Since Mohammed bin Salman (MBS) was appointed crown prince in 2017, Vision 2030 has driven sweeping social and economic reforms aimed at modernizing Saudi Arabia.

A flagship achievement of this initiative is the near doubling of female workforce participation, rising from 18% in 2017 to over 36% by 2023.

This reflects a deliberate effort to empower women, who can now drive, travel independently without male guardian approval, obtain passports autonomously, and participate more visibly in public life, including attending sporting events and serving in public roles.

Despite these advances, political repression persists, with prominent women’s rights activists such as Loujain al-Hathloul remaining imprisoned, highlighting limits to the reforms' reach.

A key social reform under Vision 2030 is the significant curtailment of the religious police’s authority, specifically the Commission for the Promotion of Virtue and Prevention of Vice.

While the institution itself was not formally abolished, its powers to enforce strict moral codes were drastically reduced, marking a major shift away from the historic dominance of Wahhabi religious conservatism in public life.

This is paralleled by broader cultural modernization efforts, including projects like the Riyadh Square Project—which aims to create the world’s largest city center emphasizing cultural over religious identity—and the introduction of new national holidays and Ramadhan reforms that de-emphasize strictly religious traditions.

Economically, Vision 2030 seeks diversification to reduce Saudi Arabia’s dependence on oil revenue.

Major initiatives include the expansion of the Public Investment Fund into the world’s fifth-largest sovereign wealth fund, and high-profile developments like Neom, a futuristic city.

The entertainment and tourism sectors have notably expanded, with investments in destinations like Al-Ula and Qiddiya.

Internationally, these changes are recalibrating perceptions of Saudi Arabia.

Since Mohammed bin Salman (MBS) was appointed crown prince in 2017, Vision 2030 has driven sweeping social and economic reforms aimed at modernizing Saudi Arabia.

Title:

Content: Follow Us:
Friday, December 10, 2021

Progress for saudi women is uneven, despite cultural changes and more jobs

Over the last five years, the percentage of women working outside the home has almost doubled, according to official statistics, to 32% from nearly 18%.

By: New York Times | Riyadh |
December 10, 2021 10:45:24 am
A group of women and children picnic at Wadi Hanifa park in Riyadh, Saudi Arabia, on Oct. 29, 2021. (Iman Al-Dabbagh/The New York Times)

Written by Kate Kelly

At the cramped shop where Kholoud Ahmed sells the traditional Muslim women’s gowns known as abayas, the rainbow of colors is a revelation.

In the past, women in Riyadh typically dressed in the same black abaya no matter where they were going. Now, observed Ahmed, 21, there’s a differently colored or styled abaya for every occasion: weddings, meeting friends at a cafe, visiting parents.

“Colored abayas used to be a strange thing for us in Riyadh, something unusual,” said Ahmed, the store’s clerk. “Within a year it has significantly changed. It has become normal nowadays.”

Since Crown Prince Mohammed bin Salman became Saudi Arabia’s de facto leader more than four years ago, he has promised new opportunities for Saudi women as part of a broad modernization plan called Vision 2030.

The plan, which is advertised across Riyadh on posters and flags, is meant to wean the kingdom away from its historical reliance on oil and shift it toward new industries, including technology, pharmaceuticals and tourism.

Women shop for abayas, or traditional Muslim womenÕs gowns, at a store in Riyadh, Saudi Arabia, on Oct. 28, 2021. (Iman Al-Dabbagh/The New York Times)

But to create more job opportunities for Saudis and draw international investors and corporations to the desert monarchy, Crown Prince Mohammed is also chipping away at the conservative culture that has kept many women close to home for years and scared away many foreigners.

Over the last five years, the percentage of women working outside the home has almost doubled, according to official statistics, to 32% from nearly 18%. Women today serve as customs officials at the King Khalid International Airport in Riyadh, client relationship managers at banks and hostesses at restaurants.

In addition to changes in the workplace, public space is becoming less strictly segregated by sex. In coffee shops in Riyadh like Overdose (motto: “Caffeine, it’s my drug of choice”), male and female customers can now sip lattes in mixed company.

Women can attend certain sporting events at stadiums, which was forbidden until a few years ago. They are no longer required to use separate entrances from men although some establishments still use them. They can also now apply for passports, live by themselves and travel on their own.

But the progress has been uneven.

Soccer fans withÊHattan Bahebri, center, a midfielder for Al Shabab, after a match in Riyadh, Saudi Arabia, on Oct. 28, 2021.ÊWomen have been able to attend sporting events in Saudi Arabia since 2018. (Iman Al-Dabbagh/The New York Times)

The guardianship system, which despite some recent reforms is still in place, means that women must rely on permission from men — often their fathers or husbands, but in some cases their sons — to enter into marriages and make key decisions.

One prominent women’s rights activist was jailed for three years after pushing publicly for some of the very changes Crown Prince Mohammed wanted to make — including allowing women to drive. She has since been released and has published a research paper on the status of Saudi women.

Those fits and starts are also evident in quotidian ways. Women’s attire in Riyadh, though more relaxed than a few years ago, is still far from liberal; even women who avoid abayas wear clothes with long sleeves, high necklines and low hemlines.

They may be using money from their newly earned paychecks to shop for kitten-heeled boots and slip dresses at Zara, but such outfits are still worn only in private settings.

“It’s not like before, like you have to wear, like, hijab and everything,” said Marwa, a 19-year-old university student who was shopping at Ahmed’s shop, referring to the traditional head scarf worn by Saudi women. “Now you can have free choice, but limited. It’s not like you are showing parts of your body.”

However much things have changed, the culture remains sufficiently conservative — and cautious of angering the authorities — that Marwa, like many of the Riyadh residents interviewed for this article, declined to give her full name.

Marwa said other cultural changes, like allowing store owners to remain open during prayer time to accommodate both merchants and shoppers, created problems of their own.

Some people who are devout and would pray no matter what, she said, could be offended by the business-as-usual attitude. “It’s like you’re not respecting the prayer time,” she said. Her friend Alaa — who wore sweatpants and sneakers under her abaya and sported a wrist tattoo that said “Trust no one” — nodded.

Prayer time at a shopping mall in Riyadh, Saudi Arabia, on Oct. 28, 2021. Women say Saudi Arabia has advanced significantly in just the past year, with more choices regarding work, fashion and social spaces, but restrictions remain everywhere. (Iman Al-Dabbagh/The New York Times)

During the call to prayer a few minutes later, a number of male store workers nearby locked their doors and walked to the mall’s prayer room on an upper floor. On the ground floor, about 10 women, patrons who were wearing black abayas and hijabs, took rugs from a corner pile and knelt on them to pray. Other women sat quietly on benches, watching their children ride around in battery-operated toy cars.

A 52-year-old father of six, who gave only a nickname, Abu Abdullah, said he saw the benefits of more flexible prayer times and new opportunities for women. “During traveling, we don’t pray,” he said. “Even women, they don’t pray for seven days,” referring to the fact that women are forbidden to pray when they are menstruating.

Several of Abu Abdullah’s five daughters were standing nearby, eating buttered corn and french fries. One of them, Nout al-Qahtani, 13, said she was thrilled about the changes for women in Saudi Arabia. “I want to work,” she said. “I really want to be a doctor.”

Her father noted that not every dream job would be appropriate.

“Some jobs don’t fit for some women,” he said, citing roles in plumbing and construction work as examples. “It’s better to put her in the right place,” he added.

Five miles north of the mall, a local soccer club, Al Shabab, was playing an out-of-town team at Prince Faisal bin Fahd Stadium. It was a mild evening, and the crowd was animated when the home team scored. On the men’s side of the stadium, hundreds of men jumped to their feet, chanting and clapping for the players.

Across the stadium on what’s known as the family side, where women and children were directed to sit, Najiba, a nurse at the hospital complex King Fahd Medical City, was watching with two colleagues. Although women have been able to go to sports events in Saudi since 2018, it was only her second time at a match.

FILE Ñ Crown Prince Mohammed is depicted at left on a billboard advertising the Vision 2030 modernization plan in Riyadh, Saudi Arabia, on Feb. 28, 2018. (Tasneem Alsultan/The New York Times)

Najiba, 34, and her friends said that they were seeing far more Saudi women working at the hospital in recent years, and that the idea of women in medical careers had become more palatable to families who might previously have considered a mixed-gender working environment problematic.

“Now the family accepts if they have a daughter or a wife working in health care,” said Najiba, who was a nurse in a neonatal intensive care unit for years before taking on an administrative role.

Below the nurses, a few children were playing in the front row. One child, who had been running around and yelling, was scolded by a female security guard.

Several female spectators said they never missed a match. One, a 29-year-old manager at the Saudi British Bank attending with her brother, spoke highly of Riyadh’s new entertainment options and the growing economic opportunities for women. “We’re so excited,” she said.

A little after 9:30 p.m., the match ended in a 3-0 victory for Al Shabab.

As the crowd dispersed, one of its star players, the midfielder Hattan Bahebri, was signing autographs for dozens of fans through the fence that separated the stands from the field.

At one point, he held his hands in a heart shape in front of him. A clutch of men encircled the player, some with children hoisted on their shoulders. But one woman, her pink-tinted sunglasses atop her hijab, walked to the front of the crowd, raised her phone and got the shot.

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What are some of the key goals of Vision 2030 for society and economy?

allow recreational activities; Saudi women benefit from relaxed restrictions

What are the main goals of the 2016- launched Vision 2030?

To diversify Saudi Arabia's economy
To lessen reliance on oil.

What has MBS done since becoming Crown Prince in Saudi Arabia?

A flagship achievement of this initiative is the near doubling of female workforce participation, rising from 18% in 2017 to over 36% by 2023.

Title:

Content: Vision 2030 creates a new reality
The security of the homeland and the safety of the Saudi people and their supreme interests are the priorities of Mohammed bin Salman.
Thursday 21st September 2023 9: 25 AM
Citizen - Editorial Team
His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister, made headlines with Fox News, Arab and international newspapers, channels and websites.
Priorities of the Crown Prince
Observers confirm that the security of the homeland and the safety of the Saudi people and their higher interests, economic development and social welfare are among the priorities of the Crown Prince, who has always expressed this in fact rather than in words, which is clearly reflected by the advanced levels witnessed by the Kingdom in all fields.
Vision 2030 creates a new reality
The Crown Prince also believes in the essential role of the citizen in the implementation of Vision 2030, which created a new reality and achieved achievements that mimic the aspirations of the Saudi people in their security, economy, education, health, livelihood and social welfare.
Vision 2030 has also contributed to the promotion of citizenship rights, the value of individuals, gender equality and the empowerment of women, which are well established principles that contribute to Vision 2030, as evidenced by the increase in the percentage of Saudi ownership of housing and the increase of women ’ s participation in the workforce to 36% more than double what it was five years ago.
Elimination of extremism and corruption
The Kingdom ’ s success in eliminating extremism and corruption in record time reflects the steadfastness of political will and its full commitment in deterring threats and challenges that affect the security of the homeland and undermine its development.
The Crown Prince ’ s assertion that the Kingdom ’ s investment in sports is for the happiness of its people and not for the satisfaction of the world is an extension of its consistent approach to the sovereignty of its internal decisions and that it is built, takes into account and targets, first and foremost, the interests of the Saudi people.
The kingdom will remain steadfast in its principles.
The Crown Prince ’ s dialogue confirms that the Kingdom has been, remains and will remain steadfast on its principles, cherishing its values and preserving its religious constants, which was expressed by His Highness the Crown Prince through his emphasis on the religious specificity of the state, which makes it impossible to establish public houses of worship other than the Islamic religion.
The Kingdom also categorically rejects the imposition of any guardianship over its judicial system or the rulings of its courts, and just as it respects the jurisprudence of other countries, others must respect its jurisprudence.

How has Vision 2030 affected women's rights and workforce participation?

And women's workforce participation doubled to 36%

What has MBS done since becoming Crown Prince in Saudi Arabia?

This reflects a deliberate effort to empower women, who can now drive, travel independently without male guardian approval, obtain passports autonomously, and participate more visibly in public life, including attending sporting events and serving in public roles.

Title:

Content: Saudi King appoints Crown Prince Mohammed bin Salman as prime minister
Saudi Arabia ’ s King Salman bin Abdulaziz issued three royal orders on Tuesday, including appointing Crown Prince Mohammed bin Salman as prime minister in his place, and making a cabinet reshuffle that kept the foreign and oil ministers in their posts.
Announcement
Saudi Arabia ’ s King Salman bin Abdulaziz has appointed his son Crown Prince Mohammed bin Salman, the de facto ruler of the oil-rich kingdom, as prime minister in his place, a royal order said Tuesday evening.
The royal order, published by the state-run Saudi Press Agency, stipulated that "the cabinet sessions we attend shall be chaired by us," meaning that the octogenarian king will preside over the sessions in which he participates despite the appointment of his young son, 37, to his post.
The king of Saudi Arabia is usually prime minister and will remain in office until his death.
The royal orders also included the appointment of Prince Khalid bin Salman bin Abdul Aziz as defense minister after he was deputy minister.
He has been defense minister since the beginning of 2014.
According to the official Saudi Press Agency, Prince Abdulaziz bin Salman retained the post of energy minister, Prince Faisal bin Farhan as foreign minister, Mohammed al-Jadaan as finance minister and Khalid al-Falih as investment minister.
The kingdom has for years sought to refute speculation about the health of the 86-year-old king, who has ruled the world's top oil exporter since 2015.
In 2017, it denied reports and speculation that the king was planning to abdicate in favor of his son.
King Salman has been hospitalized twice so far this year, most recently for a week in May, according to state media.
The Saudi monarch was expected to keep his country on a steady conservative path when he came to power, but instead made a big difference in the kingdom and opened the door to power to a younger generation of the House of Saud family.
Fortify his position.
The crown prince, on the other hand, is leading his conservative kingdom with ambitious radical reforms and accelerated social changes that began with his ascension to the leadership ladder five years ago.
But at the same time, he has fortified his position as a de facto and future ruler by silencing all dissent.
The changes included granting women the right to drive, opening cinemas, welcoming foreign tourists, limiting the authority of the Commission for the Promotion of Virtue and Prevention of Vice and hosting pop stars, heavyweight duels and other sporting events.
In parallel, he has jailed his critics and in a widespread purge of the country ’ s political and economic elite, arrested around 200 princes and businessmen at Riyadh ’ s Ritz-Carlton Hotel in a 2017 anti-corruption crackdown that has helped tighten his grip on power.
After a quick jump to the top, the brutal murder of Saudi journalist Jamal Khashoggi at his country ’ s consulate in Istanbul in 2018 cast a shadow over the career of Mohammed bin Salman, who had been crown prince for a year.
Opening the doors again.
US President Joe Biden ’ s visit in July, after he had pledged during his election campaign to treat the kingdom as a “pariah state ” over its human rights record and Khashoggi ’ s killing, appeared to have reopened the outer doors for the young ruler.
The sharp rise in energy prices triggered by the Russian invasion of Ukraine has spurred a number of Western leaders to travel to the kingdom to appeal for increased production.
Among his major projects as he seeks to diversify the kingdom ’ s oil-based economy are the construction of the futuristic mega-city of Neom at a cost of $500 billion and the economic diversification plan “Vision 2023 ”.
It also seeks to establish its position as a powerful regional power, and has been the driving force behind Saudi Arabia ’ s military intervention in Yemen, the Arabian Peninsula ’ s poorest country, to support government forces against the Iran-backed Houthis.
France 24 / AFP
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How has Saudi Arabia empowered women and increased their labor market participation under Vision 2030?

By removing restrictions on freedom of movement

How has Vision 2030 affected women's rights and workforce participation?

gender equality
Strengthened women's rights

What are some of the key goals of Vision 2030 for society and economy?

allow recreational activities; Saudi women benefit from relaxed restrictions

What has MBS done since becoming Crown Prince in Saudi Arabia?

What leadership roles have Saudi women achieved under Vision 2030?

Women have been appointed to municipal councils

What new permissions have Saudi women gained under Mohammed bin Salman's rule?

attend sporting events
Women gained permission to drive

Despite these advances, political repression persists, with prominent women’s rights activists such as Loujain al-Hathloul remaining imprisoned, highlighting limits to the reforms' reach.

Title:

Content: The square project.
A new step by bin Salman for “changing identity ”? | Politics and economics | In-depth analysis with a broader perspective than DW | DW | 12.03.2023
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The square project.
A new step by bin Salman to “change identity ”?
Is Saudi Arabia moving towards more identity modernization?
A new project in the capital Riyadh mimics the shape of the Kaaba, in a context that is witnessing a shift from the Saudi leadership towards easing the historical and religious dimension.
The giant cube in the middle of the new square project has nothing to do with the Kaaba in Mecca, although there is a similarity in the geometry.
A huge project announced by Saudi Crown Prince Mohammed bin Salman under the name of "Square Project" in the capital Riyadh, with a width, height and length of 400 meters, which will be in the center of Riyadh, with the aim of developing the largest "Downtown", where the Saudi leadership plans to be the largest city center in the world.
The project includes "an innovative museum, a university specializing in technology and design, a multi-use theater and areas for live and entertainment shows," the Saudi Press Agency announced a few days ago, and is scheduled to be completed in 2030.
The project resembles the Kaaba in its geometric form, which has left a great controversy on social media sites.
Bruno Schmidt Fuerherd, a political analyst from Cambridge University, told DW that “in the Saudi public sphere, religion is increasingly being replaced by culture, ” denying that cube-shaped architecture is something specific to the Kaaba.
Change Date of Incorporation
This new square is not the only change in Saudi Arabia; it has been preceded by other steps that confirm a trend towards modernizing the country.
For the first time, the anniversary of the founding of the Saudi state was celebrated last year, and the occasion was designated on February 22 of each year, known as "Foundation Day", in addition to the Saudi National Day celebrated on September 23 of each year, and dates back to the occasion of the unification of Saudi Arabia in 1932.
The most important thing in establishing the "Foundation Day" is to change the date of the founding of the country from 1744 to 1727.
The year 1744 is linked to the agreement between the ruling Al Saud family and the cleric Muhammad ibn Abd al-Wahhab, the leader of the so-called Wahhabi Islam, who remained in control of Saudi Arabia for decades.
The agreement includes Abdul Wahab's support for the House of Saud in power, from a religious point of view, while the ruling family financially supports the Wahhabi family and allows it to have authority over education and public morals, and even laws were the same Wahhabi.
In 1727, it is related to the rise to power of Mohammed bin Saud as the founder of the first Saudi state, after his control of the Emirate of Diriyah north of Riyadh.
“The new interpretation of the birth of the state clearly underestimates the role of religion, ” says Schmidt Feuerhard, highlighting that“ the goal is a national campaign to celebrate non-religious holidays. ”
Earlier this month, Saudi Arabia declared Flag Day, a day officially celebrated for the first time on March 11, 2023, which dates back to the day the current Saudi flag was approved by King Abdulaziz.
The royal decree referred to the Testimony of Tawhid as symbolizing "the message of peace and Islam" while the sword symbolizes "strength, nobility, wisdom and prestige".
The Saudi Ministry of Islamic Affairs also announced major changes to the rules of the month of Ramadan, including urging not to bring children to mosques, prohibiting collection of donations inside mosques, not to be absent from work except for the utmost necessity, taking into account the conditions of people in Taraweeh prayers and supplications, and prohibiting the use of cameras in mosques.
Change in a general context
These changes have generally been accepted by a large number of Saudis, and Schmidt Fuerherd points to several explanations for the phenomenon, including sending tens of thousands of Saudis abroad with full government funding, that have made them receptive to these cultural changes in the country.
Education and job creation for Saudi youth have also become priorities for the kingdom, a key part of Vision 2030, announced by the crown prince during his rise in politics, since he was crown prince ’ s deputy.
Since 2016, Mohammed bin Salman has announced a series of decisions to change the face of the conservative kingdom.
This included diversifying the economy by not making it focused on oil, modernizing the country ’ s infrastructure, creating a recreational policy that allowed the establishment of music festivals and the opening of cinemas, and the largest beneficiaries are the women of the Kingdom, which eased restrictions on them, including allowing driving and Hajj and Umrah without a mahram, and mixing became normal, as well as abolishing the Commission for the Promotion of Virtue and Prevention of Vice.
Mohammed bin Salman wants to modernize Saudi society without guaranteeing political freedoms
Freedom is not guaranteed!
Activist Loujain al-Hathloul spent three years in prison for defending women ’ s rights. Last year, 34-year-old Salma al-Shehab was sentenced to 34 years in prison for liking or tweeting about human rights in the kingdom. Noura bint Saeed al-Qahtani was sentenced to 45 years in prison. For the same reason.
“While there are more social freedoms, the state wants to remain the owner of change. ”
Schmidt Feuerherd says, “So any form of political activity is thwarted, and critics and opponents are portrayed as traitors to the nation. ”
Jennifer Hollis / EG

What has MBS done since becoming Crown Prince in Saudi Arabia?

A key social reform under Vision 2030 is the significant curtailment of the religious police’s authority, specifically the Commission for the Promotion of Virtue and Prevention of Vice.

Title:

Content: In June, Saudi Arabia, along with two other Gulf states and Egypt, began putting pressure on Qatar on the grounds that Doha was providing financial support for international terrorism.
Saudi Arabia ’ s statements against Qatar could be taken as a joke, given that Riyadh itself has long financed the spread of fundamentalist Salafi Islam, which is often associated with extremism, writes Ayaan Hirsi Ali in an article for The New York Times.
Ivan Shilov IA REGNUM
The Saudis
On the one hand, Saudi Arabia ’ s actions against Qatar can be called a classic example of “whose cow is moaning ”.
On the other hand, Riyadh could use the smokescreen of the diplomatic crisis around Qatar to divert attention from the growing tensions within its own kingdom.
See also: Asia Times: US and China do not face the danger of the “Thucydides trap ”
The newly appointed crown prince of the Saudi throne, Mohammed bin Salman Al Saud, has promised to modernize the country ’ s economy, which includes measures to diversify the national economy to reduce its dependence on oil prices, expand trade, increase employment and eliminate some restrictions in public life.
However, within Saudi Arabia there are two factors that could put all plans of the crown prince in jeopardy.
First, the crown prince has a rival who can challenge him.
This is the former Crown Prince Mohammed bin Nayef Al Saud, whom in November 2017 Mohammed bin Salman placed under house arrest and froze all his bank accounts.
The current crown prince has taken a very bold step, even by the standards of the royal dynasty.
However, Mohammed bin Nayef, who previously headed the secret intelligence of Saudi Arabia, can be a very dangerous enemy.
Ivan Shilov IA REGNUM
Saudi Arabia
Second, Mohammed bin Salman ’ s grand strategic reform plan, known as Vision 2030, poses a direct threat to the prestige and authority of the Wahhabi clergy in Saudi Arabia.
The clergy have influence, and they have a motive to try to thwart the Crown Prince ’ s plans.
If private enterprise begins to strengthen its position through reforms, the resources and influence of the clergy will decrease, therefore, the opportunities for retaining control over the kingdom will be reduced.
For centuries, the royal family relied on the support of the Wahhabi clergy to ensure the religious legitimacy of the ruling dynasty.
If modernization threatens to destroy the authority of the clergy, how long will it remain submissive to the crown prince?
Earlier, the crown prince made it clear that the influence of the clergy could become an obstacle to economic growth and reduce the dependence of the Saudi economy on oil.
In case of resistance of the clergy, the Crown Prince promised to take appropriate measures.
Most likely, the clergy will begin to openly resist the Westernization of the country with the same zeal with which Saudi Arabia seeks to attract foreign investors.
Since 1973, the Saudi government and its semi-official “charities ” have spent billions of dollars spreading Wahhabi ideology abroad.
The continuation of such a policy would be detrimental to the efforts of the international community to combat radicalization.
Saudi clerics have a powerful social network that provides a direct link to their supporters across the country.
The clergy can use this platform to undermine the plans of the Crown Prince and the position of King Salman bin Abdulaziz Al Saud of Saudi Arabia.
In this regard, there is a risk of fomenting unrest in a country with a high youth unemployment rate.
In an effort to stifle dissent, in September 2017, Saudi Arabia detained several influential clerics who opposed Saudi Arabia ’ s position on Qatar.
In November, the fight continued, only under the guise of anti-corruption purges, in which more than 200 officials, large businessmen and members of the royal family were detained.
See also: “On whom should the US make the main bet in the Middle East? ”
Riyadh
Saudi Arabia ’ s Wahhabi clerics have extensive ties to Islamist organizations around the world.
Qatar can use these ties to discredit the crown prince in the eyes of international public opinion.
As a response to diverting attention from Saudi Arabia, Riyadh may intensify the conflict with Qatar.
The stakes are very high.
If the crown prince manages to carry out modernization, it will strike a blow to radical Islamism.
If modernization plans fail, the country could roll back several decades, continuing to export extremism abroad.
From the point of view of most Middle Eastern political players, any compromise is seen as a disgrace to the country.
Instead of accepting an ultimatum from Saudi Arabia, such as closing the news agency and severing ties with the Muslim Brotherhood, Qatar has only strengthened its alliance with Iran and Turkey.
Back in June 2017, the diplomatic crisis around Qatar seemed like a minor event in the Middle East, in 2018 it could trigger a big conflict.

How has the role of the Committee for the Promotion of Virtue and the Prevention of Vice changed under Muhammad bin Salman?

No longer acts as the de facto religious police.

Has been reduced to morality awareness campaigns and COVID-19 efforts.

What are some of the key goals of Vision 2030 for society and economy?

allow recreational activities; Saudi women benefit from relaxed restrictions

What has MBS done since becoming Crown Prince in Saudi Arabia?

While the institution itself was not formally abolished, its powers to enforce strict moral codes were drastically reduced, marking a major shift away from the historic dominance of Wahhabi religious conservatism in public life.

Title:

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From Scratch: How Saudi MBC TV Presenter Sara Murad Launched Her Own Perfume Brand

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Sara Murad has been a fixture in Middle East media since 2013, by first starting out as a presenter on the Rotana TV channel, and now she’s on the number 1 morning show in the Middle East called, “Sabah Alkhair Ya Arab,” on MBC. Now, the Saudi television host can add perfumer to her resume. Murad has just launched her own namesake fragrance brand, By Sara Murad this month. The inaugural scent “Black Oud” captures her professional journey that’s meant to exude power and confidence.

“It has taken a lot of courage and strength for me to get to where I am, and with the launch of Black Oud, I have tried to capture a sense of power and self-confidence within a bottle,” says Murad. “I aim to encourage and inspire everyone to follow their passion and strive for success by sharing with them a bold scent that holds a very close place in my heart with a touch of nostalgia, combining notes of familiar scents throughout my journey.”

When people think of Saudi Arabia, picturesque desert scenery, Palm Date trees, and the mistreatment of women come to mind. For the latter, things are changing. Saudi Arabia is a much different place than it was post 1979, when harsh social and religious reforms during the Sahwa era, or Islamic Awakening took place. Under these reforms, women could not drive, female singers were not allowed to sing on TV, and music and films were drastically lessened under strong religious reforms.

The country is vastly opening up with Crown Prince Mohammed bin Salman Al Saud’s Vision 2030, and women, especially women in the capital of Riyadh are masters of their own destinies. “As a Saudi woman, with the 2030 vision and the increasing goal of empowering women within the region, I feel supported and empowered to launch and grow my business- and I want each person who uses our fragrance to feel the same way,” says Murad. Many women like her are entrepreneurs, launching their own ventures in fashion, trade, entertainment, and many other sectors.

If you haven’t been to the Levant or the Arab Gulf, then let me fill you in, fragrances are serious a thing. Just as a wine connoisseur knows how to pair the right wines with a meal, or can identify which grapes make up a certain wine, so the people in the Middle East know how to layer scents that start with lathering with the right soaps in the shower, and moves onto layering scents as one gets dressed. “Layering is such a fun art. I feel that perfumes, just like clothes, can be paired together to create different olfactory ‘ensembles’ to suit each occasion and event. And again, just like clothes – I wouldn’t wear the same outfit for a day at work and then to a gala dinner – I consider fragrance as an essential part of getting dressed and switch up my scent based on the setting,” Murad states. Perfume brands know the power that certain scents have, as they can bring up certain feelings. Fragrances are personal and can remind us of certain people and awaken emotions.

“Growing up in the Middle East, fragrance has always played a huge part in our culture – not only when it comes to perfumes but also through home fragrances and bukhoor (scented wood infused with perfume oil that is then burnt over charcoal as incense for home),” she says. “Growing up in an Arab household, I was exposed to fragrances since I was a child. The art of perfumery is very much embedded within Arab culture, with dedicated scents and fragrances for each occasion, event, and moment. Ouds and oils from the very foundation of our journey and is something that has been passed on through generations. The women and even men of our family wouldn’t leave the house without spritzing their favorite perfume or oud and that is a characteristic that has been passed on to young people. Living in a city like Dubai has given me the opportunity to expand my horizons and understand the significance of perfume and scent across diverse cultures and backgrounds. It has been a very insightful experience as each person has a different story to tell and I get to learn so much from everyone I meet.”

Oud is one such note in fragrances that is unique and familiar in the Middle East region. Found in Agar trees, which are native to Southeast Asia, India, and Bangladesh, it is strong and distinct. Walking behind women in Dubai, Saudi, or anywhere in the Gulf, you catch a whiff of Oud notes constantly. “I enjoyed collecting perfumes from different brands and experimenting with layering different notes to create something new and unique,” says Murad of her childhood. With the launch of By Sara Murad and specifically our debut fragrance, Black Oud, I wanted to bring my vision to life by creating a sophisticated blend between the East and the West, combining notes from the Middle East with the expertise of some of the world’s most renowned perfumers from France.”

She’s a fan of musk notes that include oud, leather, and amber. “We’re already working on By Sara Murad’s second fragrance launch and this will have a prominent leather base note. While my preferences have been heavily influenced by my surroundings when it comes to By Sara Murad, I wouldn’t limit our offering exclusively to match my preference. The vision of the brand is to create something for everyone. But, I do feel that the world of fragrance needs to be more inclusive and I wanted to blur the line between ‘feminine’ and ‘masculine’ scents with my fragrances.”

Launching

The pandemic really affected the international perfume market, which in 2022 was valued at $50.6 million, according to Grand View Research. The industry is expected to grow at a 5.9% compound annual growth rate from 2023-2030. Personal grooming and a demand for luxury and exotic fragrances has contributed to this. So, when Murad launched her brand, she knew it was going to be “a whole new ball game.” The brand and this new fragrance took two years to create from concept, to finalizing the ingredients, to oil samples, design, production, and marketing.

“I am so amazed by the amount of detail that goes into curating one single scent. We have gone through rounds and rounds of trials and prototypes to finally reveal Black Oud. I have seen a lot of people launching perfumes but after experiencing this myself, I can say that there are two ways to go about this: an easy way and a hard way, but it is the hard way that promises a fine and hard quality product. Like everything in life, you have to put in the hard work and effort to achieve results. I am launching a brand, not just a perfume and I feel that one of my key takeaways from this experience is to carefully choose the team you work with. I was lucky to be surrounded by a driven, positive and supportive team that helped us smoothly overcome any setbacks and challenges that came our way,” she says.

Murad’s strategy is to create a luxury brand with long-lasting perfume that has the potential to grow internationally. “We sought out the best of the best in the industry to create a formula that interprets the quintessentially Middle Eastern scent of oud, with a modern twist, creating a scent for everyone. Black Oud aims to take something so close to our culture and reinterpret it for a global audience,” she says. To do this, she chose to work with French perfumeries. Their know-how and her knowledge of the Middle East is the bridging of East and West that she wants her brand to be known for.

But just because the Middle East market loves muskier notes and all things oud, doesn’t mean a Western market will. “We carried out our research across varied sample groups that included people from different cultures, backgrounds, and genders. The overall feedback we received is that the scent does connect with each individual: if not culturally, it is the element of empowerment that they relate to,” she says.

Balancing a TV career and launching her own fragrance is no easy feat, but Sara Murad has taken on the challenge, learning and growing with her French team. For a brand that’s about professional journey, it has given her the chance not only to understand her own journey, but also other people’s and what it means to launch something from scratch.

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How has Vision 2030 affected women's rights and workforce participation?

How has the role of the Committee for the Promotion of Virtue and the Prevention of Vice changed under Muhammad bin Salman?

No longer acts as the de facto religious police.

Has been reduced to morality awareness campaigns and COVID-19 efforts.

What are some of the key goals of Vision 2030 for society and economy?

allow recreational activities; Saudi women benefit from relaxed restrictions

What has MBS done since becoming Crown Prince in Saudi Arabia?

This is paralleled by broader cultural modernization efforts, including projects like the Riyadh Square Project—which aims to create the world’s largest city center emphasizing cultural over religious identity—and the introduction of new national holidays and Ramadhan reforms that de-emphasize strictly religious traditions.

What does MBS believe Saudi Arabia should rely on to maintain regime stability?

What has MBS done since becoming Crown Prince in Saudi Arabia?

Economically, Vision 2030 seeks diversification to reduce Saudi Arabia’s dependence on oil revenue.

Title:

Content: A road map for a development renaissance
|
Mohammed bin Salman is a brilliant leader who possesses wise leadership with all its components of intelligence, vision, courage, firmness and charisma, characteristics that enabled him to draw a road map to achieve an unprecedented development renaissance that keeps pace with the requirements of the time period in the fields of science, knowledge, economy and environment.
There is certainly no leader who leads his country towards development, prosperity and development, according to a studied future vision, and clear strategic objectives, enabling him to accomplish what others could not, not only in one area, but in multiple fields despite difficult challenges and volatile international conditions.
The Kingdom and the Gulf states were facing difficult challenges, requiring leadership that would ensure sustainable development and move the country to safety, especially in countries that rely on a single resource and are located in a volatile region.
However, the Crown Prince ’ s perception of the seriousness of the stage and the need to keep pace with the changes that the world is going through, paved the way for the emergence of change with the announcement of the Kingdom ’ s Vision 2030, which focused on the quality of life of citizens and residents on the Kingdom ’ s soil, and aimed at reducing dependence on oil and diversifying the sources of the economy.
In the economy and development, efforts have been made to reduce dependence on oil through various initiatives, including the development of the Public Investment Fund (PIF), which is a key pillar of the Kingdom ’ s Vision 2030, by developing the Kingdom ’ s wealth and contributing to the growth of non-oil GDP.
The Public Investment Fund (PIF) has risen to the fifth largest sovereign wealth fund in the world.
In the same context, the Kingdom is seeking to localize the renewable energy industry, focus on technology and artificial intelligence, and build the capacity of young people to prepare for a bright future.
The development of military industries has also received great attention, with emphasis on raising the proportion of local content in development projects and contracts with foreign and local companies.
In light of the wise vision, the Kingdom has been able to develop all kinds of state systems to keep pace with the requirements of the times, including judicial systems, personal rights, investment, planning, construction and reconstruction, among others, which achieves quality of life and enhances the attraction of foreign investments, and provides wonderful electronic services.
Arab also plans the Kingdom ’ s Vision 2030 to develop the tourism and entertainment sector to support the Kingdom ’ s economy by enacting the necessary legislation, building national capacities, and launching massive tourism infrastructure projects in Al-Ula, Qiddiya, the Red Sea, Neom, Asir, Diriyah and others.
In the area of the environment, he has created deterrent regimes, launched environmental policing and created many new reserves that will soon bear fruit.
Not only that, but he launched the Green Riyadh Initiative, then the Green Saudi Arabia, and not only that, but he launched the Green Middle East Initiative.
Through his wise vision, he was able to empower women to contribute to the development of their country, protect them from violence, extortion and harassment, as well as raise the quality of life of citizens by encouraging sports and creating the infrastructure for their practice by all members of society.
No less important is the fierce war on corruption of all kinds, whether it is embezzlement of public money or the use of influence or the seizure of land without right, that is, without the existence of documents and justifications for ownership, and accompanied by the issuance of many regulations on the conditions of land ownership with emphasis on the survival of mountain peaks, sea shores and archaeological sites public property of the state for the benefit of all.
As a result of these efforts, the Kingdom has achieved advanced positions in the International Competitiveness Index, as well as the E-Government Index and others.
In fact, the space allocated to the article does not allow us to fulfill the deserves of this inspiring leader who planted his love in the hearts of his people, and win the respect and admiration of others, to the extent that many wish through videos spread on social networking sites, Yes, citizens of Arab countries, to wake up to them an inspiring and courageous leader and visionary like Mohammed bin Salman, to promote their countries development and limit the spread of corruption in their countries. They congratulate the homeland on this inspiring leader, and congratulate him on the loyal Saudi people.
Publish it.

What are some of the key goals of Vision 2030 for society and economy?

What are the main goals of the 2016- launched Vision 2030?

To diversify Saudi Arabia's economy
To lessen reliance on oil.

What has MBS done since becoming Crown Prince in Saudi Arabia?

Major initiatives include the expansion of the Public Investment Fund into the world’s fifth-largest sovereign wealth fund, and high-profile developments like Neom, a futuristic city.

How does Vision 2030 aim to foster new industries and employment?

What are some of the key goals of Vision 2030 for society and economy?

What are the main goals of the 2016- launched Vision 2030?

What has MBS done since becoming Crown Prince in Saudi Arabia?

The entertainment and tourism sectors have notably expanded, with investments in destinations like Al-Ula and Qiddiya.

How has Saudi Arabia diversified its economy under Vision 2030?

What are some of the key goals of Vision 2030 for society and economy?

What are the main goals of the 2016- launched Vision 2030?

What has MBS done since becoming Crown Prince in Saudi Arabia?

Internationally, these changes are recalibrating perceptions of Saudi Arabia.


Disney’s series of live-action remakes from 2015 to 2023, including Cinderella (2015), The Jungle Book (2016), Beauty and the Beast (2017), Dumbo (2019), Aladdin (2019), The Lion King (2019), Mulan (2020), Pinocchio (2022), and The Little Mermaid (2023), are driven primarily by strategic financial and brand considerations.

The company leverages beloved animated properties that have inherent, multigenerational brand recognition and built-in audiences, which significantly reduces financial risks while maximizing profit potential.

Nostalgia plays a central role in this strategy, as Disney taps into consumers’ emotional connections and fond memories of classic stories, appealing both to adults seeking familiarity and younger viewers experiencing these narratives for the first time.

This dual generational appeal helps sustain franchise longevity and loyalty, while live-action adaptations serve to update the stories and maintain their relevance in an increasingly competitive entertainment market, including streaming platforms .

In adapting these classics, Disney carefully balances authenticity and contemporary relevance.

The remakes often expand character backstories and arcs with an emphasis on diversity, equity, and inclusion.

For instance, The Little Mermaid (2023) preserves Ariel’s beloved traits while developing Prince Eric’s character to make their relationship more believable to modern audiences.

The inclusion of diverse casting choices, such as Halle Bailey as Ariel, reflects this updating process.

Other changes include new scenes and songs that deepen character development or adjust plot elements to better align with current social values.

Despite these updates, iconic moments and themes remain largely intact to preserve the nostalgic magic that fans expect, though these creative decisions sometimes generate debate over how much change is appropriate .

Public and critical reception of these remakes has been mixed but financially successful.

Disney’s series of live-action remakes from 2015 to 2023, including Cinderella (2015), The Jungle Book (2016), Beauty and the Beast (2017), Dumbo (2019), Aladdin (2019), The Lion King (2019), Mulan (2020), Pinocchio (2022), and The Little Mermaid (2023), are driven primarily by strategic financial and brand considerations.

Title:

Content: Alert
Operation Blue Bird continues … 30,000 people surround the Legislative Yuan in the evening to protest against the delay of the Beijie Red Line and the Blue Line for 15 minutes.
“If you can ’ t afford it, don ’ t give birth to me ” … A middle school student laments that his parents will not be able to pay their tuition fees after remarriage.
Mobile signal analysis crowd provoking... Wang Yichuan shouted "Christmas City also did" blue committee exposed the New Taipei City government 's statement
Can't you watch it from your own family?
"Little Mermaid" director points to Disney's problems
Disney has been the first brand of American animation, bringing many beautiful memories to children around the world, including the early years of "Snow White", "101 loyal dogs", as well as described as the "Renaissance" period of "Beauty and the Beast", "Aladdin" and so on.
However, the recent Disney animation or live-action film, there is a big problem: each time in the casting and plot direction of the controversy, many people complain that too much "political correctness", or to put some ideas into the story arrangement, character layout and other basic details are put aside, turned into an alternative "educational film".
With such a big change, audiences can ’ t fail to feel that last year ’ s five most expensive movies, Disney Group accounted for four, even celebrating the centenary of their own animation as “Star Wish ”, both at the box office and in word of mouth have lost.
Recently, the director of "Little Mermaid", "Aladdin", "Hercules", "Treasure Island", "Ocean Strange" and other famous Disney animation director John Musk admitted at the seminar on animation and special effects, video games: "I think they should carry out a part of the course correction, put the concept of the secondary, the entertainment of the film, the story and whether the characters attract people should be more important." "
In John Musk ’ s eyes, the traditional Disney classic is not a concept that you want to put in, but rather an audience into the story and the characters and the world in the film, which he believes should still be the core of the current Disney film, “You don ’ t have to completely put aside the idea of putting in, but before that you have to create characters that the audience can empathize with and feel eye-catching. ”
"He said.
John ’ s past Disney animations also included “The Princess and the Frog, ” the first black princess to be the main character. Even so, he said the film was not built to promote an“ awakening culture, ” although he could understand the criticism.
As for the past few years, Disney has become more and more frequent remakes of old animations into live-action versions, he believes that the film companies are always looking at how to reduce the risk, and when they see that the audience likes something, they are thinking, is there a way to change the appearance and sell it to them again, or even do it better than the last time?
Just a few Disney classic animation remakes, audience word-of-mouth or film ratings are not as good as the original animation, based on their own history, John Musk did not take last year caused a lot of controversy of the live-action version of "Little Mermaid" to open: "They do not ink on the story of the father and daughter, that is the core of the whole movie, and that crab, you can see the real animal in the zoo, They all have a much richer expression than the ones in the movies, and so does the Lion King."
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According to John Musker, why does Disney rely on live-action remakes rather than producing new stories?

How has Disney leveraged nostalgia in recent years?

By turning classic animations into live-action films with major stars

What motivates Disney to keep producing live-action remakes despite mixed reviews?

The company leverages beloved animated properties that have inherent, multigenerational brand recognition and built-in audiences, which significantly reduces financial risks while maximizing profit potential.

Title:

Content: What’s Disney’s legacy as it turns 100? It’s not just Mickey

The brand’s knack for innovation and reinvention has taken it far.

“100 Years of Wonder” is the theme for Disney’s year-long promotion of the company’s centenary. From special Disney on Ice events to a retrospective at the British Film Institute and limited edition Disney100 merchandise, Disney’s celebration is big business.

The wonder and magic of Disney are consistently promoted. And yet I would argue that Disney’s greatest legacy is not its animated stories or characters, but the more mundane history of its mergers, acquisitions and intellectual property rights.

The business acumen of those behind the scenes at Disney has been central to the peaks and troughs of the company’s enduring presence in the film industry and popular culture at large.

Early Disney

The Walt Disney Company was founded in Hollywood by brothers Walt and Roy Disney in 1923.

Before this, along with friend and animator Ub Iwerks, the brothers had founded Laugh-O-Gram Studio in Kansas City, Missouri. They then moved west with their successful silent Alice Comedies series, which featured both animation and live action.

Animation is what the Disney studio became known for. First with its shorts, which included Mickey Mouse’s third outing in the studio’s first sound film, Steamboat Willie, and the Silly Symphony series. And then in its feature length films, beginning with Snow White And The Seven Dwarfs in 1937.

The first two decades of the studio established Disney’s desire for innovation and profit. This was illustrated through its early adoption of merchandising (Mickey Mouse merchandise was profitable in the mid-1930s) and various technologies, such as Technicolour and sound.

Sinking most of its profits back into its expensive animated ventures led Disney to find ways to cut costs. This included making live-action nature series, television shows and opening Disneyland, its first amusement park, in Los Angeles, California, in 1955.

While its animated products were no longer as groundbreaking as they once were, its adoption of television in the 1950s was lucrative and popular, especially The Mickey Mouse Club (1955) and Davy Crockett (1954).

Furthermore, television afforded the company the opportunity to promote its products and authenticate Disney’s position at the forefront of animation. However, live-action films – quicker to make and less expensive than animation – dominated its releases in the 1960s, with stars Haley Mills, Fred MacMurray and Dean Jones appearing in multiple Disney films.

In 1966, Walt died. Roy then passed in 1971 and Walt Disney World opened in Florida the same year. In many ways, the Disney Company was never the same after the loss of the founding brothers.

Disney without Walt

The template was established for how the company would function for the next 50 years. Disney animation innovated again in the late 1980s and early 1990s through computer animation. A renaissance took place with the releases of The Little Mermaid (1989), Beauty And The Beast (1991) and The Lion King (1994).

The company also expanded into cable television with The Disney Channel and founded a distribution label, Touchstone Pictures, that focused on films for adults.

There was unhappiness among animators at the studio towards the company’s bureaucracy and the perception that profits always went back into the films and not to improving working conditions or salaries (one major strike against Disney took place in 1941).

The list of former Disney animators that went on to work elsewhere or open their own animated studios is long and diverse.

Walt had learned the importance of owning rights early in his career, after he lost the intellectual property to his first successful animated character, Oswald the Lucky Rabbit. The imperative to retain proprietorship and diversify the corporation can be witnessed in many of Disney’s deals and mergers.

In 1991, Disney agreed to make films with Pixar, which has gone on to be regarded as an innovative animated studio. It later acquired Pixar in 2006.

Disney Today

In 1995, Disney acquired the ABC television network, which also owned the cable sports network, ESPN. In April 2004, Disney purchased the Muppets franchise. In 2009, Marvel Entertainment was acquired and Lucasfilm was bought in 2012.

Through these purchases, Disney has become one of the most significant entertainment companies in the world and one of the few early Hollywood studios that still maintains name recognition (Disney bought out 20th Century Fox in 2019).

Whereas for earlier generations Disney stood for Mickey Mouse, animated fairy-tale features and family entertainment, for younger generations, Disney is a streaming service, amusement park brand and the creator of the Star Wars universe television programming.

Traces of Walt, Roy and the pioneering animation established in the early days of the studio can be seen in its animated releases, such as Encanto (2021), and company legacy through the “reimagining” of its animated films, such as the recently released live action The Little Mermaid.

The commercial landscape of the entertainment business is always in flux. While many companies are operating their own streaming services, the long-term success of these services is questionable. This is most evident in the recent writers’ and actors’ strike in Hollywood that was mainly focused on outdated royalty models that do not account for streaming media content.

Disney’s last few releases were not as successful as it had anticipated at the box office, and it has lost a significant amount of Disney+ subscribers in 2023. However, this is a trend taking place throughout Hollywood and, while Disney is struggling, it remains a significant brand in the global media market.

And there is no question that its theme parks continue to be popular with families who want to immerse themselves in all things Disney.

The magic of Disney’s animation and the memories created at its theme parks are part of its “100 Years of Wonder”. But so is its successful business model that has continually adapted to changes in the entertainment business and its persistent cultural relevance.

  • Julie Lobalzo Wright is assistant professor in Film and Television Studies at the University of Warwick.
  • This article was first published in The Conversation.

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According to John Musker, why does Disney rely on live-action remakes rather than producing new stories?

As a safer option
As a risk-reduction strategy

How has Disney leveraged nostalgia in recent years?

By turning classic animations into live-action films with major stars

Nostalgia plays a central role in this strategy, as Disney taps into consumers’ emotional connections and fond memories of classic stories, appealing both to adults seeking familiarity and younger viewers experiencing these narratives for the first time.

This dual generational appeal helps sustain franchise longevity and loyalty, while live-action adaptations serve to update the stories and maintain their relevance in an increasingly competitive entertainment market, including streaming platforms .

How has Disney leveraged nostalgia in recent years?

By turning classic animations into live-action films with major stars

In adapting these classics, Disney carefully balances authenticity and contemporary relevance.

Title:

Content: The original "Little Mermaid" director can 't stand it! The real version of the irony: the zoo crab expression is even richer
Reporters Lau Wan-yan / Comprehensive Report
Disney has created countless moving animated films, accompanied by many people to grow up, such as "Snow White", "Sleeping Beauty", "Beauty and the Beast" and other classic films, in recent years, these classic animations have been remade as live-action versions, but Disney has been criticized for pursuing excessive "political correctness", while trying to convey specific ideas, ignoring the story itself. And the depth of the role, deeply criticized by the outside world.
The real version of "Little Mermaid" was criticized.
(Courtesy of Disney)
According to foreign media reports, the director of the "Little Mermaid" and "Aladdin" animation, John Musk, publicly pointed out that Disney should revise the line, focusing on the "entertainment" and "story attraction" of the work, "the concept" should be placed on the secondary, bluntly, "they should revise the line", and added that "it is not necessary to completely put the concept into, but until then, the most important thing is to create the audience. It's a role that captures the eyes of the audience."
[Advertisement] Please continue reading...
The director of the animated version of "Little Mermaid" believes that the live-action version should be more about the relationship between father and daughter.
(Courtesy of Disney)
John Musk emphasized that Disney ’ s classics were never born out of preconceived ideas, but rather immersed the audience in the world built by the story and the characters.
He believes that while it is not necessary to completely abandon the concept, before that, you should first create characters that the audience can feel and feel attracted to.
As for Disney ’ s frequent remakes of old animations into live-action versions, he believes that this is to make the audience like things, and then sell them again, and he obviously does not agree with this practice.
Disney ’ s remake of the classic animation, apart from Aladdin, has a mostly bad reputation. John Musk pointed to the 2023 live-action version of “The Little Mermaid ” and bluntly said:“ They don ’ t put much ink on the story of their father and daughter, that ’ s the core of the whole movie. ” The lions in the Lion King are much richer.
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The remakes often expand character backstories and arcs with an emphasis on diversity, equity, and inclusion.

Title:

Content: It’s possible that being an only child was one reason I was not exposed to the phenomenon of Disney princess worship during my youth. On the other hand, the lack of a coordinated merchandising effort during the 1970s probably had much more to do with the fact that the company’s princess lineup wasn’t yet emerging as a cultural trend.

In that decade, Disney focused most of its marketing on the so-called “Sensational Six” core characters, including Mickey Mouse, Minnie Mouse, Pluto, Goofy, Donald Duck, and Daisy Duck; along with product tie-ins to the 1977’s “The Many Adventures of Winnie the Pooh.”

Of course, Disney had only made three princess movies up to that time. Those included 1937’s “Snow White and the Seven Dwarfs,” 1950’s “Cinderella,” and 1959’s “Sleeping Beauty.” Following the introduction of Aurora in 1959, Disney would make moviegoers wait 30 years for the next princess to arrive in a film that would herald the start of the Disney Renaissance.

And that film was 1989’s “The Little Mermaid.”

Written and directed by John Musker and Ron Clements, the 28th Disney animated feature film was very loosely based on the 1837 Danish fairy tale of the same name by Hans Christian Andersen. It boasted a string of memorable songs that brought imbued the production with Broadway panache. Alan Menken wrote the score, and collaborated with Howard Ashman on the songs. The film scored three Academy Award nominations, winning two for Best Original Score and Best Original Song for “Under the Sea.”

The animated film featured the voices of Jodi Benson, Christopher Daniel Barnes, Pat Carroll, Samuel E. Wright, Jason Marin, Kenneth Mars, and Buddy Hackett.

Buoyed by the success of “The Little Mermaid,” the Disney Renaissance ran from the late 1980s to the late 1990s and unleashed a series of critically and commercially successful animated films. Of the 10 films considered part of this period, five were Disney princess films. By 2000, the list of Disney princess included Snow White, Cinderella, Aurora, Ariel, Belle, Jasmine, Pocahontas, and Mulan. Andy Mooney, a former Nike executive who had been named president of Walt Disney Company's Disney Consumer Products division, saw an opportunity. He pitched the Disney Princess franchise line — and a generation of children became entranced consumers.

More than 20 years have gone by since the end of the Disney Renaissance and the official launch of Disney’s Princess Line. These days, Walt Disney Pictures is focused on making live-action adaptations of its animated films. The latest of these is “The Little Mermaid,” directed by Rob Marshall from a screenplay written by David Magee. The film was released theatrically on May 26.

When evaluating a remake, adaptation, or reinterpretation of a classic film, one must consider not only the quality of the new film, but also how it compares to the original. It’s not enough to ask if the film entertaining and well executed. One must also determine what makes the remake valuable in its own right.

“The Little Mermaid” is set in the 1830s in the Caribbean. Ariel (Halle Bailey), youngest child of King Triton (Javier Bardem), lives in an underwater kingdom. Disney wisely mentions in its synopsis of the film that Ariel is 18 years old — not 16, as she was in the animated version.

Unlike her older sisters, Ariel is defiant and rebellious. She is captivated by a world beyond her reach, defying her father’s orders to study humans and collect their possessions from shipwrecks. She is often joined in this endeavor by her aquatic companions Flounder and Sebastian (voiced by Jacob Tremblay and Daveed Diggs, respectively); as well as by the birdbrained Scuttle (voiced by Awkwafina), a seabird whose understanding of human culture is amusingly erroneous.

When a sailing ship she has been watching is destroyed in a storm, she rescues Prince Eric (Jonah Hauer-King). When Triton learns Ariel interacted with the surface world, he goes on an overprotective father rampage, destroying her collection of bric-a-bracs, baubles, and curios while reiterating his mandate that she should not indulge her inclination to learn, explore, or meet new people. Ironically, Prince Eric’s adoptive mother, Queen Salina (Noma Dumezweni) places similar constraints upon him because she is fearful of the outside world and of losing her son.

Desperate to be reunited with Prince Eric — who she is in love with despite the fact that the two haven’t even actually met at this point — Ariel turns to Triton’s evil sister Ursula (Melissa McCarthy), a scheming sea witch who sees this as an opportunity to oust Triton and take power over all the world’s oceans. Ursula strikes a deal with Ariel, giving her legs in exchange for her voice. There’s a catch: If Ariel fails to receive true love’s kiss from Eric before the end of three days, she will become Ursula’s property. To make sure Ariel fails, Ursula also causes her to forget about needing to score that kiss.

That’s just the setup. If it seems a bit drawn out, imagine how it feels watching it on the screen. With a runtime of 2 hours and 15 minutes — 53 minutes longer than the 1989 animated version — it sometimes feels like we’re treading water. One wonders if, in a post-pandemic world filled with ADHD brains, kids can manage to maintain focus on this narrative that meanders its way from scene to scene without a sense of urgency. Sebastian and Flounder know that there is a looming deadline, but in this version of the story, Ariel has been robbed of that knowledge. In the animated version, she at least had a specific objective. She actively worked toward that goal. In this version, she is a starry-eyed young woman crushing on someone she barely knows, drifting dreamily between infatuation and limerence.

Because it is both a retelling of a classic fairy tale and a redesign of a beloved Disney property, the film suffers from a pronounced scarcity of creativity and originality. There are updates to the story, changes in individual characters, and a few additional songs. Some of these facelifts work, such as the addition of Queen Salina. Some of these addendum fall flat, such as Eric’s song “Wild Uncharted Waters,” written by Lin-Manuel Miranda. Miranda’s song “The Scuttlebutt,” performed by Awkwafina and Diggs, is a more palatable add-on, despite that fact that it is jarringly different tonally from other music in the film.

All the film’s flaws and miscalculations can be forgiven by its most impressive saving grace: Bailey’s performance is as remarkable as it is enchanting. Bailey stands out again and again in the murky, sketchy CGI undersea sequences, glowing with charisma and agency. She brings the magic that is noticeably lacking in elsewhere in the film, balancing the nostalgia of childhood memories with a contemporary attitude. She carries this film on her shoulders, filling it with a sense of wonder and awe that will inspire children to seek out unexplored horizons and work toward achieving their dreams.

Mind you: I’d prefer Ariel did not have to literally transform — for a man — to be deemed successful. This version somewhat mitigates that theme. Personal transformation is fine when prompted by a desire to become a better person, while self-change enacted strictly to please an individual or a group is unwise and unhealthy.

The film also features recurring examples — both subtle and palpable — that show gender equity, diversity, and inclusivity are beneficial to society. These are the very same principled concepts extremist legislators and ultraconservative judicial officials currently vilify as “woke,” as if being socially aware, compassionate, and empathetic has somehow become objectionable. If you ascribe to that mindset, you should probably skip this movie.

The bottom line is “The Little Mermaid” may not be as artistically inspired as the animated version, but a standout performance by Bailey keeps the film afloat. It frequently captures the kinetic energy of a Broadway stage production, delighting audiences both with signature songs and newly added sequences that enhance the story and the characters. It is consistently entertaining, with sporadic moments of dazzling brilliance.

If you don’t trust an old curmudgeon to properly evaluate a Disney Princess film, I’ll share a few points my 16-year-old daughter made.

According to B.C. Zumpe, the film’s CGI could have been better. She particularly enjoyed a scene in which Ariel and Eric are dancing in a village near his castle, while a Caribbean band plays.

“Some people want all the characters to look exactly like the originals,” she said. “It wouldn’t be fair if Disney excluded Halle just because of her skin color. They chose her for her voice and her spirit. Even if you’re only upset because she looks different from the Ariel you grew up with, you can’t expect them to keep everything the way you want it.”

My daughter also felt that Awkwafina did a good job in voicing Scuttle. She appreciated how the film promoted the idea that it is good to interact with other cultures and be open to new ideas.

She’s a good kid.

Photo courtesy of DISNEY

Halle Bailey stars as Ariel and Jonah Hauer-King as Prince Eric in “The Little Mermaid.”

Photo courtesy of DISNEY

Melissa McCarthy stars as Ursula in “The Little Mermaid.”

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For instance, The Little Mermaid (2023) preserves Ariel’s beloved traits while developing Prince Eric’s character to make their relationship more believable to modern audiences.

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Content: Filed under:

The Little Mermaid live-action remake actually fixed the right character

The biggest story changes aren’t for Halle Bailey as Ariel

Whenever a new Disney live-action remake of an animated classic comes out, there’s always a hullabaloo about what, if anything, changed from the source material. Specifically, fans question whether the latest remake updates anything to take modern standards into account, or a creator boasts that it does — whether it’s giving LeFou an “exclusively gay moment” in 2017’s Beauty and the Beast or canning the Siamese cat song in 2019’s Lady and the Tramp.

For whatever reason, though, most of the filmmakers behind these projects seem determined to also “fix” the stories’ main heroines — usually losing what made them so appealing in the first place. The most nefarious case in point is Beauty and the Beast’s Belle, a character beloved by young bookworms everywhere. Making her a book-lover wasn’t enough for the 2017 remake, which also turned her into an inventor for some reason — and then did absolutely nothing with that plot point.

But in the case of the new Little Mermaid, director Rob Marshall and screenwriter David Magee actually picked the right character to update.

That isn’t Ariel, who for the most part keeps pretty much the same personality she had in the original, though she certainly gets more moments to flesh it out. Ariel is a beloved heroine, and Marshall and Magee understand what made her so appealing in the original animated Disney film. She’s curious, passionate, and idealistic, and the 1989 movie takes great care to highlight those things, while also embracing her faults, like her absent-mindedness and stubbornness. Halle Bailey’s stellar performance as Ariel in the live-action version bolsters all of those points. Even with some added moments, her Ariel is pretty much recognizable. She isn’t the one who needed to undergo a modern makeover, after all.

The character who really needed a change was Eric.

The original animated Eric is a hero of his era. He meets the minimum requirements to be a Disney Prince, in that he’s handsome and brave, and not much else. In the 1989 film, Ariel sees him on a ship, playing with his dog, and immediately falls in love with him. That’s pretty true to the original Hans Christian Andersen story — not to mention the Disney fairy-tale movies that came before — but in 2023, we need more evidence that this is a man worthy of Ariel’s time, and worthy of her giving up everything to try and be with him.

The 2023 live-action version of Eric, played by Jonah Hauer-King, isn’t just a hunk. He feels restless in his palace, and he wants to explore the world beyond his island nation, but he feels trapped by his mother’s rules. That’s a direct parallel to Ariel’s story, so it makes sense that she would relate to him. Her bargain with Ursula (Melissa McCarthy) is more about her desire to escape her father’s controlling rules about her being in love. (Ariel’s “Daddy, I love him!” line doesn’t make the cut in this version.) There’s a sense of comfort in knowing that there is at least one person on land who would understand her choice to leave the ocean. In Eric, she sees more of a kindred spirit than a soulmate.

The new Little Mermaid also gives Ariel and Eric more time to get to know each other. Instead of the dinner scene where Ariel bungles basic social interaction, now Ariel and Eric bond over Eric’s vast collection of trinkets he found on his adventures. As it turns out, they’re both total nerds when it comes to their interests, and they’re both just squirming to talk about what they love with someone. Ariel still can’t talk because of Ursula, but she’s still an active participant in the interaction, showing Eric a thing or two about his treasures from the sea, and eagerly poring over his maps. All their interactions are fueled by an awkward yet adorable attraction that just makes their romance all the more believable, and worth rooting for.

There are some superfluous changes to the live-action movie that don’t really add anything meaningful. For instance, Ariel’s sisters are rulers of their own seas, not Triton’s decorative choral singers, but they still don’t contribute much to the plot. Ursula has added motives, but that doesn’t come up beyond her introduction. Scuttle the seagull (voiced by Awkwafina) raps for a bit, because sure, why not? If you think too hard about some of the more consequential world-building changes in 2023’s The Little Mermaid, the movie begins to unravel.

But what makes The Little Mermaid isn’t whether the fish look good, or what exactly fuels Triton and Ursula’s feud. It all comes back to Ariel and her journey, which is fueled by the central romance between her and Eric. Just because Ariel falls in love doesn’t mean she’s not a strong and beloved protagonist, and just because Eric is a handsome and dashing prince doesn’t mean he lacks the substance behind that charming smile. By updating their romance, the 2023 Little Mermaid makes the love story more satisfying — and resonant for a new generation.

The Little Mermaid swims into theaters on May 26.

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According to John Musker, what should Disney prioritize in its remakes?

The inclusion of diverse casting choices, such as Halle Bailey as Ariel, reflects this updating process.

Other changes include new scenes and songs that deepen character development or adjust plot elements to better align with current social values.

According to John Musker, what should Disney prioritize in its remakes?

Despite these updates, iconic moments and themes remain largely intact to preserve the nostalgic magic that fans expect, though these creative decisions sometimes generate debate over how much change is appropriate .

Public and critical reception of these remakes has been mixed but financially successful.

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Content: Disney’s The Little Mermaid is looking to deliver one of the top Memorial Day weekend debuts ever, after grossing $38 million on Friday, including over $10 million from Thursday previews. The live-action remake of the classic animated film is expected to generate $104 million across the traditional three-day weekend, and around $125 million across the extended four-day holiday weekend, coming in ahead of expectations. This beats the $116.8 million that the House of Mouse’s live-action Aladdin remake grossed across the same frame in 2019.

If these estimates hold, The Little Mermaid’s Memorial Day bow will be among the top five of all time, behind Top Gun: Maverick ($160.5 million), Pirates of the Caribbean: At World’s End ($153 million) and Indiana Jones and the Kingdom of the Crystal Skull ($152 million). Directed by Rob Marshall and starring newcomer Halle Bailey in the titular role, The Little Mermaid was produced on a reported budget of $250 million, and is currently tracking to gross around $80 million from overseas markets by Sunday, which should put its global debut above $200 million.

Aladdin legged it to over $1 billion globally, as did the live-action remake of Beauty and the Beast, and considering the top-tier source material, The Little Mermaid has certainly set itself up for a similarly excellent lifetime haul with this debut. The reviews have been mostly positive, with the film currently sitting at a “fresh” 67% rating on review aggregator Rotten Tomatoes and earning an excellent A CinemaScore from opening day audiences. Collider’s own Ross Bonaime called it “one of the rare live-action remakes that manages to capture that Disney magic” in his review.

RELATED: Everything 2023's 'The Little Mermaid' Changes From the Original Disney Classic

Last week’s number one film, Fast X, is eyeing a hefty drop in its second weekend. The 10th installment in the long-running action franchise is continuing to display diminishing returns domestically, despite generating sustained interest in overseas markets. Fast X added $6.3 million on its second Friday, taking its running domestic total to $91 million. By Sunday, the film will pass the $100 million mark stateside, and by Monday, it is expected to hit around $113 million. Globally the film has made more than $500 million, but it still has a long way to go before it can compare with some of the franchise’s top-grossing movies, two of which — Furious 7 and The Fate of the Furious — have made more than $1 billion worldwide.

A Handful of New Releases Opened Low

Disney’s Guardians of the Galaxy Vol. 3 slipped to the third spot after four weekends in the top two. The superhero threequel added $5.4 million this Friday, and is expected to make around $20 million across the weekend. Guardians of the Galaxy 3 had a relatively soft $116 million opening in the first week of May, but it managed to deliver one of the top holds in Marvel Cinematic Universe history in its second weekend. The movie quietly stayed afloat over the next couple of weeks, and will pass $300 million domestically and $700 million worldwide by Sunday. Anything around or above Guardians of the Galaxy Vol. 2’s lifetime haul of $863 million should be considered a win, considering that the movie was marketed as the emotional closing chapter for a beloved trilogy.

The Super Mario Bros. Movie is expected to narrowly claim the fourth spot this weekend, despite being available on digital for a couple of weeks. The mega-hit animated movie added $1.6 million on Friday, and is expected to generate over $8 million across the four-day extended weekend. This should take its running domestic total to $560 million. The sole newcomer to debut in the top five this week is The Machine, starring Burt Kreischer and Mark Hamill. The action-comedy made $2.2 million on Friday, and is expected to gross around $7 million across the extended holiday weekend. Two other new releases — the Gerard Butler action vehicle Kandahar and the comedy film About My Father, starring Robert De Niro — are expected to debut outside the top five.

You can watch our interview with The Little Mermaid star Bailey here, and stay tuned to Collider for more box office updates over the weekend.

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