April 25, 2025
VOX Cinemas has raised the bar for premium cinema experiences with the launch of the world’s most innovative IMAX® theatre at Mall of the Emirates. This groundbreaking venue combines cutting-edge technology with unparalleled luxury, creating an exceptional environment for brands seeking to connect with high-net-worth individuals in an exciting new setting.
The newly opened IMAX® theatre features the first-ever integration of Ōma Cinema’s patented premium pod seating within an IMAX® space. Designed by acclaimed French architect Pierre Chican, these seven exclusive pods represent a revolutionary approach to cinema architecture, drawing inspiration from traditional theatres with tiered balconies that create a more intimate viewing experience. Each pod accommodates five guests with VOX’s renowned THEATRE amenities – reclining seats, pillows, blankets, and full waiter service delivering gourmet dining options – creating an exclusive atmosphere that appeals to discerning patrons.
The new IMAX® represents a key component of VOX Cinemas’ ongoing transformation at Mall of Emirates, which began with the enhanced THEATRE concept and upgraded Premier standard screens. This evolution continues with forthcoming renovations to the KIDS cinema and social areas.
According to Ignace Lahoud, Chief Executive Officer of Majid Al Futtaim Entertainment, “We’re redefining the cinema experience once again to offer our guests something so exceptional, they’ll want to leave their sofa and experience the magic of cinema like never before.”
” World-class, flagship locations like Mall of Emirates in Dubai showcase the strength of IMAX’s fast-growing presence in the Middle East and our commitment to delivering the best possible moviegoing experience to audiences across the region,” said Rich Gelfond, CEO of IMAX. “IMAX is excited to deepen its partnership with VOX Cinemas and reintroduce Mall of Emirates on the verge of a very promising blockbuster season, and amidst one of our best years ever at the global box office.”
VOX Cinemas’ groundbreaking IMAX® theatre delivers advertisers an unrivaled platform to capture the undivided attention of high-value audiences. By masterfully blending cinematic immersion with tiered luxury THEATRE amenities, the venue creates a premium environment where brand messages achieve maximum impact. This strategic design allows companies to precisely target affluent patrons and HNIs in a state of complete engagement – a rare advantage in today’s fragmented media landscape. For prestige brands seeking meaningful connections with discerning consumers, this represents the ideal setting where sophisticated communication resonates most powerfully.
“This exceptional venue represents a transformative opportunity for our advertising partners,” said Avinash Udeshi, COO of Motivate Val Morgan. “The combination of IMAX’s immersive technology with VOX’s luxury THEATRE concept attracts precisely the discerning audience that premium brands aim to engage. We anticipate unprecedented demand for the limited advertising inventory available in this unique environment.”
Motivate Val Morgan is currently accepting bookings for the limited advertising spots available in this premium venue. Given the exclusive nature of the space and its attraction to affluent audiences, early commitment is recommended for brands wishing to secure premium positioning.
For advertising inquiries, contact our dedicated client services team.
Sources: VOX Press Release
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