Holly Daniel, director of the Red Sea Souk, is ushering in a more ambitious and larger edition of the Arab region’s premier film market, which will run from December 6-10 in Jeddah. This year’s event, part of the Red Sea Film Festival, has increased its exhibition space and is connecting more closely with international peers, as Daniel notes, “Everything is bigger and more developed.”
The Souk is expanding from 142 exhibitors last year to 166 this year, with over 70% being newcomers and a significant international representation, including 13 country pavilions. This growth aligns with the broader ambition to position the Red Sea as a central hub linking the Middle East, North Africa, and Asia.
Senior executives from major companies such as Netflix, Amazon, Disney, and MBC are expected to attend, participating in numerous talks and case studies on films shot in Saudi Arabia, such as “Desert Warrior.” Daniel highlighted the need for deeper engagement with industry partners, backed by additional physical space that enables more talks and curated workshops.
New curator Wendy Mitchell, renowned for her work at festivals like San Sebastian and Sundance London, joins the team to enhance the Souk’s programming. Key discussions will cover collaboration with MENA partners, India’s creative landscape, and contemporary Palestinian cinema, alongside exclusive sessions led by Hollywood figures such as Giancarlo Esposito and Darren Aronofsky.
To build Red Sea Souk’s international presence, the team invested considerable effort in outreach, especially targeting Asia, which only joined last year. Daniel has observed a marked increase in interest from potential participants at major film festivals, contributing to more applications for the market’s project and talent programs.
The increasing interest has naturally made the selection process more competitive, with a noticeable rise in applications from both regional and Asian projects. To adapt, the Souk has implemented a structured selection process that ensures all projects receive evaluations from at least three readers and incorporates diverse industry perspectives.
For Daniel, the success of this year’s edition hinges on connecting attendees effectively. She envisions the Souk as a dynamic platform that fosters collaboration and creativity, showcases emerging global talent, and supports the burgeoning Saudi film industry. Ultimately, the goal remains clear: to solidify the Red Sea Souk’s role as a vital connector in the international film landscape.
