VOX Cinemas, a unit of leading retail and leisure pioneer Majid Al Futtaim, opened its first independent venture in Bahrain at the newly-launched The Avenues mall on 28 November 2017 – offering cinemagoers a new and improved cinemagoing experience. This comes within weeks of the launch of its joint venture with Bahrain Cinema Company, VOX Cineco at City Centre Bahrain.
The Avenues mall – which opened of its doors for visitors two weeks ago, has already become the must visit destination in the Bahrain.
It is the first commercial and entertainment mall of its kind in the Kingdom, with a unique seafront location extending 1.5 km. It is strategically located in the heart of Manama, adjacent to King Faisal Road. The development brings a new concept to the Kingdom – with a design inspired by The Avenues mall in Kuwait – giving visitors an outdoor feeling while remaining indoors, protected from the heat by a transparent ceiling.
The newly opened cineplex boasts 10 screens with a total seating capacity of 929 and includes a MAX screen (the largest screen with ultra-comfortable seating) and three Theatre by Rhodes screens (the first-of-its-kind in Bahrain) – a concept which is the brainchild of Michelin Star celebrity chef Gary Rhodes.
Majid Al Futtaim is set to pump Dh1.2 billion ($326 million) into the Middle East entertainment market as part of its massive expansion plans. The company has set a target of opening more than 600 screens over the next one and a half years across seven countries in the region – UAE, Bahrain, Oman, Kuwait, Qatar, Egypt and Lebanon.
“The investment will involve a series of acquisitions, organic expansions and a commitment to data-driven exceptional customer experience,” remarked Michelle Walsh – Chief Operating Officer for VOX Cinemas.
With fully digital screens, VOX Cinemas (Latin word for voice) will be offering cinemagoers in Bahrain more movie releases, daily movie sessions, flexible timings and an exclusive cinema dining experience by Theatre by Rhodes, she stated.
Aimed at the high-end customers, the tickets for Theatre by Rhodes are priced at BD16 ($42), while the MAX VIP tickets will cost BD5 and MAX Regular tickets BD4.
With this new launch, VOX Cinemas has refined every aspect of the cinema-going experience in the region to make it more engaging, fun and hassle-free – from the ease of ticket purchase to innovative seating alternatives, and more delicious food and beverage offerings.
VOX MAX, she stated, is a mega-screen concept which was first launched by VOX Cinemas in the UAE in 2011, and since then it has become one of the most popular movie-going experiences for cinemagoers today.
“We present movies the way directors intended them to be watched – on huge screens, with crisp, digital imagery supported by surround sound technology and comfortable seating,” explained Walsh.
“Our aim is to create great moments for everyone every day, through offering innovative cinematic experiences and exceptional customer services and dining inside a theatre is one of them,” she added.
Additionally, VOX Cinemas will be soon launching a new loyalty programme – VOX Rewards in order to make the cinemagoing experience more special.
“It will reward loyal cinemagoers by providing them complimentary tickets, food and beverages, as well as a range of special offers and movie updates,” said Walsh.
The cinema chain is also planning for partnerships with leading credit card companies and banks. “We have already struck a deal with Visa and we are in talks with other companies as well,” she added.
According to Walsh, future plans for Bahrain include the launch of the 4DX cinema concept which will take movie buffs into a world of their own where they can touch, smell, feel and live every moment of their chosen movie attraction.
Traditional cinema fare also takes on a new twist at VOX Cinemas Bahrain, with the candy bar featuring a restaurant-style menu that includes crepes, sandwiches, French fries, salads, gourmet popcorn, muffins and beverages such as coffee and fresh juices, she added.
As the exclusive cinema advertising partner of VOX Cinemas, Motivate Val Morgan congratulates VOX on the launch of their new cineplex in Bahrain and proudly welcomes VOX Cinemas – The Avenues to our circuit.
Contact our Account Manager in Bahrain for information on cinema advertising opportunities at VOX Cinemas .
Source: Trade Arabic and Malta Wind
There was once a time when the luxury media landscape used to be simple – including mainly television, outdoor, print, radio and a tad of cinema. Then luxury consumers went ahead and started finding inspiration and shopping opportunities in places and at times that brands found puzzling.
This consumer-driven puzzle became more complex as high-end fashion brands started showing their collections in-season, launching digital and print ads instantly and allowing consumers to buy runway items in real-time.
To address this complexity, luxury brands started heavily investing in digital media with fervor unseen in any other industry. Nevertheless, the safest and best way to guarantee a larger segment of affluent consumers are exposed to a brand and its respective message is by including a variety of touchpoints in its media plan.
This article explores why luxury brands should choose cinema as a medium for advertising, how cinemas in the UAE and other parts of the Middle East have evolved over the last two years – catering to a range of audiences; including affluent consumers with a sophisticated mindset, and why cinema remains an important touchpoint – when targeting niche audiences.
Why choose cinema as a medium for advertising:
Ideal Environment for Advertising
Dark Auditorium & Distraction Free – All eyes on the big-screen and attention guaranteed without interruptions.
Everything About it is BIG
Larger Than Life Image – Consumers notice cinema ads as they make real use of the big screen with impressive graphics, panoramic landscapes and unusual visual displays.
Exceptional Audio
Surround Sound & Booming Bass – Sound is a key part of the cinema experience, with the best ads using it to optimize its effect.
Captive & Receptive Audience
“Opt in” Medium – With the audience choosing to go to the cinema, your brand reaches out to a relaxed and receptive audience.
In addition, cinema offers 360-degree exposure and innovative opportunities to brands – utilizing both on-screen and off-screen advertising. Ranging from sampling, activations, promotions and many more activities, advertisers can now compliment and support their on-screen ads with off-screen advertising for greater brand impact.
Research from the region to justify investment in cinema advertising:
Commissioned by Motivate Val Morgan – market leader in cinema advertising across the Middle East, Ipsos – global market and opinion research specialist, recently conducted a study to decipher movie-going audiences and measure the effectiveness of cinema advertising in the UAE.
The report, Cinema 360: Audience, Advertising and Movies, examines the following:
The study validates the distinctive power of cinema as a medium for entertainment and advertising: premium first-run content, delivered to a captive and engaged audience, in an impactful environment, can deliver significant uplift and value to advertising budgets.
Here are the key findings from Cinema 360: Audience, Advertising and Movies
It is also important to note that the movie-going culture is big in the UAE – especially amongst locals and affluent expats.
Click here to access the full report.
How cinemas in the region have evolved:
Over the last two years, cinema operators have invested a great deal on expanding and upgrading their respective cinema multiplexes.
This upgrade includes the revamp of existing luxury cinema screens and the introduction of luxury cinema concepts and stand-alone boutique cinemas.
Luxury cinemas are intimate and private with fully reclining armchairs and adjustable footrests arranged in pairs with their own private table. The seating is tiered for unobstructed
The sheer opulence and indulgence of these luxury cinemas also offers unsurpassed levels of service. Drinks and snacks are served on-demand throughout the movie and the menu offers a range of premium food options.
An exclusive lounge facility is adjacent to each of these luxury cinemas – for guests who want a more intimate cinema experience.
Motivate Val Morgan serviced cinemas that offer luxury cinema experiences include: VOX Cinemas (regionally), Reel Cinemas (UAE), Oscar Cinema (UAE), Cine Royal Cinema (UAE), Roxy Cinema (UAE) and Cinemacity (UAE).
Partnering with celebrity Michelin star chef Gary Rhodes, VOX Cinemas introduced a new luxury THEATRE by Rhodes – the first concept of its kind in the Middle East in September 2015 at its Mall of the Emirates cinema location.
THEATRE by Rhodes delivers the most innovative and customer-focused experience, presenting movie lovers with a full food and beverage menu –prepared by in house chefs who are all trained to meet the internationally renowned Rhodes’ standard.
From a state-of-the-art auditorium to the large leather reclining pod-seats, waiter service and exclusive lounge, THEATRE by Rhodes is luxury cranked up to the max – effectively an upgrade on the VOX Gold Class cinema experience.
THEATRE by Rhodes is solely available at VOX Cinemas: Mall of the Emirates (UAE – Dubai), Yas Mall (UAE -Abu Dhabi) Nation Towers (UAE -Abu Dhabi), Doha Festival City (Qatar) and The Avenues (Bahrain).
The Roxy at BOXPARK in the UAE offers a boutique ambience that combines plush retro elements (Italian leather-trimmed seats), cutting edge audio-visual technology and a carefully-crafted menu of gourmet selections
It is the region’s first boutique cinema experience – combining plush and retro elements that delivers a magical movie experience.
The average cost for a couple in one of these luxury high-end cinemas (including tickets and F&B) is around 450 AED for just one movie night – thus offering luxury brands with the perfect target audience – the coveted, but hard to reach, affluent and educated consumers between the age of 25 to 60+.
Example Luxury Brand Cinema On-Screen Campaigns Booked Through Motivate Val Morgan:
Cartier
An advertiser from 2016.
Tiffany & Co.
An advertiser from 2016.
Tag Heuer
An advertiser from 2017.
Other Luxury Brand On-Screen Cinema Advertisers of Motivate Val Morgan:
Example Luxury Brand Cinema Off-screen Campaigns Booked Through Motivate Val Morgan:
Elie Saab
An advertised from 2017.
Versace
An advertised from 2017.
Narciso Rodriguez
An advertised from 2017.
Why cinema remains an important touchpoint – when targeting luxury niche audiences:
With an increase in the number of blockbusters releasing across the region and an equal increase in the number of cinema admissions each year, there’s no doubt that cinema remains an important platform for entertainment – catering to all ages and nationalities, and advertising in the region.
Luxury cinema concepts are very high-end and upscale – designated plush lobby areas, comfortable leather reclining seats, bespoke F&B offerings and a personalized waiter service, which elevates the movie going experience for consumers with a sophisticated mindset.
Such cinemas create small, intimate and curated relationships with sophisticated audiences which are more viable for luxury brands than mass awareness-seeking media campaigns.
Brand Storytelling is increasingly becoming the new way to create meaningful dialogs with luxury consumers – and there’s no better place than cinema for showcasing such content.
Luxury cinema concepts are no longer specific to certain operators. Today, most reputed cinema operator across the region offer unique luxury cinema experiences – catering to audiences of varying levels of sophistication.
Why choose to partner with Motivate Val Morgan:
Motivate Val Morgan’s coverage includes over 480 cinema screens across 55 cinema locations in the Middle East – UAE, Lebanon, Oman, Egypt, Qatar, Bahrain, Saudi Arabia and Kuwait. We partner with leading cinema operators who offer luxury cinema experiences and have a presence in the best shopping malls across the region.
Contact a member from our sales team for more information on cinema advertising opportunities that target affluent and sophisticated audiences.
Source: Luxury Daily
A streamlined 65th edition of the Festival which will run for five days
More than 650 delegate passes given away free as part of new Young Lions initiative
New opportunities to celebrate the work throughout the City of Cannes and beyond
A simplified awards structure will remove 120 sub-categories from the Lions
Price freezes and money-saving packages give attendees more certainty on expenses while they are in Cannes
Cannes Lions has launched the 2018 Festival of Creativity, with important changes to the delegate experience and awards structure.
The 65th edition of the Festival will run for five days, from Monday 18 – Friday 22 June 2018. A streamlined Festival and a simplified award structure will bring much greater focus to each Lion, truly recognise the best work and deliver it to the biggest audience – ensuring delegates benefit from the highest quality content programme and make the most of their time in Cannes.
As a result of the reorganisation:
Changes to the Lions:
The Cyber Lions, Integrated Lions and the Promo Lions will be retired
The Brand Experience & Activation, Creative e-commerce and Social & Influencer Lions will be launched as part of the new architecture
The craft categories within Print, Outdoor and Design will be removed from their respective Lions to be judged by a specialist Industry Craft Jury.
Commenting on the 2018 Festival, Philip Thomas, CEO, Ascential Events said, “This is an especially important launch for us. We have spent a lot of time talking to the relevant people to make sure the Festival is not only as aspirational as possible, but to also ensure the sentiment behind the Festival is fundamentally founded on the work and those behind it. We have held lengthy discussions in order to curate an updated Festival that puts the creative content back at the heart of Cannes Lions.”
Following on from conversations with the City of Cannes, the first in a series of exclusive benefit packages for Festival attendees has also been unveiled. Alongside capped taxi fares and expanded free Wi-Fi facilities along the Croisette, hotel prices will be frozen for 2018, and fixed-price menus will be on offer exclusively for Festival badge holders at more than 50 restaurants.
Speaking about the new benefits package, Jose Papa, Managing Director, Cannes Lions commented, “Our customers made it clear that they had a significant issue with the affordability of the city of Cannes, and we shared this feedback with our city partners. The response from the city, and from the Mayor David Lisnard’s office has been fantastic. These new delegate benefits make it possible for attendees to budget for the Festival more accurately and effectively, with genuine money-saving measures.”
Next year’s Festival also marks the introduction of a new initiative aimed at nurturing global young talent across the industry. One Young Lions delegate pass will be given free to every office which entered more than 15 entries at the 2017 Festival, totalling over 650 free places for the Festival in 2018.
Commenting on the Young Lions scheme, Jose Papa said, “As representatives of the future of the industry, it’s vital that young creatives get to experience Cannes Lions and can take advantage of all the learning, inspiration and networking on offer. This new Young Lions scheme will welcome a new generation of young creatives to the Festival, while at the same time recognising the agencies and creative businesses who enter the awards.”
Throughout the five days of the Festival the City of Cannes will play host to the best creative work and awards shows as they spread beyond the Palais. Submissions and award winners will be displayed on screens on the beach and around Cannes, creating a much bigger role for the work in the overall Festival experience.
Next year’s Festival will also mark the first time that every awards show will be available to view for free on all major platforms. As usual, all winning work will be published on the Cannes Lions site.
Speaking to the impact of the plans for the 2018 Festival, Philip Thomas said, “Change has always been part of Cannes Lions and the innovations we’re introducing for 2018 mark an exciting new phase in the story of the Festival. Some of the effects from these changes will be felt immediately, while others represent the start of a longer transitional journey. But what they all have in common is that they refocus the festival and ensure that Cannes Lions continues to be the leading global event for the world’s creative communications industries for many years to come.”
Passes are already available to purchase through the Cannes Lions website.
Source: Cannes Lions
UAE cinema chain Reel Cinemas has been undergoing a revamp of late, with The Dubai Mall cinema now home to 14 transformed screens with Dolby Atmos surround sound and Barco Flagship Laser Projectors. Together with the four existing Platinum screens, Reel Cinemas – The Dubai Mall has 18 operational screens in total.
The cinema’s new look is rather FUTURISTIC – offering guests a complete digital journey. From self-service machines for ticket purchasing and F&B orders (the cinema no longer features a traditional box office and candy bar), to a social wall and a curved digital poster wall, Reel Cinemas – The Dubai Mall aims to set new standards for cinema chains across the Middle East.
The cinema at The Dubai Mall has also upped its refreshment offerings through new partnerships, where cinemagoers can now get their hands on gourmet burgers, pizzas, cookies, cupcakes, pancakes and a wide range of hot and cold drink- including Karak Chai.
The second phase of the cinema’s renovation is presently underway, and once completed, Reel Cinemas – The Dubai Mall will house approximately 26 screens with a seating capacity of over 2300 seats.
The cinema chain has also launched UAE’s first movie pass membership – available to cinemagoers in Dubai.
For Dhs79 per month, or Dhs199 for three months, members get access to unlimited screenings at Reel Cinemas – The Dubai Mall and Dubai Marina Mall. Though only applicable to standard cinema screens, members can use their pass every single day of the week.
There are limited memberships available, and early members also get discounted rates for a limited period. All members enjoy 10 percent discounts off Reel Cinemas F&B, and memberships are active until December 31 2018, with payment of monthly renewal fees.
In order to get a ticket for a screening, members need to visit a Reel Cinemas ticket counter within 90 minutes of the film’s start time, and present their Unlimited Membership card. Unfortunately, tickets cannot be booked online
Visit Reel Cinemas for more information. Motivate Val Morgan is the official cinema advertising partner of Reel Cinemas – The Dubai Mall and Dubai Marina Mall. Contact us for cinema advertising opportunities at these two locations.
Sources: Reel Cinemas, Arabian Business and Time Out Dubai
From filming in the cold weather of Austria to the hot climate of Liwa desert in Abu Dhabi, director Ali Abbas Zafar says the upcoming Bollywood blockbuster Tiger Zinda Hai has been shot in extremely challenging weather conditions.
A crucial sequence in the action-thriller, starring superstar Salman Khan and Katrina Kaif, was shot in the Liwa desert in Abu Dhabi. The recorded temperature on the days they shot was 50-degrees Celsius, a statement said.
“Tiger Zinda Hai required a certain scale of desert in the film and Liwa provided that. Temperatures were soaring and as we shot action sequences with a moving car here, the conditions were extremely challenging,” said Ali Abbas Zafar.
Zafar added that the film’s unit stood by the local vision and that “the local crew in Abu Dhabi were also very supportive.”
Tiger Zinda Hai – slated for release on December 21 in UAE, is a sequel to the 2012 spy-thriller Ek Tha Tiger.
Zafar also praised Hollywood stunt director Tom Struthers who has choreographed the action sequences for the film.
Tom Struthers is known for his work in films such as The Dark Knight and Inception.
“Tom is a master of high-octane action sequences and for Tiger Zinda Hai, his brief was to create action that is both larger than life and yet, realistic. He has delivered sequences that will stay with audiences for a long time,” said Zafar.
The team shot a schedule in Abu Dhabi, which featured choppers, jets, army vehicles and heavy artillery from the army.
“We had to create a lot of explosions for the film. We’ve blown up fifteen vehicles, of which four are moving vehicles. One of them was a 40-tonne truck which made a lot of noise when it blew up. What was difficult to make, actually feels beautiful to watch now,” said Struthers.
He added that the action in the Bollywood film is on par with that in any other film he has done in the past.
Watch the trailer below:
Contact a member of our sales team for more information on advertising alongside this Bollywood blockbuster.
Source – Gulf News (Tabloid)
Majid Al Futtaim Cinemas is set to invest AED1.2 billion ($330 million) through a series of acquisitions, organic expansions and a commitment to customer experience.
VOX Cinemas has secured 23 new locations, opening progressively over the next three years, with 2018 set to be the company’s most aggressive year yet, when it will open 16 locations with a total of 145 screens spanning seven countries in the MENA region.
The company said recent joint ventures in Oman and Bahrain have anchored the company as the region’s largest cinema entertainment provider.
This year’s expansion into Africa with Mall of Egypt in March and Qatar in April led the Middle East expansion, with further new cinemas in Bahrain and Kuwait opening in the next six months. New cinemas will also launch across the UAE.
Cameron Mitchell, CEO for Majid All Futtaim Cinemas said: “We are continuing to extend our unique offering to more movie lovers by doubling our screen count to over 600 across seven countries in the Middle East, creating more than 1,500 new jobs across the region by 2020. Recently, the company expanded its film distribution interests through a new partnership with Twentieth Century Fox Film across the region, and we are currently reviewing opportunities in film production for 2018, rounding off our vertical integration plans.”
Mitchell added that the company expanded its customer base by 50 percent in the last 12 months, expecting to end the year with 18 million visitors.
“We are excited to bring our branded concepts to several new locations, including Majid Al Futtaim’s City Centres Sharjah, Al Zahia (UAE) and Sohar (Oman), as well as in Al Ain and on Palm Jumeirah.”
Motivate Val Morgan is the official cinema advertising partner of VOX Cinemas.
Source: Arabian Business
Director Zack Snyder and cinematographer Fabian Wagner shared a pair of cool new photos from behind the scenes of Justice League. The ensemble actioner from DC and Warner Bros. is less than two months away from its wide release, and with the new trailer that released over the weekend, anticipation has reached fever pitch.
Snyder went right back behind the cameras to continue DC’s curiously unnamed cinematic universe after 2016’s Batman V Superman: Dawn of Justice, while Wagner is making a major leap to work on his first big-budget feature film.
That doesn’t mean Wagner totally lacks experience as a cinematographer for big productions. He is coming off his acclaimed work on Game of Thrones, earning an Emmy nomination for his cinematography on the pivotal season 5 episode “Hardhome”. He proved his ability to create sprawling visuals with that episode, which locations like Iceland provided in abundance for he and Snyder to make Justice League. Wagner gave fans a taste of how epic some of the shots in the new film will be in his latest photo from the set.
Check out the behind-the-scenes glimpse at Justice League below, via Wagner’s official Instagram account.
It reveals a shot of what is presumably Ben Affleck as Bruce Wayne surrounded by mountains, staring off into a large body of water. The location in question is the Westfjords, a large peninsula in Iceland that was confirmed as a filming location over a year ago. In addition to Affleck, several Aquaman cast members were involved in the Iceland-shot scenes. As Wagner mentioned, filming wrapped in the location almost a year ago.
Snyder also shared a photo of himself on the set via the social network Vero (h/t Batman-News). You’ll notice that Snyder is using a camera that’s painted pink in honor of Breast Cancer Awareness Month, which he first used on the set of Batman V Superman. You can also see that a chilly Snyder was prepared to get wet if he had to, in order to get the best possible shots.
Wagner described Justice League as the “biggest and most fun job” of his career, and it would be hard to argue otherwise. Regardless of how fun the film was compared to Game of Thrones, Justice League was almost certainly the most expensive production yet for him. The official budget is unknown, but it likely falls between Aquaman’s $160 million and Batman V Superman’s $250 million. It’s known that Wagner employed a similar visual style to Batman V Superman, which original cinematographer Larry Fong (unsurprisingly) described as “incredible”. This newest photo from the Iceland set shows that those scenes will surely boast some amazing views.
Don’t miss out on aligning your brand alongside this MEGA blockbuster – guaranteed to usher in large audiences.
Contact a member of our sales team for more information on cinema advertising opportunities.
Sources: SCREENRANT and YouTube
Commissioned by Motivate Val Morgan – market leader in cinema advertising across the Middle East, Ipsos – global market and opinion research specialist, recently conducted a study to decipher movie-going audiences and measure the effectiveness of cinema advertising in the UAE.
The report, Cinema 360: Audience, Advertising and Movies, examines the following:
1. Cinemagoers: habits and preferences
2. Cinema vs TV and Digital Mediums
3. Movie genre insights for specific audience targeting
The study validates the distinctive power of cinema as a medium for entertainment and advertising: premium first-run content, delivered to a captive and engaged audience, in an impactful environment, can deliver significant uplift and value to advertising budgets.
Access the reports below:
Executive Summary, Methodology and Overview
Key Findings and Takeaways for Advertisers
The Art of Shaving – a sought-after brand in the UAE, booked 2 Cinema Activities at VOX Cinemas – Mall of the Emirates, for a period of 1 month through Motivate Val Morgan.
The activities are as follows:
The Art of Shaving is also one of the global sponsors of the movie Kingsman: The Golden Circle – which released in cinemas on September 21. International Markets Leader of the brand Asad Raza Khan said, “The Art of Shaving is proud to be associated with Kingsman: The Golden Circle. This association symbolizes the coming together of two concepts which completely believe in the perfect gentlemen and what is needed to become one.”
The Art of Shaving was established in 1996 in New York and was acquired by P&G in 2009. The brand is the top complete male grooming solution, offering products in Skin, Shave, Hair, Body, Face and Beard Care. The brand also introduced a top quality Fragrance line earlier this year.
Dedicated to providing the best overall grooming experience for men, The Art of Shaving arrived in UAE earlier this year, with its first two shops at City Walk: Phase 2 and Dubai Festival City. The brand is also present in select Paris Gallery outlets – including The Dubai Mall and Ibn Battuta Mall.
Check out their website for more information on products and services.
In Screentalk #112, we indicated that June 2017 saw a 20% increase in YOY admissions in comparison to June 2016 (based on the first two and a half weeks of the month). However, with admission figures in hand for the whole month, June 2017 has in fact seen a 47.4% increase in YOY admissions in comparison to June 2016.
Three movies that contributed to the increase in admission figures in June 2017 include:
The three movies are presently sitting at 9th (Wonder Woman), 12th (The Mummy) and 17th (Transformers: The Last Knight) spot in UAE’s Top 20 Movie List for 2017.
Additionally, July 2017 has seen a 79.4% increase in YOY admissions in comparison to July 2016.
Three movies that contributed to the increase in admission figures in July 2017 include:
Please Note: all three movies are presently screening across cinemas in the UAE and sitting at 4th (Spider-Man: Homecoming), 10th (War for the Planet of the Apes) and 19th (Dunkirk) spot in UAE’s Top 20 Movie List for 2017.
With GREAT lineup of movies slated for release over the months ahead, there’s no better time than now to advertise in cinema. Don’t miss out on reaching a diversified target audience.
Contact a member of our Sales Team for more information on cinema advertising opportunities over the months ahead.
Source: MVM Analysis
