The Egyptian Foundation for Strategic Studies & Research (EFSSR) has announced the launch of a three-year project titled 'Cima Masr', which aims to produce eight to 10 original films a year and to construct 55 street cinemas across 27 governorates with affordable tickets.

"The foundation research conducted by us at EFSSR shows a profound lack of entertainment areas as 250 film theatres were shut down over the last decade, and were replaced by commercial or residential projects," the foundation's founder and chairman Hany Ghoneim stated in a presentation to artists, businessmen and media figures attending a Ramadan Sohour at a five-star hotel in Cairo on Wednesday.

"Our target audience, 15 to 45-year-old Egyptians, represents some 15 million citizens, which is around 10 percent of the population in each governorate, who remain in need of affordable, well-equipped means of entertainment. The information we gathered drove our collective enthusiasm to cater to those needs in an efficient, new, and sustainable manner,” he said, emphasising "the objective of reviving the significant role of Egyptian cinema in our society, as well as its contribution to the development of the Egyptian identity."

A ticket at any of the planned theatres should cost “a reasonable EGP 10. Meanwhile, each theatre will hold an audience of 345, including 24 spots for physically challenged persons.”

Director Wael Ehsan (R) and star actress Yousra (C) was among the attendees of Cima Masr event, Wednesday 15 May 2019

The EFSSR, established in 2017, is an independent, non-profit establishment that works towards the development of a modern understanding of corporate, social, and educational awareness, and aims to become the largest strategic research centre in the Middle East, as described by the organisation.

Prominent Egyptian director Hady El-Bagoury, of 'Al-Deif', 'Hepta', 'Warda' and 'Wahed Sahih', was also unveiled as the Business Development Manager of Cima Masr, but he did not attend the Wednesday's event.

"We are keen to foster an environment where local artists are able to implement their skills; whether it’s scriptwriting, acting, casting, or directing, we make sure they have the appropriate guidance as well as the means of facilitating their endeavor,” El-Bagoury was quoted as saying in a press release by the event's organisers.

As announced, construction of the first phase of the three-year project, which will comprise 20 theaters, is planned to start in August 2019, with the “grand opening of all 55 components set for the first quarter of 2020.”

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