Saudi-based creative house Habbar is making an official push into film marketing, a strategic expansion that highlights the swift transformation of Saudi Arabia’s film industry and the agency’s increasing impact within it.
For more than a decade, Habbar has been one of the Kingdom’s most culturally fluent creative engines, shaping campaigns that consistently resonate with the national and international audiences, and help grow Saudi talent and brands into global house-hold names.
Habbar Film Marketing launches as a dedicated arm within the company, leveraging the agency’s track-record in storytelling, creative direction and audience insight.
The division aims not only to fill a gap but also to elevate Saudi films, ensuring they possess the same strategic polish and cultural intelligence as international titles. This strategic move is designed for both Saudi and international films.
The new unit will oversee everything from cinematic key art, and narrative-led campaigns, to trailers, promos, brand partnerships, product placement strategy, and social-media centric storytelling, designed to maximize reach. It will also support distribution plans for both local and international rollouts, connecting films with the audience they’re built for.
“We’re entering film marketing to make a difference,” says Mohammed “Hmada” Alansary, who is leading the division. “Saudi cinema has ambition and powerful stories. With more than a decade of creative craft behind us, we’re here to make sure that every story reaches its audience.”
The department is built on the same creative backbone that shaped Habbar’s rise: Chief Creative Officer Bandar Altowairqi, supported by a multidisciplinary team of creative directors, writers, art directors, designers, and strategists. The agency’s production capabilities fold into this expansion as well, giving the division full executional muscle from concept to finished roll-out.
Habbar Film Marketing will make its official debut at RedSea International Film Festival 2025, coinciding with a newly established Habbar Film Marketing Grant introduced this year at the RedSea Souk. the initiative aims to support emerging filmmakers through creative resources, strategic guidance, and tailored marketing support.
Guiding the larger evolution is CEO Hassan Alansari, with Mohammed Alansary rooting for filmmakers inside the agency and shaping Habbar’s voice in the film sector.
The agency’s work has drawn the attention of major international partners. positioning Habbar as a regional benchmark for culturally grounded creativity.
Now, as Saudi Arabia fast tracks its ambitions in film production and global visibility, Habbar is moving towards the one area of the industry that has yet to fully mature: how films are marketed, sold, and seen.
Industry momentum has been building up. emerging directors, bigger stories, and a surge in international co-productions that transformed the local landscape. However, marketing infrastructure remains in its formative days.
Long term, the company is positioning itself as a regional leader in film marketing, with plans to support independent filmmakers, studios, cultural institutions, and international co-productions seeking a foothold in the region.
With this move, Habbar is expanding its services, and staking a claim in the future of Saudi cinema, positioning itself as both collaborator and advisor for filmmakers navigating a rapidly growing industry.
