With the rise of digital and social network, pressure was mounting on Saudi Arabia in regards to the permissibility of cinemas as many were watching films online anyway. In 2005, an improvised cinema in Riyadh was officially opened though limited to men and children only to prevent gender mixing in a public space. This was not the only attempt to bring back cinema; in 2006, "How’s It Going?" became the first fully Saudi funded feature film. It also starred a Saudi actress. here have been several additional signs of relaxation, for example, Jeddah has started hosting a European Film Festival since 2006, and a single Saudi film festival was held in Dammam in 2008, though this did not meet with a favorable response from some of the more extreme religious leaders. Furthermore, the film Menahi was screened in Riyadh in 2009, although women were banned from attending. Finally, in 2017, efforts led by the King's son and Crown Prince of Saudi Arabia, Mohamed Bin Salman, targeted the enhancement of the entertainment sector in Saudi Arabia including strengthening the theatre and cinema infrastructure in Saudi Arabia.