ABU DHABI // Emiratis want to watch more films that portray their own culture, according to a joint study by Northwestern University in Qatar and the Doha Film Institute.
Last year the researchers interviewed more than 6,000 people in Qatar, Saudi Arabia, Lebanon, Egypt, Tunisia and the UAE.
Eighty-one per cent of UAE respondents said they wanted to see more of their culture on the big screen, outpacing the regional average of 65 per cent.
The study revealed that UAE residents were the top movie patrons in the region, with 82 per cent listing cinema visits as one of their frequent activities.
Social media was deemed to be an important influence by 70 per cent of UAE respondents when it came to choosing what films to watch.
Residents of Saudi Arabia and the UAE are more likely to find all sources of information important when making choices about entertainment, while Tunisians and Egyptians believe they are less susceptible to influence.
While 79 per cent of respondents felt that more should be done to preserve cultural traditions, 70 per cent of respondents agreed that more should be done to integrate their respective cultures with modern society.
“These apparently contradictory findings reflect how the Arab world is coping with globalisation and still grappling to preserve local culture,” said Everette Dennis, the dean and chief executive of Northwestern University in Qatar.
“Understanding cultural attitudes around entertainment is as important to industry leaders and policymakers as viewership and other audience figures,” Dr Dennis said.
“This research provides a base of knowledge for executives across all sectors, including entertainment, sport, and children’s programming.”
It is hoped that the study can be used to better tailor content for specific markets.
Abdulaziz Al Khater, Doha Film Institute’s chief executive, said the study was the first of its kind in the region. “We believe that the findings will be of great benefit to all sectors of the entertainment industry, from both a commercial and cultural standpoint,” he said.
“What we see from these numbers is a growing demand for locally generated entertainment.
“The findings reinforce the idea that nurturing a thriving, creative industry in our region is vital to enabling the creation of content that accurately reflects Arab culture.”
ksinclair@thenational.ae