As multiple cinema exhibitors around the world have started to reopen doors to patrons, and cinemas across the GCC having already welcomed more than 5 million moviegoers in 2021, the Saudi Arabia cinema market continues to grow, with the Kingdom well on track to realising the goal of Vision 2030 – open more than 350 cinemas with 2,600 screens.
Saudi Arabia officially opened its cinematic market in 2018 with the launch of its first cinema by AMC, post its 35-year ban. The initiative was a part of Saudi’s 2030 vision of development towards the economic and social sectors.
In promoting culture and entertainment, one of the goals of Vision 2030 is for the government to specifically attract local investors and create partnerships with international entertainment corporations to develop a market of SAR 30 billion in recreational services, with SAR 10 billion solely for the development of the cinema sector in Saudi Arabia, which is projected to directly contribute SAR 1 billion to the GDP.
Since the opening of the first cinema by AMC Cinemas at King Abdullah Financial District (KAFD) in April 2018, followed by VOX Cinemas opening the second location at Riyadh Park Mall in May 2018, Saudi Arabia witnessed exponential growth in 2019, with a total of eleven 11 cinemas and 103 screens by the end of the year.
At the start of 2020 (prior to the COVID-19 lockdown), three more cinemas opened its doors to moviegoers in the city of Riyadh and Dammam, increasing the totals to 14 locations and 134 screens. When cinemas reopened post the lockdown in UAE and Saudi Arabia in June 2020 – with strict sanitisation and social distancing protocols in place, Saudi Arabia continued to expand its cinema landscape, adding 14 more locations and 130 screens across the country.
As of June 2021, Saudi Arabia has a total of 33 locations and 309 screens, proving to be GCC’s booming cinema market at present.
The latest Saudi issue by Campaign Middle East – Saudi Arabia Report 2021, has brought together the creative and marketing talent of Saudi Arabia to produce a catalogue of the media landscape in the Kingdom, and also shines light on Saudi’s post-COVID cinema landscape.
Access the complete cinema report and read what Avinash Udeshi, Chief Operating Officer, Motivate Val Morgan and representatives from leading cinema exhibitors in Saudi Arabia have to say about the unprecedented potential for growth in the country.
Sources: PWC, Arab news, The National and Arabian Business
Mobily – Saudi Arabian telecommunications company, recently booked an integrated cinema campaign with Motivate Val Morgan for its 5G connection services in Saudi Arabia.
The on-screen component of the campaign included two 15 sec. commercials booked for a period of 3 weeks: Mobily 5G Family – which screened from 22nd October to 2nd November 2020 and Mobily 5G Prepaid – which screened from 3rd to 11th November 2020.
The commercial was booked at the following Motivate Val Morgan serviced locations in KSA:
VOX Cinemas: Red Sea Mall, West Avenue Mall, Atyaf Mall, Sahara Mall and Riyadh Front
Muvi Cinemas: Nakheel Mall (Riyadh), Nakheel Mall (Dammam), Haifa Mall and Mall of Arabia
AMC Cinemas: KAFD, Panorama Mall and Al Khair
The off-screen component included the distribution of leaflets containing information on Mobily Air Fiber 5G at VOX Cinemas – Sahara Mall over the weekend of 5th – 7th November 2020.
Promoters were hired by the brand to oversee and assist with handing out leaflets to cinemagoers walking out of the auditoriums.
Click here to access the Mobily flyer distributed at VOX Cinemas – Sahara Mall.
An integrated campaign is an effective strategy to implement when promoting or launching a new service offering, for it engages cinema audiences – both within the auditorium and outside in the foyer area of the cinema, and provides higher ad recall.
Contact a member of our sales team to know more on how integrated campaigns can help move your brand closer to its target audience.
Godiva – veteran chain specializing in gourmet Belgian chocolates, truffles, cocoa & other sweet gift items, booked an integrated cinema campaign with Motivate Val Morgan – through Arab Reach Media, for the launch of their newest chocolate flavors in Saudi Arabia.
The 15 sec. on-screen commercial screened for a period of 4 weeks (21st November to 18th December, 2019) at AMC Cinemas – KAFD and VOX Cinemas – Red Sea Mall, Riyadh Front and West Avenue Mall.
The off-screen component included a sampling activity at VOX Cinemas – Red Sea Mall, Riyadh Front and West Avenue Mall over the weekend of 12th – 14th December 2019.
Promoters were hired by the brand to oversee the 3-day sampling activity at the respective cinema locations, and to assist with the distribution of chocolates to cinemagoers walking out of the auditoriums at which the brand’s on-screen ad was playing.
Combining on-screen advertising with sampling at the cinema is an effective strategy to implement when seeking to engage audiences with a new product.
Got a product launch coming up? Contact us to know more on how integrated campaigns can help move your brand closer to its target audience.
AMC Cinemas has launched the first cinema loyalty program – AMC Da’era, along with a new and improved website and mobile app in Saudi Arabia.
AMC Da’era is a ‘first-of-its-kind’ rewards program designed exclusively for Saudi cinemagoers, allowing members to earn points for every riyal spend at AMC Cinemas. The loyalty program consists of three tiers: Inner, Select and Elite Circle, with each offering its own set perks and benefits ranging from birthday and anniversary gifts, F&B discounts, free refills and chances to win tickets to screenings and grand opening events.
Member of AMC Da’era will also receive a weekly newsletter with information on advance ticket bookings for blockbuster releases and new cinema openings across KSA.
The new and improved website amccinemas.com is a digital hub for movies (now showing and coming soon) and cinema schedules across all AMC locations. The website allows guests to narrow down their search by selecting a movie based on its title or showtime at a desired AMC location. The booking system allows guests to purchase tickets online and the website also comes with a ‘live chat’ feature to help solve guest problems.
The cinema app is designed will allow guests to finalize everything AMC has to offer in a seamless and speedy manner. Through the wide range of features available in both Arabic and English languages, booking a movie via the AMC app will become a fun ‘on-the-go’ process.
AMC Cinemas presently operates 11 screens across 2 locations (KAFD and Panorama) in Riyadh, and has plans to open 50 cinemas across Saudi Arabia over the next three to four years.
Click here for more information on AMC Da’era.
Sources: AMC Cinemas, Arab News and BraodcastPRO
Motivate Val Morgan has signed an exclusive advertising sales partnership with AMC Cinemas for their cinema locations across the Kingdom of Saudi Arabia.
AMC, a global leader in entertainment, opened the first cinema in Saudi Arabia in April 2018 at King Abdullah Financial District (KAFD) in Riyadh. Globally AMC’s brands include Odeon Cinemas, UCI Cinemas and Nordic Cinema.
Over the next five years, AMC plans to open 50 cinemas in cities all across Saudi Arabia, expanding to a total north of 75 locations throughout the kingdom by 2030.
“This is a game-changing initiative within the regional entertainment space,” said Ian Fairservice, Managing Partner of Motivate Media Group. “Expanding into Saudi Arabia remains one of our key business objectives and fulfils our long-held belief in the value of key strategic partnerships.”
Additionally, as part of Saudi Arabia’s Vision 2030, Motivate Val Morgan will support AMC in the education and training of young Saudi Nationals through a special internship programme, including sponsoring their attendance at the Dubai Lynx Festival of creativity each year, which brings together top creatives and the world’s best brands.