Deadpool & Wolverine: the unmissable cultural moment of the year attracts over 500,000 fans to cinemas across the region
Cultural moments refer to events happening instantaneously around the world that catch the public’s attention through media content. Last year’s standout was Barbenheimer. This year, the excitement began with Inside Out 2, which has already grossed over US$1.56B worldwide. Now, the release of Deadpool & Wolverine marks yet another significant cultural moment.
Premiered on July 25, 2024, the third part of the Deadpool franchise has ignited the box office with a phenomenal global opening of US$438.3M. After just two weeks, the film has grossed over US$824M. This Marvel blockbuster has broken multiple records, including the 12th biggest opening ever and the second highest global opening, trailing only Avatar: The Way of Water and surpassing Barbie.
This success follows a streak of blockbusters outperforming initial predictions at the summer box office, kicked off by The Bad Boys: Ride or Die and continued by Inside Out 2, Despicable Me 4, Twisters, and more.
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In the region, Deadpool & Wolverine dominated the box office across all operators represented by Motivate Val Morgan, achieving more than double the admissions of a typical weekend. The movie clocked in over 500k admissions at cinemas represented by MVM, with 226k admissions coming from the UAE.
Adding this success to the other top summer blockbusters in the region such as The Bad Boys: Ride or Die, Welad Rizk 3 (Arabic), and Inside Out 2, total admissions stand at over 3 million across the MVM circuit – just in a span of seven weeks. This cinematic streak provides advertisers with a unique opportunity to reach a young at heart, affluent audience in an environment of maximum active attention.
Brands such as BMW, Homecentre, Careem, Opel, Yas Island, Jeddah Season, ROVE Hotel, Hertfordshire University, and Splash were among the notable sponsors for the only Marvel movie of the year. They joined major regular advertisers such as American Hospital, Qatar Tourism, and Tilal Al Gaf, all of whom reaped significant benefits from this cultural moment of the year.
Check out the full list of ads booked to follow or coincide with Deadpool & Wolverine here.
Deadpool & Wolverine caps the extraordinary second half of cinema in 2024, in line with the trend of H2 performing well every year with major tent-pole releases. This year will be no different. Hollywood movies such as Joker: Folie à Deux, Moana 2, Wicked, Gladiator 2, and The Lion King: Mufasa, Asian movies like Singham Again (Hindi), Bhool Bhulaiyaa 3 (Hindi), Vettaiyan (Tamil), Greatest of All Time (Tamil), Bougainvillea (Malayalam), and Pushpa 2: The Rule (Multilingual), are also set to be the cultural moments for cinema in the months ahead.
Ramadan is a month of spirituality, downtime, and is also an eventful period for the ad world – similar to a month-long Super Bowl extravaganza.
Ramadan ad spots present an opportunity for advertisers and consumers to enjoy the most coveted advertising efforts of the year, for the ads usually focus more on the themes of the holy month than the individual product itself.
We haven’t seen that many Ramadan ads from across the Middle East this year, may be due to the coronavirus pandemic. Nonetheless, here’s a glimpse of the campaigns that did release, keeping the tradition alive.
Careem Bahrain
Cartier
batelco
Bahrain Tourism and Exhibitions Authority (BTEA)
Lifebuoy
Fairy Arabia
Comfort Arabia
Splash
Qatar Airways
Homecentre
Namshi
Ounass
du
Omantel
McDonald’s
Hyundai MEA
Etihad Airways
Talabat
Ooredoo
stc
Mobily
Nada
Almarai
Sources: YouTube, Instagram and Campaign Middle East
Back in December 2017, Saudi Arabia announced the lift of a 35-year-old ban on commercial theaters as part of the country’s 2030 vision to modernize and move the country forward.
In April 2018, Saudi Arabia’s first cinema (operated by AMC Entertainment) was launched, followed by the launch of a 4 screen VOX Cinemas at Riyadh Park Mall –featuring an IMAX, 2 VOX Kids and 1 VIP screen.
As the official cinema advertising partner of VOX Cinemas, Motivate Val Morgan received an overwhelming response from advertisers within hours of the cinema chain launching in the Kingdom.
The first advertisers to book on-screen ads through Motivate Val Morgan at VOX Cinemas – Riyadh Park Mall were recognized and awarded certificates for embracing the medium and including cinema as part of their media mix in Saudi Arabia:
HotelsCombined
The First Advertiser in Saudi Arabia
Agency – Adcomm
Campaign Start Date – 10th May 2018
Campaign End Date – 04th July 2018
General Motors Overseas Distribution LLC for Chevrolet & GMC Yukon
The First Advertiser in the Automobile Category
Agency – Carat Middle East
Campaign Start Date – 10th May 2018
Campaign End Dates– 18th July 2018 (Chevrolet) and 04th July 2018 (GMC Yukon)
Emirates Airlines
The First Advertiser in the Airline Category
Agency – Havas Media Middle East
Campaign Start Date – 24th May 2018
Campaign End Date – 06th June 2018
Landmark Retail Investment for Homecentre
The First Advertiser in the Furniture and Furnishing Category
Agency – OMD KSA
Campaign Start Date – 24th May 2018
Campaign End Date – 06th June 2018
Tawuniya
The First Advertiser in the Insurance Provider Category
Agency – OMD KSA
Campaign Start Date – 07th June 2018
Campaign End Date – 01st August 2018
Richemont (Dubai) FZE for Cartier
The First Advertiser in the Luxury Jewellery Category
Agency – MediaCom UAE
Campaign Start Date – 14th June 2018
Campaign End Date – 20th June 2018
ADIDAS
The First Advertiser in the Sports Performance and Lifestyle Category
Agency – Spark Foundry MENA
Campaign Start Date – 14th June 2018
Campaign End Date – 08th August 2018
Huawei
The First Advertiser in the Mobile Category
Agency – Initiative Media ME
Campaign Start Date – 05th July 2018
Campaign End Date – 30th January 2019
NETFLIX for Sacred Games S1
The First Advertiser in the Entertainment on Demand Category
Agency – MEC KSA
Campaign Start Date – 05th July 2018
Campaign End Date – 18th July 2018
Majid Al Futtaim Properties LLC for MAF Properties Community
The First Advertiser in the Real Estate Category
Campaign Start Date – 24th May 2018
Campaign End Date – 18th July 2018
Dubai Corporation for Tourism & Commerce
The First Advertiser in the Tourism Category
Agency – Starcom UAE
Campaign Start Date – 02nd August 2018
Campaign End Date – 22nd August 2018
Binzagr CO-RO LTD for Suncola
The First Advertiser in the F&B Category
Agency – OMD KSA
Campaign Start Date – 30th August 2018
Campaign End Date – 03rd October 2018
Saudi Telecom Company (STC)
The First Advertiser in the Telecommunications Category
Agency – UM7
Campaign Start Date – 20th September 2018
Campaign End Date – 29th September 2018
Alshaya International Trading Company KSA for IHOP
The First Advertiser in the Restaurant and Café Category
Agency – BPG MAX
Campaign Start Date – 23rd September 2018
Campaign End Date – 29th September 2018
Toshiba
The First Advertiser in the Electronics Category
Agency – Equation Media
Campaign Start Date – 11th October 2018
Campaign End Date – 07th November 2018
Rado
The First Advertiser in the Watches Category
Agency – BPG MAX
Campaign Start Date – 15th November 2018
Campaign End Date – 12th December 2018
Glade Air Freshener
The First Advertiser in the Home Care Category
Agency – PHD
Campaign Start Date – 13th December 2018
Campaign End Date – 09th January 2019
The First Advertiser in the Technology Category
Agency – OMD
Campaign Start Date – 20th December 2018
Campaign End Date – 24th April 2019
Dubai Shopping Festival
The First Advertiser in the Events, Exhibitions & Conference Category
Agency – Starcom
Campaign Start Date – 20th December 2018
Campaign End Date – 16th January 2019
Olite & Afia International Company
The First Advertiser in the Healthy Cooking Oil Category
Agency – Starcom Jeddah
Campaign Start Date – 18th March 2019
Campaign End Date – 24th March 2019
Downy, P&G
The First Advertiser in the Fabric Softener Category
Agency – Starcom Jeddah
Campaign Start Date – 20th June 2019
Campaign End Date – 03rd July 2019
Motivate Val Morgan warmly congratulates the advertisers highlighted above, and encourage other advertisers in specific categories – who are yet to advertise on cinema screens in Saudi Arabia, to get in touch with a member of our sales team for more information on advertising opportunities.
It is probably no exaggeration to say the past year has been the most momentous year in the Kingdom of Saudi Arabia’s history with the announcement of a wide range of social reforms – boosting entertainment and allowing women to drive, to take effect in 2018.
In December 2017, Saudi Arabia lifted a 35-year ban on commercial theaters as part of the country’s 2030 vision (stamped by Saudi Crown Prince Mohammed bin Salman) to modernize and move the country forward. Four months after, in April 2018 we witnessed the launch of Saudi Arabia’s first cinema in over three decades (operated by AMC Entertainment), which was followed by the launch of a 4 screen VOX Cinemas at Riyadh Park Mall – featuring an IMAX screen, 2 VOX Kids screens and 1 VIP screen.
As the official cinema advertising partner of VOX Cinemas, Motivate Val Morgan received an overwhelming response from advertisers within hours of the cinema chain launching in the Kingdom. The first advertisers to book on-screen ads through Motivate Val Morgan were Hotels Combined, Chevrolet, GMC, Emirates Airlines, Homecentre and Cartier, to name a few.
On 24th June 2018 followed the end of a decades-long ban on women driving – enabling women (18 years of age and older) to apply for a driver’s license.
For the vast majority of women in the kingdom, the move allowing them to drive represents a new dawn, offering greater freedom of mobility, access to wider job opportunities, and the reclamation of rights.
Timing their cinema campaigns with the lifting of the ban on women driving in Saudi Arabia were Audi and Hyundai.
Audi
To mark the monumental day in history, in which woman in Saudi Arabia got into the driver’s seat for the first time ever, Audi created this gripping and inspirational video.
Audi booked a 1-week on-screen campaign to play on all screens of VOX Cinemas – Riyadh Park Mall from 28th June to 4th July 2018.
Hyundai
Hyundai’s #whatsnext campaign is a message from people all over the world, welcoming the women of Saudi Arabia behind the wheel.
Hyundai booked a 6-week on-screen campaign to play on all screens of VOX Cinemas – Riyadh Park Mall from 5th July to 15th August 2018.
An amalgamation where a once banned and re-established medium, screens an advertisement welcoming a deeply symbolic move to put women back in the driver’s seat!
Have a tactical campaign you would like to execute on cinema screens in Saudi Arabia?
Contact a member of our sales team for more information.
Sources: Al Arabia (English), Gulf News, Gulf Business and YouTube (YallaMotor)
Here are some interesting on-screen cinema campaigns screening across the Motivate Val Morgan cinema circuit in UAE, Oman, Bahrain and Saudi Arabia:
Atlantis
The ad was booked to follow the movie Deadpool 2 (for as long as the movie screens in cinema) at VOX Cinemas – Mall of the Emirates, Reel Cinema – The Dubai Mall and Dubai Marina Mall and Roxy Cinemas – City Walk.
The ad was booked to follow the movie Incredibles 2 (for as long as the movie screens in cinema) at VOX Cinemas – Mall of the Emirates, Reel Cinema – The Dubai Mall and Dubai Marina Mall and Roxy Cinemas – City Walk.
Wild Wadi
The ad was booked to screen from 17th May to 20th June 2018 on selected screens at VOX Cinemas – Mall of the Emirates, City Centre Mirdif and Mercato Mall.
Jumeirah
The Ramadan ad by Jumeirah was booked to screen from 17th May to 20th June 2018 on selected screens at VOX Cinemas – Mall of the Emirates, City Centre Mirdif and Mercato Mall.
London Dairy
The ad was booked to follow the movie Solo: A Star Wars Story (for as long as the movie screens in cinema) at VOX Cinemas – Marina Mall Abu Dhabi, Yas Mall Abu Dhabi, Mall of the Emirates, City Centre Mirdif, Burjuman, Cineplex Grand Hyatt and Reel Cinemas – The Dubai Mall and Dubai Marina Mall.
Home Centre
The Home Centre Ramadan ad was booked to screen from 24th May to 6th June 2018 on all screens at VOX Cinemas – Riyadh Park Mall (Saudi Arabia).
Chanel
The Bleu by Chanel ad was booked to screen from 31st May to 27th June 2018 on the Top Screens at VOX Cinemas – Mall of the Emirates, City Centre Mirdif, Yas Mall Abu Dhabi, Reel Cinemas – The Dubai Mall and Roxy Cinemas – City Walk.
Adidas
The latest Adidas commercial featuring popular football players such as Lionel Messi, Mohamed Salah and Neymar, was booked to screen from 5th June to 16th July 2018 on the Top Screens of VOX Cinemas – Yas Mall Abu Dhabi, Marina Mall Abu Dhabi, Mall of the Emirates, City Centre Mirdif, Reel Cinemas – The Dubai Mall and Dubai Marina Mall and Roxy Cinemas – City Walk.
Cartier
Cartier booked a campaign to screen from 14th June to 27th June 2018 at Roxy Cinemas – Boxpark and City Walk, VOX Cinemas – Marina Mall Abu Dhabi, Mall of the Emirates and Mercato Mall, Riyadh Park Mall (Saudi Arabia) and The Avenues (Bahrain) and Reel Cinemas – The Dubai Mall.
Double Tree by Hilton
Double Tree by Hilton booked a campaign from 14th June to 27th June at Cinemacity, VOX Cinemas – City Centre Mirdif, Mall of the Emirates and Yas Mall Abu Dhabi, Roxy Cinemas – City Walk, Oscar Cinema – Al Wahda Mall and Cine Royal Cinema – Dalma Mall.
Oman Tourism College
The campaign from Oman Tourism College was booked to screen for a period of one week from the day of EID 2018 at VOX Cinemas – City Centre Muscat, City Centre Qurum, Salalah, Sur, Sohar and Buraimi.
Splash
Splash booked a campaign for a period of two weeks from the day of EID 2018 – following the movie Race 3 (Hindi), at VOX Cinemas – Marina Mall Abu Dhabi, City Centre Deira, Mall of the Emirates, Al Hamra Mall in Ras Al Khaimah and Cine Royal Cinema – Ruwais Mall.
Toyota
The Toyota Rush campaign was booked for a period of two weeks from the day of EID 2018 – following the movie Race 3 (Hindi), at Cine Royal – Dalma Mall, Oscar Cinema – Al Shaab Village and VOX Cinemas – Burjuman, Cineplex Grand Hyatt and City Centre Deira.
Interested in launching an on-screen cinema campaign?
Contact a member of our Sales Team for more information on cinema advertising opportunities in UAE, Lebanon, Oman, Egypt, Qatar, Bahrain, Saudi Arabia and Kuwait.
