VOX Cinemas 15-screen cinema at Wafi City in Dubai features a Samsung Onyx screen and signature concepts including KIDS, MAX, as well as a reimagined VIP experience.
Majid Al Futtaim – the leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa and Asia, launched its first hybrid cinema and family entertainment centre at Wafi City in Dubai, UAE on 9 May 2021.
The state-of-the-art entertainment hub spans two floors and comprises VOX Cinemas – the Middle East’s most innovative and fastest growing exhibitor, integrated with Magic Planet – the regionally award-winning family entertainment centre.
The 15-screen cinema at VOX Cinemas Wafi City offers moviegoers an exceptional cinematic experience and boasts the first Samsung Onyx screen in the UAE. Backed by brilliant LED picture quality and an infinite contrast ratio, Samsung Onyx delivers a powerful, captivating and memorable experience through HDR (High Dynamic Range) graphics and clear sounds. The cinema also features cutting-edge audio-visual technology and a variety of VOX signature concepts including KIDS, MAX, as well as a reimagined VIP experience with luxury seating and in-seat dining.
Families and fun seekers of all ages can also enjoy a wide variety of the latest video games, amusement rides, attractions and redemption games at Magic Planet, which features Bumper Cars, Drop ‘N Twist and Highway 66 – the ultimate mini-bowling experience.
The all-encompassing entertainment destination also features an array of F&B outlets to complement the experience including new concepts Candy Corner, where guests can indulge in a wide variety of sweet treats, and The Spotlight at Wafi City, which serves gourmet cuisine directly to guests’ seats. The décor in the thoughtfully appointed new culinary offering is imaginative and intriguing and truly immerses discerning film fans in a unique atmosphere that redefines luxury and the cinematic experience.
Ignace Lahoud, Chief Executive Officer of Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment said, “We’re proud to collaborate with Wafi Group, which shares our vision for creating remarkable destinations and passion for excellence, to open our first hybrid cinema and family entertainment centre in the United Arab Emirates. Today’s customers are looking for more engaging and immersive ways to spend time with family and friends and, at Majid Al Futtaim, we are committed to staying ahead of the curve and finding innovative new ways to exceed evolving
expectations. VOX Cinemas and Magic Planet at Wafi City have been designed as a holistic concept seamlessly integrating two recreational functions into one enriched experience and we’re very excited to welcome new guests and create great moments together.”
Sheikh Ahmed bin Mana bin Khalifa Al Maktoum, Deputy Chairman of Wafi Group added, “Majid Al Futtaim is synonymous with customer-focused and innovative experiences and, we are excited to partner with them to launch this world-class entertainment destination, which offers an exciting selection of immersive attractions for the whole family to enjoy. VOX Cinemas Wafi City takes the cinematic experience to the next level with a unique offering that goes beyond customers’ expectations and features the ultimate VIP experience.”
VOX Cinemas presently operates 22 cinemas and 267 screens across the UAE. In March 2021, the cinema exhibitor opened at City Centre Al Zahia in Sharjah, with the launch marking the fifth cinema opening across the region in the wake of COVID-19. Later this month, VOX Cinemas is set to launch three multiplexes across Saudi Arabia and Bahrain as part of its ambitious expansion plans across the region.
We at Motivate Val Morgan congratulate VOX Cinemas on the opening of the new the 15-screen cinema at Wafi City, and warmly welcome this location to our cinema circuit in the UAE.
Contact us to advertise your brand on the screens at Wafi City in Dubai, UAE.
Sources: Vox Cinemas Press Release
VOX Cinema opens a state-of-the-art 16-screen multiplex – the largest cinema in Sharjah, at City Centre Al Zahia in UAE.
VOX Cinemas opened its newest cinema location at City Centre Al Zahia in Sharjah on 9th March 2021.
City Centre Al Zahia is home to 16 state-of-the-art screens with a total of 1,485 seats, and features Gold, VIP, MAX and Kids experiences. The opening marks the second VOX cinema in Sharjah, following the launch of the 12-screen cinema at City Centre Sharjah in June 2018.
? VOX Cinemas is NOW OPEN at City Centre Al Zahia! Enjoy a FREE large Salt, Caramel, or Cheese popcorn with every ticket purchased. Get ready to experience movies like never before and book your tickets at https://t.co/QH7NeTo97J or the VOX app.
*Offer valid from 9-13 March pic.twitter.com/uMS3Jw26a7
— VOX Cinemas (@voxcinemas) March 9, 2021
City Centre Al Zahia – a Dhs 2.6bn project, is the twenty eighth mall in the region by the conglomerate Majid Al Futtaim, and the largest mall in the Northern Emirates. The retail hub includes 136,200 sq m of gross leasable space, and offers visitors a mix of over 360 brands, including Carrefour Hypermarket, Steve Madden, Centrepoint and Damas to name a few. It is within walking distance to the one-million-square-metre residential community of Al Zahia, and has been envisioned as Sharjah’s premier lifestyle destination – part of the strategic partnership between Majid Al Futtaim Properties and Sharjah Asset Management.
Speaking on the opening of City Centre Al Zahia, Shireen El Khatib, CEO of Majid Al Futtaim – Shopping Malls said, “The only new super-regional mall to be launched in the Middle East and North Africa in the wake of Covid-19, City Centre Al Zahia is a testament to the resolve, commitment and optimistic spirit of Sharjah and the wider Northern Emirates.”
As the official cinema advertising partner of VOX Cinemas across the Middle East, we at Motivate Val Morgan congratulate VOX on the opening of this new cinema, and warmly welcome this location to our cinema circuit in the UAE.
Contact us to advertise your brand on the screens at City Centre Al Zahia in Sharjah, UAE.
Sources: Gulf Business, VOX Cinemas and Gulf News
VOX Cinemas, the dedicated cinema arm of Majid Al Futtaim, launched a new multiplex at Town Square, Jeddah, Saudi Arabia on 29th November 2020.
The 12-screen cinema with a total of 1367 seats, boasts numerous firsts including the Kingdom’s first MX4D, the newest evolution in 4D cinema, and ICE (Immersive Cinema Experience), which provides a truly sensorial experience. It also features IMAX with Laser, VIP and KIDS screens. Guests can also indulge in their favourite cinema snacks from the Nutella and Candy Bar.
The inauguration was attended by His Highness Prince Bandar Bin Khalid F. Al Saud; Nasser Bin Huwaiden Al Ketbi, UAE Consul-General to Jeddah, the admired Saudi singer Abdulrab Idrees and Mohamed Al Hashemi, Country Head of Majid Al Futtaim Ventures Saudi Arabia.
The opening of the new multiplex marks VOX’s 11th cinema in Saudi Arabia and consolidates its ambitious expansion plans across the Kingdom as part of its commitment to Vision 2030.
With a total of 124 screens, across 11 cinemas, in 4 cities, VOX Cinemas is the largest exhibitor by screen count and the largest independent distributor in Saudi Arabia.
Mohamed Al Hashemi, Country Head at Majid Al Futtaim Ventures KSA, said, “We are proud to partner with Unified Real Estate Development to open VOX Cinemas Town Square, Jeddah which marks our third launch post lock-down and will create job opportunities for 200 people. At VOX Cinemas, we remain fundamentally confident about the future of the cinema industry and will continue with our ambitious growth strategy in support of the Quality of Life program. In the coming months, we will expand our footprint with openings in new cities including Hail and Jubail as part of our commitment to make our innovative and unrivalled leisure and entertainment experiences accessible to everyone, even in remote cities. Saudi Arabia can now proudly say that their cinemas are without question, the best in the world!”
He added, “In the context of emerging markets, no one is embracing cinema as keenly as audiences across the Kingdom and we believe that it will become a top 10 global market for cinema and generate $1 billion in box office revenue in the next three to five years. We believe Saudi Arabia is the only market in the world to have expanded in 2020, which is quite extraordinary given the current climate and highlights how critical it is to the industry’s future. We look forward to leveraging the growth opportunities that Saudi’s burgeoning entertainment sector presents by introducing more world-class integrated entertainment experiences and supporting the Kingdom’s evolution towards its 2030 Vision.”
We at Motivate Val Morgan congratulate VOX Cinemas on the opening of the new multiplex at Town Square in Jeddah, and warmly welcome this location to our cinema circuit in KSA.
Contact us for cinema advertising opportunities at Town Square, Jeddah, KSA.
Sources: VOX Cinemas, Eat’N Stays and albilad
VOX Cinemas opened its tenth cinema at Tabuk Park in Saudi Arabia (the first ever cinema in the city of Tabuk) on Monday 27th July 2020, in line with its commitment to expand its footprint to new cities across the country.
The 11-screen multiplex has a seating capacity of 831 and features VOX Cinemas’ signature concepts including two KIDS screens, a colourful and dedicated auditorium for young movie lovers, and VIP, which offers guests a more luxurious experience. VOX Cinemas Tabuk Park combines world-class entertainment with an enhanced range of innovative and homegrown food and beverage options, including a Nutella Bar as well as the VOX Cinemas Candy Bar.
Tabuk Park is the second VOX location to open in Saudi Arabia since the reopening of cinemas in the country following the COVID-19 cinema closure. With a total of 112 screens across 10 movie theatres in four cities, VOX Cinemas is the largest exhibitor by screen count, admissions, market share and the largest independent distributor in the Kingdom.
Speaking on the opening of Tabuk Park, Mohamed Al Hashemi — Country Head, Majid Al Futtaim Ventures KSA said, “We are extremely proud to be bringing the magic of motion picture to Tabuk for the first time, which demonstrates our commitment to supporting the Quality of Life Program by enhancing participation in cultural and entertainment activities and creating job opportunities in the film industry. It also marks another major milestone for VOX Cinemas, which surpassed 100 screens in Saudi Arabia with the opening of VOX Cinemas Sahara Mall, Riyadh in June. We continue to build on that momentum by expanding our footprint in new cities such as Tabuk with plans to open in Hail and Jubail in the coming months. We will also be bringing our world class experiences to Jeddah at the end of the year, in line with our ambitious plans to build 600 cinema screens across the Kingdom by 2023 as part of a SAR 2 billion investment. Saudi Arabia has a burgeoning entertainment sector and we look forward to leveraging the growth opportunities that Vision 2030 presents.”
Motivate Val Morgan congratulates VOX Cinemas on the opening of Tabuk Park and warmly welcomes this new location to our regional cinema circuit.
Contact us for cinema advertising opportunities at this new VOX location in KSA.
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Source: VOX Cinemas
VOX Cinemas launched its ninth cinema in Saudi Arabia at Sahara Mall (Riyadh) on Wednesday 24 June 2020.
The cinema features 11 screens with a total seating capacity of 991 seats and includes VOX Kids and GOLD cinema experiences.
The launch of the cinema at Sahara Mall also marked a significant milestone for VOX, having surpassed 100 screens in Saudi Arabia in just over two years.
With the opening of Sahara Mall closely following the reopening of cinemas after a three-month closure in KSA due to the COVID-19 pandemic, VOX has undertaken extensive precautionary measures and has implemented thorough sanitization and physical distancing protocols across all cinema locations in the country.
Majid Al Futtaim also conducted extensive research to identify the top safety measures that would make guests feel comfortable about returning to its venues and used the findings to proactively reimagine the guest experience, which translated into a comprehensive site and training plan to ensure that all leisure, entertainment and cinema experiences were completely prepared for the reopening.
Mohamed Al-Hashemi, Country Head, Majid Al Futtaim Ventures, said, “We look forward to reopening VOX Cinemas, Little Explorers, Magic Planet and Yalla! Bowling in the Kingdom and welcoming our guests back through our doors. After weeks of preparation, we have introduced innovative new health and safety measures which have been successfully implemented across our entertainment experiences in Dubai.
“Since we reopened last month, 93% of guests have said they are satisfied or extremely satisfied with our enhanced measures. We will ensure a best in class experience in the Kingdom across our experiences with health, safety and customer satisfaction at the core of our reopening plans.”
“Having established VOX Cinemas in Riyadh, Jeddah and Dammam, we are excited to expand our footprint in Tabuk, Hail and Jubail later this year. We remain greatly appreciative of the ongoing support and guidance given to us by the Ministry of Media, GCAM and the Quality of Life Program.”
VOX Cinemas presently operates 101 screens across 9 locations in KSA.
Motivate Val Morgan congratulates VOX Cinemas on the opening of Sahara Mall and warmly welcomes this new location to our regional cinema circuit.
Contact us for cinema advertising opportunities at this new VOX location.
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VOX Cinemas Opens at Al Qasr Mall in Riyadh
VOX Cinemas Opens at Red Sea Mall in Jeddah
VOX Cinemas Opens in Saudi Arabia at Riyadh Park Mall
Sources: VOX Cinemas and Zawya
VOX Cinemas, the dedicated cinema arm of Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia has revealed findings of a new research study which demonstrate that the cinema industry in the MENA region will bounce back as an overwhelming 98% of respondents intend to return to movie theatres soon after reopening.
The research was conducted in waves between April to May 2020 by Majid Al Futtaim’s Happiness Lab — its proprietary market research online community in the UAE — and surveyed 1,240 respondents during the temporary closures of cinema, leisure and entertainment experiences. The research findings explored consumer sentiment as well as the health and safety measures that consumers would expect to see when returning to the cinema.
After dining out at a restaurant or café, going to the cinema was the second-most missed activity during restrictions and 75% of respondents stated they are eager to resume their cinema-going habit within just four weeks of reopening.
When asked to identify the top safety measures that would make them feel most comfortable about returning to the cinema, physical distancing in queues was deemed the most important by 86% of respondents, with 81% citing a preference for advance contactless booking of tickets and F&B online to avoid queuing altogether. Other factors encouraging the movie-going population to return include staff wearing masks and gloves (81%) and physical distancing between seats (73%).
Commenting on the research, Cameron Mitchell, Chief Executive Officer of Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment said, “We remain fundamentally confident about the future and resilience of the cinema industry. This research demonstrates that the industry will bounce back and the culture of cinema-going will resume. We have proactively reimagined the guest experience at all of the Majid Al Futtaim entertainment experiences, including VOX Cinemas, Ski Dubai and Ski Egypt, Magic Planet and Dreamscape, and we are delighted that the measures put in place are all aligned with the feedback that was evidenced in these surveys.”
Mitchell added “Internationally, cinemas have reopened across Europe and Asia, as well as in a number of American states, and attendance is increasing week on week. The theatrical box office in the cinema-going nation of South Korea, for example, has recently showed a significant sign of recovery, with weekend ticket sales reaching 402,000, a week-on-week gain of 112%. These figures bode well for the future of cinema and we are confident that ticket sales in other markets will follow a similar trend.”
Jocelyn Davies, Head of Customer Experience and Insights at Majid Al Futtaim, Leisure, Entertainment and Cinemas added, “Listening to our guests is a core value at Majid Al Futtaim, and during our period of closure, it was essential to understand customer sentiment to enable us to develop new concepts and evolve the entire cinema experience. We are delighted that the new measures included have reassured our guests, with over 93% of guests who have returned since reopening being satisfied/extremely satisfied with the new protective measures that we have in place.”
In addition to its already stringent sanitisation standards, VOX Cinemas has introduced extensive precautionary measures including disinfecting auditoriums using fogging machines and sanitizing surfaces after every guest interaction. It is also now mandatory for employees to wear masks and gloves, and all team members have their temperatures checked on arrival for shifts.
Safe distancing ambassadors have been introduced and instructional signage has been installed to guide guests on best physical distancing practices. The capacity in auditoriums has been reduced and seats in front of, behind and next to a guest’s selection will be left vacant to maintain physical distancing. The occupancy has also been decreased in other public areas such as restrooms and elevators.
Guests can enjoy a queue less cinema experience by advance booking their tickets and F&B options online as well as a contactless collection service. To further minimize physical contact and exposure, VOX Cinemas offers contactless payment options and guests can self-scan their tickets before entering the auditorium.
Source – Majid Al Futtaim (Press Release)
Majid Al Futtaim in collaboration with the UAE Ministry of Climate Change and Environment (MOCCAE) and VOX Cinemas celebrated World Environment Day by hosting the region’s first carbon neutral drive-in movie screening for Tesla cars.
The special screening, which took place at VOX Cinemas Drive-In on the rooftop of Mall of the Emirates on 6th June 2020, was attended by the UAE Minister of Climate Change and Environment, His Excellency Dr. Thani bin Ahmed Al Zeyoudi, along with over 100 movie enthusiasts in their Tesla electric cars.
To mark the international awareness day, and in continuation of its ongoing sustainability efforts, Majid Al Futtaim also announced that it is partnering with Dubai Carbon Centre of Excellence to offset the carbon emissions from all VOX Drive-In screenings.
Majid Al Futtaim’s partnership with Dubai Carbon Centre of Excellence will ensure that all screenings held at the VOX Drive-In will have a carbon neutral footprint. This will be done by assessing and minimising climate impact through carbon measurement, reduction of avoidable carbon emissions, and offsetting the remaining ones. In addition, Majid Al Futtaim has implemented a waste collection process to ensure 100% waste recycling rates.
Cameron Mitchell, CEO of Majid Al Futtaim Cinemas said, “Our Mall of the Emirate’s Drive-In, has proven to be incredibly popular, not only when it was the only cinema in the MENA region that was operating, but even more recently as cinemas have started to open across Dubai. This has reminded us that our guests are missing the big screen movie experience, made even more impressive when set beneath the iconic Ski Dubai indoor ski centre, and accompanied by their favourite popcorns, nachos and Pepsis. We are very proud to partner with Dubai Carbon Centre of Excellence to ensure that the VOX Cinemas Drive-In is a carbon neutral experience. Sustainability is a core pillar of Majid Al Futtaim, and VOX Cinemas is committed to finding sustainable ways to minimise our carbon footprint and protect our planet for future generations.”
Ibrahim Al-Zu’bi, Chief Sustainability Officer, at Majid Al Futtaim Holding commented: “The implications of the COVID-19 pandemic will be felt well into the future. As we look to rebound and rebuild businesses and economies, we must place as much emphasis, if not more, on social and environmental prosperity. This year’s World Environment Day is a great opportunity to take a brief step back from the COVID-19 headlines and raise awareness of the implications climate change has on our lives. For Majid Al Futtaim, it is an opportunity to influence sustainable behavior across our communities and ask our partners, tenants and suppliers to join the fight against climate change. Joining the Ministry of Climate Change and Environment and VOX Cinemas to host the first carbon-neutral drive-in cinema screening is a testament to the power of collaboration to tackle the issue and drive impact.”
Tickets for the VOX Cinemas Carbon Neutral Drive-In can be booked on voxcinemas.com or through the VOX Cinemas iOS and Android app.
Contact Motivate Val Morgan for cinema advertising opportunities at the VOX Drive-In.
Source: Majid Al Futtaim (Press Release)
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VOX Cinemas – owned and operated by the cinema arm of Majid Al Futtaim Group, celebrates its 20th anniversary this year.
As the largest and fastest growing cinema chain in the Middle East, VOX Cinemas presently operates over 500 screens across 49 locations in 8 countries across the MENA, and is in the midst of a Dhs1.2bn investment to expand its operation to a further 300 screens by 2020.
The cinema chain has also announced grand plans to invest Dhs1.96bn to develop 600 screens across Saudi Arabia by 2023.
We at Motivate Val Morgan would like to extend our best wishes to VOX Cinemas on this milestone and look forward to many more years of success as business partners.
In an exclusive interview with Gulf Business, Cameron Mitchell, CEO of VOX Cinemas, Toni El Massih, Chief Content Officer and Michelle Walsh, Chief Marketing and Innovation Officer outline the company’s blockbuster performance over the last 20 years and why they stand strong despite the rise of streaming services.
The interview is as per below:
GB: What would you say are the three biggest highlights of the last 20 years for Vox?
Cameron Mitchell: “The first would be reopening Vox Mall of the Emirates in 2015. That cinema, even to this day, is one of the best cinemas in the world – if not the best in the world. And I think it was a massive step change from cinema as being just a place to watch movies to a place where you’re entertained. Everyone that walked in after the first week went ‘wow’ because of the LED, the graphics, the whole experience of that location.
“Number two was when we won the award for the ‘Best cinema in the world’ at Cinema Con in 2017. We are a small Middle Eastern cinema exhibitor – there’s companies around the world that are 30 and 40 times bigger than us – and for us to be invited to go to Las Vegas and be recognised as being best in the world was amazing.
“Number three would be Riyadh Park opening. There was a ban on cinemas in Saudi for 30 years and we were working with the government of Saudi Arabia for probably two years before the law changed to allow cinemas.
“Toni had hosted several teams of people from Saudi who came to Dubai and we introduced them to the UAE censors, design details and other aspects. And then roughly six months before the law changed, we approached the government and asked if we could build a four-screen cinema in a Magic Planet that we have in Riyadh – which they could use for testing. So, we committed to an investment of about $6m – $7m in advance of the law changing.
“The law changed about two weeks before we finished building the cinema. And we were the first multiplex cinema to open in Saudi Arabia after 30 years.
All of this is in line with Majid Al Futtaim’s DNA – the group is focused on the future and in always ensuring that we put our money where our mouth is and do what’s right for the business in the country.”
GB: You have ambitious plans for the Saudi market. How are you meeting such stiff targets?
Cameron Mitchell: “Normally the standard time for opening a cinema is about two and-a-half-years. But at the end of 2019, we had 90 screens open in Saudi Arabia and we’ll have 200 at the end of 2020. That’s because we are getting approvals to build these cinemas based on sketches and we’re actually designing it as we’re constructing the cinema.
“And it’s not from purely a financial perspective; we’re doing it because the government is sort of saying to us – ‘we’ve given you a licence and we’ve promised the people that you’re going to build cinemas, so please build them’.
“Most of us are working seven days a week to make sure that the standard of cinemas in Saudi Arabia is the best in the world. There’s about 10 licences granted to operators in Saudi, but as of today, we have 80 per cent market share of the screens in the kingdom.”
Michelle Walsh: “The Saudi story is also interesting because before that, we were a traditionally small market from a Hollywood Studios standpoint. But Saudi is suddenly this new frontier market.
“And more competition is coming in now, which just means we are going to have to work even harder. But we’re seeing what they’re bringing to the market and we still believe that our customer experience is far superior and our food and beverage is much better.”
GB: Can you elaborate more on your food and beverage offering? Has that been a key differentiator?
Michelle Walsh: “Food and beverage (F&B) is obviously a huge revenue stream for us and has been our focus for the last couple of years. We started with the collaboration with Gary Rhodes in Mall of the Emirates (THEATRE by Rhodes and GOLD by Rhodes), and working with him gave us a hospitality mindset. He pushed us to recruit better chefs, have better service standards and build better designed kitchens like the hotel grade ones.
“Recently, we also added food and beverage to our app to give people the chance to avoid queues. That’s a really complex process, especially for creating hot foods. So we had to completely transform our back-end operations.”
Cameron Mitchell: “You also have to look at each country individually in terms of how you serve customers, and what kind of food you might serve. For instance, in Saudi we have local chefs preparing Saudi food that has a certain sort of spice to it.
“One of the challenges in our industry is that everyone is showing exactly the same films. So for us, it has to be the other factors. What we can control is the seat, the experience, the service, the app, the food, the ambience in the foyer, the arrival experience, the exit experience and technology.”
GB: Another challenge has been the rise of streaming services, with ominous threats about the death of cinema. What are your thoughts on this?
Cameron Mitchell: “There was a little bit of nervousness a few years ago when there was one massively strong streaming company that looked like it would monopolise everything. Now, if you look, there’s multiple streaming platforms which have become what free TV used to be.
“There’s also been a lot of studies internationally that have said that streaming actually encourages people to go to the cinema more often. The experience of going to a cinema is different. If it’s just a place to watch movies, you might as well watch it at home. But we are focused on the experience – we want to be the fun, cool place to go and have fun with your friends and family.
“Also, in this region, you look at the mall culture and the social family environment we live in – everyone loves going out.”
Toni El Massih: “We also make sure that we offer content for everybody. So, it’s not only Hollywood films that we release. Out of India, every week, we have five different regional language films. We also cater to Europeans with French and Italian films and also release Korean and Chinese films. Recently, we also had a successful run with a Turkish film. We cater to all demographics.”
GB: Are you also getting into original content?
Toni El Massih: “Yes, we have partnered with Abu Dhabi’s Image Nation and NBC Saudi to produce regional content, with a focus on Egypt and Saudi Arabia. There is a strong appetite for Arabic content, but there’s hardly any films coming out of places like Saudi – this year, there’s only been one film.
“As of now, Arabic content comprises only 5 per cent of the total box office. So we are going to start producing a lot of original content and focus on commercial films. We’re not into documentaries yet, more so films that are going to attract the audience to come to the cinema.”
GB: Looking specifically at the Vox brand, when did you realise its strength and influence?
Toni El Massih: “The day we went from being Cinestar to VOX Cinema. That happened in 2011 and then we spent about six months working on the re-branding. That’s when we knew we had a very strong brand. We had a strong team, and we were confident about taking it forward and building it from there.”
Michelle Walsh: “Being part of the Majid Al Futtaim group gave us the impetus, the investment, the belief and the ambition to expand.”
GB: You have had a partnership with Motivate Val Morgan for cinema advertising since the beginning – for the last 20 years. How has the relationship evolved?
Cameron Mitchell: “Motivate, I think, is the only partner that we’ve had from day one, because they are clearly the best in the region at what they do. They are very closely aligned with us and everything we are doing, and they share that same sort of consumer focus that we have. Everywhere we go, they come with us.
“So now in the UAE, we have more than half of the market share of screens, in Saudi it’s about 80 per cent, we are about 85 per cent in Oman and in Bahrain, we’re about 60 per cent. In Lebanon, we’re about 20 per cent. We don’t disclose market share numbers for Egypt. In all of those places, Motivate’s our partner and they represent us for on-screen advertising. We have an amazing relationship with the team.”
We at Motivate Val Morgan would like to extend our best wishes to VOX Cinemas on this milestone and look forward to many more years of success as business partners.
VOX Cinemas opened its third location in Cairo, Egypt at City Centre Almaza on 1st October 2019.
City Centre Almaza is the fourth and latest addition to Majid Al Futtaim’s portfolio in Egypt – which also includes Mall of Egypt, City Centre Maadi and City Centre Alexandria
Located in the heart of Heliopolis, City Centre Almaza spans over 100,000 square meters and features unique retail spaces, dining outlets and exciting lifestyle experiences – providing great moments for both residents and tourists in Cairo. The mall is also set to become one of the favoured destinations for shopping and entertainment over the next couple of years.
VOX Cinemas at City Centre Almaza is home to 16 state-of-the-art screens with a total of 1401 seats, and includes IMAX, MAX, Kids, 4DX and Gold Class experiences.
The cinema exhibitor presently operates 44 screens across 3 locations in Egypt:
Mall of Egypt – 21 screens with 2288 seats
City Centre Alexandria – 7 screens with 1626 seats
City Centre Almaza – 16 screens with 1401 seats
Motivate Val Morgan congratulates VOX Cinemas on its opening at City Centre Almaza in Egypt and warmly welcomes this new location to our regional cinema circuit.
Contact us for more information on cinema advertising opportunities in Egypt.
For more information on locations and movie timings in Egypt, visit https://egy.voxcinemas.com/
Sources: Daily News Egypt, VOX Cinemas and Majid Al Futtaim
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VOX Cinemas opened its fifth location in KSA at Kingdom Centre (Riyadh) on Tuesday 16th April 2019, and as part of this launch, introduced a new luxurious cinema experience – the first of its kind in Saudi Arabia. The ribbon-cutting ceremony marked the official opening of this premium cinema and was graced by HRH Prince Alwaleed bin Talal bin Abdulaziz al Saud – a member of the royal family.
The cinema features 8 screens with a total seating capacity of 228 seats, and includes VVIP experiences – an amalgamation of a fine dining concept, boutique décor and state-of-the-art audio-visual technology (immersive surround sound and crystal-clear projection). Each auditorium has been designed to provide guests with a breathtakingly luxurious experience and features reclining leather seating with individual call buttons for in-cinema waiter service. The gourmet menu includes unique items such as 24k gold wrapped steak frites, 24k gold coated chocolate fondant, gold dusted salted caramel popcorn and bespoke mocktails made with exotic ingredients.
In an interview with Vogue about the new VOX Cinemas, Mohamed Al Hashemi – Country Manager for KSA at Majid Al Futtaim, said, “It will be a different experience to watch films. It does not appear as a cinema, it is a luxurious dining experience with screen displays, and it is the first of its kind in the Middle East to open in Saudi Arabia.”
He added, “In the Kingdom, 30 million people are different in taste, some of them want a different cinematic experience and some want to buy cheaper tickets, and every product we offer at VOX has certain customers.”
“Since launching our first multiplex in Riyadh Park a year ago, we strongly believed in the future of entertainment in Saudi Arabia. Today, we are brought one step closer to achieving our vision with the launch of one of the most luxurious cinema experiences in the world. The journey has been nothing short of inspiring and is one that we will continue to be a part of as we break new barriers in parallel with the growth of our operation,” he said.
With the opening this new location, VOX Cinemas presently operates 47 screens across Saudi Arabia – 35 screens in Riyadh and 12 screens in Jeddah, and according to Al Hashemi, VOX Cinemas is due to open its next location in Dammam – the capital of the Kingdom’s Eastern Province.
As the exclusive cinema advertising partner of VOX Cinemas – across the region, we at Motivate Val Morgan would like to congratulate VOX Cinemas on its opening at Kingdom Centre in Riyadh, and warmly welcome this new location to our circuit in Saudi Arabia.
Contact us for more information on cinema advertising opportunities in KSA.
For more information on locations and movie timings, visit https://ksa.voxcinemas.com/
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VOX Cinemas Opens at Red Sea Mall in Jeddah
VOX Cinemas Opens in Saudi Arabia at Riyadh Park Mall
Sources: Eye of Dubai and Vogue
