VOX Cinemas Announces Upgraded THEATRE Experience at Mall of the Emirates

The newly renovated THEATRE experience at MOE is part of the exhibitor’s enhancement plans for its flagship destinations across the region


VOX Cinemas, the dedicated cinema arm of Majid Al Futtaim, has unveiled a significant upgrade to its THEATRE experience at the Mall of the Emirates, furthering its commitment to providing patrons with premium cinema experiences.


This enhancement encompasses the four THEATRE screens within the 24-screen cinema at the Mall of the Emirates in Dubai – the largest cinema location operated by VOX in the UAE.


Guests at THEATRE can now enjoy access to the exclusive redesigned Private Lounge featuring a billiards table, shuffleboard, and stylish seating options, as well as décor inspired by the world of cinema, including film memorabilia and walls adorned with digital posters from iconic movies, providing a perfect space for socializing or enjoying a meal before or after the show.


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The revamped THEATRE also boasts a complete transformation of the auditoriums, featuring enhanced seating with additional legroom, privacy screens between neighboring seats, and heated recliners. Each seat is equipped with a wireless charger, a swivel table, and personal lighting, ensuring maximum comfort and convenience. Patrons can choose from a variety of seating options to suit their needs – including single seats, double seating for couples, and group seating for four.


VOX Cinemas has also curated a gourmet menu developed by in-house chefs, specifically for the THEATRE experience. This menu offers a diverse selection of culinary creations and handcrafted mocktails which guests can enjoy in the exclusive private lounge before the film or from the comfort of their seats in the auditorium using the on-demand waiter service.


Beyond the upgraded amenities, VOX Cinemas has prioritized a top-tier audio-visual experience. The auditoriums feature state-of-the-art 4K Laser Projectors and Dolby Atmos sound systems, providing exceptional visual clarity and immersive surround sound – ensuring a fully immersive audiovisual experience.


The revamped THEATRE experience at Mall of the Emirates is now open. Contact us to showcase your brand alongside blockbusters on THEATRE by VOX screens, reaching an affluent audience.



Images: VOX Cinemas



MVM-VOX | Private Screening | Guardians of the Galaxy Vol.3

Motivate Val Morgan, in partnership with VOX Cinemas recently hosted an exclusive private screening of Marvel Studios’ Guardians of the Galaxy Vol. 3 at Mall of the Emirates.


The event, attended by over 150 agency and direct clients, offered attendees an immersive cinematic experience in the Dolby Atmos auditorium, and a specially curated ad showcase playlist and preshow.


Guardians of the Galaxy Vol.3 at VOX Cinemas


Avinash Udeshi, COO of Motivate Val Morgan, opened the event with a speech, providing  valuable insights into the cinema industry’s resurgence since the pandemic. Ten lucky invitees discovered complimentary luxury movie passes concealed under their seats, while kids in attendance were presented with complimentary movie passes to watch a movie of their preference.


Our heartfelt appreciation goes out to VOX Cinemas for their invaluable support in organizing and executing this screening of Guardians of the Galaxy Vol. 3. We also extend our gratitude to all the guests in attendance for making this event a truly memorable experience.


Stay tuned for future ‘Private Screenings’ in the UAE and in our other markets.


Contact us for cinema advertising opportunities.

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.



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)


Muvi Cinemas Opens Saudi Arabia’s First Dolby Screen

Muvi Cinemas – Saudi Arabia’s first home-grown cinema brand, has opened the first Dolby Cinema screen in KSA, located at the U-Walk Boulevard, Arabian Centres in Riyadh

Dolby Cinema™ is a premium cinema created by Dolby Laboratories that combines Dolby proprietary technologies such as Dolby Vision™ and Dolby Atmos®, as well as other signature entrance and intrinsic design features, designed to make every visit a completely captivating cinematic event.

Dolby Vision™ brings the story alive with amazing brightness and darker darks to offer a more lifelike sense of depth, rendering colors and detail unlike other movie screens, and Dolby Atmos® transports audiences into the movie with breathtakingly realistic, moving audio that fills the room, while the clarity and precision creates a stunning, textured soundscape that adds layers of depth to each scene.

Dolby Cinema Screen at Muvi Cinemas in U-Walk


Films to be screened at the Dolby Cinema in U-Walk include Arabic drama/comedy Shams Al Maarif, English films My Spy and animation Trolls World Tour and Arabic comedy Al Ghasala.

There are a total of 251 Dolby Cinemas globally, with an additional 200 Dolby Cinema screens committed, and more than 300 movie titles being released or announced in Dolby Vision™ and Dolby Atmos®.

Fact - 2019 Dolby Cinema Format Movies


Speaking on the opening of the Dolby Cinema at U-Walk, Sultan Alhokair, CEO of Muvi Cinemas, said: “We are very excited to be opening Dolby Cinema and bringing the most powerful image and sound technology to Saudi Arabia. Dolby Cinema will provide a different experience for Saudi cinemagoers and will be the first of three screens to be added to our extensive portfolio of offerings.”

Muvi Cinemas was established in 2019 with headquarters in Riyadh. Last year, Muvi announced an expansion plan to launch 250 new screens across the Kingdom within 24 months to offer unique and exclusive experiences for all guests, and recruit and train more local talent. The cinema chain operates a total of 41 screens across the following locations in KSA: Mall of Arabia (Jeddah), Al Hamra Mall (Riyadh), Nakheel Mall (Dammam) and U-Walk (Riyadh).

Contact us for cinema advertising opportunities across the four locations of Muvi Cinemas in Saudi Arabia.



Sources: Muvi Cinemas, Arab News and BroadcastPro Middle East

GCC Cinema Industry Continues to Grow

Globally there are more than 150,000 operational cinema screens and the GCC accounts for 1,300 of them. Research by PwC estimates that more than 1,000 cinema screens are expected to launch over the next three to five years, and the total number of cinema screens are expected to increase by 38.4 percent in the MENA region.

Another study by PwC indicated that the box office revenue in the MENA region exceeded $500 million, which accounted for approximately 1.25 percent of the global box office revenue (US$39.92 billion) in 2017 – up three percent from 2016. With a growing population across the GCC and an increasing level of investment by both regional and international cinema exhibitors, the cinema industry is set to thrive over the years ahead.

The deregulation of Saudi Arabia’s film industry in 2018 has opened up a billion-dollar market for cinema exhibitors and film distributors. The undoing of this law will also present movie distributors with a tremendous opportunity – to exhibit in an additional market which happens to be the largest of all GCC countries, and allow brands to add cinema – a new, effective and unrivalled platform, to its media mix for greater reach.

According to Cameron Mitchell, CEO of Majid Al Futtaim Cinemas, VOX Cinemas – which presently operates 355 cinema screens, will invest Dh2 billion and add 600 cinema screens in Saudi Arabia.

“All eyes in the industry are on Saudi Arabia right now,” he said. “We will invest $100 million in a year to open 100 cinema screens – part of the Dh2 billion plan to open 600 cinema screens in Saudi Arabia in the next three to five years. Overall, we will operate around 1,200 cinema screens across the region in five years’ time. With the Saudi market opening, we see a lot of opportunities in the region’s cinema and entertainment industry.”

With Arabic being the predominant language amongst Saudi nationals, local filmmakers and content writers – with the help of other creative talent across the region, will also be encouraged to produce more Arabic movies.

Filmmaking Talent in GCC

Image credits: Abu Dhabi World Online


Not only is cinema an ideal environment – distraction and disruption free, to watch new movie releases, but it’s also a place where movie-lovers frequent when wanting to experience unique concepts and technology on offer – 3D, 4DX and Dolby Atmos to name a few. Cinemas across the region also offer luxury experiences – which include a selection of fine food and drinks, for movie lovers with higher spending power.

GCC Cinema Experience


Going to the cinema has now become a popular pastime across the GCC, with cinemagoers also watching more than one movie per week, which can be attributed to the promotions by both banks and telecom providers across the region – similar to that of ‘Buy one, get one free’ with HSBC, ‘50% off on Saturdays’ by Visa in Bahrain and ‘du Tuesday’ in the UAE. With audiences now being able to watch the latest movie releases in an affordable, comfortable, luxurious and memorable way, cinema admissions across the region can expect to witness steady growth over the years ahead.

Despite the proliferation of movie streaming platforms and the abandonment of cable, population trends indicate that cinema is still the preferred platform to watch new movie releases – premium first run content. Aside from being one of the fastest growing regions in the world, it is also one of the youngest, with over 50% of the region’s population under the age of 25 years. The younger generation tends to spend more on watching movies at the cinema, and in years to come, it will be this segment of GCC ‘s population that will drive the region’s cinema industry to new heights, allowing it to capture a larger share of the global box office.

With a mega line-up of blockbuster releases – such as Captain Marvel, Avengers: Endgame, Lion King, X-Men, Fast and the Furious, Toy Story 4 andStar Wars (to name a few), 2019 is predicted to be another record-breaking year – most likely attracting larger audiences between the ages of 16-34 years.

Motivate Val Morgan offers advertisers a regional cinema circuit – spanning across UAE, Lebanon, Oman, Egypt, Qatar, Bahrain, Saudi Arabia and Kuwait, and has the expertise to strategically plan a marketing campaign to engage cinemagoers at every stage of the cinema experience.

Find out more on our offerings – onscreen, offscreen and cinevations, and contact us to bring your brand to life on the big screen.



Source:Arab Health  and Khaleej Times

A Look Into the Futuristic Reel Cinemas – The Dubai Mall

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.


Reel Cinema - The Dubai Mall's new look


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 CinemasThe 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 CinemasThe 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