The Arab cinema industry still lacks a commercial approach, thus hampering its growth, according to Mohamed Hefzy, an award-winning Egyptian producer and director.

Hefzy says there is a strong need for commercial mainstream productions targeting wider Arab audiences, rather than making films for local markets.

Hefzy says the Arab visual media industry is currently worth $2 billion, with TV commanding a 95 per cent share, while cinema is below five per cent and digital stands at mere to one per cent.

bbabo.Net