Saudi Arabia launched its first commercial movie theater on Wednesday, ending a nearly 40-year ban on cinemas under a push by the crown prince to modernize the deeply conservative Muslim kingdom.

A red carpet invitation-only gala event attracted senior government officials, foreign dignitaries and select industry figures to watch Marvel’s superhero movie “Black Panther” on a 45-foot screen at a converted symphony concert hall in Riyadh.

Tickets will go on sale on Thursday for the first public viewings on Friday, according to Adam Aron, chief executive of operator AMC Entertainment Holdings.

“Saudis now are going to be able to go to a beautiful theater and watch movies the way they’re supposed to be watched: on a big screen,” he told Reuters ahead of the screening.

The smell of buttery popcorn filled the air as confetti rained down through the multi-story atrium where Aron and Saudi Minister of Culture and Information Awwad al-Awwad announced the launch and proceeded into the 450-seat hall.

The opening marks another milestone for reforms spearheaded by Crown Prince Mohammed bin Salman to open the country culturally and diversify the economy of the world’s top oil exporter.

The prince, 32, has already eased restrictions in the last two years, including on public concerts, women driving and gender mixing. The kingdom held its first-ever fashion show last week with a women-only audience.

Many Saudis have rejoiced at the end of the cinema ban, sharing praise and pictures of Prince Mohammed on social media.

Others expressed confusion at what they consider a government flip-flop, with one tweeting on Wednesday: “Remember you will stand in front of God ... and you will bear the sins of all those who watched the movies.”

Some religious conservatives view cinema and acting as inconsistent with Islam.

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