MBR City | Diwali 2020 Cinema Ad | UAE

Introducing the MBR City 2020 Diwali cinema ad campaign


Diwali – the festival of lights, is one of the most popular Indian festivals widely rejoiced by Hindus across the globe. The festival symbolizes the spiritual ‘victory’ of light over darkness, good over evil, and knowledge over ignorance. It is a time for both gratitude and happiness, and is celebrated by families and friends with the lighting of oil lamps, exchange of presents, feasting on traditional sweets and wearing new ethic outfits.

This year’s festival fell on Saturday 14th November, and even though we are still very much in COVID-19 mode, the spirit of Diwali lived on, with families celebrating responsibly and festival related events executed in compliance with COVID-19 safety protocols.

Bringing a touch of Diwali to the BIG Screen this year was Mohammed Bin Rashid City (MBR City). As part of the 6 week on-screen campaign (from 5th November to 16th December 2020) with Motivate Val Morgan, MBR City dedicated ten days (5th – 14th November 2020) to its bright and glamorous 2020 Diwali creative.



The 60 sec. Diwali creative screened across multiple VOX, Reel and Oscar cinema locations in the UAE:

MBR City has been a valued advertiser of Motivate Val Morgan since 2018, with a range of campaigns booked around the year, especially alongside festivals such as Ramadan/Eid and Diwali.

Below are two other festive ad campaigns by MBR City in 2019:




Interested in launching a campaign around festive times? Diwali may be behind us, but Christmas – a time for joy, love and cheer, is close approaching.

Get in touch with a member of our sales team for more information on advertising on the BIG Screen during the month of December 2020 – in the lead up to Christmas.

Kibsons International Cinema Campaign 2019

Kibsons International, online home delivery service in in the fresh produce category, booked its second cinema campaign with Motivate Val Morgan in April 2019 – which included a sampling activity and three on-screen advertisements at various cinema locations across the UAE.

Sampling Activity

A sampling activity was booked to be executed in three bursts:

1st Burst
Locations: VOX Cinemas – Nation Towers and Yas Mall in Abu Dhabi
Campaign Duration: Friday 26th April – Sunday 28th April 2019

2nd Burst
Locations: VOX Cinemas – Marina Mall, Nation Towers and Yas Mall in Abu Dhabi, and City Centre Mirdif in Dubai
Campaign Duration: Thursday 2nd May – Saturday 4th May 2019

3rd Burst (scheduled to be executed in June)
Locations: VOX Cinemas – Marina Mall, Nation Towers and Yas Mall in Abu Dhabi, and City Centre Mirdif in Dubai
Campaign Duration: Thursday 6th June – Saturday 8th June 2019

As part of the sampling activity, a box filled with fruits was distributed to moviegoers at the entrance of three screens at each cinema location.

Sampling activity by Kibsons


On-screen Advertisement

In addition to the sampling activity, three on-screen advertisements were booked to screen on rotation at VOX Cinemas, Reel Cinemas and Cine Royal Cinema.

Exhibitor: VOX Cinemas
Locations: Marina Mall, Nation Towers, Yas Mall in Abu Dhabi and City Centre Mirdif in Dubai
Campaign Duration: Thursday 25th April 2019 – Wednesday 8th May 2019 (2 weeks)

Exhibitor: Reel Cinemas
Locations: The Dubai Mall, Dubai Marina Mall and Al Ghurair Centre
Campaign Duration: 24 weeks

Exhibitor: Cine Royal Cinema
Locations: Khalidiyah Mall, Dalma Mall and Deerfields Mall in Abu Dhabi
Campaign Duration: 28 weeks


Ad 1:
Campaign Name: Kibsons Grandmother
Commercial Duration: 30 sec.


Ad 2:
Campaign Name: Kibsons Women
Commercial Duration: 30 sec.


Ad 3:
Campaign Name: Kibsons Football
Commercial Duration: 20 sec.


Contact us to book similar cinema campaigns across the Middle East.



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Kibsons International | Cinema Campaign
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Carriage | Cinema Brand Activation | VOX Cinemas – Mall of the Emirates



Source: Kibsons International

Samsung | Integrated Cinema Campaign | UAE

Samsung – South Korean multinational electronics company, recently completed 10 years since the launch of its Galaxy S series, and to celebrate this joyful occasion, the brand presented their most recently launched flagship smartphone – Galaxy S10, to select people at various locations across the UAE.

As part of this celebration, an integrated cinema campaign was booked through Motivate Val Morgan, which included an exciting and engaging cinema activation (or as we like to call it – ‘Cinevation’) and a 30 sec. on-screen ‘special position’ advertisement.



Booked through Cheil, the Cinevation was executed on Friday 1st March 2019 at VOX CinemasYas Mall in Abu Dhabi (6:30 movie session) and Mall of the Emirates in Dubai (7:50pm movie session) – alongside ‘Fighting with my family’ starring Dwayne Johnson and Florence Pugh, and was one of many activations executed by Samsung across the UAE. Other touchpoints included Dubai Football Club, Gemayze, UFC Gym, Carrefour, Knowledge Park and The Dubai Mall.


On-screen advertisement: 

In addition to the Cinevation, a ‘special position’ on-screen ad – booked through Starcom MediaVest Group, screened for a period of 4 weeks from 14th February 2019 at VOX CinemasYas Mall (Abu Dhabi), Mall of the Emirates (Dubai) and City Centre Mirdif (Dubai), and Reel CinemasThe Dubai Mall and Dubai Marina Mall.


Contact us to book similar integrated cinema campaigns in UAE, Lebanon, Oman, Egypt, Qatar, Bahrain, Kuwait and Saudi Arabia.


Related Articles: 

Uber – Cinema On Screen Campaign and Activation

Carriage | Cinema Brand Activation | VOX Cinemas – Mall of the Emirates

RAK Tourism Development Authority’s Cinema Activation



Source: Samsung

Reel Cinemas Launches First Dine-In Cinema at Jebel Ali Recreation Club

Reel Cinemas – the dynamic cinema brand under Emaar Entertainment, has teamed up with international superstar chef Guy Fieri to launch the first stand-alone Dine-In Cinema featuring his highly acclaimed American Kitchen concept at Jebel Ali Recreation Club.

Truly unique, Guy Fieri’s Kitchen & Bar and Dine-in Cinema by Reel Cinemas at Jebel Ali Recreation Club features 4 screens with a seating capacity of over 140 seats, and redefines the cinematic experience in the region. Restaurant-prepared meals from Guy Fieri’s American Kitchen will be delivered to the tables of cine-goers, as they unwind and enjoy blockbusters with Dolby Atmos and Barco Flagship Laser projection that assure exceptional audio-visual quality.

The Guy Fieri cuisine will also be available at two other locations of Reel Cinemas in the near future – The Dubai Mall and The Pointe in The Palm Jumeirah.

Combined, the theaters will have 14 dine-in screens, with session tickets covering not just the film but also a sumptuous meal comprising of an appetiser and main course. The Guy Fieri cuisine adds an extra flair of excitement to cinema outings, with the focus being on the food. For a change, none of the Dine-In Cinemas will serve popcorn.

The Guy Fieri menu will reflect his signature style, taking inspiration from his most renowned dishes, such as his signature Mac & Cheese Burger, Trash Can Nachos, New York marbled Cheesecake and more.


Damien Latham, Chief Executive Officer, Emaar Entertainment, the operator of Reel Cinemas, said: “Reel Cinemas is setting new benchmarks in providing moviegoers with unprecedented entertainment experiences. We are diversifying our portfolio to surpass the existing cinematic choices, even beyond what is on offer in international markets. The new concept delivers more than just a big screen; comfort, entertainment and a unique F&B offering are at the heart of what we deliver at Reel Cinemas. Guy Fieri represents the latest in strategic partnerships that underlines our commitment to pioneering innovative trends for the cinema industry in the Arab world.”

This is the first partnership in the Middle East by Emmy Award-winning chef, restaurateur, TV personality and New York Times bestselling author, Guy Fieri. With 45 restaurants located across the United States and Mexico, and forthcoming restaurants in South Africa, this marks the next step in Fieri’s international expansion.

“We are bringing the best of my American restaurants to Reel Cinema’s best-in-class theatres, the concepts that we are building are truly a first of their kind venture for both of us. I know how to give guests a real-deal food experience and I know that Reel Cinemas has the expertise to apply it to the theatre space – so it’s a great partnership. We’ve been working hard on this, with my team coming back and forth from the US regularly and we’ll be on site to make sure that these restaurants are impeccable from day-one, giving guests an all-round good time in this first-for-the-region experience – people are going to dig it!” said Guy Fieri, Restaurateur.

Reel Cinemas has already set a new standard for cinema experience in the region with its flagship megaplex at The Dubai Mall having re-launched following a dramatic transformation. The all-new cinema reflects the forward-thinking nature of Reel Cinemas, redefining the customer journey as the first cinema to have a digitally focused pre-cinema experience, as well as Dolby Atmos and Barco Laser projection in every theatre for a truly immersive experience.

For more information, visit www.reelcinemas.ae. Motivate Val Morgan is the official cinema advertising partner of Reel CinemasThe Dubai Mall, Dubai Marina Mall and Jebel Ali Recreation ClubContact us for cinema advertising opportunities at Reel Cinemas.



Source: Reel Cinemas