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Saudi Arabia: Sports Boulevard Participates in Cityscape 2023 Global Exhibition as Strategic Partner

Sports Boulevard acts as a strategic partnership in the Cityscape 2023 Global exhibition. SPA
Sports Boulevard acts as a strategic partnership in the Cityscape 2023 Global exhibition. SPA
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Saudi Arabia: Sports Boulevard Participates in Cityscape 2023 Global Exhibition as Strategic Partner

Sports Boulevard acts as a strategic partnership in the Cityscape 2023 Global exhibition. SPA
Sports Boulevard acts as a strategic partnership in the Cityscape 2023 Global exhibition. SPA

Sports Boulevard acts as a strategic partnership in the Cityscape 2023 Global exhibition, which takes place at the Riyadh Front Exhibition and Convention Center from September 10 to 13 under the theme "The Future of Living.”

The exhibition is expected to tackle the future of the real estate sector, across the globe, and ways to strengthen companies emerging to develop the sector locally. It will also discuss ways of boosting innovation and creativity in design and architecture.

The Sports Boulevard pavilion will show visitors at the exhibition the Sports Boulevard project in virtual reality, and introduce the cycling bridge through a simulated design in the exhibition halls, as well as a 3D model of the project.

The Sports Boulevard team will make presentations about the characteristics and objectives of the project, investment opportunities, and the features of the Sports Boulevard Design Code.

Sports Boulevard CEO Jayne McGivern will participate in the main panel discussion at the exhibition, titled “Building Tomorrow - Investments and Projects Shaping the Kingdom’s Future as a Global Destination”. She is slated to talk about the important role of the Sports Track Project and its developments, which will create a qualitative shift in Riyadh as a city, in response to the objectives of the Kingdom’s vision 2030, as it will connect the western and eastern parts of the city to become an innovative hub for a healthy and lifestyle where sport is practiced.

“We are proud to be among the projects that contribute to the prosperity of Riyadh and enhance the quality of life of its citizens, as we aim at making it a most convenient city for living in,” said Sports Boulevard Foundation Chief Communications Officer Ahmad BinAskar.

The Sports Boulevard is one of the major projects in Riyadh launched by Custodian of the Two Holy Mosques King Salman bin Abdulaziz Al Saud in March 2019. Its progress is being followed up on by Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince, Prime Minister.

The project aims to boost the position of Riyadh in the global classification, making it one of the best cities to live in, in the world, by promoting physical, psychological and social health, and instilling a healthy lifestyle in the community.

The project extends over more than 135 kilometers along Prince Mohammed bin Salman bin Abdulaziz Road. It connects Wadi Hanifa, in the west of the city, with Wadi Al Sulay, in its east, and includes more than 4.4 million square meters of open green spaces, more than 50 sites for various sports, and distinctive artistic landmarks. It also hosts investment areas on a total area of more than 2.3 million square meters.

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Mobile Cinema Brings Tunisians Big Screen Experience

Movie theaters are scarce in Tunisia, numbering at just 15 and largely concentrated in major urban hubs - AFP
Movie theaters are scarce in Tunisia, numbering at just 15 and largely concentrated in major urban hubs - AFP
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Mobile Cinema Brings Tunisians Big Screen Experience

Movie theaters are scarce in Tunisia, numbering at just 15 and largely concentrated in major urban hubs - AFP
Movie theaters are scarce in Tunisia, numbering at just 15 and largely concentrated in major urban hubs - AFP

Like many of his fellow Tunisians, 23-year-old Amine Elhani has never been to the cinema, but now, thanks to a mobile theater touring the country, he can finally enjoy the big screen.

The bright red truck of CinemaTdour, or "moving cinema", has transformed parking lots and factory grounds in underserved towns and neighbourhoods across the North African country into pop-up theaters.

In the central town of Djemmal, dozens of workers unloaded the expandable truck, easily setting up a fully equipped outdoor movie theater with 100 seats.

"The screen is huge, and the sound effects are amazing," said Elhani, who had so far only watched films on his phone or computer.

He had "never had the chance to go to a movie theater", he told AFP.

"It's a fantastic experience, especially because I'm watching with friends."

Movie theaters are scarce in Tunisia, numbering at just 15 and largely concentrated in major urban hubs.

Recognizing this gap, CinemaTdour was launched in May by private cultural network Agora and nonprofit Focus Gabes, with funding from private donors.

"We wanted a way to reach as many viewers as possible, in a short time and on a limited budget, while offering them an authentic cinematic experience," project director Ghofrane Heraghi told AFP.

Mobile cinemas have long existed in other countries, but Heraghi said CinemaTdour was "unique" for turning a truck into a full-fledged theater.

Without government funding, CinemaTdour relies heavily on partnerships with private companies to cover costs like film rights, maintenance and staffing.

The truck itself was purchased on credit for about one million Tunisian dinars ($315,000), Heraghi said, with annual operating expenses of around 500,000 dinars.

For 10 days in Djemmal, residents could watch films for free thanks to a partnership with German car parts manufacturer Draxlmaier, which has a factory in the town.

Jihene Ben Amor, Draxlmaier's communications manager in Tunisia, said the company wanted to "contribute to the development" of remote and underserved regions where it operates.

For many workers, earning up to 1,000 dinars a month, the cost of tickets and the journey to a main city with a movie theater can be prohibitive.

"Having this cinema right outside their workplace also gives workers a sense of pride and belonging," said Ben Amor.

- 'Social impact' -

After Djemmal, CinemaTdour set up in Hay Hlel, an impoverished neighbourhood of the capital Tunis.

Many children gathered around the pop-up theater, eager for their turn.

Yomna Warhani, 11, was beaming with excitement, anticipating her first ever movie screening.

"I can't wait to see what it's like inside and what films they'll show," she said.

Nejiba El Hadji, a 47-year-old mother of four, said: "It's not just the kids who are thrilled, believe me."

To her, the mobile cinema was a rare source of joy in an otherwise bleak environment.

"We have nothing here, no cultural centers and no entertainment, just the streets," said Hadji.

"People say our kids are lost, but no one does anything about it."

CinemaTdour's two-week stay in Hay Hlel was funded by the World Health Organization, with screenings themed on mental health, smoking and drug abuse, and violence against women.

The shows were tailored for younger audiences as well as for viewers with hearing or visual impairments.

Heraghi, the project head, said that "what drives us is the social impact of culture."

"We want to break stereotypes, shift mindsets, and promote values like social cohesion and community spirit."

In just a few months, CinemaTdour has reached more than 15,000 people, including 7,500 in the southern oasis town of Nefta where a month of free screenings was sponsored by a date exporter.

The project now hopes to secure funding for additional trucks to expand its activities across the country.

But Heraghli has even bigger aspirations, she said, "taking it to Algeria, Libya, and maybe even across Africa".