Pakistan has seemingly woken up to the reach of soft power. For it has signed an accord with Saudi Arabia whereby the two countries will screen each other’s films and television dramas. This is a welcome move and comes in the wake of Parchi already having hit (make-shift) cinemas earlier this year. The promotion of soft power through film is something that both the US and India have long understood. Indeed, their respective industries represent big wins in terms of cultural exports. Saudi Arabia, for its part, has a vibrant art house scene. With contributions such as Wajda (2012), which represented a breakthrough on several counts. It was the first feature shot entirely within the Kingdom and the first directed by a woman. In addition, it was the country’s first-ever Oscars submission for the category of Best Foreign Film. Yet audiences at home have been largely cut off from such beautifully-crafted offerings. Though all this is set to change with the prolonged ban on Saudi cinemas being lifted back in April. This is good news for Pakistan, which has seen its own independent cinema largely limited to niche film festivals. That being said, the Centre cannot expect overseas Pakistanis to foot the bill for each and every new initiative. The deal with Riyadh is a positive first step. But there has to be a long-term plan. This should include cultural exchange programmes with those regional neighbours that enjoy a rich cinematic tradition; such as Iran, Turkey and, of course, India. The focus should be on professional training schemes for those already working in the industry.; as well as placement swaps for film students. In the meanwhile, Pakistan should consider introducing world cinema to its screens. That local DVD shops sell an impressive selection of art house films suggests there is already an audience for this genre; however limited. Yet those with decision-making powers will need to surrender the outdated notion that Pakistani audiences only want to watch those kinds of film to which they can ‘relate’. And then there is the question of making local cinemas affordable for all; while subtitling English and other foreign language films. None of this will come cheap. But it is one way of looking at long-term investment. Now what is needed is for the new PTI government to come up with a viable business plan. For this is the only way to encourage those at home and abroad to splash their cash this country’s way. * Published in Daily Times, September 19th 2018.