May 23, 2025
VOX Cinemas has launched ‘Fall in Love with Film,’ a comprehensive brand campaign featuring an exclusive original score by two-time Academy Award winner Hans Zimmer. The initiative represents a strategic evolution in experiential marketing, positioning the cinema chain’s emotional connection with audiences at the center of its brand narrative.
The partnership with Zimmer marks a significant investment in brand differentiation for VOX Cinemas, which has operated across the Middle East for 25 years. The composer’s score blends traditional Arabic instruments with Hollywood orchestration, creating what he describes as “a sound that was cinematic at its core, but unmistakably VOX.”
Zimmer’s involvement extends beyond a typical commercial collaboration. “VOX has truly pioneered the cinema experience in the Middle East—a region that is very close to my heart—and I wanted to reflect the role they’ve played in shaping people’s most cherished memories,” Zimmer stated.
The campaign’s execution demonstrates a sophisticated understanding of touchpoint marketing. Beyond screening the brand film in cinemas across the region, VOX has integrated Zimmer’s score throughout the entire customer experience—from lobby atmospheres to customer service calls. This multi-sensory approach creates consistent brand reinforcement at every interaction point.
“The true heart of our story is our customers. For years, they’ve trusted VOX as the place where memories are made—where laughter, love, and even quiet reflection come to life,” said Ignace Lahoud, CEO of Majid Al Futtaim – Entertainment. “This brand video is a tribute to that relationship.”
The campaign rollout spans eight regional markets: UAE, Saudi Arabia, Kuwait, Bahrain, Egypt, Oman, Qatar, and Lebanon. VOX has developed localized versions in English, Gulf Arabic, Egyptian Arabic, and Saudi dialect, ensuring cultural relevance across diverse audiences while maintaining campaign cohesion.
‘Fall in Love with Film’ positions VOX Cinemas as more than an entertainment venue—it establishes the brand as a cultural institution integral to personal milestones and shared experiences. The campaign narrative follows generational connections to cinema, emphasizing VOX’s role in creating lasting memories across families and communities.
This strategic positioning differentiates VOX in an increasingly competitive entertainment landscape, where traditional cinema competes with streaming services and digital entertainment options. By emphasizing emotional connection and premium experiences, VOX strengthens its value proposition for both consumers and advertising partners.
The integration of world-class artistic collaborations into cinema branding represents an emerging trend in experiential marketing. Such initiatives demonstrate how premium content partnerships can enhance the overall cinema environment, creating elevated experiences that benefit both audiences and advertising partners alike.
As the entertainment industry continues to evolve, campaigns like ‘Fall in Love with Film’ showcase the potential for cinema operators to leverage artistic partnerships in strengthening their cultural relevance and market positioning.
Source: VOX Press Release
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