FIFA | Integrated Cinema Campaign | UAE & KSA

FIFA booked an integrated cinema campaign through Universal Media (UM) Qatar to promote the ongoing FIFA World Cup 2022™ at select locations of VOX, Reel, Muvi, AMC cinemas in UAE and Saudi Arabia.


The on-screen campaign included a 30 sec. commercial booked for a period of 4 weeks – 27 October 2022 to 23 November 2022, at select locations of:

UAE – VOX and Reel

KSA – VOX, AMC and Muvi


The commercial follows La’eeb (the official mascot of the FIFA World Cup 2022) as he auditions to fulfill his destiny as the tournament’s mascot. La’eeb encourages everyone to believe in themselves and spread the joy of football to everyone, through the catch phrase ‘Now is All’.



The off-screen component of the cinema campaign included the distribution of 50,000 FIFA branded popcorn tubs featuring La’eeb, to moviegoers at select VOX locations in UAE and KSA starting 10 November 2022.


FIFA Cinema Campaign


Contact us for more information on branding options and integrated cinema advertising opportunities across the Middle East!



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AMC Cinemas Opens at Garden Mall in Hail Saudi Arabia

AMC Garden 5 – Hail offers luxury auditoriums, best-in-class projection, sound and seating, and is the latest effort by AMC in an ongoing program to provide state-of-the-art cinemas across KSA.


AMC Cinemas has opened its eleventh location at Garden Mall in Hail, KSA. The 5-screen cinema with a total of 549 seats, which includes a PRIME at AMC screen, is another impressive step in the rapid evolution of the cinema experience in Saudi Arabia.


AMC Garden 5 Auditorium


Following the launch of AMC Garden 5, the cinema exhibitor aims to reach a large number of movie lovers around Saudi Arabia, a goal which is in line with the government’s plan to diversify entertainment content as well as providing new experiences to a range of audiences in several cities and governorates across the Kingdom.


AMC presently operates 71 screens across 11 locations in 7 cities of Saudi Arabia.


Motivate Val Morgan congratulates AMC Cinemas on the opening of AMC Garden 5, and warmly welcomes this location to our cinema circuit in KSA.


Source: AMC Cinemas



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AMC Cinemas Opens at Ajdan Walk in Al-Khobar

META Cinema Forum 2022 Underlines Growing Opportunities and Challenges in the Region

The fifth edition of the hugely successful META Cinema Forum was held between 25-29th October 2022 at the Atlantis the Palm Island, with renewed optimism following the opening of several large-format cinema screens a few months after the industry began operating at full capacity.

As many as 56 exhibition stands displayed the latest products, services, technology from a select group of industry suppliers, technology providers and industry stakeholders at the convention.

Over 500 delegates, visitors, buyers, sellers, and other industry stakeholders attended the event, which also addressed the shortage of feature films, documentary films, and other film genres in the region.

More than 44 industry officials and experts shared their perspectives on the current market situation, challenges, and solutions through speeches, presentations, training, and workshops etc.

Industry leaders and officials who attended the META Cinema Forum included Toby Tennant, Senior Vice-President for EMEA Theatrical Distribution, Warner Bros. Pictures International; Tonis Kiis, Senior Vice President for International Distribution at Warner Bros. Pictures; Paul Higginson, Executive Vice-President, EMEA of Universal Pictures International; Toni El Massih, Managing Director – Cinemas, VOX Cinemas; Andrew Such, CEO of AMC Cinemas; John Schreiner, Senior Vice President for Theatrical Development in EMEA, at IMAX Corporation and Zaur Darabadeh, Chairman of the Board of CinemaPlus, among other global leaders.

The forum witnessed powerful presentations from Saudi Arabia, Asia and Africa regions, the future of the large-format cinema halls as well as the prospects of the streaming services, technology disruptions and other subjects. Experts also addressed the demand-supply mismatch in film contents and theatre facilities across the Middle East and Africa.

Apart from the Middle East and African countries, cinema industry stakeholders from Turkey, Asia and CIS countries also joined the META Cinema Forum, making it a truly global cinema industry convention.


Meta Cinema 2022


Leila Masinaei, Managing Partner, Great Mind Events Management –organizer of the META Cinema Forum, said: “META Cinema Forum has successfully repositioned the region’s cinema industry in the global map, so much so that large-scale investment has widened the theatre facilities across the region. The industry is currently gearing up to increase the supply of good quality contents and regional blockbusters that will pull more viewers to the cinema halls.”

“META Cinema Forum has now become a global industry convention for which international cinema industry suppliers, technology providers and other industry stakeholders prepare and launch their latest innovations. As a result, we can see a number of global cinema industry suppliers have lined up new products and services for the industry,” she added.

The two-day mega cinema industry conference was followed by a three-day META Film Fest, which kicked off with the screening of three short films from the UAE: Deadline, Children of All and IDI, and screened over 70 shortlisted full feature films, documentaries, and short films from Iran, Jordan, Sweden, Korea, Egypt. The main attraction of the festival was the gala premiere of Emily by director Frances O’Conner.


Meta Film Festival 2022


The film festival also attracted several international and regional celebrities including Cris Mejia, Nayla Al Khwaja, Emirati film director, Maria Bello, and Casey Shannon, Shalila Samavati, Pegah Ahangarani and Neslihan Yeldan among many others.

Motivate Val Morgan was one of the media partners for the META Cinema Forum and a supporting partner for Meta Film Fest 2022.


Source: META Cinema Forum Press Release

2022 Saudi National Day Cinema Ads

Saudi Arabia celebrated its 92nd National Day on 23rd September 2022, commemorating the birth of the modern Saudi nation.

This year’s theme and slogan was ‘This is our Home’- appreciating the cultural diversity of the country that makes everyone feel at home, whether they are Saudi nationals or expats.

Cinema was a popular medium for brands to convey their wishes to the nation this year. From French multinational retailer of personal care and beauty products – Sephora, to Saudi based telecom provider – Salam, STC and more…  here’s a look at ads that lit up the big screen to honour the Kingdom’s national day:



The cinema ad by Sephora features Saudi expressionist artist Ghada Al Rabea – a strong Saudi woman, who holds her culture at high esteem, but never shies away from her passion for art.

Commercial Duration: 15 Sec

Locations: Multiple VOX locations




The Small and Medium Enterprises General AuthorityMonsha’at booked a national day cinema ad celebrating the nation’s identity, culture, leadership and growth over the years.

Commercial Duration: 127 Sec

Locations: Multiple AMC and Muvi locations



Banque Saudi Fransi

The Saudi based banking group’s national day campaign celebrates the vision and achievement of Saudi Arabia as a nation in various sectors.

Commercial Duration: 30 Secs

Locations: Multiple AMC, Muvi and VOX locations



Salam Mobile

Saudi Arabia’s new mobile service Salam mobile in their National Day ad features a virtually performed ballad about the nation’s heroic history by well-known Saudi artists from across the nation.

Commercial Duration: 180 Sec

Locations: Multiple AMC, Cinépolis, Muvi and VOX locations



Saudi Electricity Company

KSA’s energy provider Saudi Electricity Company in their National Day ad emphasized its commitment to illuminate the nation’s future – “she is home to us, and we are the light for.”

Commercial Duration: 86 Sec

Locations: Multiple AMC, Cinépolis, Muvi and VOX locations




Saudi Telecom Company commemorates this year’s national day by highlighting the nation’s support and empowerment for the advancement of its people.

Commercial Duration: 60 Sec

Locations: Select AMC, Cinépolis, Muvi and VOX locations



Virgin Mobile

Virgin Mobile in a tactical campaign, promoted their ‘National Day Special Offer’ on the big screens of cinemas across the country.

Commercial Duration: 15 Sec

Locations: Select AMC, Muvi and VOX locations



With National Days of Oman (18th November), UAE (2nd December), Bahrain (16th December) and Qatar (18th December) around the corner, contact a member of our sales team for more information on cinema advertising to mark these special days!



META Cinema Forum 2022 to Address Demand-Supply Mismatch and Growth of Content in the MEA Region

META Cinema Forum brings cinema stakeholders from the Middle East, Africa, Asia, CIS countries and Turkey to address the demand of theatre facilities and shortage of film contents in certain markets while the overall industry shows strong growth in the MEA region.


The next edition of the META Cinema Forum will address the demand-supply mismatch in film contents and theatre facilities across the Middle East and Africa which will be held from October 25 to 26, 2022, at the Atlantis the Palm, Dubai.

Cinema industry stakeholders from Turkey, Asia and CIS countries will join the META Cinema Forum, making it a truly global cinema industry convention that has become one of the must-attend global cinema conventions.

More than 500 industry delegates, experts and participants will discuss and debate the opportunities and challenges faced by the industry stakeholders at the META Cinema Forum. More than 60 suppliers will display the latest products and services that boost the moviegoer experience. The two-day mega cinema industry conference will be followed by a three-day META Film Fest that will screen over 40 shortlisted full feature films, documentaries, and short films along with premieres of highly anticipated releases of 2022 at the VOX Cinemas at the Nakheel Mall.

“META Cinema Forum has become an international platform for the global cinema industry community to build partnerships and bridge the content gap, and to discuss ways to expand cinema chains into emerging markets,” Leila Masinaei, Managing Partner, Great Mind Events Management, said.

META Cinema Forum also complements the development of the creative economy whose contribution could make a significant impact in the Middle Eastern and African countries. It will boost the Dubai Creative Economy Strategy that aims to transform the emirate of Dubai into an international destination for creativity and the capital of the creative economy by 2025.

A recent report, The Future of the Creative Economy, by Deloitte, shows that the creative industry employed nearly 20 million people in nine countries.

“The nature of the creative economy will continue to change and specific businesses and sectors will thrive or decline. New sectors could emerge entirely. However, we can be optimistic that the creative economy as a whole is likely to grow over time,” Deloitte said in its research paper.

The Dubai Creative Economy Strategy aims to double the contribution of the creative industries to the GDP of Dubai from 2.6 per cent in 2020 to 5 per cent by 2025. It also seeks to more than double the number of Dubai-based creative companies from 8,300 in 2020 to 15,000 by 2025, and more than double the number of creators based in the emirate, from 70,000 in 2020 to 140,000 by 2025.

META Cinema Forum is the first and so far, the only cinema industry-focused convention in the Middle East and Africa region that has one of the fastest growing entertainment industries in the world where governments and the private sector are investing heavily in entertainment facilities to diversify economies and reduce dependency on a single economic sector.

The event brings all the stakeholders on a single platform to brainstorm on the growth of the industry and identify opportunities going forward. It will host seminars, awards, premieres of new movies, workshops, and masterclasses, and showcase new products and exclusive slate content presentations.

META Cinema Forum is backed by all the leading industry players. The event is supported by VOX Cinemas as the Strategic Cinema Partner, and the National Film Authority joining as Supporting Partner. Other leading industry partners include Universal Pictures International, Warner Bros. Entertainment, AMC Cinemas, Cinepolis Gulf, Maison SU, Cinemarine, CineBodrum, FilmHouse Cinemas, Golden Scene, Cinema Plus, Dolby, ME Cinemas, Starz Play, Cinepax and Empire Entertainment.

Motivate Val Morgan is a media partner for this year’s META Cinema Forum.

Source: META Cinema Forum

Saudi Box Office Hits 95% Growth in 2021

Saudi box office did a total of US$238 million in 2021, a 95% increase compared to the previous year.


Saudi Arabia in 2021 continued its exponential growth as a theatrical box office market with revenue totaling US$238 million for the year, a 95% increase compared with 2020 when the total intake had been $122 million, according to figures provided by Comscore.

Four years after the removal of the kingdom’s 35-year-old ban on movie theatres, Saudi Arabia has now achieved the status as the West Asian region’s top theatrical market in terms of gross box office, surpassing the UAE, which achieved a box office of US$130m for the year 2021.

Saudi cinemas witnessed the release of 340 new films in 2021, up from 222 films in 2020. The top-grossing 2021 title was Egyptian comedy Waafet Reggaala (A Stand Worthy of Men), which did US$15 million, making it the country’s top grosser ever since moviegoing was reinstated in January 2018.

Spider-Man: No Way Home was the top-grossing Hollywood title in Saudi Arabia in 2021, earning US$11.2 million and continuing to do well in 2022, ranking the No. 2 spot on the chart. It was followed by Cruella, which grossed US$9.1 million, and Guy Ritchie’s Wrath of Man, which made US$8.3 million in Saudi cinemas.

Egyptian comedy, Mesh Ana (Not Me), featuring local megastar Tamer Hosny, weighed in at No. 5 on the 2021 Saudi box office chart with US$8.2 million, while another release from Egypt Mama Hamel (Mom Is Pregnant), about a 60+ woman who is somehow expecting a child, came in at No. 10, pulling US$5.9 million.

Saudi Arabia’s surge in box office grosses is clearly driven by the increase in multiplexes across the nation. The number of multi-screen movie theaters in Saudi Arabia grew from 33 locations at the start of 2021 to 53 locations by December 2021, an increase of 20 new locations, according to Comscore.

According to figures revealed in December during the Red Sea Film Festival in Jeddah by Bahaa Abdulmajeed -an official from the Saudi Investment Ministry, Saudi Arabia now has 430 screens and counting, and  has an ambitious target of reaching 2,600 screens by 2030. Several analysts, including PwC, see Saudi as becoming a billion-dollar movie market in the next few years.

Currently, Saudi-owned Muvi Cinemas operates the highest number of local cinemas, with 21 locations (including its drive-in cinema) across the Kingdom. They are followed by VOX Cinemas with 15 locations. U.S. theater chain AMC Cinemas with 10 locations, Lebanon’s Empire Cinemas with 5 locations and Mexican-owned Cinépolis Cinemas which now operates 2 multiplexes in Saudi.


Top 10 Box Office Hits in Saudi Arabia in 2021

  1. Waafet Reggaala – US$15.08 million
  2. Spider-Man: No Way Home – US$11.2 million
  3. Cruella – US$9.1 million
  4. Wrath of Man – US$8.3 million
  5. Mesh Ana – US$8.2 million
  6. No Time to Die – US$8 million
  7. Fast & Furious 9 – US$7.8 million
  8. Venom: Let There Be Carnage – US$6.7 million
  9. A Quiet Place 2 – US$6.1 million
  10. Mana Hamel – US$5.9 million



Source: Variety

AMC Cinemas Opens at Ajdan Walk in Al-Khobar

Newly opened Ajdan Walk is part of AMC Cinemas’ ongoing strategy to develop the Kingdom’s cinema sector under the Vision 2030 Quality of Life program. The Cinema offers 9 auditoriums providing an enjoyable luxury experience with advanced audiovisual technologies


AMC Cinemas, the first global cinema operator in the Kingdom, has opened a new location at Ajdan Walk in Al-Khobar.

It will provide a state-of-the-art cinematic experience in line with the high standards AMC Cinemas is already known for.

AMC Ajdan Walk  was officially inaugurated in presence of prominent personalities and media representatives on Wednesday, December 22. Guests watched an exclusive screening of newly released, The Matrix Resurrections, the fourth part of the Matrix series of films.

The new cinema offers 900 seats across nine auditoriums, including seven luxurious screens and two premium large formats, Dolby Cinema, which offers vibrant images and exceptional sound purity, and Prime, which evokes enthusiasm through amazing display technologies, sound systems with an immersive viewing pleasure, and luxurious reclining seats which provide the utmost comfort and relaxation.


Ajdan Walk


Speaking on the occasion, Andrew Such, AMC Cinemas CEO said, “The opening is part of our ongoing strategy to provide an innovative cinematic experience for audiences throughout the Kingdom.  It also reflects our commitment to provide the highest international standards and ensure movie-goers’ visits to our locations are an unforgettable experience.”

“With the opening of AMC Ajdan Walk we continue to demonstrate our support for the Kingdom’s Vision 2030 Quality of Life program which aims to enhance and grow the entertainment sector. It motivates us to continue our strategy to build and provide innovative cinemas across the Kingdom,” he added.

CEO of Ajdan Development Company (Ajdan Walk Waterfront Operator) Eng. Mohammed bin Abdul Mohsen Al-Otaibi said, “We are proud of our cooperation with AMC Cinemas in opening the first independent Cinema theatre in the Kingdom. At the same time, we are looking forward to making this place one of the modern landmarks in Al-Khobar’s first waterfront.”

With the opening of AMC Ajdan Walk  in Al-Khobar, AMC Cinemas now operates 66 screens across 10 locations in the Kingdom with five in Riyadh and one in Jeddah, Al-Dawadmi, Hafr Al-Batin and Majmaah.

Contact us to advertise your brand on the screens of AMC Ajdan Walk  – AL Khobar.




Source: AMC Press Release.


Saudi National Day | Cinema Campaigns | 2021

Saudi Arabia celebrated its 91st National Day (also known as Al-Yaom-ul-Watany) on 23rd September 2021, commemorating the birth of the modern Saudi nation.

This year’s theme and slogan was ‘Heya Lana Dar’, which means ‘A Home for Us’ – appreciating the spirit of the country’s cultural diversity that makes everyone (Saudis and foreigners) feel at home.

To honour and celebrate the transformative journey the country has embarked on over the past 91 years, leading brands in Saudi Arabia launched cinema campaigns across the country:



The national airline of Kingdom of Saudi Arabia launched its national day cinema campaign emphasizing the spirit of being a Saudi national and its prosperity through generations.

Commercial Duration: 60 sec.
Campaign Duration: 21 – 24 September 2021
Locations: VOX Cinemas (Riyadh Front and Red Sea Mall), Muvi Cinemas (Nakheel Mall and Mall of Dhahran), AMC Cinemas – Stars Avenue and Cinépolis Cinemas – Lulu Mall



Saudi Telecom Company launched its cinema campaign that parades the evolution of digital life in the kingdom.

Commercial Duration: 90 sec.
Campaign Duration: 23 – 25 September 2021
Locations: VOX Cinemas (Riyadh Park Mall and Red Sea Mall), AMC Cinemas – Panorama, Muvi Cinemas (Mall of Arabia and Nakheel Mall) and Cinépolis Cinemas – Lulu Mall


Banque Saudi Fransi

The Saudi based banking group’s national day campaign celebrates the vision and achievement of Saudi Arabia as a nation in various sectors.

Commercial Duration: 30 sec.
Campaign Duration: 21 – 27 September 2021
Locations: VOX Cinemas (Riyadh Park Mall, Kingdom Tower, Riyadh Front and Red Sea Mall), AMC Cinemas (Panorama and Riyadh Gallery) and Muvi Cinemas (Nakheel Mall Riyadh, U Walk, Mall of Arabia, Nakheel Mall Dammam and Mall of Dhahran)


Tamimi Markets

One of the fastest-growing supermarket chains in Saudi Arabia booked an ad to commemorate the Kingdom’s prosperity and greatness.

Commercial Duration: 15 sec.
Campaign Duration: 22 – 28 September 2021
Locations: 25 locations covering multiple VOX, Muvi, AMC and Cinépolis cinema locations


The General Presidency for the affairs of the Grand Mosque and the Prophet’s Mosque

The government agency launched its campaign welcoming pilgrims and aiming to facilitate worshipers to perform the religious worship at the grand mosques with a prompt for being dutiful and generous in the times of the pandemic.

Commercial Duration: 60 sec.
Campaign Duration: 23 – 25 September 2021
Locations: VOX Cinemas – Town Square, Muvi Cinemas – Nakheel Mall in Dammam and AMC Cinemas – Azizia Plaza


With National Days of Oman (18th November), UAE (2nd December), Bahrain (16th December) and Qatar (18th December) around the corner, contact a member of our sales team for more information on cinema advertising opportunities to mark these special days!



Saudi Arabia – A Booming Cinema Market in the GCC

As multiple cinema exhibitors around the world have started to reopen doors to patrons, and cinemas across the GCC having already welcomed more than 5 million moviegoers in 2021, the Saudi Arabia cinema market continues to grow, with the Kingdom well on track to realising the goal of Vision 2030 – open more than 350 cinemas with 2,600 screens.


Saudi Arabia officially opened its cinematic market in 2018 with the launch of its first cinema by AMC, post its 35-year ban.  The initiative was a part of Saudi’s 2030 vision of development towards the economic and social sectors.

In promoting culture and entertainment, one of the goals of Vision 2030 is for the government to specifically attract local investors and create partnerships with international entertainment corporations to develop a market of SAR 30 billion in recreational services, with SAR 10 billion solely for the development of the cinema sector in Saudi Arabia, which is projected to directly contribute SAR 1 billion to the GDP.

Since the opening of the first cinema by AMC Cinemas at King Abdullah Financial District (KAFD) in April 2018, followed by VOX Cinemas opening the second location at Riyadh Park Mall in May 2018, Saudi Arabia witnessed exponential growth in 2019, with a total of eleven 11 cinemas and 103 screens by the end of the year.

At the start of 2020 (prior to the COVID-19 lockdown), three more cinemas opened its doors to moviegoers in the city of Riyadh and Dammam, increasing the totals to 14 locations and 134 screens. When cinemas reopened post the lockdown in UAE and Saudi Arabia in June 2020 – with strict sanitisation and social distancing protocols in place, Saudi Arabia continued to expand its cinema landscape, adding 14 more locations and 130 screens across the country.

As of June 2021, Saudi Arabia has a total of 33 locations and 309 screens, proving to be GCC’s booming cinema market at present.


Saudi Arabia - Cinema Collage


The latest Saudi issue by Campaign Middle EastSaudi Arabia Report 2021, has brought together the creative and marketing talent of Saudi Arabia to produce a catalogue of the media landscape in the Kingdom, and also shines light on Saudi’s post-COVID cinema landscape.

Access the complete cinema report and read what Avinash Udeshi, Chief Operating Officer, Motivate Val Morgan and representatives from leading cinema exhibitors in Saudi Arabia have to say about the unprecedented potential for growth in the country.



Sources: PWC, Arab news, The National and Arabian Business



AMC Launches Dawadmi 3 at Al Makan Mall in Al Dawadmi KSA

AMC Cinemas Dawadmi 3 at Al Makan Mall is the first cinema in the city of Al Dawadmi in KSA, featuring 3 screens – two regular screens and  one PRIME at AMC screen, and AMC Cinema Souq – a reimagined and fully customizable food and beverage concept.

AMC Cinemas opened its eighth location – Dawadmi 3, at Al Makan Mall in Al Dawadmi, Saudi Arabia on 20 April 2021.

The 3-screen cinema with a total of 320 seats, featuring a PRIME at AMC screen, is the first cinema to open in the city of Al Dawadmi, and is located in the central region of Saudi Arabia (200KM west of Riyadh) with a population of 53,000.

Greeting guests on arrival at the cinema is AMC Cinema Souq, a reimagined and fully customizable food & beverage concept offering restaurant quality hot foods, one-of-a-kind deserts, and creative handcrafted beverages.


AMC - Dawadmi 3 in Dawadmi KSA


Al Makan Mall  is the only shopping mall in Al Dawadmi, attracting consumers from nearby cities such as ‘Sager city’, thus considered the main shopping destination in and around the area.

Together with the two new locations Dawadmi 3 and Star Avenue – which opened on 12 April 2021, AMC Cinemas  presently operates 57 screens across 9 locations in 5 cities of Saudi Arabia, with a goal in line with the government’s plan to diversify entertainment content as well as provide new experiences to a range of audiences in several cities across the Kingdom.

*More information on Star Avenue to follow in the coming weeks.

Motivate Val Morgan congratulates AMC Cinemas on the opening of Dawadmi 3, and warmly welcomes this location to our cinema circuit in Saudi Arabia.

Contact us for cinema advertising opportunities across AMC locations.



Source: AMC Cinemas and Swicorp Wabel Reit