With film shoots, star-studded festivals and modern studios, the conservative kingdom of Saudi Arabia is sparing no expense to become a land of cinema. Showcasing the wonders of Saudi Arabia on the big screen also helps attract tourists and project a modern image of the country, which is usually better known for its serious attacks on personal freedoms. Young people are now rushing to multiplex cinemas created throughout the kingdom, which also welcome women – a situation that was unthinkable five years ago. Thomas Paga and Mathieu Beaudouin report.