Saudi Founding Day 2023 Cinema Campaigns

The Kingdom of Saudi Arabia celebrated Saudi Founding Day on 22nd February, with Saudi nationals and residents joining in on the celebration. National holidays are highly celebrated by Saudis as they look forward to such days during the year, and Saudi Founding Day is no exception.


Cinemas were abuzz with moviegoers eager to watch the latest blockbusters, and renowned KSA brands took advantage of this unique opportunity by securing on screen adverting in a bid to establish connections with captive cinema audiences on the big screen.


From ads promoting products or services, to brands showing their solidarity with the people of Saudi Arabia and supporting the country’s growth and development, here are the ads that took over the big screen in celebration of Saudi Founding Day 2023:


Architecture & Design Commission

Start Date: 25 February 2023

Locations: Multiple AMC, Cinépolis, Muvi and VOX locations




Banque Saudi Fransi

Start Date: 20. February 2023

Locations: Multiple AMC, Muvi and VOX locations




Ministry of Culture

Start Date: 13 February 2023

Locations: Multiple AMC, Cinépolis, Muvi, Reel and VOX locations







Start Date: 20. February 2023

Locations: Multiple AMC and Muvi locations




Royal Commission for Makkah City and Holy Sites

Start Date: 20. February 2023

Locations: Multiple AMC, Cinépolis, Muvi and VOX locations




Riyad Bank

Start Date: 23 February 2023

Locations: Select VOX and Muvi locations






Motivate Val Morgan | Yearly Wrap-Up | 2022

The cinema industry successfully ushered global audiences back into theatre in 2022 largely owing to the steadier flow of blockbusters in comparison to 2021, with Top Gun: Maverick, Black Panther: Wakanda Forever, and Avatar: The Way of Water leading the long list of successful titles this year.


While 2021 was a dress rehearsal for the future of cinemas, 2022 has proved that cinema is back for real. This was especially evident in Saudi Arabia, when the country overtook Italy in annual box office revenue (in US$ terms), highlighting the prominence of cinema in the region.

Box office in 2022 had its first test with Scream which grossed nearly US$1M in the UAE alone and marked the successful return of the horror genre in the region since the pandemic. This was followed by the chartbuster performance of Matt Reeve’s The Batman, which earned a combined US$12M in the UAE and Saudi Arabia, and Marvel’s Doctor Strange in the Multiverse of Madness, which earned US$6.7M in the UAE.

Summer blockbusters highly contributed to the recovery of the global box office in 2022, with Tom Cruise’s Top Gun: Maverick grossing a combined US$21.2M in the UAE and Saudi Arabia and over US$1.5 billion globally. Jurassic World: Dominion and Minions: The Rise of Gru also performed well, grossing over US$1.7M and US$1.64M in UAE and Saudi Arabia, respectively.

August to October was a challenging phase for cinemas in the region due to a weaker movie release schedule owing to pandemic-related delays. The year however ended on a high note with the release of James Cameron’s Avatar: The Way of Water, which earned close to US$10M in the UAE in its opening weeks. Arabic titles such as Bahebek, 3amohom, and Men Agl Zeko also topped the 2022 charts across GCC.

Here’s our 2022 wrap-up featuring the top movie releases in the eight countries we cover, the most watched genres across the region, the top 15 cinema ads booked through us that lit up the big screen, and last but not least, the new cinema locations added to our circuit and our milestones:


Top Five Movies – By Country



  1. Top Gun: Maverick
  2. Doctor Strange: in the Multiverse of Madness
  3. Avatar: The Way of Water
  4. Minions 2: The Rise of Gru
  5. Thor: Love and Thunder


Saudi Arabia

  1. Top Gun: Maverick
  2. Bahebek (Egyptian)
  3. 3amohom (Egyptian)
  4. Men Agl Zeko (Arabic)
  5. The Batman



  1. Kera We El Gin (Egyptian)
  2. Wahed Tany (Arabic)
  3. 3amohom (Egyptian)
  4. Bahebek (Egyptian)
  5. Al Gareema (Arabic)



  1. Top Gun: Maverick
  2. Bahebek (Egyptian)
  3. Minions 2: The Rise of Gru
  4. Avatar: The Way of Water
  5. Jurassic World Dominion



  1. Top Gun: Maverick
  2. Minions 2: The Rise of Gru
  3. Bahebek (Egyptian)
  4. Sonic the Hedgehog 2
  5. 3amohom (Egyptian)



  1. Top Gun: Maverick
  2. Bahebek (Egyptian)
  3. Minions 2: The Rise of Gru
  4. Black Adam
  5. The Batman



  1. Top Gun: Maverick
  2. Minions 2: The Rise of Gru
  3. Jurassic World Dominion
  4. Bahebek (Egyptian)
  5. Black Adam



  1. Bahebek (Egyptian)
  2. Al Hayba (Arabic)
  3. Taraf Talet (Lebanese)
  4. Top Gun: Maverick
  5. Doctor Strange: in the Multiverse of Madness


Most Watched Genres – Regional


Wrap Genres 2022


Top 15 Cinema Ads


The 15 blockbuster ads (in no particular order) – booked through Motivate Val Morgan, that lit up the big screen in 2022 (also featured in Campaign Middle East):


Brand: Mercedes-Benz Burmester
Title: Innovations by Mercedes-Benz: Dolby Atmos
Media Agency: OMD



Brand: NEOM
Title: Trojena – Journey To New Heights
Media Agency: Starcom



Brand: Emirates
Title: Gerry the Goose Flies Better
Media Agency: UM MENA



Brand: Rolex
Title: Rolex & Cinema – The Path
Media Agency: Mindshare



Brand: Sephora
Title: Amna Al Qubaisi – Emirati F3 Driver – Redefining Beauty with Sephora
Media Agency: Spark Foundry – Publicis Media



Brand: Malabar Gold
Title: Brides of India



Brand: Hermès
Title: Terre d’Hermès
Media Agency: Havas Media



Brand: Thailand Tourism
Title: Amazing Thailand
Media Agency: Media Republic



Brand: Hayatna
Title: Grow Your World With Hayatna
Media Agency: Hearts & Science



Brand: Riyadh Book Fair
Media AgencyBlue Horizon



Brand: Infiniti QX60
Title: Take the Wheel
Media Agency: OMD



Brand: Jindal Shadeed
Media AgencyUnited Media Services



Brand: Theeb



Brand: Yas Island
Title: Yas Yas Baby
Media Agency: Initiative Media



Brand: Al Nahdi Pharmacies



Cinema Circuit Growth


2022 saw our cinema circuit expand with several new locations:




  1. Muvi Cinemas (KSA): The View, Atelier La Vie, Mujan Park, Al-Yasmin Mall, Tala Mall (Boutique), Boulevard Riyadh and Park Avenue
  2. AMC Cinemas (KSA) – Garden, Tabuk Boulevard and The Walk
  3. Cinépolis Cinemas (KSA) – Al Hokair Time, Al Massarah
  4. Cinépolis Cinemas (Bahrain) – Amwaj Islands
  5. Reel Cinemas (KSA) – The Granada Mall




Our dedicated cinema buying platformCinePlan and CineMeasure, was launched, which enables data-driven, audience-based buying across our network of cinemas in the Middle East. The platform was also recognized as one of Campaign Middle East’s Top 10 Media Milestones of 2022.



Blockbusters to Look Forward to in 2023


Get ready for an exciting year at the movies in 2023! Here are the top 20 movies to look forward to over the year ahead:

  1. Ant-Man and The Wasp: Quantumania – February
  2. Creed III – March
  3. 65 – March
  4. Shazam! Fury of the Gods – March
  5. John Wick: Chapter 4 – March
  6. Dungeons & Dragons: Honor Among Thieves – March
  7. Guardians of the Galaxy Vol. 3 – May
  8. Fast X – May
  9. Spider-Man: Across the Spider-Verse – June
  10. Transformers: Rise of the Beasts – June
  11. The Flash – June
  12. Indiana Jones and the Dial of Destiny – June
  13. Mission: Impossible – Dead Reckoning, Part One – July
  14. Oppenheimer – July
  15. The Marvels – July
  16. Barbie – July
  17. Dune: Part Two – November
  18. The Hunger Games: The Ballad of Songbirds & Snakes – November
  19. Wonka – December
  20. Aquaman and the Lost Kingdom – December

For more on the movies coming out in 2023, be sure to check out our sizzle reel



Cinépolis Cinemas Launches Al Hokair Time in Jizan, Saudi Arabia

Cinépolis Cinemas – Al Hokair Time in Jizan is the third location by the exhibitor in the kingdom of Saudi Arabia.


Cinépolis Cinemas opened its third location in KSA – Al Hokair Time, in Jizan on 7 March 2022.


The 8-screen cinema includes a Macro XE auditorium – triple the size of an ordinary cinema that comes complete with laser technology and Dolby Atmos surround sound to create a powerful audio experience, and Junior auditorium which features a colourful jungle gym – complete with slide and ball pit, as well as fun bean-bag seating.


Cinépolis Cinemas is globally known for its legendary popcorn, and in the KSA, they have elevated their F&B offering by introducing a full-fledged menu ranging from the traditional bites such as popcorn chicken, to local favorites such as dynamite shrimp.



Located on the ground floor of the popular Al Shati strip mall, Cinépolis – Al Hokair Time offers patron convenient and direct access from the parking lot to the cinema.


Alejandro Aguilera, CEO of Cinépolis Cinemas says: “As a brand that is present in over 18 countries, our goal was to bring our global expertise to the Saudi market. We are introducing a new type of cinema that focuses on service and customer experience. Simply put, Cinépolis Cinemas is a cinema for everyone.”


Cinépolis Cinemas presently operates 23 screens at 3 locations across 3 cities in Saudi Arabia.


Contact us to advertise your brand across the Cinépolis cinema circuit.


Source: Cinépolis press release.



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

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!



Cinépolis Cinemas Opens the First Luxury Cinema in Muscat

Cinépolis Cinemas Gulf, has opened Cinépolis luxury – the first luxury cinema offering by the exhibitor in the Gulf region in Muscat, Oman.


Cinépolis cinema – the globally-renowned and third largest cinema exhibitor in the world, has redefined luxury throughout the Sultanate by introducing four innovative VIP auditoriums with their own dedicated entrance. Movie-goers will have the opportunity to sit back and relax in the luxurious lobby prior to the movie.

Cinépolis Luxury Cinemas offers guests the option of watching their favourite movies from their recliner leather seats with adjustable tables. Guests who wish to opt for a higher level of comfort and luxury have the option to select lounger seats, which are more spacious and offer privacy and exclusivity to their valued customers. Cinépolis aims to make the movie-going experience as unique as possible in a multitude of different ways. The brand has also taken attention to detail to the next level by providing dedicated USB ports for customers who wish to charge their mobile devices, while enjoying the latest blockbusters.

The intricate menu selection at Cinépolis Luxury Cinemas boasts a wide array of items ranging from delectable cheesecakes, juicy burgers to the legendary Cinépolis popcorn. Guests will have the opportunity to select their movie snacks directly from the dedicated waiters in the exclusive lobby or simply by selecting the convenient server button from their movie seats.  For the tech-savy individuals, Cinépolis offers the cinema classics snacks and refreshments on their website and app, allowing customers to order their food while purchasing their tickets in just a few clicks.

Alejandro Aguilera, CEO of Cinépolis Cinemas adds “We are extremely proud and overjoyed to be the first to offer this unique experience in Oman as Cinépolis is not only the largest luxury exhibitor globally, but it was also the pioneer of the luxury movie-going concept when it introduced it over 20 years ago” he added “There is nothing quite like cinema for sheer, visceral thrills and we are excited that this experience is now available in the heart of Muscat in Oman Avenues Mall.”


Cinépolis Luxury Cinemas Launches in Oman


Cinépolis Cinemas Multiplex, a few steps from Cinépolis Luxury Cinemas, boasts unique formats such as their award-winning Junior Auditorium featuring a colourful jungle gym, complete with slide and ball pit, as well as fun bean-bag seating.

Another cinematic experience that catapults Cinépolis Cinemas ahead of their competition is the state-of-the-art 4D E-motion experience. The immersive theatre format allows cinema lovers to “live” the movie thanks to motion seats and outstanding special effects such as wind, water, seat vibration, smell and air shots all perfectly synchronized with the action on the screen.

The cinema also boasts one Macro XE auditorium, complete with Dolby Atmos surround sound that creates a powerful audio experience thanks unlike anything imaginable thanks to the high-tech combination of the latest generation of audio speakers located throughout each of the venue’s premium auditoriums. The Deluxe or Premium seat options enjoy an uninterrupted view of the screen with rocking leather chairs available. The screen is triple the size of an ordinary cinema screen thus adding even more immersion into the cinema experience.


Cinépolis Cinemas in the Gulf Cooperation Council (GCC)

Cinépolis Cinemas has created a joint venture with the Dubai-based Al Tayer to build and operate cinemas across the GCC region. In the GCC, the international chain opened its first cinema in Bahrain in January 2019, followed by three in Oman of the same year, one in the UAE and two in the Kingdom of Saudi Arabia.

In Saudi Arabia, Al Tayer Group and Cinépolis have partnered with Al Hokair Group, a leading hospitality and entertainment operator in the MENA region, to set up movie theaters in 15 major cities across the country.

Contact us to advertise your brand on the luxurious screens of Cinépolis Middle East.



Sources: Cinépolis Cinemas (Press Release)


Motivate Val Morgan Welcomes Cinépolis Cinemas to its Circuit

Cinépolis Cinemas will be Motivate Val Morgan’s eighth cinema exhibitor, bringing it’s total screen representation across the Middle East to 1000+ across 100+ cinema locations 


Motivate Val Morgan has signed an exclusive advertising sales partnership with Cinépolis Cinemas in the Gulf.


Cinépolis Cinemas, a leading Mexican owned cinema exhibitor and the third largest movie theater circuit in the world, created a joint venture with the Dubai-based Al Tayer Group to build and operate cinemas across the GCC region. In Saudi Arabia, Al Tayer Group and Cinépolis have partnered with Al Hokair Group, a leading hospitality and entertainment operator in the MENA region, to set up movie theaters in 15 major cities across the country.


Cinépolis Cinemas opened its first cinema in Bahrain in January 2019. Today, the cinema exhibitor operates 68 screens across 7 locations in Bahrain, Oman, UAE and Saudi Arabia.


Cinépolis Cinemas Now a Part of Motivate Val Morgan's Regional Circuit


“At Cinépolis, we are always seeking out new and innovative engagement opportunities and communication channels with our audiences. Partnering with Motivate Val Morgan, the pioneer in advertising sales throughout the region, provides us with the platform to do so. I have no doubt both our brands will greatly benefit from this alliance” said Alejandro Aguilera, CEO of Cinépolis Cinemas in the Gulf.


Commenting on the partnership, Ian Fairservice, Managing Partner of Motivate Media Group and CEO of Motivate Val Morgan, said, “We are pleased to further expand Motivate Val Morgan’s presence in the region with this exciting partnership and look forward to working alongside the Cinépolis team.”


Cinépolis Cinemas plans to continue its growth path throughout the Kingdom over the next 12 months, with the aim to have 100 operational screens by 2023.


Motivate Val Morgan now represents a total of 8 leading cinema exhibitors and offers advertisers inventory on 1000+ screens across 100+ cinema locations in UAE, Oman, Lebanon, Egypt, Qatar, Kuwait, Bahrain and Saudi Arabia.



Source: Cinépolis Cinemas