November 26, 2024
The 7th edition of the META Cinema Forum, held from November 11-12, 2024, at the Le Méridien Dubai Hotel & Conference Centre, brought together industry leaders, innovators, and creators to discuss the evolving landscape of the cinema industry in the Middle East, Europe, and Africa (MEA). The event, which has grown exponentially over the years, showcased the region’s commitment to shaping a world-class cinema culture. This year’s META Cinema Forum has been all about innovation and collaboration.
The forum began with inspiring remarks from Lara Tan, Conference Director at Great Minds Group, followed by Paul Schwarz, Technical Director at Dubai Acoustic Research Laboratory. Their words highlighted the vital role of collaboration and technological innovation in shaping the future of cinema. The event continued with engaging panel discussions and presentations, delving into the industry’s biggest challenges, solutions, and the evolving landscape of regional cinema.
The first day saw dynamic sessions covering a range of forward-thinking topics. Panelists discussed deep into the growth of cinema infrastructure, with over 50 new cinemas opening each year and a 20% annual increase in box office revenues in the MEA region. This explosive growth was a recurring theme, emphasizing the region’s expanding cinema market.
One highlight was a discussion on government involvement in the creative economy and film culture, led by notable figures like Sameer Al Jaberi (Head of Abu Dhabi Film Commission, Abu Dhabi Film Commission), Nader Al Rawahy (Investment and Marketing Expert, Ministry of Culture, Sports and Youth – Operation Excellence Lead, Oman) Georges Khouri (Director – Marketing, Tecom Group) and Nancy Paton (CEO and Founder of Desert Rose Films). Their conversation emphasized the need for strategic policy-making to support the flourishing cinema industry.
The forum also spotlighted the power of innovation for enhanced cinema experience, with presentations from VOX Cinemas and Star Cinemas, followed by panel discussions on immersive technologies, AI in filmmaking, and future cinema design. These discussions showcased how the industry is embracing digital transformation to enhance audience engagement and redefine cinematic experiences.
The following day began with the presentation, ‘Cinema Industries: FACTS and STATS’, by Maria Rua Aguete, followed by a fireside chat with Toby Tennant from Warner Bros., moderated by Nancy Paton, CEO and Founder of Desert Rose Films. The discussion explored how Hollywood can continue to support and benefit from the growth of the theatrical industry in the MENA region. It highlighted the demand for varied content and celebrated the growth of Arab cinema and its international collaborations.
Another standout discussion on enhancing cinema offerings focused on the food and beverage experience. Experts discussed the potential of gourmet options and retail spaces within theatres, highlighting how these innovations can boost ancillary revenues and enrich the overall cinema experience. The conversation also touched on creative partnerships with local food vendors, a strategy that’s gaining traction in the region.
The forum didn’t stop there—other insightful sessions explored successful marketing strategies, including how big data can personalize marketing efforts to attract and retain audiences. A prime example of the power of well-executed marketing was the global phenomenon of Barbie (2023), which drew massive crowds thanks to a targeted and engaging marketing campaign.
The META Cinema Forum 2024 was more than just a gathering of experts—it was a celebration of innovation, creativity, and a shared vision for a dynamic and exciting future for cinema. The forum also featured a trade show, networking opportunities, and exclusive screenings, including a highly anticipated preview of 2025 blockbuster of Warner Bros. presented by Toby Tennant, Senior Vice President, EMEA Theatrical Distribution, Warner Bros. and for Universal Studios presented by Majid AlFuttaim Studio Distribution Team.
As the forum concluded, the message was clear—the future of cinema in the MEA region is incredibly bright. With continued investment in technology, diversified content, and creative collaborations, the region is poised to become a global leader in the entertainment space.
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