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.
As part of the latest offering by cinema exhibitors in the UAE – in response to the COVID-19 pandemic, Reel Cinemas has launched its latest drive-in cinema in Abu Dhabi, brining the total count to five drive-ins across the UAE.
Reel Cinemas launched its third drive-in cinema at the Yas Marina Circuit in Abu Dhabi on Thursday 9th July 2020, and will screen movies three nights a week on Thursdays, Fridays and Saturdays at 7:45pm. The entrance to the drive-in cinema is located at Yas Marina Circuit’s East Gate.
The cinema accommodates 63 cars, with a limit of up to five people per vehicle if family or up to three if not. Tickets are priced Dh160 per car, and includes a food and drinks package (popcorn, soft drinks, water and chocolate). Extra snacks can be ordered from inside the car, by alerting staff using the hazard lights.
Upon entry, guests will have their temperatures checked, before being directed to a specific parking spot. Visitors are requested to remain in their vehicles at all times, with the exception of using the toilets. Wearing of facemasks are mandatory if windows are lowered to speak to event staff, or when leaving the car.
Reel Cinemas launched its first drive-in experience at The Dubai Mall in late May, followed by another in Dubai Hills Estate in the fourth week of June – both launching after VOX Cinemas’ drive in at Dubai’s Mall of the Emirates, and the announcement by Urban Entertainment of a free drive-in cinema in Sharjah at Madar – Aljada (which opened to the public on Wednesday 1st July 2020).
For more information on movie schedules, visit www.reelcinemas.ae, and don’t forget to check out their Drive-in experience FAQs.
Please Note: Drive-in movie sessions at Yas Marina Circuit currently show up to 1st August 2020. Additional movie sessions beyond 1st August will be added closer towards those dates.
Related Articles:
Reel Opens Second Drive-in Cinema at Dubai Hills
Reel Launches Drive-in Cinema at The Dubai Mall
VOX Opens Rooftop Drive-in Cinema at Mall of the Emirates
Sources: The National & Reel Cinemas
VOX Cinemas’ drive-in cinema offers Dubai moviegoers a classic movie night under the stars.
Movie nights have taken a bit of a hit with the closure of cinemas across the globe amid the coronavirus pandemic. However, in response to the easing of restrictions imposed during the coronavirus pandemic in United Arab Emirates, while maintaining the safety of audiences by adhering to social distancing guidelines, VOX Cinemas launched its latest vintage style drive-in cinema at Mall of the Emirates in Dubai on Sunday 17th May 2020.
Situated in the shopping mall’s upper parking lot, on level 3, the drive-in cinema features a large screen underneath the Ski Dubai slop, where patrons can park in front of to enjoy a movie under the open air, while adhering to social distancing rules.
“The health and wellbeing of our guests and employees remains our top priority and moviegoers can be rest assured that the VOX Cinemas Drive-in complies with all government and best practice guidance, while still allowing guests to enjoy the big screen experience,” said Cameron Mitchell, Chief Executive Officer of Majid Al Futtaim – Cinemas.
“Drive-in visitors will earn Share Points and can access the Mall of the Emirates mall and facilities before the movie,” he added.
VOX drive-in accommodates 75 cars with a maximum of two people each, and in line with government regulations, individuals above the age of 60 and children between 3 and 12 years of age are not permitted to access the mall and drive-in cinema.
Tickets are priced at AED180+VAT, which includes the movie and a robust F&B package – popcorn, nachos, big bag of M&Ms and drinks (plenty for two people to enjoy throughout the film).
How the concept works
Step 1:
Purchase tickets online at uae.voxcinemas.com (movie showtimes will be revealed every Monday.)
Step 2:
Once patrons arrive at the Mall of the Emirates car park, they will be given clear instructions on how to proceed towards the red-carpeted entrance by VOX staff.
At the red-carpeted entrance, the ticket QR codes are scanned and soft drinks and snacks handed over.
Step 3:
Patrons will then be directed to their designated parking slots and asked to turn off their headlights. Parking spaces are allocated based on the height of the vehicle in and effort to ensure that everyone can easily see the large screen.
The movie’s audio will be transmitted through a FM frequency directly to the In-Car Entertainment System, which will be indicated on the screen prior to the start of the pre-show and movie.
Within days of its official launch, the new VOX concept has been so well received, with all movie sessions sold out till early June. However, due to the extended lockdown in the UAE, which will take effect from 8pm to 6am starting Wednesday 20th May 2020, the drive-in cinema will remain closed till further notice.
Nevertheless, given its demand, the concept won’t be going anywhere, and you can expect it to generate as much popularity once it resumes operation.
Check out media kit and contact a member of our UAE sales team for more information on cinema advertising at the VOX drive-in cinema.
Sources: What’s On Dubai, Gulf News, Variety, The National and Arabian Business
There has been a rapid increase of investment by advertisers in cinema advertising, the luxury brands are not far off.
Today, there are countless of options for luxury brands to tell their stories. To choose the right platform, advertisers need to tap into the consumers cluttered mind, which is exposed to advertisements on a daily. One way to ensure that the brand breaks through this clutter is by raising the intimacy the consumer shares with the brand.
Important findings from the latest 2019 Brand Intimacy Report by MBLM and attributes of cinema advertising which help build Brand Intimacy among cinemagoers, gain a better understanding of ‘Brand Intimacy’ and more.
Understanding Brand Intimacy
Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. These bonds are reciprocal and are fueled by emotion. Brands that build stronger bonds create stronger business return and longevity.
According to the 2019 Brand Intimacy Report, consumers are more willing to pay price premiums for Intimate Brands and less willing to live without them.
“Brands in the luxury category rely on creating, sustaining and developing stronger emotional relationships with their consumers. We’ve seen a tremendous increase in the industry around the enhancement and ritual archetypes, indicating that their consumers are changing their relationship to brands in the luxury category,” states William Shintani, managing partner of MBLM.
Latest MBLM Report 2019:
In 2019, the luxury industry remains in the 7th rank out of the 15 industries showcased in the 2019 Brand Intimacy Report.
Dior rises to the top of the luxury industry, followed by Chanel at #2 and Louis Vuitton at #3. The Top 10 is rounded out by Cartier, Dolce & Gabbana, Armani, Gucci, HugoBoss, Burberry, and Hermès respectively.
Enhancement and Nostalgia are fastest growing archetypes (the type of emotional relationship between a person and a brand) in the luxury category.
31% of users report being in one of the three stages of intimacy (sharing, bonding and fusing) with the luxury industry.
Notable findings for the luxury industry include:
MBLM leverages the yearly study to help advertisers create, sustain and measure ultimate brand relationships. To download the full Brand Intimacy 2019 Report, please click here
Attributes of Cinema to Build Brand Intimacy
Cinema has the strongest combined brand impact of any medium, according to research by Millward Brown, commissioned by Digital Cinema Media.
Millward Brown brought together the combined learnings of 183 CrossMedia case studies from across Europe, 88 of which were in the UK, and examined how each medium performed against five metrics.
Pound-for-pound, cinema outperformed all of the other media in all but one of the five metrics.
Why choose cinema as a medium for advertising?
Cinema is the strongest medium for making brands memorable with a return of investment (ROI) of 2.9 per cent, ahead of TV with an ROI of 2.5 per cent.
Cinemas deliver greater recall and resonance for audiences than any other AV channel, now is a better time than ever for marketers to invest in cinema advertising to build their brands.
Ideal Environment for Advertising
Dark Auditorium & Distraction Free – All eyes on the big-screen and attention guaranteed without interruptions.
Everything About it is BIG
Larger Than Life Image – Consumers notice cinema ads as they make real use of the big screen with impressive graphics, panoramic landscapes and unusual visual displays.
Exceptional Audio
Surround Sound & Booming Bass – Sound is a key part of the cinema experience, with the best ads using it to optimize its effect.
Captive & Receptive Audience
“Opt in” Medium – With the audience choosing to go to the cinema, your brand reaches out to a relaxed and receptive audience.
In addition, cinema offers 360-degree exposure and innovative opportunities to brands – utilizing both on-screen and off-screen advertising. Ranging from sampling, activations, promotions and many more activities, advertisers can now compliment and support their on-screen ads with off-screen advertising for greater brand impact.
The tendency of people towards cinemas is increasing day by day. According to a survey, since 2008, the total number of people visiting cinemas increased by 24 percent, with 75 percent of the adult population. During the shows, with an excess of 87 percent of moviegoers exposed to the ads, cinema’s appeal is continually reaching to more and more people which provides a powerful way for advertisers to reach audiences.
Target luxury niche audiences using Cinema
With an increase in the number of blockbusters releasing across the region and an equal increase in the number of cinema admissions each year, there’s no doubt that cinema remains an important platform for entertainment – catering to all ages and nationalities, and advertising in the region.
Luxury cinema concepts are very high-end and upscale – designated plush lobby areas, comfortable leather reclining seats, bespoke F&B offerings and a personalized waiter service, which elevates the movie going experience for consumers with a sophisticated mindset.
Such cinemas create small, intimate and curated relationships with sophisticated audiences which are more viable for luxury brands than mass awareness-seeking media campaigns.
Brand Storytelling is increasingly becoming the new way to create meaningful dialogs with luxury consumers – and there’s no better place than cinema for showcasing such content.
Luxury cinema concepts are no longer specific to certain operators. Today, most reputed cinema operator across the region offer unique luxury cinema experiences – catering to audiences of varying levels of sophistication.
Over the last two years, cinema operators have invested a great deal on expanding and upgrading their respective cinema multiplexes. From luxury cinema screens, to cinemas designed focusing on the little ones, the cinemas are now catering to a variety of demographics than ever before.
This upgrade includes the revamp of existing luxury cinema screens and the introduction of luxury cinema concepts and stand-alone boutique cinemas.
Luxury cinemas are intimate and private with fully reclining armchairs and adjustable footrests arranged in pairs with their own private table. The seating is tiered for unobstructed viewing.
The sheer opulence and indulgence of these luxury cinemas also offers unsurpassed levels of service. Drinks and snacks are served on-demand throughout the movie and the menu offers a range of premium food options.
An exclusive lounge facility is adjacent to each of these luxury cinemas – to deliver an intimate cinema experience for guests.
Motivate Val Morgan serviced cinemas that offer luxury cinema experiences include: VOX Cinemas (regionally), Reel Cinemas (UAE), Oscar Cinema (UAE), Cine Royal Cinema (UAE) and Cinemacity (UAE).
Partnering with the late celebrity Michelin star chef Gary Rhodes, VOX Cinemas introduced a new luxury THEATRE by Rhodes – the first concept of its kind in the Middle East in September 2015 at its Mall of the Emirates cinema location.
THEATRE by Rhodes delivers the most innovative and customer-focused experience, presenting movie lovers with a full food and beverage menu –prepared by in house chefs who are all trained to meet the internationally renowned Rhodes’ standard.
From a state-of-the-art auditorium to the large leather reclining pod-seats, waiter service and exclusive lounge, THEATRE by Rhodes is luxury cranked up to the max – effectively an upgrade on the VOX Gold Class cinema experience.
THEATRE by Rhodes is solely available at VOX Cinemas: Mall of the Emirates (UAE – Dubai), Yas Mall (UAE -Abu Dhabi) Nation Towers (UAE -Abu Dhabi), Doha Festival City (Qatar) and The Avenues (Bahrain).
Example Luxury Brand Cinema On-Screen Campaigns Booked Through Motivate Val Morgan:
Cartier
Tiffany & Co.
Tag Heuer
Why choose to partner with Motivate Val Morgan:
Motivate Val Morgan’s coverage includes over 480 cinema screens across 55 cinema locations in the Middle East – UAE, Lebanon, Oman, Egypt, Qatar, Bahrain, Saudi Arabia and Kuwait. We partner with leading cinema operators who offer luxury cinema experiences and have a presence in the best shopping malls across the region.
With an incredible slate of content coming to the big screen in 2020, cinema is set to once again appeal to a wide range of demographics.
Contact a member from our sales team for more information on cinema advertising opportunities that target affluent and sophisticated audiences.
Sources: Aviamost, Forbes, CampaignLive
Nezo – salt manufacturer, recently booked an off-screen popcorn box branding campaign through Motivate Val Morgan at various VOX Cinemas locations across the UAE.
The branded popcorn tubs were distributed to moviegoers starting Thursday 21st November 2019, and will continue to be dispensed until stocks last.
The aim of the campaign was to highlight the importance of Nezo salt in food items, similar to the importance and significance of having popcorn while watching movies at the cinema.
A total of 50,000 popcorn boxes were branded with Nezo graphics. 5,000 boxes were allocated at each cinema location. The campaign kicked off at VOX Cinemas – Mall of the Emirates and also ran across the following VOX locations:
Mall of the Emirates
Cineplex Grand Hyatt
Mercato
City Centre Deira
Burjuman
City Centre Sharjah
City Centre Ajman
Marina Mall – Abu Dhabi
Al Jimi Mall – Al Ain
The campaign also ran across VOX Cinemas – City Centre Mirdif.
Other off-screen advertising opportunities include:
Got a campaign which would require off-screen cinema advertising?
Contact a member of our sales team for more information on branding options and on/off-screen advertising opportunities across the Middle East!
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Landmark Group | Pillar Branding | VOX Cinemas – Mall of Egypt
Sony PS4 | Marvel Spider-Man | Cinema Campaign
The Men in Black (MIB) have always protected the Earth from the scum of the universe, and in this new adventure (Men in Black: International), the agents tackle their biggest, most global threat to date: a mole in the organization, in the new Lexus RC F sport coupe.
Lexus vehicles are the official global fleet of the agents in the latest film from the MIB franchise. The Lexus RC F (US 2020 model) stars as the MIB agents’ most elite weapon and vehicle of choice for high-velocity pursuits. The luxury sports coupe recently underwent an exciting change, making it faster, lighter and even more ready to transport the Men in Black as they save the universe; in the film, it also boasts some pretty amazing alien tech. The Lexus RX Hybrid and Lexus LX SUVs are also featured in alien encounters in scenes in the film.
Lexus worked with VOX Cinemas in Saudi Arabia and UAE to promote their partnership with Sony Pictures as the official vehicle of the Men In Black: International film, which released across cinemas on 20th June 2019.
A car display was booked to exhibit at VOX Cinemas – Red Sea Mall (Jeddah) during the ‘premier’ of the movie. Additionally, a 30 sec. on-screen ad was also included as part of the Lexus package from VOX Cinema – which screened during the two premier sessions at Red Sea Mall.
A car display was also booked to exhibit at the premier of Men in Black: International in the UAE at VOX Cinemas – Mall of the Emirates, and remained on display till Monday 1st July 2019.
The team at Motivate Val Morgan assisted Lexus in getting their on-screen material – which screened at the premier, approved by GCAM in Saudi Arabia (on short notice) and also connected Lexus with VOX Cinemas in order to successfully plan and execute the car display during the premier of Men in Black: International at VOX Cinemas – Red Sea Mall and Mall of the Emirates.
Is your brand featuring in/collaborating with any upcoming movies? Contact us for cinema advertising opportunities to amplify reach and recall for your brand.
Sources: Lexus, Deadline and Top Gear Philippines
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.
Cinevation:
Booked through Cheil, the Cinevation was executed on Friday 1st March 2019 at VOX Cinemas – Yas 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 Cinemas – Yas Mall (Abu Dhabi), Mall of the Emirates (Dubai) and City Centre Mirdif (Dubai), and Reel Cinemas – The 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
Ski Dubai – developed by Majid Al Futtaim Group, is located at Mall of the Emirates and is the first Indoor Ski Resort in the Middle East.
Ski Dubai offers an unforgettable snow experience for the entire family from skiing, snowboarding and tobogganing or just playing in the snow. The indoor ski resort covers an amazing 34,300 SQM – of which 26,700 SQM is covered with real snow all year round.
Motivate Val Morgan has been the official advertising partner of Ski Dubai since October 2017, and recently, Etisalat booked a swyp campaign through Initiative Abu Dhabi which included:
Other advertising options available at Ski Dubai are as follows:
Warm Area Advertising
Cold Area Advertising
Contact a member of our sales team, for more information on advertising opportunities at Ski Dubai – Mall of the Emirates, Dubai.
The Art of Shaving – a sought-after brand in the UAE, booked 2 Cinema Activities at VOX Cinemas – Mall of the Emirates, for a period of 1 month through Motivate Val Morgan.
The activities are as follows:
The Art of Shaving is also one of the global sponsors of the movie Kingsman: The Golden Circle – which released in cinemas on September 21. International Markets Leader of the brand Asad Raza Khan said, “The Art of Shaving is proud to be associated with Kingsman: The Golden Circle. This association symbolizes the coming together of two concepts which completely believe in the perfect gentlemen and what is needed to become one.”
The Art of Shaving was established in 1996 in New York and was acquired by P&G in 2009. The brand is the top complete male grooming solution, offering products in Skin, Shave, Hair, Body, Face and Beard Care. The brand also introduced a top quality Fragrance line earlier this year.
Dedicated to providing the best overall grooming experience for men, The Art of Shaving arrived in UAE earlier this year, with its first two shops at City Walk: Phase 2 and Dubai Festival City. The brand is also present in select Paris Gallery outlets – including The Dubai Mall and Ibn Battuta Mall.
Check out their website for more information on products and services.
