The Dubai International Film Festival (DIFF) was launched in December 2004 under the theme: Bridging Cultures. Meeting Minds. DIFF is held under the honorary Chairmanship of His Highness Sheikh Ahmed bin Saeed Al Maktoum. DIFF is a not-for-profit cultural event, presented and organised by the Dubai Technology and Media Free Zone Authority.

As the previous editions of DIFF have demonstrated, the Festival not only presents cinematic excellence from around the world, but is also an important high-profile platform for aspiring home-grown talent. The Muhr Award for Excellence in Arab Cinema was launched in 2006, with the aim of recognizing Arab filmmakers both regionally and internationally. In 2008, the Muhr Awards for Excellence have been expanded to include two separate competitions, the Arab Muhr Award, and the AsiaAfrica Muhr Award.

It also introduces a new programme segment dedicated exclusively to Animation. Another initiative introduced in 2006 was the Industry Office, which was established with a view to exclusively assist the needs of all registered delegates. 2007 saw the introduction of the Dubai Film Connection, a co-production market, in keeping with its commitment to stimulating the growth of the film industry in the Arab World.

Other exciting initiatives launched in 2007 included, Rhythm and Reels, The Magic of Cinema Photo exhibition and the inaugural amfAR Cinema Against Aids Dubai. Since its inception, DIFF has become an important meeting point for international and regional filmmakers and industry professionals setting the foundation for potential future collaborations.