Inflated wages, increased costs, and lack of advertising...a threat to the film industry in Egypt

The film and television drama industry in Egypt is experiencing one of its most severe and exceptional crises that threaten its survival and continuity, as successive cries for help from major producers have opened the door to widespread debate about the future of “soft power,” which today stands at a dangerous crossroads.

Between the unprecedented explosion in stars’ wages, the escalation of production costs, and the leakage of the advertising cake to digital platforms and social media, production companies have become unable to continue, which threatens a dramatic collapse that may cut off authentic parts of this historical industry.

On the other hand, the largest segment of craftsmen and artists was not isolated from this violent shock, as the cost crisis opened the door to another humanitarian and artistic crisis embodied in the phenomenon of “artistic unemployment” and the continued marginalization of a wide sector of actors in favor of a very limited number of million-wage earners.

This sharp contrast between the wealth of a small group and the suffering of the majority has created a state of eruption within the artistic community, transforming production talk from mere numbers and budgets into an alarm bell warning everyone of the imminent collapse of the film and art industry.

For her part, Egyptian producer Maha Selim confirmed that the entire drama production is in great danger and that a large part of it could be eliminated.

She wrote in a post on her account on the social networking site “Facebook”: “We are the reason for what we have reached, and we will reach worse. The artist who received double wages last year asked for double this year in order to participate in any artistic work presented to him. This is in addition to the many demands from all artists, old and young, which represent financial burdens on production companies, including the cars that artists request to transport them to and from the filming location, as well as the wages of their assistants, whose number exceeds reasonable limits.”

She added that the volume of advertisements did not increase at a time when the cost of producing artworks increased, and what is more dangerous is that a portion of those advertisements goes to other means, including social media platforms, which negatively affected the share of advertisements directed to satellite channels and electronic platforms that display artworks.

Salim sent a call to those working in the technical field to support production companies in continuing, so that this industry remains in place and producers are not forced to leave it and head to other fields.

Artist Salah Abdullah supported what producer Maha Selim put forward, commenting: “Your words are correct and hit the nail on the head. Producers must unite and implement these advice, but I also advise you not to cause harm to young artists who receive very low wages.”

In an attempt to develop practical solutions, producer Amr Qura put forward several proposals to control the crises that production companies are suffering from, including establishing an association for drama producers to coordinate on stars’ wages and production expenses, and involving satellite channels in negotiating wages, in addition to studying alternative production models and benefiting from artificial intelligence techniques.

The producers’ talk was like throwing a stone into stagnant water, as a number of artists rose up to express their harm by the current situation and dependence on a limited number of stars, while others are suffering from unemployment.

Artist Maha Ahmed said: “How long will we remain away from the spotlight and the artistic community? If we speak, some will accuse us of begging and we will become vulnerable to bullying.”

While artist Dalia El-Beheiry commented on the industry’s crisis and its gradual erosion, saying: “The art industry was eaten the day the white bull was eaten... and everyone’s turn will come, without exception.”

Artist Medhat Tikha confirmed that he has been suffering from marginalization for years and does not know the reason for this, stressing that what is happening is a warning bell for all those working in the artistic community about the need to fix things before it is too late. He added that this profession will not return to its previous state except with the hands of its loyal sons who love art and sacrifice for it.