Alamiya Filmed Entertainment unveils strategic plans for its upcoming film

The upcoming film's strategic plans have been unveiled by Alamiya Filmed Entertainment. A staff reporter has reported that applications are now open for AFE's talent development program.


After a strategic acquisition of Lyra Pictures in 2023, the newest independent film studio to emerge from Riyadh, Alamiya Filmed Entertainment (AFE), officially revealed its future plans. With its new identity and approach to the film industry, AFE is ready to tell stories that matter.

The progress since the acquisition of the Lyra is reflected upon by Sultan Al Muheisen, CEO and Chairman of Alamiya Media and Chairman of AFE. We are revolutionizing the film industry with AFE, bringing fresh ideas and a powerful voice. For the future of cinema in the area, we have lofty ambitions and a vision.


Studios in Riyadh, Dubai, and Los Angeles are run by Wesam Kattan and Bassma El Afghani, CEO and President of AFE, respectively. The studio uses both international and local knowledge to make films that appeal to a wide range of people.

"Our approach combines bespoke filmmaking processes, an evidence-based strategy for slate development, and a robust talent program to nurture the next generation of filmmakers," Wesam Kattan explains, outlining the strategic pillars that guide AFE. Our international film investments also give international producers a chance to learn about Saudi Arabia's history, culture, and unrealized potential.



On the diverse film slate of AFE, you can find a riveting true story of a renowned Saudi drifter who was a cult hero during his time, an uplifting British biopic about an F1 legend, and an exciting action comedy starring female leads set in Turkey. Along with a number of other promising film projects that will showcase AFE's dedication to providing entertaining and diverse film content.

Plans for AFE programs cover a wide range of filmmaking disciplines, from writing and producing to Below-The-Line (BTL) jobs, all in an effort to foster and promote talent.

Bassma El Afghani announces the Studio's first talent initiative, highlighting AFE's dedication to the local film community. "Talent cultivation is a key strategic focus for us at AFE," she says. We are a team that is wholeheartedly dedicated to supporting up-and-coming talent in the film industry. We are thrilled to share the news that our first-ever Writers' Masterclass is now accepting applications.

One way to apply to the Writers' Masterclass at AFE is through the organization's website.