Red Sea Souk Director Holly Daniel Discusses Growth and Competition: 'Demand for Red Sea is on the Rise'

The Red Sea Souk, the Arab regions largest film market held alongside the Red Sea Film Festival, is set to expand significantly this year, according to market director Holly Daniel. Bigger, she says succinctly, describing the scope of the upcoming edition. Now in her second year as director, Daniel is overseeing the Souks move to a larger venue at Jeddahs Culture Square, connected to the festival hub by a symbolic overpass representing the events mission to link the Middle East and North Africa with Asia and global markets.

Everything this year is larger and more advanced, Daniel adds. The exhibition space has grown, with over 70% of exhibitors being newcomers. The number of participants has risen from 142 to 166, featuring 13 country pavilions and a broader international representation. There is a real understanding that Red Sea is the place to come to, she emphasizes.

Industry Engagement and International Reach

From December 6-10, executives from major companies including Netflix, Amazon, Disney, and MBC will attend the Souk. The program includes numerous talks and events, featuring case studies on Hollywood productions shot in Saudi Arabia such as Desert Warrior and Kandahar.

Daniel highlights the importance of engagement with partners. The expanded venue allows for additional rooms for talks and workshops, providing industry partners space to organize their own sessions. New curator Wendy Mitchell, known for her work at San Sebastian and Sundance London, has joined the team to broaden the festivals focus.

Key discussions will cover collaboration with MENA partners, Indias creative economy, Saudi audience insights, contemporary Palestinian cinema, and Arab film distribution. Through Red Sea Labs, participants can attend exclusive workshops and talks with prominent Hollywood figures including Giancarlo Esposito and Darren Aronofsky. We wanted to enhance our talks program and showcase Red Sea as a bridge between regions, Daniel explains.

Expanding Global Awareness

Daniel stresses that significant effort has been made to raise awareness of the Souk internationally, particularly its openness to Asian projects, films, and talent. Participation interest has increased, with more applications for both the project market and talent programs. Across everything we are doing, the response has been very positive, she notes.

The work of the Red Sea Film Foundation, including the Red Sea Fund and Red Sea Labs, has strengthened the festivals international profile. The fund supports remarkable projects, and we collaborate closely with the Saudi Film Commission to ensure the Saudi industry has a visible presence at international markets, Daniel adds.

Competition and Selection Process

With growing industry interest, the Souk has become more competitive. Applications from Asia have increased since the market opened to the region last year, alongside a surge in local submissions from Saudi Arabia. To manage this, the selection process now involves a larger pool of international project readers, each project receiving at least three reviews, including one from the projects region. This ensures a balanced and robust selection for the Souk.

Defining Success

For Daniel, success is measured by meaningful connections made during the Souk. We want projects from the market to thrive at festivals in the following years and exhibitors to have positive business experiences. Above all, we aim to facilitate genuine industry connections across the region, she says.

Author: Grace Ellison