The Motivate Val Morgan cinema advertising circuit demonstrated exceptional performance in 2024, delivering impressive 33 million admissions in our eight market presence.
Our circuit witnessed a dynamic mix of international blockbusters and regional productions, creating compelling opportunities for advertisers to reach engaged audiences.
Market Performance and Regional Insights
Within our circuit, ‘Bad Boys: Ride or Die’ emerged as a dominant force across multiple markets – thanks to its excellent promotion in the region especially UAE by its lead actors Will Smith and Marin Lawrence, while family entertainment titles ‘Inside Out 2’ and ‘Despicable Me 4’ showed remarkable consistency in audience attraction. The strong performance of Arabic productions, particularly ‘Welad Rizk 3,’ highlighted the growing importance of regional content in our network.
Also 2024 is the year that marked yet another title that draws female audiences on a scale through Blake Livley’s ‘It Ends With Us.’
Our Saudi Arabia circuit continued to expand its influence, successfully balancing international releases with local content. The market’s enthusiasm for regional productions like ‘Gawaza Toxic’ and ‘Shabab El-Bomb’ demonstrated the evolving sophistication of our audience base.
In Egypt, our cinema network maintained its unique position, with local productions commanding significant audience attention. The success of films like ‘Welad Rizk 3,’ ‘Ex Merati,’ and ‘El Hareefa’ reinforced the strong connection between Egyptian cinema and our audiences.
The UAE circuit showcased our network’s diversity, successfully screening a multinational slate of content, from Hollywood blockbusters to acclaimed Indian productions like ‘Manjummel Boys’ and ‘The Goat Life.’
The analysis of top-performing films across the MENA region reveals a clear genre distribution pattern:
Action/Adventure (40%): Dominating the market with the largest share, represented by major releases like Bad Boys: Ride or Die and Gladiator II. This genre’s strong performance underscores the region’s continued appetite for high-stakes entertainment and spectacle-driven narratives.
Adventure/Family (33%): Securing a significant portion of the market with releases like Inside Out 2, Despicable Me 4, and Moana 2. The strong showing of this genre highlights the importance of family-oriented entertainment in the region’s cinema landscape.
Drama (13%): Particularly represented in Arabic cinema, with films like Welad Rizk 3 and various regional productions resonating strongly with local audiences.
Comedy (10%): Making its mark through both international and regional productions, demonstrating the universal appeal of humor across different cultural contexts.
Sci-Fi (5%): While representing a smaller share, films like Venom: The Last Dance and Godzilla X Kong: The New Empire maintained a dedicated audience base.
Check out our pick of Top 20 cinema ads as featured on Campaign Middle East.
Our network grew strategically in 2024 with key additions:
Our screens are set to showcase an impressive lineup in 2025, including:
This comprehensive analysis of Motivate Val Morgan cinema circuit performance in 2024 reflects our network’s ability to deliver diverse, high-quality content that resonates with audiences while providing powerful platforms for advertisers to reach engaged viewers.
According to Gower Street Analytics, the 2025 box office projections indicate global revenues reaching an 8% increase over 2024
Leading industry analytics firm Gower Street Analytics has released its latest forecast for the global cinema market, projecting box office revenues to reach $33 billion in 2025. Their forecast represents an encouraging 8% increase over 2024 estimates, signalling continued momentum in this entertainment sector.
The cinema industry demonstrated remarkable resilience, ultimately achieving approximately $30.5 billion in global revenues in 2024. This despite facing significant headwinds, primarily due to content pipeline disruptions stemming from the SAG-AFTRA strike. Initial forecasts had painted a concerning picture, with analysts predicting potential revenue declines of $5-8 billion and some even suggesting a possible regression to 2022 levels of $25.9 billion. However, the 2024 year-end numbers were far robust.
This impressive performance was largely driven by the strong reception of several major theatrical releases. The year gained momentum with the success of ‘Dune: Part Two,’ followed by a robust summer season featuring blockbusters such as ‘Inside Out 2,’ ‘Deadpool & Wolverine,’ and ‘It Ends With Us.’ The positive trajectory continued through year-end with anticipated releases including ‘Gladiator II,’ ‘Wicked,’ ‘Moana 2,’ and ‘Sonic 3.’
The Middle East market emerged as a particularly bright spot, successfully avoiding the content drought experienced in other international territories. This success can be attributed to the strong performance of regional Arabic-language productions such as ‘Lahazat Lazeeza,’ ‘El Hawa Sultan,’ and ‘Welad Rizk 3.’ The region further benefited from successful Asian cinema releases, including major Indian productions like ‘Pushpa: The Rule – Part 2’ and ‘Kalki 2898 AD’ ‘Manjummel Boys’ and more.
Looking ahead, the 2025 Gower Street Analytics’ detailed industry analysis reveals several key trends.
In the North American domestic market, projections indicate a 9% increase over 2024, with revenues expected to reach approximately $9.7 billion. This prediction was further validated by other film journalists such as Pamela McClintock, senior film writer at The Hollywood Reporter who predicted the North American domestic box office to reach $10 billion and more.
The international market, excluding China, is expected to generate approximately $16.8 billion, marking a 7% improvement over 2024 estimates.
The Europe, Middle East, and Africa (EMEA) region continues to show promising recovery trends, with 2025 revenues projected at $9.1 billion. This forecast positions EMEA at 6% ahead of 2024, making it one of the fastest-recovering international markets in the global cinema landscape.
The projected global revenue of $33 billion would position the industry at just 14% below the average of the pre-pandemic years (2017-2019), when adjusted for historical currency rates.
Though actual performance will ultimately depend on various market factors, these projections from Gower Street Analytics provide valuable insights into the industry’s trajectory, and the strength of the upcoming theatrical slate. The data suggests a continuing and gradual return to pre-pandemic performance levels, with some regions showing particularly encouraging signs of recovery.
As the region’s leading cinema advertising company, Motivate Val Morgan’s internal analysis aligns with these positive industry projections. Avinash Udeshi, Chief Operating Officer of Motivate Val Morgan, shares this optimistic outlook: “We have achieved 33 million admissions across our cinema circuits in 2024 – measured through our cinema planning and reporting tools CinePlan and CineMeasure. According to the advanced analytics prediction from the system, we anticipate a 7% increase in cinema admissions in 2025.”
“This projection further reinforces the positive trajectory of the cinema industry in the region and underscores the growing opportunity for brands to engage with cinema audiences.” He added.
The 2025 theatrical calendar promises an exceptional slate of highly anticipated releases that could further boost these projections. From Hollywood blockbusters like ‘Superman, Mission: Impossible – The Final Reckoning’, and ‘Avatar: Fire and Ash’, to Asian and Arabic titles such as ‘Dev (Hindi)’, ‘L2 Empuraan (Malayalam)’, ‘Sikander (Hindi)’, ‘Restart (Arabic)’ and many more blockbusters lined up throughout the year. Experience the excitement of what’s coming to theaters in 2025 by watching our exclusive sizzle reel here for a sneak peek of these upcoming cinematic spectacles.
Sources: Gower Street Analytics, Motivate Val Morgan CinePlan and CineMeasure, Saudi Ministry of Culture
Muvi Cinemas, Saudi Arabia’s homegrown cinema brand, has officially opened its twenty-second location at The Village Center in Jeddah. This milestone marks another step in the brand’s efforts to enhance the entertainment options available across the Kingdom.
The Village Center, a state-of-the-art retail development by Hamat Holding, represents a significant addition to Jeddah’s commercial landscape. Strategically positioned at the intersection of Al Haramain Road and Prince Talal bin Mansour Road in the prestigious Al Asalah district, this integrated lifestyle destination is designed to deliver exceptional value to both residents and visitors through its comprehensive retail and entertainment offerings.
The latest Muvi Cinemas venue demonstrates the company’s commitment to innovation and excellence through its advanced multiplex configuration, featuring 14 cutting-edge screens with a total capacity of 1,568 seats. The facility showcases the company’s premium viewing formats, including an immersive Xperience screen, three exclusive Suite theaters offering premium amenities, and ten standard screens equipped with the latest audiovisual technology. This expansion marks Muvi Cinemas’ sixth strategic location in the Jeddah metropolitan area.
This development brings Muvi Cinemas’ total operational portfolio to 204 screens across 22 locations, spanning nine key markets throughout Saudi Arabia, reinforcing the company’s position as a leading contributor to the Kingdom’s entertainment infrastructure.
@hamatco #موفي_سينما صارت الحين في #ذا_فيلج 🤩🔥🔥🍿🎥 #cinema #movie #jeddah ♬ original sound – هامات Hamat
The inauguration of Muvi Cinemas at The Village Center aligns with the company’s strategic commitment to Vision 2030, contributing significantly to the enhancement of lifestyle and entertainment options within the Kingdom while driving economic diversification and growth.
For brand partnerships and advertising opportunities at Muvi Cinemas – The Village Center, Jeddah, please contact our sales team.
Sources: Hamat, MVM CinePlan and CineMeasure.
PanaNatural, in partnership with Digitas UAE and Motivate Val Morgan (MVM), launched a cinema campaign to promote PanaNatural cough syrup across the UAE, Kuwait, Bahrain and Qatar starting November 7, 2024.
This latest campaign marks Panadol’s return to cinema advertising following their viral “Art of Release” cinema activation in 2022. The “Art of Release” cinema campaign was a transformative experience that utilized AI technology to visualize personalized pain relief moments, setting a new standard in pharmaceutical marketing.
Under the banner of its innovative campaign, “Your Ticket to Cough Relief,” PanaNatural strategically aligned with the highly anticipated release of Gladiator 2 to engage cinema audiences. The campaign aimed to address seasonal health concerns by promoting PanaNatural as an effective solution for managing coughs during the winter months, ensuring moviegoers could enjoy an uninterrupted cinematic experience.
The on screen component featured a 15-sec PanaNatural Commercial – Booked through Motivate Val Morgan’s by admissions route at select screens of VOX, Reel, and Cinepolis cinemas in the UAE, Kuwait, Bahrain and Qatar.
To strengthen brand engagement in the UAE, PanaNatural launched an off-screen activation in collaboration with VOX Cinemas at City Centre Mirdif and City Centre Deira during the Gladiator 2 screenings. The activation was held at City Centre Mirdif from November 29 to December 1, 2024, and commenced at City Centre Deira on December 13, 2024.
Each gift bag distributed as part of the campaign included a notebook, wet tissues, and a coupon offering moviegoers an exclusive 25% discount on PanaNatural cough syrup, redeemable at BinSina Pharmacy, Boots, and Supercare Pharmacy locations.
Boost your brand’s visibility with a customized cinema campaign that includes on-screen ads and engaging off-screen activations.
Contact us to explore similar advertising opportunities across our cinema network in the GCC, Egypt, and Lebanon.
Our selection of the best Christmas ads of 2024 includes standout campaigns from annual favorites like Coca-Cola, Aldi, and Tesco, as well as fresh entries from Barbour, Starbucks, and more
Ho ho ho… It’s that time of year again when our screens are brimming with Christmas ads that not only get us into the festive spirit but also tap into our emotions. This year, artificial intelligence has played a role in crafting some of these ads—though audiences seem divided on how they feel about the tech’s involvement.
From Disney’s heartwarming holiday short The Boy and the Octopus, to JD Sports’ touching The Family Portrait, and Coca-Cola – Secret Santa an (AI-Generated Ad), these are just a few of the standout Christmas ads of 2024.
But think about it—what made you pick up that aftershave for your dad instead of the usual socks this year? Was it watching someone relive key moments of their life growing up with a sibling, hoping to spark inspiration for a last-minute gift? You know, that Christmas ad that almost brought a tear to your eye.
Dive into our curated list of 2024’s most memorable holiday ads that evoke the spirit of the season.
Coca-Cola has leveraged cutting-edge technology to reimagine its classic “Holidays Are Coming” ad for a new generation. The campaign retains the brand’s signature festive spirit—featuring snowy landscapes, festive animals, and the iconic Coca-Cola trucks—while adding a modern twist with AI-generated visuals, including digital actors based on real likenesses. This innovative blend of tradition and technology is one of the reasons we’ve included this ad in our list of the Best Christmas Ads of 2024.
Cartier’s Christmas ad invites viewers into a captivating winter tale, where a melody beckons, festive rhythms unfold, and an enchanted evening begins—seemingly woven by magic.
JD Sports’ 2024 Christmas ad, “The Family Portrait,” beautifully captures the joy of diverse lives during the festive season. Presented in a documentary-style format, it seamlessly blends everyday people with iconic figures from sports, music, and culture, highlighting the universal spirit of family and togetherness.
Disney’s “The Boy and the Octopus” ad brings the holiday season to life with a heartfelt and enchanting story. Directed by Taika Waititi, the tale follows a young boy who befriends a curious octopus during a seaside vacation. Eager to explore life on land, the octopus embarks on a journey through the boy’s world, discovering the magic of the holidays. The ad beautifully captures the joy of finding friendship and warmth in unexpected places, perfectly embodying the Christmas spirit. As every year, this holiday season also features a Taika Waititi ad among our picks for the best Christmas ads of 2024.
Barbour has done it again, and it’s clear why this ad stands out as a favorite of the year. Clever and full of heart, it brings back Shaun the Sheep and his mischievous gang at Mossy Bottom Farm. This festive story captures everything that makes holiday storytelling special—scarves flying, sheep causing chaos, and that cozy countryside charm that Barbour has perfected over the years.
In Aldi’s Christmas Spirit ad, the dastardly humbugs attempt to steal the Christmas Spirit, but they prove no match for the unbe-leaf-able duo, Kevin and Katie. With their clever tricks, including booby traps and false bottoms, the pair save the day, bringing plenty of laughs and festive cheer. The brand-new Christmas ad has viewers chuckling their Christmas stockings off!
M&S has unveiled its highly anticipated Christmas Food ad, and this year, Fairy has found a new companion. The one-and-only Dawn French stars in the festive campaign, coming face-to-face with the magical Fairy in a hilarious twist that leaves her quite startled. Not only does she discover that magic truly exists, but Fairy has also invited all the neighbors for an impromptu party, creating chaos for anyone without a magic wand—and some even more magical M&S Food. The ad invites everyone to step into Christmas and meet the quintessential hostess of the season, reminding viewers that this is not just Christmas… it’s an M&S Christmas.
The ad showcases the uniqueness of the brand’s creative approach and the incredible craftsmanship involved. Featuring techniques such as stop-frame animation, 2D animation, and a rotating curved practical set build, the ad is a testament to innovative storytelling. The blend of different techniques creates a visually stunning experience while perfectly capturing the chaotic yet familiar feeling of preparing for Christmas—a sentiment that resonates with everyone.
Boots’ ad stars Adjoa Andoh as the no-nonsense and heroic Mrs. Claus, exuding confidence as she proudly oversees her ‘werkshop’ alongside a team of gender-neutral ‘elf-fluencers.’ The ad feels fresh, inclusive, and fun, connecting the Boots brand to modern values and promoting beauty confidence. By spotlighting the real powerhouses of Christmas—women, key workers, and families—the campaign emphasizes often-overlooked contributions during the festive season.
Waitrose presents Sweet Suspicion: A Waitrose Mystery, inviting viewers to uncover the culprit in this delectable whodunnit. In part one, audiences analyzed the clues, dismissed red herrings, and speculated on the mastermind behind the delicious crime. Now, in part two, Detective David takes center stage, piecing together the evidence to solve the case. With twists, turns, and plenty of intrigue, Sweet Suspicion keeps everyone guessing until the very end.
Tesco’s Feed Your Christmas Spirit ad delivers emotion, a clear narrative, and impressive production quality. The aesthetic captures the essence of real people’s lives, creating a relatable and heartfelt campaign that resonates with audiences.
Holiday Road by Coca-Cola tells a simple yet relatable story. Love isn’t just an emotion; it takes effort, planning, and coordination, particularly during Christmas when everyone puts in extra effort to be together. The message, ‘Love is worth it,’ beautifully sums up this holiday truth.
Source: The Drum, Digital Marketing Institute, YouTube
The Dubai Lynx 2025 Jury Presidents line-up features 11 industry experts from nine distinct markets, showcasing the comprehensive scope of the branded communications ecosystem
Dubai Lynx, MENA’s leading platform for creative excellence and effectiveness, has announced the industry experts who will lead the 2025 Juries. The Jury Presidents, along with their Juries, will convene in Dubai next year to set the benchmark for creative excellence across MENA.
Commenting on the Jury President line-up, Philip Thomas, Chairman, Dubai Lynx, said: “The Dubai Lynx Awards represent the spirit of creativity and innovation that drives the MENA region forward. Our Jury Presidents play a pivotal role in upholding these values, bringing their unparalleled expertise and unique perspectives to the judging process. We are thrilled to welcome such an esteemed group of industry leaders to guide this year’s Awards and celebrate the transformative power of creativity.”
Ian Fairservice, Vice Chairman, Dubai Lynx, added: “At Dubai Lynx, we take immense pride in bringing together the most creative and visionary minds to celebrate and elevate the power of impactful ideas. This year’s Jury Presidents are leaders in their fields, with proven expertise and a passion for driving innovation. Their guidance will ensure the highest standards of excellence as we honour the work shaping the future of creativity in MENA.”
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Audio & Radio, Film, Print & Publishing
Chris Beresford-Hill, Worldwide Chief Creative Officer, BBDO Worldwide, Global
Brand Experience & Activation, Creative Commerce
Ryan McManus, Chief Creative Officer, VML, UK
Creative Effectiveness, Creative Strategy
Chioma Aduba, President, Droga5 New York, USA
Design, Industry Craft
Mayuri Nikumbh, Head of Design, Conran Design Mumbai, India
Digital Craft, Social & Influencer
Mihnea Gheorghiu, Global Chief Creative Officer, LePub, Global
Direct, Outdoor
Neo Mashigo, Chief Creative Officer, The Up&Up Group, South Africa
Entertainment
Matt Murphy, Global Chief Creative Officer, 72andSunny, Global
Film Craft
Aisha Blackwell, Head of Production Services, Serviceplan MAKE, Germany
Healthcare
Roberta Raduan, Managing Director, Klick Health, LATAM
Media
Fiona Johnston, CEO – Media, Client and Commercial, dentsu, Australia
PR
Vanessa Ho Nikolovski, Chief Client and Growth Officer, Asia Pacific, Weber Shandwick, APAC
Dubai Lynx, now eveolved as a year-round event series, continues to champion creativity in MENA’s evolving industry landscape. This refreshed format moves beyond its traditional annual festival, offering the creative community enhanced engagement through a dynamic calendar of events, experiences, and learning opportunities. The series will culminate in the much-anticipated live Awards Ceremony on 9 April 2025, where the industry will gather to celebrate excellence and connect in a vibrant networking atmosphere.
Entries into Dubai Lynx are being accepted until 23 January 2025. For additional details about the awards, click here and explore the complete guidelines.
Learn more on Dubai Lynx here.
Source: Dubai Lynx Press Release
The Saudi Box Office in November 2024 featured a mix of international and regional hits, appealing to the diverse tastes of moviegoers.
The global box office enjoyed a stellar November, with total figures hitting record highs. Domestic (North America) revenue surged to US$1.19 billion, while international revenue soared to US$1.36 billion. This impressive growth culminated in a total global revenue of US$2.55 billion, reflecting a significant 21.4% boost.
This increase is 38% above the same month last year and the highest-grossing November since 2019! Compared to the average of the last three pre-pandemic years (2017-2019), the gap was just -13%. The sub-regions of Europe, the Middle East, and Africa (EMEA) and Latin America even returned to pre-pandemic levels. After 11 months, the total global box office is estimated to have reached US$27.3 billion in 2024.
The driving force behind these numbers was Venom: The Last Dance, which, despite debuting in October, continued its strong performance into November. The film’s total take stands at a whopping US$468 million. Among the top global releases were Gladiator II (US$338.3 million), Wicked Part 1 (US$392.34 million), and Moana 2 (US$465.01 million).
Regionally, in Saudi Arabia, November 2024 witnessed a remarkable increase in total admissions, with figures reaching SAR 64.3 million, up 14% from October. Reflecting the global trend, the surge in the November Saudi box office was led by Venom: The Last Dance, which garnered SAR 3.6 million in its third week and first week of November. The Sony superhero film accumulated a total of SAR 8.5 million in November alone, bringing its cumulative earnings to SAR 17.7 million.
Other standout blockbusters included Gladiator II, raking in SAR 14.5 million over three weeks, Wicked, which conjured up SAR 3.1 million in two weeks, and Moana 2, opening with a record-breaking SAR 5.6 million, surpassing Gladiator’s SAR 5.4 million opening.
Notably, the Arabic film El Hawa Sultan collected SAR 8.9 million over three weeks, highlighting the diverse appeal at the Saudi box office.
As the largest cinema advertising representative in the Kingdom, Motivate Val Morgan reports staggering growth in their circuit’s admissions. The total number of admissions for November 2024 is reported at 1.32 million, a 28.7% increase from October.
Looking ahead, the regional box office, especially in Saudi Arabia and UAE, is poised for an exciting lineup of releases in December, including highly anticipated titles such as Kraven the Hunter, Sonic the Hedgehog, and Mufasa: The Lion King. With this promising slate, the momentum from November’s robust performance is set to continue, creating a thrilling cinematic journey for audiences and a prime opportunity for advertisers to engage with moviegoers.
Source: MVM CineMeasure, The Saudi Film Commission, The Box Office Mojo, Gower Street
Leveraging Gen Z’s passion for immersive cinema, IMAX’s 2025 slate featuring 14 ‘Filmed for IMAX’ releases offers brands a prime opportunity to capture this key audience’s attention in cinemas
According to a recent AdAge report, IMAX has been named one of six ‘Marketers To Watch’ for 2025. This premium screen format has firmly established itself as a go-to destination for Gen Z audiences, who value immersive, high-quality entertainment experiences. With its massive screens, unparalleled image resolution, and enveloping sound systems, IMAX delivers cinematic escapism like no other, transforming movies into unforgettable, event-like experiences.
Top-performing titles from the past two years include Christopher Nolan’s Oppenheimer, Mission: Impossible – Dead Reckoning Part One, Dune: Part Two, Deadpool & Wolverine, Alien: Romulus, Despicable Me 4, Gladiator II, and more. Each of these films, optimized for IMAX, showcased the format’s unique capacity to enhance storytelling, offering audiences an exceptionally immersive visual and sound experience.
IMAX’s focus on creating larger-than-life cinematic experiences aligns perfectly with Gen Z’s desire for authenticity and shared moments. By coupling technological innovation with a curated slate of blockbuster releases, IMAX cements its position as the premium choice for modern moviegoers and a key player in the future of cinema.
Over the past five years, IMAX has achieved a 28% increase in its share of the global box office, underpinned by strong financial growth. For Q3 2024, IMAX reported a net income of US$14 million (+16% YoY). Its profitability shines through a 42% adjusted EBITDA margin, totaling US$39 million—a third-quarter record. This financial momentum reflects IMAX’s robust business model and its ability to thrive in a rapidly evolving entertainment landscape.
IMAX installed 49 new or upgraded systems worldwide in Q3 2024 (+63% YoY), solidifying its presence in key growth markets like Saudi Arabia, Japan, and Australia. With system signings climbing to 119 installations year-to-date, IMAX is set to surpass its 2023 full-year total of 129 signings.
“As we look forward, we expect 2025 to be our best year ever at the global box office, with more than US$1.2 billion in IMAX grosses worldwide. Our slate next year is highlighted by at least 14 Filmed for IMAX® releases worldwide shot with our cameras, for our screens—a historical indicator of higher indexing for our platform and further proof that filmmakers and audiences prefer the awe-inspiring IMAX Experience,” said Rich Gelfond, CEO of IMAX.
Note: dates are subject to change. Additional titles to be confirmed at a later date.
IMAX forms a key part of popular Premium Large Format platforms in the region, including Dolby, Screen X, 4DX, MAX, and more. These PLFs not only enhance the movie-watching experience but also offer an elevated platform for engaging a captivated audience. With these advanced technologies and immersive environments, brands can create messages that resonate deeply, making a lasting impact.
Media buyers and advertisers can now easily book ad campaigns across our extensive portfolio of PLFs, which we call experience screens, including IMAX, Dolby, 4DX, and Screen X, through our cinema buying platform, CinePlan. This platform enables precise digital-like planning and measurement of cinema campaigns, ensuring optimal reach, ad spend, and attention. Contact us to learn more.
Source: IMAX Press Release, AdAge
Ne’ma, in partnership with Place Communications and Motivate Val Morgan, has unveiled an integrated cinema campaign to promote their latest initiative, ‘Valuing Our Roots,’ which aims to reduce food loss and waste across the UAE.
The Ne’ma Initiative reflects the vision of UAE President His Highness Sheikh Mohamed bin Zayed Al Nahyan, addressing over-consumption and fostering sustainable practices. It also revives traditional values of social responsibility and resource stewardship, encouraging a more mindful approach to consumption.
The on-screen campaign features a 60-sec ad running for four weeks, starting November 21, 2024, at select VOX, Reel, Cinemacity, and Royal locations across the UAE. The ad portrays a touching conversation in which a grandmother shares wisdom with her grandchildren about valuing blessings and avoiding food waste. It emphasizes the importance of communal responsibility in fostering a more mindful and sustainable approach to food consumption.
Building on the success of its on-screen efforts, the Ne’ma Initiative Cinema Campaign also rolled out an off-screen campaign aimed at further engaging the community. This initiative included the distribution of 50,000 co-branded Ne’ma popcorn tubs at select VOX and Cinemacity locations across the UAE, which commenced on November 28, 2024. Each tub featured a special message highlighting the importance of reducing food wastage.
This initiative underscores Ne’ma’s commitment to raising awareness and engaging stakeholders across the food value chain in the reduction of food loss and waste. It emphasizes driving systemic change and promoting the adoption of a circular economy through collaborative efforts. These actions are in alignment with the UAE’s objective to reduce food loss and waste by 50% by 2030.
Enhance your brand’s exposure through tailored cinema campaigns, leveraging on-screen advertising and creative off-screen activations.
Contact us for advertising opportunities across our cinema circuit in the UAE and other markets.
The Saudi Box Office in October featured a mix of international and regional hits, appealing to the diverse tastes of moviegoers.
October marked a pivotal moment for the global box office, raking in $2.1 billion in worldwide earnings and securing its place as the 8th highest-grossing month of the year.
For Saudi cinemas, October proved to be particularly vibrant, fueled by a strong enthusiasm for the big screen and a varied lineup of new releases. In the first week alone, 53 films collectively garnered 222,100 admissions, laying a solid foundation for sustained growth throughout the month. The Saudi box office saw an impressive $2.06 million in earnings during the first weekend of October, reflecting a remarkable 201.9% increase from the previous week, according to Box Office Mojo. Building on September’s exceptional growth, driven by World Cinema Day and Saudi National Day celebrations, October continued to maintain this positive momentum. By the end of the month, total admissions had reached 1.2 million, based on data from MVM’s CineMeasure dashboard (covering September 26 to October 31), underscoring the continued excitement and engagement of Saudi audiences with cinema.
October’s top performers showcased a mix of international blockbusters and beloved local films, catering to the diverse preferences of moviegoers. Joker: Folie à Deux stood out as one of the month’s most successful titles, earning SAR 6.0 million in its debut week with 96,700 tickets sold. Its second-week performance added SAR 3.0 million and 52,100 tickets.
Local production Pension Dalal rounded out the list of successes, earning SAR 993,000 and 18,500 tickets in its opening week, before climbing further in week two with SAR 1.1 million and 21,400 tickets sold.
Another significant highlight was The Wild Robot, a testament to the enduring popularity of animated films in Saudi Arabia. It remained a consistent presence in the top two movies throughout the month, delivering strong weekly performances. The fourth week of its release marked its peak, with SAR 4.7 million in revenue and 104,700 tickets sold—the highest weekly admissions of the month, cementing its status as a major draw for families and animation enthusiasts alike.
Venom: The Last Dance also made an impactful debut in the final week of October, grossing SAR 4.4 million and selling 77,600 tickets. Meanwhile, thrillers like Smile 2 performed admirably, generating SAR 1.9 million in its first week with 35,100 tickets sold.
This diverse range of genres captivated the Saudi audience, making it a prime market for varied cinematic experiences.
Mufasa: The Lion King, Sonic the Hedgehog 3, and the much-anticipated Indian regional film Pushpa 2: The Rule are set to hit the screens, promising to draw even larger crowds and offering unique opportunities for brands to align themselves with these highly anticipated movies.
October’s performance, driven by diverse stories and audience engagement, highlights the Kingdom’s ever-evolving cinema landscape. As Saudi Arabia continues to embrace its cinematic journey, there’s no better time to be part of this cultural transformation. Stay tuned for the excitement to come as the year closes with more unforgettable moments on the big screen!
Click here to check out the full list of movies and submit your inquiries.
Source: MVM CineMeasure, The Saudi Film Commission, The Box Office Mojo, Gower Street
