Armani Code | Integrated Cinema Campaign | KSA

L’Oréal booked an integrated cinema campaign with Motivate Val Morgan – through, Universal Media to promote their extended brand offering – Armani Code by Giorgio Armani.

 

Actor Regé-Jean Page embodies the modern, forward-looking rendition of masculinity that sits at the heart of the Armani Code philosophy.

 

The 15 sec. on-screen commercial was booked as a sponsorship spot at VOX Cinemas – Kingdom Centre Riyadh – KSA for a period of 4 weeks starting 10th November, coinciding with the release of Marvel’s blockbuster Black Panther: Wakanda Forever.

 

 

The off-screen component included a sampling activity prior to the screening of Black Panther: Wakanda Forever at VOX – Kingdom Centre Riyadh on the weekend of November 10th – 12th, 2022.

 

Perfume samples were placed on the seats, along with an Armani Code flyer, featuring Regé-Jean Page, and a QR Code for the audience to scan and order the perfume online.

 

Giorgio Armani - Armani Code

 

Combining on-screen advertising with sampling at the cinema is an effective strategy when seeking to engage audiences with a new product.

 

Got a product launch ahead? Contact us to know more on how integrated campaigns can help move your brand closer to its target audience.

 

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.

Atlantis | Cinema Activation | VOX Cinemas – Mall of the Emirates

Atlantis recently executed a cinema activation – ‘Cinevation’ – during a Black Widow session in the IMAX auditorium of VOX Cinemas – Mall of the Emirates.

 

The Atlantis ad booked to screen alongside the blockbuster Black Widow played first, followed by the activation video with a message to the audience to look under their seats for a special surprise – vouchers to visit Aquaventure Waterpark.

 

One lucky couple also won the bumper price – a romantic staycation at Dubai’s most iconic resort.

 

On Screen Commercial:

 

Activation Video:

 

The cinema activation was part of an annual deal booked by Atlantis (through Magna Global) to promote the resort’s Marine & Water Park, F&B and Rooms alongside eight movies releasing between 2021 and 2022 – including No Time to Die, Gucci and Missions: Impossible 7.

 

Have a similar or more creative in-cinema activation in mind for your brand? Contact a member of our sales team today for more information.

 

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Shang-Chi: The Story Behind Disney’s Successful Experiment

Shang-Chi and the Legend of the Ten Rings – Marvel’s first epic to star an Asian hero and Disney’s first theatrical-only release since 2019, had a lot of factors against it, but it didn’t just overcome them, it practically somersaulted over.

 

According to tracking website Box Office Mojo, Shang-Chi earned $8.8 million from Thursday night (September 2) previews which began at 7pm across North America, the second highest preview result of the pandemic era behind Black Widow‘s $13.2 million, but rang up an estimated US$75.5 million at U.S. theaters between Friday September 3, and Sunday September 5 (labor weekend). As of September 19, the blockbuster has garnered US$160.9 million and US$112 million at the domestic and international box office (respectively), which equates to over US$272.9 million at worldwide box office (1.8 times the production budget of US$150 million), and is the second biggest opening of 2021.

 

Bob Chapek, Disney’s CEO, described the film as an “interesting experiment”, for the movie was the first franchise by studio to exclusively release in theatre, without the simultaneous release on Disney+, since the outbreak of the pandemic. But Simu Liu, the lead actor in Shang Chi, wrote on twitter – “We are not an experiment… We are the surprise.”

 

Media and industry pundits too labeled Shang-Chi as a ‘gamble’ for the studio’s choice of committing to a theatre only release, citing various reasons: the pandemic affected box office ticket sales, the fact that Labor Day weekend is typically slow for theaters, and the protagonist is a newcomer (with tweethearts of social media even referring to Liu as ‘Shang-Who’). However, based on movie reviews and box office figures: Shang-Chi broke the high-risk perception by major studios of releasing exclusively in theatres and not having a simultaneous streaming release, proved that the pandemic won’t stop people showing up for Marvel, and that even on a traditionally slow weekend, audiences were willing to return to the big screen for highly anticipated blockbusters.

 

After Black Widow, Jungle Cruise and Cruella concurrently released on Disney+, the studio announced last week that the rest of its 2021 slate — including Marvel’s Eternals and Steven Spielberg’s adaptation of West Side Story — will each screen exclusively in theaters. The news is promising for cinema exhibitors, for Disney films are routinely among the highest-grossing of the year.

 

Next up for Marvel are Venom: Let There Be Carnage, Eternals and Spider-Man: No Way Home, releasing October 21, November 4 and December 16, 2021.

 

 

Contact us for cinema advertising alongside these upcoming blockbusters.

 

 

Sources: npr, The Numbers, Variety, Vulture, L.A Times and Cinemablend

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Women Take Charge of Hollywood in 2020

Women – directors and actors, are set to take charge of Hollywood in 2020!

According to World Economic Forum, the number of women behind the camera on Hollywood movies jumped to record levels in 2019, with 12 directing top-grossing films including Frozen II, Captain Marvel and Hustlers.

Additionally, a study by the Annenberg Inclusion Initiative at the University of Southern California found that women made up 10.6% of directors of the top movies last year, more than double the percentage in 2018 and the highest percentage of female directors in the past decade.

2020 is already off to a good start with five of the year’s most anticipated blockbusters – Bird of Prey, Mulan, Black Widow, Wonder Woman 1984 and Eternals – all directed by women.

 

Birds Of Prey

Director: Cathy Yan

Release Date: February 6, 2020

Birds of Prey, will be DC’s first venture in 2020 and the first movie from the studio to come after Todd Phillips’ acclaimed Joker movie. The movie stars Margot Robbie – reprising her famous role of Harley Quinn, and will feature a few other leading ladies such as Mary Elizabeth Winstead, Jurnee Smollett-Bell and Rosie Perez (to name a few).

 

Mulan

Director: Niki Caro

Release Date: March 26, 2020

Disney’s next live action remake will not be a musical and is missing the indestructible Mushu in its first trailer. However, audiences need not fret, as this version of Mulan from Niki Caro is paving its own path and staying clear of mimicking the 1998 animated classic.

 

Black Widow

Director: Cate Shortland

Release Date: April 30, 2020

One of Marvel’s big releases this year will be by a female director – Cate Shortland, and follows a leading superhero – Natasha Romanoff  (also known as Black Widow) played by Scarlett Johansson. Black Widow’s solo movie has been a long time coming as a result of Scarlett Johansson’s character being a popular in the Avengers series. The story of Natasha Romanova should give audiences a real chance to see her in action and outside the realm of an ensemble movie.

 

Wonder Woman 1984

Director: Patty Jenkins

Release Date: June 4, 2020

As a sequel starring a popular DC comics character, it’s no real surprise that Wonder Woman 1984 – directed by yet another leading female director Patty Jenkins, is topping the list of most anticipated  movies in 2020. Gal Gadot will also be back to reprise her role of Diana Prince, with Kristen Wiig taking on the role of Barbara Minerva (better known as Cheetah) – the archenemy of Wonder Woman.

 

Eternals

Director: Chloé Zhao

Release Date: October 29, 2020

Eternals 2020

 

In April 2018, Marvel Studios announced that they will be developing a film based on the Comic book series Eternals. Directed by Chinese film director Chloé Zhao – known for The Rider, the film will star leading female actresses such as Angelina Jolie, Salma Hayek and Gemma Chan, alongside Game of Thrones’ Kit Harington and Richard Madden. The Eternals are immortal aliens who should possibly offer much to the cosmic side of Marvel’s Phase Four.

According to a list of the most anticipated movies of 2020 by Fandango, around half will be led by women. It’s also worth pointing out that from this list, the top four movies are female-directed.

 

Visit the Movie Planner section of our website to watch trailers of other upcoming movies in 2020.

 

 

 

Sources: Variety, World Economic Forum and Fandango.

2019 Set to be Disney’s Biggest Year Ever!

In 2019, Walt Disney Studios may break box office records for having the highest-grossing year of all-time for a Hollywood studio.

Since the start of Hollywood’s golden age, Disney has been at the forefront, pushing forward creativity – mainly animation movies.

While Disney experimented in live-action films over the years, it wasn’t until the 2000s that they really took the medium seriously – with their very first Pirates of the Caribbean movie, The Curse of the Black Pearl.

Gore Verbinski’s 2003 Pirates of the Caribbean movie was the studio’s first PG-13 film ever, and its overwhelming success ultimately convinced Disney to pursue more movies in that vein.

Eventually, that meant acquiring Marvel Entertainment in 2009 and Lucasfilm in 2012. Thanks to a steady stream of Marvel, Pixar, and Star Wars releases, as well as a new trend in live-action remakes from the company’s flagship studio, Disney has managed to dominate the worldwide box office, and 2019 seems to be the year where the studio will take things to the next level.

Walt Disney Studios is set to release nine blockbusters in 2019, and while nine releases are a lot for one year, it’s actually the size of them that’s truly overwhelming:

 

Captain Marvel (March)

 

Dumbo (March)

 

Avengers: Endgame (April)

 

Aladdin (May)

 

Toy Story 4 (June)

 

The Lion King (July)

 

Artemis Fowl (August)

 

Frozen 2 (November)

Frozen 2 - 2019

 

*Awaiting the release of the trailer

 

Star Wars: Episode IX (December)

Star Wars Episode IX - 2019

 

*Awaiting the release of the trailer

 

Taking all of these movies into account – two saga endings, two massive live-action remakes, and several other highly-anticipated films, Disney is on track to top their record of being the only studio in history to earn US$6 billion at the worldwide box office twice. In fact, they just might be the first studio to hit US$7 billion (if not higher) in 2019. With Avengers and Star Wars releasing in the same year, not to mention another Frozen film, it’s VERY possible.

 

Disney Movie Success – UAE

Disney Movies - Ranking in UAE

 

Don’t miss out on advertising your brand alongside these highly anticipated Disney Blockbusters of 2019.

Contact us for more information on cinema advertising opportunities across the Motivate Val Morgan circuit.

 

 

Sources: ScreenRant, YouTube and MVM Analysis