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Until the late 90s, the Emirati's primarily watched films at home. With virtually no history of film production, and movie consumption being a relatively new phenomenon, the United Arab Emirates' (UAE) film industry was gradually picking up. Post the opening of the first multiplexes in the 1990s, the country's movie-going patterns changed radically and the UAE market grew multi-fold to become one among the top box office contributors in the region. Having recognised cinema as a 'viable investment opportunity' and an 'outlet to promote the country', the governments of Dubai and Abu Dhabi played a catalytic role in attracting international producers and film makers to the country. With Hollywood and Bollywood film crews descending upon the country to shoot their latest blockbusters, the country soon became the most sought-after filming location in the Middle East. Subsequently, by supporting Emirati film makers, organisations such as Image Nation and TwoFour54 began to promote its domestic talent as short Emirati film makers had started participating in almost all the film festivals in the world. But with a limited audience for local feature films, film makers also had to contend with 'high production costs, and a limited number of investors willing to back independent filmmakers locally'. Amidst this scenario, could the UAE film makers and local industry ride the wave towards international recognition? Would the local talent receive the necessary support, or would the UAE only remain as a prime destination for foreign film makers from Hollywood and Bollywood?