A recent WARC article discusses a conversation featuring advertising legend Sir John Hegarty on The Multiplier Effect report – produced through collaboration between WARC, System1, BERA.ai, Prophet, and Analytic Partners – about the kind of advertising that makes performance marketing truly effective. The discussion delivered compelling evidence that challenges contemporary marketing wisdom.
The research spells out the dangers of advertisers focusing solely on performance advertising. The findings reveal that advertisers balancing brand-building with performance marketing achieve a remarkable 90% higher revenue ROI than their performance-only counterparts. More alarming still, brands focusing exclusively on performance tactics suffer a 40% decrease in ROI—what researchers aptly term the “performance penalty.”
Hegarty, the creative visionary behind countless iconic campaigns, frames this balance through two distinct approaches: “Showmanship” and “Salesmanship.” This terminology brilliantly clarifies the role each plays in effective marketing. He ties this to neuropsychological findings, particularly the work of Iain McGilchrist on attention modes. Showmanship captures what McGilchrist calls “broad-beam attention” through the right hemisphere of the brain—the part processing narrative, metaphor, and social context, remaining open to novelty and the unexpected.
Salesmanship, in contrast, mirrors the “narrow-beam” preferences of the left hemisphere—focusing on specific targets, details, and goals. It speaks to consumers already moving toward purchase, pushing them toward certainty. While both attention modes are essential, they function through fundamentally different neural pathways.
In short, the report reveals a critical insight often overlooked in today’s metrics-obsessed marketing landscape: at any given moment, only 5% of your audience is actively considering a purchase. Performance marketing effectively targets this 5%, but remains virtually invisible to the other 95%. Without Showmanship creating emotional connections with this broader audience, brands essentially sever their future customer pipeline. As Hegarty memorably puts it, “You can’t buy something you’ve never heard of.”
Within a balanced marketing strategy, cinema offers a particularly powerful channel for the Showmanship aspect that Hegarty identifies as critical. The theatrical environment of cinema creates a rare and powerful space in today’s fragmented media landscape—one perfectly calibrated to activate the right brain’s broad-beam attention that drives long-term brand building.
When audiences enter a cinema, they’re not just watching content—they’re experiencing a performance. The darkened theater, commanding screen, and immersive sound create an environment where advertising reaches consumers without the competition of scrolling, skipping, or multitasking. This captive attention allows brands to tell emotional stories that forge mental connections impossible to achieve through many other channels.
Cinema advertising excels precisely at what Hegarty identifies as essential for effective Showmanship: getting brands “noticed, liked and remembered.” The big screen naturally amplifies creativity that drives cultural relevance—another key factor The Multiplier Effect identifies for sustained growth.
What makes cinema particularly valuable as part of today’s marketing ecosystem is its ability to complement performance-focused channels. Through its immersive theatrical experience, cinema powerfully connects with the crucial 95% of consumers not actively in the buying window. Yet unlike some traditional brand-building channels, modern cinema also offers sophisticated accountability and measurement capabilities that satisfy performance-minded marketers.
By incorporating cinema’s distinctive Showmanship capabilities into a balanced marketing strategy, brands can help escape the ‘performance doom loop’ identified in this WARC report. In a marketing landscape that requires both short-term results and long-term brand building, cinema offers a powerful stage where brands can create the emotional connections and mental availability that make all future marketing more effective.
Read the full article on WARC (membership required)
Sixteen UAE jury members will collaborate closely with awarding jurors from across the globe to recognize and honor outstanding creative work at the 2025 Cannes Lions Festival of Creativity
Cannes Lions has unveiled the cohort of global experts selected to award the world’s finest creative and effective work, setting the standard for excellence this June at the Cannes Lions Festival of Creativity. Among the distinguished jury members announced, this year will feature sixteen representatives from the United Arab Emirates, marking the nation’s strongest representation ever at the industry’s most celebrated awards.
The 72nd edition of Cannes Lions, running from June 16 to 20, 2025, will showcase the UAE’s growing influence on the global creative stage as these exceptional professionals prepare to set new benchmarks for excellence during the Festival.
Commenting on the Jury, Simon Cook, CEO of LIONS, said: “The Cannes Lions Awarding Jury plays a vital role in setting the global benchmark for creative excellence. This year’s line-up brings together some of the most highly respected and accomplished industry talent from around the world. Their expertise will help define the creative standards that continue to drive our industry forward and spotlight the power of creativity as a catalyst for meaningful business growth and transformation.“
Regarding the record UAE representation, Ian Fairservice, Managing Partner of Motivate Media Group, said, “Having our largest-ever UAE representation on the Cannes Lions awarding jury is a remarkable achievement for our creative community. I am sure their diverse expertise will make a significant contribution to the global creative dialogue. Their selection reflects the UAE’s growing influence and our commitment to excellence, and demonstrates the creative caliber and thought leadership emerging from this region on the international stage.”
Audio & Radio Lions:
Leila Katrib | Global Executive Creative Director, Incubeta, Global
Brand Experience & Activation Lions:
Natalie Shardan | Managing Partner, Serviceplan Middle East, UAE
Creative Business Transformation Lions:
Fabio Silveira | Managing Director, Havas, Middle East
Creative Data Lions:
Karim ElFiqi | SVP and Chief Marketing Officer, PepsiCo, Africa, Middle East, and South Asia
Creative Effectiveness Lions:
Dani Richa | Group Chairman, Impact BBDO, UAE
Design Lions:
Dida Atassi | Managing Director, Creative Account Lead for Design & Digital Products, Accenture Song, UAE
Digital Craft Lions:
Paulo Engler | Senior Creative Director and Head of Art, FP7 McCann, UAE
Direct Lions:
Aricio Fortes | Chief Creative Officer, VML, UAE
Film Lions:
Manasvi Gosalia | Executive Producer, Dejavu, UAE
Health & Wellness Lions:
João Camacho | Executive Creative Director, Saatchi Wellness ME, KSA and Turkey, MEA
Industry Craft Lions:
Lara Assouad | Executive Creative Director, Landor, Middle East
Innovation Lions:
Seyoan Vela | Chief Creative Officer, Livingroom/LRDXB, MENA
Media Lions:
Ramzy Abouchacra | Media Practice President, Dentsu, MENA
Pharma Lions:
Alok Gadkar | CEO and Chief Creative Officer, Tuesday, UAE
PR Lions:
Khaled AlShehhi | Executive Director of Marketing and Communication, UAE Government Media Office, UAE
Sustainable Development Goals Lions:
Vidya Manmohan | Founder and Chief Creative Officer, V4Good, Global
With shortlisting jury line-up to be announced soon, see the full list of Global Presidents and Awarding Juries here.
Further information on this year’s Festival and the Lions Awards can be found at visit www.canneslions.com
Motivate Media Group and Motivate Val Morgan are the official representatives of the Cannes Lions International Festival of Creativity in the UAE.
Source: Cannes Press Release
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
Hollywood’s leading man teams up with a real-life racing legend to deliver a F1 movie that’s as fast and furious as the sport itself – buckle up!
Brad Pitt has never looked cooler. And that’s saying something. In his latest movie, simply titled F1, Pitt steps into the fireproof suit of a retired Formula One driver gunning for redemption — and it’s not just for show. The actor actually trained to drive an F2 car and tore down the straight at Silverstone between real Grand Prix sessions, with real fans in the stands, and actual teams watching from the pit wall.
Directed by Top Gun: Maverick’s Joseph Kosinski and backed by legendary producer Jerry Bruckheimer, F1 is more than just another sports drama—it’s an adrenaline-laced deep dive into the psychological and physical warfare of one of the world’s most elite sports. And if that wasn’t enough fuel, the film is co-produced by seven-time world champion Lewis Hamilton, who brings the insider authenticity only a legend can.
Pitt plays Sonny Hayes, a once-glorious F1 driver whose career fell apart after a brutal crash in the ’90s. Years later, he’s dragged back into the high-speed circus to mentor Joshua Pearce, a rising young star played by Damson Idris, who looks entirely at home in a race suit and sunglasses.
The two drive for a fictional team called APXGP, but everything else is real. The team garages. The pit lane chaos. The politics. The pressure. All of it.
If you’re into stories about comebacks, mentorship, egos, and second chances (and let’s face it, what racing fan isn’t?), this film has your name all over it.
Here’s where it gets wild. F1 was shot during actual Grand Prix weekends. Monza. Silverstone. Hungary. The production worked with Formula 1 to film around live races, with Pitt and Idris driving real cars, on real tracks, in front of actual crowds.
Mercedes built them a custom car. The camera rigs were integrated into the body of the vehicle. There were no green screens, no clever editing tricks — just actors learning to drive 200+ km/h and a director yelling “action” from the pit wall.
And the cars? They sound incredible.
Backing up Pitt and Idris is a stacked lineup: Javier Bardem as the team boss (a kind of moody, motorsport whisperer), Kerry Condon, Tobias Menzies, Sarah Niles, and Kim Bodnia all play roles in and around the APXGP universe.
But let’s be honest — this is a two-man show. Pitt and Idris shoulder the heart of the film, and their chemistry — old dog meets young gun — might be what sells it even more than the V10s and pit stops.
The anticipation for F1 has been turbocharged by the release of several trailers that offer a tantalizing look at the film’s high-octane action and compelling narrative.
These trailers have collectively garnered millions of views across various platforms, reflecting the global excitement surrounding the film. The Super Bowl spot alone reached over 100 million viewers during its broadcast, significantly amplifying the film’s visibility.
Let’s not pretend the Middle East doesn’t have a thing for fast cars. From Abu Dhabi’s Yas Marina to Bahrain’s night races, Formula One has become a full-blown cultural phenomenon in the GCC. This region knows its DRS from its ERS.
So it makes sense that F1 is already building hype here. It’s got global appeal, but it hits different when you’ve actually been to a Grand Prix, or watched Hamilton and Verstappen battle it out under your sky. Add Brad Pitt to the mix, and you’ve got appointment cinema.
If you’re a brand trying to grab attention in a way that actually sticks — here’s your cue.
Movies like F1 aren’t just cultural moments — they’re big, loud, and seen by thousands of eyeballs in a single weekend. And when the lights go down, your ad on that massive screen? That’s not just another impression. That’s impact.
Whether you’re a luxury brand, an automotive player, or just want to be where the action is — cinema advertising puts you on pole position.
Lights out. Let’s go racing. F1 hits theaters June 27.
Want in? Talk to us at Motivate Val Morgan.
Source: The Guardian, Planet F1, GQ, People.com, Apple, Entertainment
Avinash Udeshi, Chief Operating Officer at Motivate Val Morgan, discusses how the record-breaking Eid al-Fitr cinema attendance signals an exceptional summer season ahead, and highlights cinema’s unmatched 2.5x efficiency as an advertising medium that delivers 15% of campaign impact with just 6% of media spend
As we emerge from an extraordinarily successful Eid al-Fitr period, the numbers clearly demonstrate what this means for our industry and the brands we partner with. The statistics are certainly impressive – but behind them lies a deeper story about audience engagement and the enduring power of cinema as a cultural touchpoint.
Our Motivate Val Morgan cinema circuit witnessed an astonishing 1,178,723 admissions across our regional network during the seven-day period from March 27 to April 2, 2025. This week – which included the four-day Eid al-Fitr celebration – delivered a 17% year-over-year increase and stands as our highest-grossing week of 2025 thus far.
Particularly fascinating is the contrast with the preceding week. Admissions skyrocketed by an extraordinary 1,230% compared to the final week of Ramadan (March 20-26). This dramatic “Eid effect” illustrates just how deeply cinema-going is woven into the fabric of regional celebrations.
The performance across GCC markets shows encouraging growth in all territories. The UAE market led with 575,147 admissions — representing a 25.5% increase from Eid al-Fitr 2024 — while Saudi Arabia contributed 416,318 admissions with a 4% year-over-year improvement. Together, these two crucial markets delivered 991,465 admissions, marking a 15.4% growth that reinforces cinema’s position as the preferred leisure activity during festive periods.
This success stems partly from the diversity of content showcased. In the UAE, Malayalam-language L2: Empuraan and Hindi feature Sikandar performed exceptionally alongside global titles like A Working Man and A Minecraft Movie. Meanwhile, Saudi Arabian audiences showed strong preference for Arabic-language productions including Shabab El Bomb 2 and Al Safa Thaanawia, complemented by healthy attendance for international releases..
With cinema attendance already reaching 7.1 million admissions year-to-date across our circuit, Motivate Val Morgan is uniquely positioned to deliver exceptional brand exposure throughout the second quarter. The upcoming Eid al-Adha celebration in early June, combined with the traditional summer blockbuster season, creates a perfect alignment of cultural occasion and premium content releases.
In today’s fragmented media landscape, cinema advertising delivers something increasingly rare: guaranteed viewership in a distraction-free environment.
Kantar’s & Val Morgan’s 2024 Media Reactions study confirms cinema’s exceptional effectiveness – despite receiving only 6% of media spend, it delivers 15% of total campaign impact per person. This 2.5x efficiency ratio consistently outperforms traditional and digital channels. The study also ranks cinema among the highest channels for ad equity among younger audiences, creating a receptive environment wherein advertising resonates deeply.
Particularly valuable is cinema’s ability to reach otherwise missed audiences – with 44% of reach incremental to TV, 31% incremental reach to digital and 18% completely incremental to both TV and digital. This captive audience approach delivers higher brand recall and emotional resonance, with message retention rates of up to 95% on certain campaigns, far surpassing other media channels.
Forward-thinking brands have already begun securing premium positioning during the upcoming summer slate, which features several anticipated franchise installments and original blockbusters expected to drive record attendance throughout our circuit.
The combination of Eid al-Adha and summer blockbuster season creates a perfect storm of audience engagement. For advertisers seeking meaningful consumer connections in an increasingly distracted marketplace, our cinema network offers the rare combination of attention, impact, and contextual relevance that simply can’t be replicated elsewhere.
Marketing leaders are invited to contact our Motivate Val Morgan sales team to discuss how we can secure premium positioning for their brands across our extensive cinema circuit during this exceptional convergence of cultural celebration and entertainment.
Source: CinePlan & CinemaMeasure: Eid Cinema Advertising report
CinemaCon 2025, held from March 31 to April 3 at Caesars Palace in Las Vegas, once again brought together the global theatrical exhibition community. This year’s convention featured exclusive film previews, major studio announcements, and recognition of industry achievements.
Here are all the trailers released at CinemaCon 2025—the must-see moments, surprises, and sneak peeks that have fans buzzing.
Sony’s presentation unveiled Sam Mendes’ ambitious four-part Beatles project (slated for April 2028) and provided updates on Spider-Man franchises, including “Beyond the Spider-Verse” and “Spider-Man: Brand New Day.” The studio also eased adult-oriented films like Darren Aronofsky’s Caught Stealing and Kogonada’s A Big Bold Beautiful Journey.
Karate Kid: Legends – May 30th
28 Years Later – June 20th
Demon Slayer: Kimetsu no Yaiba Infinity Castle – September 12th
Anaconda – December 25th
Neon presented before the State of the Industry address, highlighting two upcoming releases: a body-horror film starring real-life couple Dave Franco and Alison Brie, and a Stephen King adaptation about Charles ‘Chuck’ Krantz.
The Life of Chuck – June 6th
Together – August 1st
Lionsgate shifted focus from the anticipated Michael Jackson biopic to “Ballerina,” the Ana de Armas-led John Wick spin-off. The studio announced plans to expand the Wick universe with a Donnie Yen spin-off, an animated prequel, and “John Wick 5” with Keanu Reeves. Literary adaptations featured prominently, including works by Stephen King and a new film from John Car.
Hurry Up Tomorrow – May 16th
Ballerina – June 6th
The Hunger Games: Sunrise on the Reaping – November 20th, 2026
Warner Bros. showcased the opening ten minutes of “F1,” positioning it as a summer standout. Their presentation also featured glimpses of P.T. Anderson’s latest film and the horror title “Weapons.” DC Studios leaders James Gunn and Peter Safran discussed “Superman” with cast members David Corenswet, Rachel Brosnahan, and Nicholas Hoult.
Sinners – April 18th
Final Destination: Bloodlines – May 16th
F1 – June 27th
Superman – July 11th
One Battle After Another – September 26th
In just two years, Angel Studios has disrupted traditional film distribution with its audience-driven approach through the Angel Guild, which now has over 1 million active members. The studio is expanding internationally and previewed several upcoming titles, including “Zero A.D.,” a Biblical epic from “Sound of Freedom” director Alejandro Monteverde.
King of Kings – April 11th
The Last Rodeo – May 23rd
Sketch – August 6th
Truth & Treason – October 17th
Zero A.D. – December 19th
Universal’s presentation highlighted sequels and established franchises, including “Jurassic World Rebirth” and the second part of “Wicked.” The studio showcased Blumhouse horror sequels “Five Nights at Freddy’s 2” and “M3gan 2.0,” alongside family films like “How to Train Your Dragon.” Teases of future projects included works from Steven Spielberg and Christopher Nolan’s “The Odyssey” (2026).
The Phoenician Scheme – May 30th
How to Train Your Dragon – June 13th
M3GAN 2.0 – June 27th
Jurassic World Rebirth – July 2nd
Five Night’s at Freddy’s 2 – December 5th
Shrek 5 – December 23rd, 2026
Making their CinemaCon debut, Amazon MGM Studios emphasized their commitment to theatrical releases with plans for 14 films in 2026. Their presentation featured well-received trailers for “Project Hail Mary” and “Is God Is,” spanning adult dramas, high-concept films, and the tentpole “Masters of the Universe.”
The Accountant 2 – April 25th
Paramount showcased a varied 2025 slate led by “Mission: Impossible – The Final Reckoning” and Edgar Wright’s “The Running Man.” Family offerings included “Smurfs” and “The SpongeBob Movie: Search for SquarePants,” alongside adult comedies “Roofman” and “The Naked Gun.”
Mission: Impossible – The Final Reckoning – May 23rd
Smurfs – July 18th
The Naked Gun – August 1st
Disney’s presentation featured the live-action “Lilo & Stitch,” the first trailer for “Tron: Ares,” and animated features including Pixar’s “Elio” and “Zootopia 2.” Marvel Studios previewed “Thunderbolts*” and “Fantastic Four: First Steps,” while 20th Century and Searchlight divisions showcased adult-oriented fare including a Bruce Springsteen biopic. The presentation concluded with a 3D preview of “Avatar: Fire and Ash.”.
Thunderbolts* – May 2nd
Lilo & Stitch – May 23rd
Elio – June 20th
The Fantastic Four: First Steps – July 25th
Freakier Friday – August 8th
Tron: Ares – October 10th
Avengers: Doomsday – May 1st, 2026
Source: BOXOFFICEPRO , CinemaCon 2025
Moviegoers as well as frequent streamers still prefer the theatrical movie experience over streaming for highly anticipated films
The cinematic experience remains unrivaled in its ability to captivate audiences with immersive storytelling on a grand scale. A recent Screenvision/VAB study confirms what industry experts have long understood: dedicated moviegoers and frequent streamers alike continue to prioritize theatrical releases for their most anticipated viewing moments. For brands looking to make an impact, this is a golden opportunity.
There’s a reason why advertisers have long turned to cinema: it’s a setting where audiences are fully engaged, distraction-free, and emotionally connected. And the numbers back it up. According to the Screenvision Custom Study, both frequent moviegoers and streamers agree that theaters deliver the most exciting, memorable, and immersive experiences for their anticipated content:
For advertisers, this concentrated attention represents invaluable currency in an increasingly fragmented media landscape. Cinema advertising sidesteps the challenges of divided attention, offering instead a rare opportunity to engage with audiences in a state of complete receptivity.
Cinema’s enduring appeal transcends mere content consumption—it offers a deliberate social and cultural experience that streaming cannot replicate. The communal nature of theatrical viewing creates a shared emotional journey that resonates deeply with audiences.
The same study revealed key factors driving theatrical preference:
This powerful combination of cultural significance and sensory immersion creates exceptional conditions for effective advertising, with messages benefiting from heightened emotional receptivity and enhanced recall.
As the industry approaches the summer season, cinema advertising reaches its zenith of effectiveness. The coming months represent the premier period for theatrical attendance, offering advertisers access to the year’s most anticipated films and the largest, most diverse audiences.
This summer’s impressive lineup features prestigious releases spanning multiple genres, including the eagerly anticipated “Marvel Thunderbolts*,” the reimagined “Superman,” the latest “Jurassic World” installment, “Mission: Impossible – The Final Reckoning,” “Karate Kid: Legends,” “How to Train Your Dragon,” “F1,” “The Fantastic Four: First Steps,” and numerous other high-profile productions.
This summer’s blockbuster lineup will draw diverse audience segments across demographics, offering advertisers precision-targeted opportunities rarely found in other media. Cinema stands alone in its ability to consistently deliver Super Bowl-caliber impressions week after week throughout the season. As these cultural events draw unprecedented crowds, brands leveraging cinema advertising will capture a unique combination of focused attention and emotional engagement—reinforcing cinema’s position as the premier platform for high-impact brand messaging when audiences are most receptive.
Source: Screenvision, VAB, Google
Asmaa Nowbandi from AUD selected as the UAE representative for the 2025 Cannes Lions Roger Hatchuel Academy
The Roger Hatchuel Student Academy, founded in 2003—an initiative of the Cannes Lions Festival of Creativity—offers students interested in pursuing a creative path in advertising, a unique learning experience designed to help launch their careers. Selected students learn first-hand from the world’s greatest brands, creative minds, and industry leaders during the Cannes Lions International Festival of Creativity in Cannes, France.
As the official UAE representatives of the Cannes Lions Festival, Motivate Media Group and Motivate Val Morgan are thrilled to announce that Asmaa Nowbandi, a Bachelor of Fine Arts (BFA) student majoring in Visual Communication with a focus on Graphic Design at the American University in Dubai (AUD), has been selected to represent the UAE at the prestigious Cannes Lions Roger Hatchuel Academy 2025.
Asmaa was one of three finalists chosen from a competitive pool of 18 applications from across universities in the UAE this year. The other finalists, Dareen Issa from University of Wollongong Dubai and Maria Semaan from American University in Dubai, also received exceptional feedback from the Cannes selection panel. All applications were reviewed by the Roger Hatchuel Academy Jury Panel – a diverse mix of global experts from reputed educational institutions, the industry, and related creative fields.
Commenting on her selection, Asmaa said, “My interest and joy in arts and travel started at a young age and never stopped. My passion only grew, and I always knew I wanted to design and have part of my work require traveling to different places, trying new things, and working in diverse environments. With the news of my selection, I realized how important of a step I will be taking toward my future career plan. I am beyond grateful for the continuous support and guidance from my professor, Dina Faour, the university, and my family. It is a great honor to represent my country in the prestigious Roger Hatchuel Academy, and I look forward to making the most out of it.”
Dina Faour, Professor of Advertising, Department of Visual Arts at the American University in Dubai, shared her excitement, stating, “We are incredibly proud of our student for being selected to represent the UAE at the Roger Hatchuel Academy at the Cannes Lions Festival. This is an outstanding international educational opportunity where students get to learn directly from industry legends and award winners—seeing firsthand how they think, create, and set the standards for the year ahead. It’s an optimal learning experience that bridges theory and practice in a way no classroom can. At AUD, we take immense pride in our commitment to nurturing top creative talent; this marks our ninth year of representing the UAE at this prestigious academy—an achievement that speaks to the strength and caliber of our program. We are also thankful to Motivate Media Group, Motivate Val Morgan and to the Cannes Lions Festival; they all continue to elevate creative minds and help open doors to global opportunities.”
Ian Fairservice, Managing Partner of Motivate Media Group, added, “Congratulations to Asmaa Nowbandi from American University in Dubai for her outstanding achievement in being selected to represent the UAE at the 2025 Cannes Lions Roger Hatchuel Academy. I am sure Asmaa will make the most of this invaluable experience and return with fresh perspectives that will further elevate the UAE’s vibrant creative landscape.”
The Roger Hatchuel Academy class of 2025 will bring together 30 students from around the world for an immersive program that delves into the creative industry’s most pressing topics.
The Academy will run parallel to the Cannes Lions Festival from 15th–20th June 2025 in Cannes, France.
Motivate Media Group and Motivate Val Morgan extend their warmest wishes to Asmaa Nowbandi as she embarks on this transformative journey, and we hope her experience and learnings at the Roger Hatchuel Academy will create a positive impact and contribute to her future endeavors in the industry.
The countdown has begun! A Minecraft Movie, based on the world-famous video game, is finally hitting the big screen. After years of anticipation, fans of the blocky universe are ready for a cinematic adventure like no other. But what can we expect from this movie? From its production journey to the exciting plot and the star-studded cast, we’re diving deep into everything you need to know about this highly anticipated release.
A Minecraft Movie has been in development for nearly a decade, with numerous changes in direction and production delays along the way. Originally announced in 2014, fans had to wait patiently as the project went through various stages of development. But now, the film is finally on track, thanks to the vision of director Jared Hess, known for Napoleon Dynamite.
The movie is being produced by Mojang Studios, in collaboration with Warner Bros. Pictures, ensuring that the essence of Minecraft is captured faithfully. The film aims to bring the world of Minecraft to life with spectacular visual effects and a storyline that resonates with both fans of the game and newcomers to the franchise.
A Minecraft Movie boasts an impressive ensemble cast, featuring Hollywood A-listers and rising stars.
Jason Momoa as Garrett “The Garbage Man” Garrison, the tough yet relatable outcast who must navigate the perils of Minecraft.
Jack Black as Steve, the beloved Minecraft character and mentor figure to the stranded adventurers.
Emma Myers as Natalie, one of the outcasts, whose bravery and ingenuity are key to their survival.
Danielle Brooks as Dawn, a resourceful and resilient team member who plays a vital role in the quest.
Sebastian Eugene Hansen as Henry, the more analytical member of the group who uses his knowledge of the game to help his team.
A Minecraft Movie will immerse audiences in a vast, pixelated world full of adventure and mystery. The movie will follow four outcasts who find themselves transported into the world of Minecraft and must figure out a way to get back to the real world. Their adventure is full of obstacles as they learn the ins and outs of the game in order to survive and escape.
Helping them on their quest is Steve, an experienced player who knows how to manipulate the game successfully. As the movie’s official synopsis suggests, the characters’ journey will revolve around them learning essential skills in the game that could change their lives in the real world.
The film also introduces formidable antagonists from The Nether, the dangerous dimension in Minecraft. These creatures are a constant threat to the Overworld, aiming to destroy joy and creativity. Now, the humans trapped within the game must not only find a way back home, but also protect the Overworld from certain doom.
Video game adaptations have seen impressive success at the box office, with a clear upward trend in their performance. Movies like The Super Mario Bros. Movie proved that a beloved game could be a cinematic success. In collaboration with Illumination, Nintendo created a major success, with the movie grossing over $1.3 billion worldwide. This success was followed by Sonic the Hedgehog franchise, which raked in over $1.2 billion globally, further establishing the potential for video game adaptations. Other noteworthy successes include Warcraft ($439 million), Rampage ($428 million), Uncharted ($401 million), and Five Nights at Freddy’s ($291.5 million).
These films’ strong box office performances reflect the immense fanbase and shows a high level of interest and anticipation for the films. With its dedicated global fan following, iconic world-building, and wide appeal across generations, A Minecraft Movie has all the right ingredients to be the next big box office sensation.
Since the first trailer dropped, Minecraft fans have been buzzing with excitement. The visual effects are stunning, bringing the pixelated world to life in a way that feels both familiar and breathtakingly new. The trailers showcase action-packed sequences, hilarious moments, and epic landscapes that capture the spirit of the game.
The highly anticipated Minecraft movie is shaping up to be one of the biggest films of the year! With over 300 million copies sold worldwide, Minecraft has become one of the most popular games of all time. Building on the video game’s success, the upcoming movie is set to capture the spirit of the beloved game, drawing inspiration from the game’s massive global fanbase. In particular, the gaming community in the Middle East, including residents from KSA and the UAE aged 18-64, has grown rapidly, making this film’s release an exciting global event. Contact us today to find out how you can advertise alongside this highly anticipated release.
A Minecraft movie hits theaters on April 3, 2025, and it’s sure to be one of the biggest events of the year. Whether you’re a Minecraft veteran or new to the world of blocks, this film promises an unforgettable adventure.
Source: IMDB, Entertainment Weekly, ScreenRant, Box Office Mojo, Collider
Cannes Lions has announced the 20 participants taking part in the 2025 See It Be It programme, representing 14 markets with Trinidad and Tobago and Venezuela included for the first time. Now in its eleventh year, the initiative aims to create a platform for women and non-binary people who face diversity challenges in the industry and enable them to become drivers for change in their respective regions by providing access to high-profile leaders, executive coaching, and mentoring opportunities with senior figures from across the industry.
Frank Starling, Chief DEI Officer, LIONS, said: “The See It Be It programme was established in response to the industry’s gender imbalance. Despite women representing 55.6% of adland’s workforce according to the 2024 IPA Agency Census, research from the Creative Equals states that only 24% of women globally are Creative Directors. As the industry’s gender gap widens, it’s more important than ever that we continue to provide global creatives with the tools to excel in their careers to help bridge this gap. This year, the programme received more than 1500 applications, showcasing its impact and the work put in by our impressive network of alumni. This collective continues to help grow our See It Be It community and pave the way forward for the industry. Congratulations to the 2025 cohort, and a big thank you to our alumni for all the work they do in furthering the impact of See It Be It.”
Taking place at the Cannes Lions International Festival of Creativity, between 16 and 20 June 2025, the programme includes mentorship opportunities and private masterclasses with industry leaders, as well as backstage access and session invitations tailored to each participant’s career goals.
The 2025 cohort will be supported by Mentor Atiya Zaidi, CEO & Chief Creative Officer, BBDO Pakistan, Pakistan, and Alumni Tutors Estefanía López, Strategy Director, Connections, TBWA\Chiat\Day New York, USA, and Nicky Lorenzo, Founder & Executive Creative Director, Twice on Sunday, USA.
Commenting on her appointment, Lorenzo said: “The ability to act as steward for this incredible cohort of immensely talented individuals is truly a privilege. See It Be It was – and continues to be – a driving force of inspiration, learning, and growth for me, and I hope to facilitate the same for this year’s cohort as they embark on this incredible journey. Now, more than ever, is the time to uplift women who deserve recognition and sponsorship.”
López added: “This cohort of incredible creatives honours the legacy of See It Be It and marks the first year of a new decade for the programme. It doesn’t get more iconic than this. Their voices will be pivotal in reshaping the future of our industry. As their tutor and friend, I look forward to helping them unlock their potential and realize that leadership isn’t about justification – it’s about owning your strengths and helping others do the same.”
Madonna Badger, See It Be It Chairperson and Ambassador, Founder/CEO/Chief Operating Officer, BADGER AGENCY, added: “As we celebrate 11 years of See It Be It, it’s clear that fostering diverse talent is no longer optional – it’s essential. This year’s cohort is a generation of creatives who aren’t just shaping the future – they’re redefining it with every bold idea and breakthrough. You’re proving that a more inclusive industry is not just possible, but unstoppable.
Through the pillars of negotiation, confidence, and resilience and adaptability, we will build together the tools to face any challenge with strength and grace. We can’t wait to see how you lead, inspire, and transform the industry. Your future is bright, and we are so excited to be in your star light!”
The 2025 cohort are named as follows:
Kyra Matthews – Associate Creative Director (Copy) from UAE & India has been selected as a participant at this year’s programme – where she’ll join 19 other creatives from various countries around the world.
Matthews is among the distinguished creatives who will benefit from this career-changing experience, reinforcing the UAE’s growing influence in the global creative landscape. This selection highlights the exceptional talent emerging from the region and presents a significant opportunity for Matthews to bring diverse Middle Eastern and South Asian perspectives to the international stage.
The Founders International Network will serve as the official media partner for See It Be It 2025. Stories from the cohort and the programme’s alumni will be shared via its podcast channel.
Further information on this year’s Festival can be found at canneslions.com.
