Film 'Aks Seer' in Cinemas

Tuesday, July 14, 2026

Al Jazeera - Wael Al-Otaibi:

The Saudi film 'Aks Seer' enters the summer season race, relying on an innovative promotional campaign that turned the advertisement into an extension of the story, before its screening begins in cinemas on August 13, 2026.

The film is written by Mufrej Al-Mujfel and directed by Abdulaziz Al-Shalahi, in their fourth collaboration, and features a distinguished cast including Abdulaziz Al-Shehri, Muayyad Al-Nufaie, Abdulmajeed Al-Kanani, Faton Al-Jarallah, Mohannad Al-Saleh, Fawz Abdullah, Asma Al-Siyari, Mishari Al-Ajjaji, and Hassan Al-Abdi. It is produced by Safaa Abu Rizk and Mohammed Al-Turki, with support and partnership from the BIGTIME fund.

His Excellency the Chairman of the Board of Directors of the General Entertainment Authority, Advisor Turki Al-Sheikh, revealed the first images of the film on the 'X' platform, affirming his support for the work and describing it as an 'action comedy' film to be shown during the summer season, in continuation of the support for the Saudi film production sector and strengthening the presence of local works.

The events of 'Aks Seer' take place in an atmosphere combining action, crime, and comedy, through the story of 'Naji' who tries to save his wife from prison with the help of the impulsive young man 'Ata', before their plan turns into a series of chases and humorous situations, in a fast-paced plot blending suspense with comedic irony.

However, the film succeeded in attracting attention even before revealing its full details, after the crew chose an unusual promotional style, which involved creating a fictional company named 'Rizma for Money Transfer', the company around which the film's events revolve, then publishing a press release attributed to it announcing its rejection of the circulating poster and holding the writer and director responsible for publishing it without its approval, in a satirical imitation of official company statements.

The idea was not limited to arousing curiosity, but aimed to expand the dramatic world beyond the screen and engage the audience in its details before the screening, a method adopted by global cinematic productions to create an early connection between the viewer and the work, turning the promotional campaign into an element of the narrative, not just a means of advertising.

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This approach reflects the evolution witnessed by Saudi cinema, which has begun to treat marketing as part of the creative industry, alongside the development of production, writing, and directing quality, thereby enhancing the ability of local films to build their media and competitive presence.

For his part, director Abdulaziz Al-Shalahi expressed his thanks to Advisor Turki Al-Sheikh for the support the film received, confirming that this confidence is an incentive to present a work worthy of the audience's aspirations, and noting his hope that the film will achieve widespread interaction upon its release.

Artist Abdulmajeed Al-Kanani also participated in promoting the work through his accounts on social media platforms, posting the official poster and announcing the screening date, amid notable interaction from artists and the public, who expressed their enthusiasm to watch the film.

It seems that 'Aks Seer' is not content with competing at the box office, but also seeks to present a different model in the cinematic presence industry, by integrating promotion with narrative, and turning the advertising campaign into part of the experience that begins before the viewer enters the screening hall, an indicator reflecting the growing maturity in the tools of Saudi cinema.