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



Narciso Rodriguez | Rouge | Luxury Cinema Campaign

Motivate Val Morgan offers 360 degree exposure and innovative opportunities for brands utilizing both on-screen and off-screen advertising.


Launching or promoting a new product/service?

Combining on-screen advertising with in-cinema sampling will increase brand reach and recall, and is pertinent to brands targeting mass or niche (luxury) audiences.

Narciso Rodriguez – designer perfume brand, recently booked a cinema campaign for Narciso Rouge – through media agency Carat MENA. The campaign included:


On-Screen Advertising

30 sec. on-screen ad was booked to screen on the premium screens at Reel Cinemas (The Dubai Mall) VOX Cinemas (City Centre Mirdif, Mall of the Emirates, Marina Mall Abu Dhabi and Yas Mall – Abu Dhabi), Roxy Cinemas (The Beach) and Oscar Cinema (Al Wahda Mall) for a period of 4 weeks – 20th September to 17th October 2018.



Off-Screen Advertising

A sampling stand was set up in the concourse area of Reel Cinemas – The Dubai Mall (in close proximity to the premium screens) over weekends 20th – 22nd September and 27th – 29th September 2018, and at VOX Cinemas – Mall of the Emirates (in close proximity to the lounge area of Theatre by Rhodes) over weekends 4th – 6th October and 11th – 13th October 2018.


Activation stand at Reel Cinemas – The Dubai Mall:

Narciso Sampling Activity at Reel Cinemas - The Dubai Mall



Activation stand at VOX Cinemas – Mall of the Emirates:

Narciso Sampling Activity at VOX Cinemas - Mall of the Emirates



For more information on niche (luxury) audience targeting, refer to Cinema Remains an Important Touchpoint for Luxury Brands.


Examples of mass market sampling activities:


Contact a member of our sales team for more information on integrated cinema campaigns targeting both mass and niche cinema audiences.