BMW | Integrated Cinema Campaign | 2023

Abu Dhabi Motors LLC, an authorized dealer of luxury car brands, recently launched an integrated cinema campaign for BMW across select cinema locations in Abu Dhabi, UAE.


On Screen Campaign

Following one of the biggest blockbusters of 2023, Mission Impossible – Dead Reckoning Part One, the 60-second ad showcases BMW’s latest line-up of cars and emphasising the brand’s innovative ‘Forwardism’ concept that seeks to find joy in tomorrow through the fusion of art, technology, and luxury, engineered to delight and excite.



Off Screen Campaign

Dedicated promoters engaged with cinemagoers at strategically positioned kiosks in the foyer area of the cinemas over the weekend of 14th to 16th July 2023. Cinemagoers had the opportunity to scan a QR code, fill out an online form, and receive a coupon offering free popcorn and drinks.



BMW Campaign


During a screening of Mission Impossible – Dead Reckoning Part One at a selected cinema on Friday, July 14th, 2023, five vouchers were discreetly placed under the seats. These vouchers offered the chance to redeem a BMW goodie bag and participate in a test drive. A promoter engaged with the cinemagoers, encouraging them to check under their seats to see if they were the fortunate winners.


Activation Cinema BMW


Enhance your brand’s exposure through an integrated cinema campaign, leveraging creative and exciting off-screen promotional opportunities, complemented by an impactful ad on the big screen.


Contact us for similar advertising opportunities across our cinema circuit in the GCC, Egypt and Lebanon.




Kibsons | Integrated Cinema Campaign | UAE | 2023

Kibsons booked an integrated cinema campaign with Motivate Val Morgan at VOX, Royal and Oscar cinemas in Abu Dhabi, UAE.


The on screen component included four 30 sec. ads following Asian Mega Blockbuster Pathaan at VOX Cinemas – Yas Mall,Royal Cinemas – Khalidiyah Mall and Oscar Cinema – Wahda Mall






*The four creatives are running in rotation across the respective cinema locations


For the off screen advertising component, Kibsons booked a sampling activity over the weekend of 28th to 29th January at VOX Cinemas – Yas Mall and Royal Cinemas – Khalidiyah Mall. A box filled with fresh fruits was distributed to moviegoers at the entrance of the screens at both cinema locations.


Sampling Activity by Kibsons at Select Cinemas Represented by Motivate Val Morgan


The power of an integrated cinema campaign is unmatchable – leave your mark and build better brand awareness by amplify exposure for you brand.


Contact us for similar advertising opportunities across our cinema circuit in the GCC, Egypt and Lebanon.



Reel Opens Abu Dhabi’s First Drive-in Cinema at Yas Marina Circuit

As part of the latest offering by cinema exhibitors in the UAE – in response to the COVID-19 pandemic, Reel Cinemas has launched its latest drive-in cinema in Abu Dhabi, brining the total count to five drive-ins across the UAE.

Reel Cinemas launched its third drive-in cinema at the Yas Marina Circuit in Abu Dhabi on Thursday 9th July 2020, and will screen movies three nights a week on Thursdays, Fridays and Saturdays at 7:45pm. The entrance to the drive-in cinema is located at Yas Marina Circuit’s East Gate.

The cinema accommodates 63 cars, with a limit of up to five people per vehicle if family or up to three if not. Tickets are priced Dh160 per car, and includes a food and drinks package (popcorn, soft drinks, water and chocolate). Extra snacks can be ordered from inside the car, by alerting staff using the hazard lights.


Yas Marina Circuit Drive-in Cinema by Reel


Upon entry, guests will have their temperatures checked, before being directed to a specific parking spot. Visitors are requested to remain in their vehicles at all times, with the exception of using the toilets. Wearing of facemasks are mandatory if windows are lowered to speak to event staff, or when leaving the car.

Reel Cinemas launched its first drive-in experience at The Dubai Mall in late May, followed by another in Dubai Hills Estate in the fourth week of June – both launching after VOX Cinemas’ drive in at Dubai’s Mall of the Emirates, and the announcement by Urban Entertainment of a free drive-in cinema in Sharjah at Madar – Aljada (which opened to the public on Wednesday 1st July 2020).

For more information on movie schedules, visit, and don’t forget to check out their Drive-in experience FAQs.

Please Note: Drive-in movie sessions at Yas Marina Circuit currently show up to 1st August 2020. Additional movie sessions beyond 1st August will be added closer towards those dates.


Related Articles:

Reel Opens Second Drive-in Cinema at Dubai Hills

Reel Launches Drive-in Cinema at The Dubai Mall

VOX Opens Rooftop Drive-in Cinema at Mall of the Emirates



Sources: The National  & Reel Cinemas



3D Mapping Cinema Campaign by Etihad in Saudi Arabia

Etihad Airways – the second-largest airline in the UAE, and the Department of Culture and Tourism Abu Dhabi booked a one-of-a-kind 3D Mapping cinema campaign – through Spark Foundry (Starcom), at VOX Cinemas Red Sea Mall (Jeddah) in Saudi Arabia.


Campaign Objective:

To promote Abu Dhabi as a destination in Saudi Arabia by using innovative and immersive means of advertising within a cinema environment.



The idea behind the campaign was to make use of ‘Projection Mapping’ technology inside the cinema – creating an immersive experience for cinemagoers.



The projection was executed on the main cinema screen along with two side screens (both left and right) to create a screen extension.

Sides of the theatre were covered with a piece of unique fabric to make sure the resolution of the projection matched the quality, look and feel of the main screen.

Four high-grade projectors were used for this activation.

*TAKELEAP – technology agency dedicated to creating sensational experiences, was the production company for this execution.



Etihad selected four destinations in Abu Dhabi – Ferrari World, Saadiyat Island, Warner Bros and a restaurant, to show a day in Abu Dhabi from a tourist perspective.

The filming – shot in 4K quality, was done over a 2-3 week period at the above mentioned locations and was stitched together to align with the projection mapping and to fit the extended screen.


This first ever 3D mapping cinema campaign in the Middle East ran for a period of one month (between February and March 2019), during evening shows on all days of the week. No statistics were generated for this campaign, however, element of surprise lasted throughout the duration of the campaign.


Here’s the end result:


Seeking to amplify exposure for your brand? Contact us for more information on similar innovative  advertising opportunities across our circuit in the Middle East.



Sources: Spark Foundry



Related Articles: 

Achieve Greater Brand Impact with 4D Cinema Advertising

Cinema Advertising Builds Brand Intimacy

There has been a rapid increase of investment by advertisers in cinema advertising, the luxury brands are not far off.


Today, there are countless of options for luxury brands to tell their stories. To choose the right platform, advertisers need to tap into the consumers cluttered mind, which is exposed to advertisements on a daily. One way to ensure that the brand breaks through this clutter is by raising the intimacy the consumer shares with the brand.


Important findings from the latest 2019 Brand Intimacy Report by MBLM and attributes of cinema advertising which help build Brand Intimacy among cinemagoers, gain a better understanding of ‘Brand Intimacy’ and more.


Understanding Brand Intimacy


Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. These bonds are reciprocal and are fueled by emotion. Brands that build stronger bonds create stronger business return and longevity.


According to the 2019 Brand Intimacy Report, consumers are more willing to pay price premiums for Intimate Brands and less willing to live without them.


“Brands in the luxury category rely on creating, sustaining and developing stronger emotional relationships with their consumers. We’ve seen a tremendous increase in the industry around the enhancement and ritual archetypes, indicating that their consumers are changing their relationship to brands in the luxury category,” states William Shintani, managing partner of MBLM.


Latest MBLM Report 2019:


In 2019, the luxury industry remains in the 7th rank out of the 15 industries showcased in the 2019 Brand Intimacy Report.


Average Brand Intimacy Quotient Scores by Industry


Dior rises to the top of the luxury industry, followed by Chanel at #2 and Louis Vuitton at #3. The Top 10 is rounded out by Cartier, Dolce & Gabbana, Armani, Gucci, HugoBoss, Burberry, and Hermès respectively.


2019 Top Luxury Rankings


Enhancement and Nostalgia are fastest growing archetypes (the type of emotional relationship between a person and a brand) in the luxury category.


31% of users report being in one of the three stages of intimacy (sharing, bonding and fusing) with the luxury industry.

Archetypes & Stages



Notable findings for the luxury industry include:


MBLM leverages the yearly study to help advertisers create, sustain and measure ultimate brand relationships. To download the full Brand Intimacy 2019 Report, please click here


Attributes of Cinema to Build Brand Intimacy


Cinema has the strongest combined brand impact of any medium, according to research by Millward Brown, commissioned by Digital Cinema Media.

Millward Brown brought together the combined learnings of 183 CrossMedia case studies from across Europe, 88 of which were in the UK, and examined how each medium performed against five metrics.

Pound-for-pound, cinema outperformed all of the other media in all but one of the five metrics.


Why choose cinema as a medium for advertising?


Cinema is the strongest medium for making brands memorable with a return of investment (ROI) of 2.9 per cent, ahead of TV with an ROI of 2.5 per cent.

Cinemas deliver greater recall and resonance for audiences than any other AV channel, now is a better time than ever for marketers to invest in cinema advertising to build their brands.


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.


The tendency of people towards cinemas is increasing day by day. According to a survey, since 2008, the total number of people visiting cinemas increased by 24 percent, with 75 percent of the adult population. During the shows, with an excess of 87 percent of moviegoers exposed to the ads, cinema’s appeal is continually reaching to more and more people which provides a powerful way for advertisers to reach audiences.


Target luxury niche audiences using Cinema


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.


Over the last two years, cinema operators have invested a great deal on expanding and upgrading their respective cinema multiplexes. From luxury cinema screens, to cinemas designed focusing on the little ones, the cinemas are now catering to a variety of demographics than ever before.


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 viewing.


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 – to deliver an intimate cinema experience for guests.


Motivate Val Morgan serviced cinemas that offer luxury cinema experiences include: VOX Cinemas (regionally), Reel Cinemas (UAE), Oscar Cinema (UAE), Cine Royal Cinema (UAE) and Cinemacity (UAE).


Partnering with the late 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).


Example Luxury Brand Cinema On-Screen Campaigns Booked Through Motivate Val Morgan:




Tiffany & Co.


Tag Heuer


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.


With an incredible slate of content coming to the big screen in 2020, cinema is set to once again appeal to a wide range of demographics.


Contact a member from our sales team for more information on cinema advertising opportunities that target affluent and sophisticated audiences.




Sources: Aviamost, Forbes, CampaignLive

VOX Cinemas Opens at The Galleria Al Maryah Island in Abu Dhabi

Abu Dhabi’s biggest VOX Cinemas opens at The Galleria Al Maryah Island


VOX Cinemas has added yet another location to its portfolio in Abu Dhabi. The brand new multiplex at The Galleria Al Maryah Island – located on the fourth floor of the North Atrium, opened its doors to cinemagoers on Thursday 5th September 2019.

VOX Cinemas – The Galleria Al Maryah Island offers an impressive 21 screens with a total seating capacity of 1,738 seats. The cinema is home to Abu Dhabi’s first IMAX screen (next-generation laser projection system to deliver stunning, crystal-clear images on the biggest screens for the world’s most immersive cinematic experience) and also includes Theatre by Rhodes (where fine food meets films) and Kids (designed especially for little movie lovers) screens. It is a cinema for all kinds of moviegoers – families with kids, luxury lovers and experience seekers.

VOX’s homegrown signature F&B outlets – Nutella Bar, Pizza Al Taglio and Kitchen 35, will also be available on site.



“VOX Cinemas continues to provide a compelling attraction for communities and our latest venture on Al Maryah Island is testament to its enduring appeal and success. We cannot wait for movie fans to experience our largest cinema in the capital and enjoy the many immersive cinema concepts we offer, including IMAX with Laser, an unrivalled and unmissable technology in the world of film,” commented Cameron Mitchell, CEO, Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure and Entertainment.

The Galleria Al Maryah Island will reinforce Majid Al Futtaim Cinemas’ status as the fastest growing and most innovative cinema exhibitor in Abu Dhabi. The cinema exhibitor presently operates 440 screens across 44 cinema locations in UAE, Oman, Lebanon, Qatar, Egypt, Bahrain, Kuwait and KSA.

We at Motivate Val Morgan would like to congratulate VOX Cinemas on the opening of the cinema at The Galleria Al Maryah Island, and as the exclusive cinema advertising partner, welcome this new location to our circuit in the UAE.

Contact us for more information on cinema advertising opportunities at VOX Cinemas –  The Galleria Al Maryah Island in Abu Dhabi.


Related Articles:

New VOX Locations in Dubai and Abu Dhabi



Source: albawaba (Business)

Avengers: Endgame Sets a New Benchmark in the World of Cinema

Avengers: Endgame marks the culmination of what is arguably Hollywood’s greatest ever storyline, one which began with the release of Iron Man more than a decade ago and has captured the imagination of a generation ever since. This blockbuster has broken several records in the past few months which include – the highest-grossing worldwide opening weekend, highest admissions in the UAE, highest trailer views within 24 hours and the longest runtime in the Marvel Cinematic Universe (MCU).

The unprecedented anticipation surrounding this film has led to exceptional box office numbers.

Highest-Grossing Worldwide Opening Weekend

As announced by Disney, Avengers: Endgame pulled in an estimated $1.2 billion in worldwide box office in its opening weekend –  effortlessly smashing the record of $640.5 million done by Avengers: Infinity War which released last year. The figure makes this star-studded movie the first film in history to surpass $1 billion in ticket sales in its debut weekend – creating a new benchmark in the world of cinema.


Highest UAE Admissions

With over 485k admissions, Avengers: Endgame broke records in the UAE for having the highest admissions in the first four days since its release (Wednesday 24th April – Saturday 27th April 2019), beating the record held by The Fate of the Furious (2017) by 39%.

Last year, Avengers: Infinity War ran for a total of 23 weeks in the UAE and did over 730,00 admissions, making it the No. 1 movie in UAE’s ‘Top 10 Movies of 2017’. Avengers: Endgame is most likely to garner a larger lifetime admission figure of close to 750k admissions in the UAE.

As per Gulf News, a Disney source confirmed that Avengers: Endgame released across 300 screens and has collected Dh26.4 million since its opening day. A well-placed UAE cinema source also stated that the 22nd film in the Marvel Cinematic Universe recorded well over 500k admissions across the first five days of its screening, becoming the biggest film to ever release in the country.

As of May 7th 2019, the movie has done over Dh40 million at UAE box office.

VOX Cinemas has also confirmed Endgame’s record run since its opening. As per a spokesperson from VOX, “Avengers: Endgame broke our record for advance ticket sales, more than doubling the number of tickets sold in our previous record for the film Baahubali 2. The movie contributed [towards] 80 per cent of the three-day weekend box office and the highest recorded admissions across VOX Cinemas on 26th April 2019.”

Reel Cinemas reported a ‘record-shattering’ opening weekend with the release of Avengers: Endgame, adding that it had doubled its box-office results over its prequal – which took six days to reach the same collection.

VOX Cinemas and Reel Cinemas, together with other cinema exhibitors across the Middle East – such as AMC Cinemas (KSA), screened the movie throughout the day (on a 24-hour basis) during the opening weekend to match the demand of ticket sales.

In addition to Dubai and Abu Dhabi, VOX Cinemas also confirmed that the film broke records in Muscat (Oman) and Kuwait.


Highest Trailer Views

According to Disney, the first official trailer of Avengers: Endgame – released on December 7th 2018, is the most viewed trailer across 24 hours in movie history with over 289 million views (tabulated across multiple platforms – YouTube, Facebook and Twitter). This anticipated trailer surpassed previous records set by Avengers: Infinity War of 230 million views and The Lion King teaser which racked up 224.6 million views.

Avengers: Endgame Highest Trailer Views in 24 Hours 


Longest Runtime in the MCU

While most MCU movies are over two hours long, Avengers: Endgame is the first installment to cross the three-hours threshold with a runtime of 3 hours and 2 minutes – 22 minutes longer than Avengers: Infinity War.

In 2018, not only did Avengers: Infinity War top the worldwide box office, but it was also the only movie to hit more than the $2 Billion mark in worldwide box office revenue of 2018 – making it the fourth highest grossing movie of all time after Avatar (2009), Titanic (1997) and Star Wars: The Force Awakens (2015). Avengers: Endgame is forecasted to be an even bigger hit than its prequel, and moreover, it has a chance of becoming the highest-grossing film of all time – on pace to dethrone Avatar.

Avengers: Endgame is expected to gather momentum as one of the most successful movies in history with fans already booking to watch the movie for the second time round.


Upcoming Marvel Cinematic Universe films:

Spider-Man: Far from Home –  4th July 2019
Black Widow – 1st May 2020
The Eternals – 6th November 2020
Black Panther 2 – 12th February 2021
Shang-Chi – 7th May 2021
Doctor Strange 2 – 5th November 2021
Guardians of the Galaxy Vol. 3 – 6th May 2022



Sources: Screenrant, Hollywood Reporter, Gulf News, , The National, Arabian Business and CNBC

New VOX Locations in Dubai and Abu Dhabi

VOX Cinemas recently added two new locations to its portfolioAloft City Centre Deira in Dubai and Abu Dhabi Mall in UAE’s capital.


VOX Cinemas – Aloft City Centre Deira

VOX Cinemas has opened its second OUTDOOR cinema experience at Aloft City Centre Deira – a cinema-themed hotel which overlooks Dubai Creek. The new outdoor cinema will also be licensed – meaning you can enjoy a variety of beverages while catching the latest blockbusters on the big screen.

The cinema is located on the pool terrace on the 4th floor of Aloft Hotel, next to its shisha lounge and infinity pool, and features a retractable roof which offers moviegoers the comfort of air-conditioning during summer, and al fresco during the winter season.


VOX OUTDOOR Cinema - Aloft City Centre Deira



VOX Aloft City Centre Deira has been furnished with plush lounge-style seating designed for both individuals and couples. Solo tickets are priced at Dhs75, and a seat for two costs Dhs150. Cinemagoers can also select from an a la carte menu of appetizers and snacks designed to be enjoyed in front of the big screen.

The cinema also plans to broadcast live sporting events – including football matches, which can be enjoyed over a beverage against the beautiful backdrop of Dubai’s skyline.


VOX Cinemas – Abu Dhabi Mall

VOX Cinemas has added another location to its portfolio in Abu Dhabi. The brand new cinema at Abu Dhabi Mall – which opened to public on Thursday 20th September 2018, features 6 screens and includes MAX and Kids experiences.

And for all you chocoholics.. the cinema also features a Nutella bar!


VOX Cinemas Opens at Abu Dhabi Mall



With the addition of these two new locations, VOX Cinemas presently operates 17 cinema locations with 192 screens in the UAE.

Visit for more information on VOX Cinemas – Aloft City Centre Deira and Abu Dhabi Mall.

Contact us for more information on cinema advertising opportunities at all locations operated by VOX Cinemas.



Sources: VOX Cinemas, What’s On and Time Out

A Crucial Sequence for ‘Tiger Zinda Hai’ was Filmed in Abu Dhabi

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.


Tiger Zinda Hai Shoot in Abu Dhabi


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.


Tiger Zinda Hai Shoot in Abu Dhabi


Tiger Zinda Hai Shoot in Abu Dhabi


“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)