MAD Solutions has partnered with IRTH to boost Arab storytelling.
The Cairo‑based film and talent group announced the strategic tie‑up with IRTH, the pan‑Arab drama development and production company founded by Egyptian author, screenwriter and producer Haitham Dabbour. Together they will combine their complementary strengths to develop, package and support film, TV drama and other entertainment projects from across the Arab world for both regional and international markets.
Partnership aims to develop regional and global projects
By joining forces, MAD Solutions and IRTH intend to create a pipeline of content that can travel from local screens to global festivals. The collaboration will draw on MAD Solutions’ long‑standing expertise in marketing and distributing Arab films, while IRTH contributes its deep network of writers and producers across the Arab region. Both parties see the partnership as a way to showcase the richness of Arab narratives to audiences beyond the Middle East and North Africa.
Haitham Dabbour, who leads IRTH, brings a portfolio of drama series that have resonated with viewers throughout the Arab world. MAD Solutions, launched in 2010 by Alaa Karkouti and Maher Diab, will leverage its MAD Celebrity banner to nurture emerging talent and ensure that new projects receive the right promotional push. The joint effort is set to open doors for co‑productions that can attract international investors and distributors.
MAD Solutions expands its production footprint
Since its founding in 2010, MAD Solutions has built a reputation for marketing and distributing Arab cinema, while also looking after Middle East and North African talents under its MAD Celebrity banner. In recent years the group has stepped into international sales and begun to take a more active role in development and production. The new partnership with IRTH marks a further evolution, positioning MAD Solutions as a more integrated player in the content creation chain.
Alaa Karkouti, co‑founder of MAD Solutions, highlighted that the alliance will allow the company to move beyond sales and distribution into the heart of storytelling. By collaborating with IRTH, MAD Solutions can tap into a broader pool of scripts and creative ideas, turning them into market‑ready projects that appeal to both Arab audiences and global viewers. The partnership reflects a growing trend among regional firms to combine resources and expertise to compete on the world stage.
Both entities are optimistic that the synergy will translate into a slate of compelling titles that celebrate Arab culture while meeting international quality standards. As the partnership rolls out, industry observers will watch for the first co‑productions that emerge from this collaboration, expecting fresh narratives that blend local authenticity with universal appeal.