Ithra Film Production is an ongoing program developed to enrich the nation’s film industry by producing creative, impactful, and high-quality films that reflect Saudi Arabia’s culture.

JOUD is an unconventional meditation on the cycle of life – but in reverse. Filmed entirely within the Kingdom of Saudi Arabia, the film challenges viewers to look below the surface of everyday experiences and contemplate its Arabic title, translated as “generosity in the face of scarcity.”