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

MESH Experience | SAWA | Cinema – A Superhero Medium

How would you describe advertising of this day and age in one word? Overwhelming?

Over a hundred years ago, marketeers could choose to communicate messages through two main mediums – newspaper and radio (the first mass media form of communication that offered near real-time delivery).

Today, there is an arsenal of channels available for marketeers to convey their message – newspaper, radio, magazine, television, digital and SMS, which has led to audiences becoming immune to relentless brand messaging.

In April 2017, Procter and Gamble, one of the world’s largest advertisers, blasted the ad industry for overwhelming consumers with advertising. “There’s too much crap,” said P&G’s chief brand officer Marc Pritchard, in a speech to the American Association of Advertising Agencies – in a transcript seen by CNBC.

“We bombard consumers with thousands of ads a day, subject them to endless load times, interrupt them with pop-ups and overpopulate their screens and feeds,” he said.

With audiences tuning out as a result of advertising overload, how can brands effectively reach their target audience in this day and age?

Overloaded by Advertising


New research by MESH Experience – commissioned by SAWA, suggests that cinema is a powerful marketing platform, ideal for boosting brand influence.

The study captured and analyzed over 4,500 brand experiences from more than 1200 people across 3 countries using MESH’s proprietary ‘Real-time Experience Tracking’ approach. The categories covered in the study comprise Automotive, Finance, Services, FMCG and Electronics.  Participating organizations included National CineMedia (USA), Screenvision Media (USA), Cineplex Media (Canada), and Weischer Media (Germany).

Slide 1- Cinema A Superhero Medium 2018

Information displayed in image courtesy MESH Experience


Below are key insights that analyses the role of cinema vs. other media:

As context for this study, and pointed out by a recent Deloitte study, it is no longer enough for brands to simply communicate features and benefits because people want to understand more about the brand’s social purpose, particularly younger people. We also know that people are overloaded with information and this probably explains why in this MESH study we saw that more than a third of paid media messages are self-reported as making people feel “neutral” towards the brand.


 Slide 2 - Cinema A Superhero Medium 2018

Information displayed in image courtesy MESH Experience


Consumer information overload is creating a challenge for brands wanting to convey more complex concepts to customers who are time-poor with less attention to give.

The study conducted by MESH Experience discovered that the cinema environment delivers the greatest proportion of positive brand experiences vs. any other media with 2 out of 3 experiences being positive and virtually no negative experiences.


Slide 3 - Cinema A Superhero Medium 2018

Information displayed in image courtesy MESH Experience


Slide 4 - Cinema A Superhero Medium 2018

Information displayed in image courtesy MESH Experience


And this emotional engagement, where people spontaneously tell us their experience is positive, is leading to much deeper advertising comprehension:

Spontaneous descriptions for cinema brand experiences generated a word count that was 20% longer than those for online experiences and 12% longer than for TV.


Slide 5 - Cinema A Superhero Medium 2018

Information displayed in image courtesy MESH Experience


These comments conveyed detailed product descriptions as well as depth of emotion.


Slide 6 - Cinema A Superhero Medium 2018

Information displayed in image courtesy MESH Experience


Cinema is generally perceived to be an awareness building medium, however, this study saw how brand experiences in cinema generate action:

Study participants who experienced brand messages in Cinema were 43% more likely to feel inspired to find out more about the brand vs. brand experiences with other media.


Slide 7 - Cinema A Superhero Medium 2018

Information displayed in image courtesy MESH Experience


Slide 8 - Cinema A Superhero Medium 2018

Information displayed in image courtesy MESH Experience


And the depth of a cinema brand experience makes people feel 50% more connected to others which can lead to conversation, and we see is a key driver of brand consideration.


Slide 9 - Cinema A Superhero Medium 2018

Information displayed in image courtesy MESH Experience


There is a direct relationship between building emotional connections and establishing brand recall value, and cinema advertising allows brands to craft concrete and solid brand images in the minds of their consumers. Creating brand recall is the crucial element required in pushing sales and driving revenue.

Cinema advertising allows brands to paint a picture on a larger canvas, deliver a story with a louder voice, and communicate a message with more focused attention – all of which combine to make it the only Superhero among all advertising mediums.

Fiona Blades, President and Chief Experience Officer, MESH Experience commented “What we have discovered is that cinema has the power to penetrate deeper to connect brands to people.  Even if the same creative is shown repeatedly in another medium, it may never hit the high notes of one cinema viewing.  This shows the vital role that cinema can play in a brand’s media mix.  And is why, when you add cinema to other media, such as TV and online, it turbocharges the impact on brand consideration.”

Cheryl Wannell, CEO, SAWA, continued “As an industry we believe in creating trustworthy environments for advertisers to communicate in.  What better place to help customers understand a brand’s purpose than Cinema. This research once again validates the strength of the Cinema medium as viable choice in any campaign especially when trying to engage the hard to reach demographics of Millennials and Generation Z.”


As a result of these initial findings, a second phase is already in the works for 2019.


Motivate Val Morgan is a full member of SAWA (Global Cinema Advertising Association)



Sources: SAWA, MESH Experience, CNBC, Research News Live and On Digital Marketing