinema entities like PREMIERE, Empire, Filmlab, and Easy marks a pivotal moment for the Arab film industry. CineMAD is just the first step in a broader series of projects aimed at integrating Arab festival titles into mainstream cinema culture — and we are excited to present the finest Arab festival films of 2025.”
Ramzi Khoury, Chairman of PREMIERE Cinemas and Deputy CEO at Misr International Films, added: “We are thrilled to serve as the Egyptian platform for the inaugural edition of CineMAD, bringing voices from the Maghreb, North Africa, and the Levant to our film-loving audience in Cairo.”
Serge Zabbal, Business Director at Empire Entertainment, commented: “We are extremely pleased to be part of CineMAD. This initiative is vital in making quality independent films accessible across the entire region — an essential step to showcase the remarkable voices of the Arab world on the big screen.”
Hanna Atallah, Founder and Artistic Director of Filmlab Palestine, along with Executive Director Ola Salama, stated: “At Filmlab Palestine, we are honoured to participate in this initiative that brings Arab stories to audiences across the region. This collaboration enhances our mission to present authentic Palestinian and Arab voices on screen. CineMAD represents more than just a distribution program — it celebrates our shared cinematic identity and is a step toward a more interconnected Arab film culture.”
The Easy Distribution team — Nada Mezni Hafaeidh, Slim Hafaeidh, Noura Nefzi, and Arij Riahi — shared their enthusiasm: “We are excited to be a part of this innovative partnership. At Easy Distribution, our aim has always been to facilitate access and create significant impact by connecting exceptional films to the audiences they deserve. This collaboration opens up opportunities to amplify diverse voices and unique stories, reaching both cinephiles and new viewers alike. We believe in the transformative power of cinema, and being part of this initiative allows us to celebrate and share these stories across the region.”
Omar Khalil, Project Manager of CineMAD, remarked: “CineMAD marks a significant move toward integrating Arab independent and festival films into everyday cinema culture. Just as independent films are flourishing in commercial theatres worldwide, we aspire for Arab festival titles to occupy that same space, potentially inspiring more emerging filmmakers to bring their projects to life.”
The rollout in December 2025 will expand across major Arab cities, featuring a curated selection that includes Palestine 36 by Annemarie Jacir, The Voice of Hind Rajab by Kaouther Ben Hania, Cotton Queen by Suzannah Mirghani, and Yunan by Ameer Fakher Eldin, along with a diverse array of films from Palestine, Egypt, Saudi Arabia, Sudan, Tunisia, Lebanon, Algeria, and other nations.
CineMAD will kick off with a special event in Cairo titled “Drop The Beat,” hosted at PREMIERE Nile Cinema and sponsored by Red Bull. The launch night will feature three vibrant short films that intertwine cinema with the region’s music scene: 60 Egyptian Pounds by Amr Salama, featuring rapper Ziad Zaza, and Smokey Eyes by Ali Ali, starring Mar.
