Motivate Val Morgan Launches Audience Based Cinema Buying Platform

The newly launched platform has the capability to offer data and insight driven audience based cinema buying across Motivate Val Morgan’s network of cinemas in the Middle East.


Motivate Val Morgan, the leading cinema advertising company in the Middle East has launched a dedicated platform – CinePlan and CineMeasure, through which advertisers can plan and measure their cinema campaigns with ease.

CinePlan is a tool that can be utilized to build a cinema media plan based on advertiser requirements, and offers two routes: By Admission and By Package. The By Package route presents advertisers with the option to book existing pre-designed packages sold by Motivate Val Morgan, while the By Admission route is a new extension to the existing bouquet of cinema advertising offerings, where advertisers can define their advertising reach at cinema locations of preference.

CineMeasure is a post campaign measurement tool that works seamlessly with CinePlan to analyze and report admission data for an executed campaign.

Ian Fairservice, Managing Partner, Motivate Media Group, said, “As the region’s leading cinema advertising company, with over twenty-three years of regional experience, we are committed to constantly improve and innovate our offerings. The launch of CinePlan and CineMeasure marks a significant milestone for Motivate Val Morgan, as it establishes a first-to-market platform through a self-service model, a major focus for the company as we look to empower advertisers and provide autonomous cinema planning and measurement.”

The platform will add exceptional value for advertisers as it has the capability to offer data and insight driven audience-based buying across Motivate Val Morgan’s network of cinemas in the region, improving accountability and transparency to address concerns on cinema audience measurement, a byproduct of the pandemic.

Avinash Udeshi, Chief Operating Officer, Motivate Val Morgan commented, “While being a market leader, we have always had a consultative approach in terms of buying and delivering on campaign objectives. Through this platform, we will offer the same total flexibility and convenience to advertisers and agency planners, with admission data from the cinema box office. Thus, cinema advertising can now be further planned, bought, and measured through a simple yet comprehensive dashboard. The system has the capability to buy audience by numbers, demography, and income groups, right down to a granular level of an individual screen at a particular location.”

Advertisers can leverage CinePlan and CineMeasure to connect the dots between ad exposure and a campaign’s outcome.


Promo/Launch Video:


Visit: Motivate Val Morgan to start planning your cinema advertising campaign.

Saudi National Day | Cinema Campaigns | 2021

Saudi Arabia celebrated its 91st National Day (also known as Al-Yaom-ul-Watany) on 23rd September 2021, commemorating the birth of the modern Saudi nation.

This year’s theme and slogan was ‘Heya Lana Dar’, which means ‘A Home for Us’ – appreciating the spirit of the country’s cultural diversity that makes everyone (Saudis and foreigners) feel at home.

To honour and celebrate the transformative journey the country has embarked on over the past 91 years, leading brands in Saudi Arabia launched cinema campaigns across the country:



The national airline of Kingdom of Saudi Arabia launched its national day cinema campaign emphasizing the spirit of being a Saudi national and its prosperity through generations.

Commercial Duration: 60 sec.
Campaign Duration: 21 – 24 September 2021
Locations: VOX Cinemas (Riyadh Front and Red Sea Mall), Muvi Cinemas (Nakheel Mall and Mall of Dhahran), AMC Cinemas – Stars Avenue and Cinépolis Cinemas – Lulu Mall



Saudi Telecom Company launched its cinema campaign that parades the evolution of digital life in the kingdom.

Commercial Duration: 90 sec.
Campaign Duration: 23 – 25 September 2021
Locations: VOX Cinemas (Riyadh Park Mall and Red Sea Mall), AMC Cinemas – Panorama, Muvi Cinemas (Mall of Arabia and Nakheel Mall) and Cinépolis Cinemas – Lulu Mall


Banque Saudi Fransi

The Saudi based banking group’s national day campaign celebrates the vision and achievement of Saudi Arabia as a nation in various sectors.

Commercial Duration: 30 sec.
Campaign Duration: 21 – 27 September 2021
Locations: VOX Cinemas (Riyadh Park Mall, Kingdom Tower, Riyadh Front and Red Sea Mall), AMC Cinemas (Panorama and Riyadh Gallery) and Muvi Cinemas (Nakheel Mall Riyadh, U Walk, Mall of Arabia, Nakheel Mall Dammam and Mall of Dhahran)


Tamimi Markets

One of the fastest-growing supermarket chains in Saudi Arabia booked an ad to commemorate the Kingdom’s prosperity and greatness.

Commercial Duration: 15 sec.
Campaign Duration: 22 – 28 September 2021
Locations: 25 locations covering multiple VOX, Muvi, AMC and Cinépolis cinema locations


The General Presidency for the affairs of the Grand Mosque and the Prophet’s Mosque

The government agency launched its campaign welcoming pilgrims and aiming to facilitate worshipers to perform the religious worship at the grand mosques with a prompt for being dutiful and generous in the times of the pandemic.

Commercial Duration: 60 sec.
Campaign Duration: 23 – 25 September 2021
Locations: VOX Cinemas – Town Square, Muvi Cinemas – Nakheel Mall in Dammam and AMC Cinemas – Azizia Plaza


With National Days of Oman (18th November), UAE (2nd December), Bahrain (16th December) and Qatar (18th December) around the corner, contact a member of our sales team for more information on cinema advertising opportunities to mark these special days!



UAE Cannes Lions Awards Ceremony 2018

As the official representatives of the Cannes Lions International Festival of Creativity in the UAE, Motivate and Motivate Val Morgan recently concluded the distribution of Lions won by 5 creative agencies based in the UAE at this year’s Cannes Lions Festival – which took place in June 2018 in Cannes, France.






Creative heads and their respective teams from this year’s winning agencies gathered at Motivate Offices in Dubai Media City for an evening of networking over refreshments, followed by the Awards distribution, where they received their respective Lions from Ian Fairservice – Managing Partner and Group Editor in Chief at Motivate, and Avinash Udeshi – Chief Operating Officer at Motivate Val Morgan.


This year, the UAE won a total of 12 Lions3 Gold, 2 Silver and 7 Bronze Lions.

We at Motivate and Motivate Val Morgan warmly congratulate all winning agencies and look forward to more UAE wins at next year’s Cannes Lions International Festival of Creativity.