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



Panadol | Cinema Activation | UAE

Panadol unveiled an innovative cinema activation in collaboration with Publicis Media, Motivate Val Morgan and VOX Cinemas.


The campaign titled ‘The Art of Release’ – on display from 6 to 19 October – enables cinemagoers to envision their personal pain relief moments and experience it on expansive screens through an AI-powered Panadol visual booth in the foyer area of VOX Cinemas, Mall of the Emirates.


Cinemagoers also receive complimentary goodies and memorabilia post their ‘Pain Relief Moment’ experience.


Panadol Mall of the Emirates



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A post shared by Panadol Middle East (@panadolme)


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A post shared by Virgin Radio Dubai 104.4 (@virginradiodxb)


The cinema activation has also garnered significant media coverage, with mentions across well-known platforms such as Virgin Radio Dubai with Kris Fade, Zee TV, What’s On Dubai, and more.


Cinema activations help move your brand closer to its target audience. Think cinema for ‘attention-grabbing’ adverting!




Eid-Al-Adha | Cinema ads | 2023

The region embraced the joy of Eid Al-Adha with an extended 6-day break, with cinema offering an abundance of blockbuster entrainment options to elevate the festivities for residents who opted to stay back and indulge in activities at malls and entertainment venues.
From thrilling adventures such as Indiana Jones & The Dial of Destiny and Elemental to action-packed spectacles such as Transformers: Rise of the Beasts, The Flash, along with other exciting releases such as TAG and more, the big screen served as a dynamic platform for brands to engage with captive audiences.

Here are the ads that lit up the big screen during Eid-Al-Adha 2023:


Gazebo – FTM Indiana Jones & The Dial of Destiny

Country: UAE
Operators: Select VOX Screens at Mall of the Emirates


Dallah Hospital 

Country: KSA
Operators: Select AMC, Muvi, Reel & VOX Locations


Oriental Weavers

Agency: Initiative Cairo
Country: Egypt
Operators: Select VOX Locations



Agency: UM Qatar
Country: Qatar
Operators: Select VOX Locations



Country: Bahrain
Operators: Select VOX Locations


Kuwait Finance House

Agency: Mindshare Kuwait
Country: Kuwait
Operators: VOX Cinemas


Think cinema for ‘attention-grabbing’ advertising!

Contact us for cinema advertising opportunities alongside upcoming summer blockbusters.




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.

Dubai Safari Park | Off Screen Cinema Campaign | UAE

Dubai Municipality booked an off-screen cinema campaign to promote the eco-friendly Dubai Safari Park  starting 10 November 2022.


The Branded popcorn tubs were distributed to moviegoers at VOX Cinemas – Mall of the Emirates, City Center Mirdif, City Center Al Zahia, and City Center Deira.





Dubai Safari Park also took over the digital screens at VOX Mall of the Emirates – the hero screen above the candy bar and the large screen at the entrance to the IMAX auditorium.



Contact us for more on how off screen cinema advertising could help move your brand closer to its target audience.


Related Articles:

FIFA | Integrated Cinema Campaign | UAE & KSA

Armani Code | Integrated Cinema Campaign | KSA

Motivate Val Morgan | Private Screening | Tahit Tahdid Alsilah

Motivate Val Morgan, in collaboration with VOX Cinemas, hosted a private screening of the Egyptian movie Tahit Tahdid Alsilah for our valued advertisers.


The screening took place on 3 November 2022 at 7:00 PM (local time) in the UAE – Mall of the Emirates, Oman – Muscat City Center, Bahrain – The Avenues, and Qatar – Doha Festival City.


With an attendance of over 220+ invitees across the four countries – a mix of agency and direct clients (and their friends/family members), the screening was a massive success!


Private Screening - Tahit Tahdid Alsilah


We would like to take this opportunity to sincerely thank VOX Cinemas for helping us organize and execute the four private screenings of Tahit Tahdid Alsilah, and to everyone who attended the event, thus contributing to its immense success.




Motivate Val Morgan | Private Screening | Thor: Love and Thunder

Motivate Val Morgan in partnership with VOX Cinemas, hosted a private screening of Thor: Love and Thunder at Mall of the Emirates on Thursday 14th July at – the first screening post COVID-19 and for the year 2022.


With an attendance of over 75 invitees – a mix of agency and direct clients (and their family members), the private screening was a massive success and the first of many more ahead for this year!


Thor Love and Thunder Private Screening Photos


We would like to take this opportunity to sincerely thank VOX Cinemas for helping us organize and execute this screening – making it a memorable one!


Finally, a huge thank you out to our invitees who attended, thus contributing to its immense success.


Stay tuned for more updates on future ‘Private Screenings’ by Motivate Val Morgan.

BBC Earth | Cinematic On-Screen Ad | UAE

BBC Earth recently booked a 4 week on-screen campaign through Motivate Val Morgan – an audio and visual storytelling ad, making it cinematic and memorable in every sense.


Standing out amongst the crowd has always been the challenge in advertising.


With so many other ad messages to compete with, how does a brand make its messaging resonate with its target market?


The answer is a compelling story; one that reaches the heart of the consumer and evokes a feeling or a memory.


But a compelling story is just one step of the way. The next step is to make sure that story is experienced in all its glory on a platform that attracts the attention of audiences  – one that connects, captivates and is memorable enough to convert, and there’s no better place than cinema to tell a story!


BBC Earth – a first time advertiser with Motivate Val Morgan, recently booked a 30 sec. cinematic on-screen ad at VOX Cinemas – Mall of the Emirates and Reel Cinemas – The Dubai Mall for a period of 4 weeks (1st January – 28th January 2021).


The ad promotes the new and exclusive BBC Earth show – A Perfect Planet, and is an audio and visual storytelling masterpiece, evoking emotion and making it memorable when viewed in a distraction free environment, on the BIG Screen.



Here are three reasons why cinema is the best medium for storytelling:


Ultimate platform for advertising

Cinema provides the best seat in media – an immersive experience with unmatchable audio and visual storytelling capability, offering advertisers captive and engaged audiences.


Variety of cinema experiences

Cinema exhibitors, in the Middle East and around the world, offer cutting-edge cinema concepts and technology (3D, 4D, IMAX, Dolby, ScreenX, etc.) – pushing the boundaries of cinemagoing. This in turn affords advertisers new and exciting formats of cinema advertising – guaranteed to create greater brand impact through storytelling.


Flexible advertising durations

Cinema offers advertisers with a range of ad durations, from 30, 45, 60, 75 and 90 seconds, thus the opportunity to run longer and more compelling brand stories that aren’t subject to stringent slots.


In a multi-screen, multi-platform world where people are constantly targeted with brand messages, it’s becoming more important to emotionally engage audiences than ever before. Today’s consumers are more sophisticated and are tired of traditional advertising! They want to be told about products and services in a more creative, captivating and entertaining manner.


Why not free yourself from the confines of traditional advertising by creating powerful brand stories and aligning your brand with cinema advertising in 2021?


Contact us for more information of cinematic advertising opportunities across our circuit in the Middle East



Sources: the next ad and ScenicRD

Emarat | Integrated Cinema Campaign | UAE

Emarat – one of the UAE’s leading petroleum companies, recently booked an integrated cinema campaign with Motivate Val Morgan across multiple cinema location in UAE.


The on-screen component of the campaign included a 60 sec. commercial booked for a period of 8 weeks (1st December 2020 to 25th January 2021) at the following cinemas:

VOX Cinemas – City Centre Mirdif, Mall of The Emirates, City Centre Sharjah, City Centre Ajman and Al Hamra Mall
Reel Cinemas – The Dubai Mall, The Springs Souk and The Pointe


The commercial maps the brand’s journey over almost 40 years, serving communities when and where needed – keeping people and businesses moving. Even though times have changed, one thing that has stayed the same for Emarat is their commitment to quality, service and excellence. Communities can truly expect…the expected with Emarat.



Emarat also booked a range of off-screen executions at multiple cinema locations for a 2 month period (starting 1st December 2020) as per below:

Entrance Panel Wrap: Reel Cinemas The Dubai Mall
Digital Screen: Reel Cinemas The Springs Souk and VOV Cinemas City Centre Ajman
Entrance LED: VOX Cinemas City Centre Mirdif
Hero Screen (screen above Candy Bar): VOX Cinemas Mall of the Emirates
Light Box: VOX Cinemas City Centre Sharjah and Al Hamra Mall



Integrated cinema campaigns provide greater brand visibility and enable brands to target cinemagoers across multiple touchpoints.


Don’t miss out on reaching your target audience, especially alongside the release of Wonder Woman 1984 (December 17).


Contact us for more information on integrated cinema campaigns across our cinema circuit.



UAE National Day | Mubadala Cinema Campaign | 2020

Mubadala launches a cinema campaign to celebrate UAE National Day


United Arab Emirates will celebrate 49 glorious years as a nation on 2nd December 2020. UAE National Day is one of the most celebrated days in the country as it marks the anniversary of the federal unification of the seven emirates (Abu Dhabi, Dubai, Sharjah, Ajman, Umm al Quwain and Fujairah).


In celebration and honour of the nation’s leadership, history, values and progress, Mubadala booked a 60 sec. on-screen ad campaign through Motivate Val Morgan to screen across multiple locations in the UAE from 24th November – 14th December 2020.


VOX Cinemas – Mall of the Emirates
Reel Cinemas – The Dubai Mall

Abu Dhabi:
VOX Cinemas – The Galleria Al Maryah Island, Marina Mall and Yas Mall

VOX Cinemas – City Centre Sharjah
Cinemacity – Zero 6 Mall

Ras Al Khaimah:
VOX Cinemas – Al Hamra Mall



Interested in launching a campaign to celebrate a special day? With Christmas fast approaching, and the confirmed release of Wonder Woman 1984 set for 17 December 2020, contact a member of our sales team for more information on displaying your brand commercial on the BIG Screen.