Mamdouh first established Rowad Media in 2005, helping to sow the seeds for film culture in Saudi Arabia through film festivals and production activities. Following the official return of movie-going in the Kingdom, he has turned Rowad in a burgeoning distribution home for independent Arab films including the first theatrical release ever given in the country to a Moroccan film. He also signed with MAD Solutions to distribute their films in Saudi Arabia starting with DAUGHTER OF ABDERAHMAN and THE ALLEYS.