JEDDAH — Saudi Arabia began screening feature-length animated children’s films this weekend in a makeshift theater, after a 35-year-old ban on cinemas was lifted.

The first permanent theaters could open as early as March, part of a liberalizing reform drive that has already opened the door to concerts, comedy shows and women drivers over the past year.

For now, the authorities are sponsoring temporary settings, like the state-run cultural hall in Jeddah equipped with a projector, a red carpet and a popcorn machine.

“Until now, there is no infrastructure for movie theaters, so we are trying to take advantage of (alternative) venues to approximate the cinematic form,” said Mamdouh Salim, whose Cinema 70 brand organized the week-long screenings.

“We tried to use these films to be a starting point as the first cinematic screening after the decision on Dec. 11 to permit movie theaters.”

Films will be censored to make sure they remain in line with the Kingdom’s moral values.

After watching The Emoji Movie with his wife and daughter on Sunday evening, 28-year-old Sultan Al-Otaibi said Saudis are happy to see movies in the theater instead of staying at home.

“It’s more comfortable, more fun to have a change of scenery and an activity on the weekend. It is a step that was very late in coming but thank God it’s happening now.”

Thousands of Saudis currently travel to Bahrain, the United Arab Emirates and other countries for entertainment. The government wants to retain the money spent on those trips.

The authorities expect to open 300 cinemas with 2,000 screens by 2030, building an industry it hopes will contribute more then SR90 billion to the economy and create 30,000 permanent jobs.

Regional and international cinema chains are also eyeing the Saudi market, keen to tap the spending power of the young people who make up roughly 70% of the population.

“I want to see everything because it is something new for Saudi,” said 30-year-old movie-goer Ibtisam Abu Talib.

“I hope everything is available — action, romance, children’s films, comedy. Everything, God willing.” — Reuters