United Arab Emirates celebrated 47 glorious years as a nation on 02nd December 2018.
National Day is one of the most celebrated days in the country – as it marks the historical moment when the seven emirates came together to form one country, and this year took on even greater importance having been labelled the ‘Year of Zayed’ which marks 100 years since the birth of UAE’s founding father late Sheikh Zayed bin Sultan Al Nahyan.
To honour and celebrate the nation’s leadership, progress, history and values, leading brands in the UAE launched cinema campaigns across the country.
Dubai Holding
Dubai Holding commemorated the legacy of the late Sheikh Zayed bin Sultan Al Nahyan with a comprehensive campaign highlighting his enduring values that have shaped today’s nation –inclusiveness, tolerance and humanity.
The campaign launched on 27th November 2018 with a video being broadcasted on television, in cinema and promoted online via social media.
A 60 sec. on-screen ad was booked through Motivate Val Morgan to screen from 27th November – 03rd December 2018 at the following cinema locations:
Dubai
VOX Cinemas – City Centre Mirdif, Mercato Mall
Reel Cinemas – The Dubai Mall
Roxy Cinemas – City Walk
Abu Dhabi
VOX Cinemas – YAS Mall Abu Dhabi
Centrepoint
Centrepoint – GCC’s biggest and most coveted multi-brand retailer, launched a national day campaign titled ‘United by Harmony’, which pays tribute to the UAE (home to over 200 nationalities) and celebrates the spirit of tolerance, diversity and unity.
As one of Motivate Val Morgan’s loyal clients for many years, Centrepoint ran a 1 min 42 sec. on-screen ad (in both English and Arabic) from 29th November – 05th December 2019 at the following cinema locations:
Dubai
Cinemacity – Arabian Center
Roxy Cinemas – City Walk
Reel Cinemas – The Dubai Mall
VOX Cinemas – City Centre Mirdif and Mall of the Emirates
Sharjah
Cinemacity – Zero 6 Mall
Abu Dhabi
Cine Royal Cinema – Dalma Mall
VOX Cinemas – Nation Towers and YAS Mall
ADNOC (Abu Dhabi National Oil Company)
ADNOC launched a community campaign titled ‘Remembering 47 Wonderful Years Together’ – a social media-focused storytelling program designed to evoke cherished memories of life in UAE.
The campaign kicked off with the official launch of ADNOC’s special National Day tribute video ‘Memories’ – unveiled at ADNOC’s Headquarters for its employees. The video has been described as a powerful, historical and endearing visual pastiche of life in Abu Dhabi and the broader UAE.
The video was advertised online, as well as in cinemas across the UAE – helping to raise awareness for the campaign and to remind citizens, residents and visitors of what makes life in the seven emirates so unique.
A 60 sec. on-screen ad was booked through Motivate Val Morgan from 27th November 2018 – 04th December 2018 at the following cinema locations:
Dubai:
Reel Cinemas – The Dubai Mall and Dubai Marina Mall
Roxy Cinemas – City Walk
Cinemacity – Arabian Center
VOX Cinemas – City Centre Deira, City Centre Mirdif, Mercato Mall, Mall of the Emirates, and Cineplex Grand Hyatt
Abu Dhabi
Cine Royal Cinema – Deerfields Mall, Khalidiyah Mall, Ruwais Mall, and Dalma Mall
VOX Cinemas – YAS Mall, Nation Towers and Marina Mall
Al Ain
Oscar Cinema – Al Foah Mall, Al Raha Mall and Al Wahda Mall
Sharjah
Oscar Cinema – Al Shaab Village
VOX Cinemas – City Centre Sharjah
Ajman
VOX Cinemas – City Centre Ajman
Ras Al Khaimah
VOX Cinemas – Al Hamra Mall
Fujairah
VOX Cinemas – City Centre Fujairah
du
du, the fastest growing mobile communications and technology provider in the UAE, launched a campaign titled ‘#UAEBlessings’ – inviting people from all corners of the country to recognise the astonishing feats and contributions of the country’s founding fathers and visionary leaders.
Centering on four key pillars of Happiness, Harmony, Safety, and Opportunity, the video restates how lucky are the people of UAE to live and thrive in the land of endless opportunity. It also aims to evoke feelings of admiration and warmth citizens experience for the homeland every day.
du booked a 30 sec. on-screen ad through Motivate Val Morgan from 07th December – 12th December 2018 at all locations operated by VOX Cinemas in the UAE.
Contact a member of our sales team for more information on cinema advertising opportunities to mark special occasions in 2019.
Sources: Emirates Business, Emirates News Agency, Behance, du and YouTube
Motivate Val Morgan has two new cinema locations in Dubai, UAE – The Pointe (Reel Cinemas) and La Mer (Roxy Cinemas).
Reel Cinemas | The Pointe | UAE
Reel Cinemas launched their new boutique cinema – The Pointe at the tip of Dubai’s Palm Jumeirah – equipped with Barco laser projectors and Dolby Atmos surround sound. The five-screen cinema with a total seating capacity of 199 includes a mix of Standard and Dine-in Cinemas as well as a third Guy Fieri’s Kitchen – synonymous with American-style cuisine.
While regular cinema snacks are offered at two standard screens, you can enjoy dishes such as trash can nachos, barbecue short ribs and chicken wings at dine-in screens. A 100-seater Guy Fieri Restaurant is also adjacent to the cinema, serving an extended menu of all-American comfort foods, mocktails and super-sized shakes.
The Pointe marks the sixth cinema opening for Reel Cinemas in Dubai, adding to their existing portfolio – The Dubai Mall, Dubai Marina Mall, The Springs Souq, Jebel Ali and Rove Downtown.
Visit their website for more information.
Roxy Cinemas | La Mer | UAE
Roxy Cinemas recently launched their second boutique cinema at La Mer, Jumeirah. The four-screen cinema with a total seating capacity of 120, is an indulgent and guest-focused cinema experience with luxurious leather reclining seats and stylish boutique ambience.
The cinema is equipped with a bistro lounge and customers can order from their latest menu which includes Wagyu beef burgers, Roxy sharing platters, glazed beef skewers and a selection of salads. Their gourmet offerings come in addition to the traditional cinema favorites like popcorn and nachos. Plus, a variety of dessert delights and mocktails is available on demand.
Roxy Cinemas now operate four cinema locations across Dubai – The Boxpark, The Beach, Citywalk and La Mer.
Visit their website for more information.
As the exclusive cinema advertising partner of Reel and Roxy Cinemas, contact a member of our sales team for advertising opportunities at these two locations.
Sources: Reel Cinemas, Roxy Cinemas, What’s On, and DubaiLAD
Serenia, The Palm is an exclusive residential community development by Palma Holding featuring beachfront living at its finest on The Palm Crescent.
Designed by American architect Hazel Wong – the famous architect behind the landmark Emirates Towers, Serenia promises an unrivalled lifestyle and invites residents into a world of architectural excellence and contemporary interiors with an array of outdoor facilities and bespoke services.
Other remarkable projects by Palma Holding include Silverene Towers and Infinity Cayan Tower.
Palma Holding recently booked a 30 sec. on-screen ad commencing 23rd October 2018 on the premium screens of VOX Cinemas – Mall of the Emirates and ROXY Cinemas – The Beach (for a period of 4 weeks) and the premium screens of Reel Cinemas – The Dubai Mall and the top screens at Reel Cinemas – Dubai Marina Mall (for a period of 8 weeks).
As a first-time advertiser of Motivate Val Morgan, Sarah Derbas – Marketing Director of Palma Holding shares a testimonial on cinema as medium for advertising and why cinema advertising should be an integral part of a marketing plan:
Why did Palma Holding choose to advertise in cinema?
“We created a world-class video for our latest residential project – Serenia Residences The Palm and we wanted to showcase it in a cinema environment – big screen and great visual and sound effects.”
How does cinema fit into Palma Holding’s media strategy?
“Clients of Serenia are of a certain demographic and lifestyle. Therefore, cinema fits well into our media plan as it gives us the opportunity to target specific audiences – cinemagoers who frequent premium screens at prominent cinema locations in Dubai.”
Was the cinema campaign booked for brand awareness or as a tactical promotion?
“A bit of both. Brand awareness is always important when launching a new property. Tactical because want to inform our target market that Serenia is ready to move into and is offered on sale or rent basis.”
Was cinema the best fit for a specific commercial/campaign?
“Cinema Advertising was a great fit for a commercial campaign such as ours. We look forward to some positive feedback and results.”
View on the medium – how cinema competes or complements other advertising mediums used by Palma Holding?
“Any good marketing plan has to be an integrated one that utilizes various mediums, and cinema fits in well with our current plan.”
How efficient was it to book/deal through Motivate Val Morgan?
“Motivate Val Morgan is efficient and professional in their approach.”
Source: Palma Holding
MENA Cinema Forum – the first-ever business conference of its kind in the region, organised by GM Events was held in Dubai on 28th – 29th October 2018.
The 2-day conference covered a range of industry specific topics – with focus on the growth in the cinema industry in the Middle East, and was attended by more than 45 speakers, 450 delegates and 90 sponsors.
Cinema is the fastest growth market in the MENA region witnessing tremendous progress as a result of rapid population growth, urbanization, focus on development across leisure sectors, and the emergence of Saudi Arabia as a new market. Additionally, cinemagoers in the region demand the best movie experiences, stimulating upgrades and innovation across existing and upcoming facilities.
The MENA Cinema Forum brought together a spectrum of stakeholders within the cinema sector, including but not limited to local and international governments, investment companies, mall owners, cinema operators and exhibitors, suppliers and industry leaders.
The forum addressed areas required for successful establishment and operations of cinemas to meet growing regional requirements:
*Another key topic for discussion was global recognition of Arab Cinema, and how strong strategies and supply chains can further improve its acceptance.
As part of the Speakers’ panel, Avinash Udeshi, Chief Operating Officer – Motivate Val Morgan together with Deena Al Mansoori, Founder and CEO – Aljoori for Cinema Production and Advertisement and Anil Pattani, Director – Awan Media was invited on Day 2 to discuss the development of models that guarantee profitability of movie theatres.
Day 1 focused on:
Day 2 focused on:
Key Information from MENA Cinema Forum 2018
Other event features included: technical presentations, product showcases, roundtable discussions, workshop and break-out meetings, networking, awards ceremony, major announcements of upcoming movies in 20198 by 21st century and a special screening of First Man at Reel Cinemas – The Dubai Mall (Dolby Screen).
MENA Cinema Forum 2019
The next forum will be held in November 2019, with a focus on the exhibition industry & cinema infrastructure, and on MENA production.
For more information on the MENA Cinema Forum visit www.menacinema.com
Sources: Emirates 24|7, Forbes Middle East, Zawya, The Arab Weekly and MENA Cinema Forum
Dyson, a British technology company known for the world’s most pioneering and advanced household appliances, recently booked an integrated cinema campaign with Motivate Val Morgan – through media agency Mindshare, for its Environmental Care product Dyson Pure Cool Link.
The campaign included a 30 sec. on screen ad – booked for a period of 4 weeks starting 20th September 2018 (on the Top Screens at Reel Cinemas – The Dubai Mall and Top Screen + Kids Screens at VOX Cinemas – Mall of the Emirates), and an engaging activation booth in the foyer area of Reel Cinemas – The Dubai Mall and concourse area of VOX Cinemas – Mall of the Emirates, over the weekend of 20th – 22nd September 2018.
On-Screen Ad:
Activation Booth at Reel Cinemas – The Dubai Mall:
Activation Booth at VOX Cinemas – Mall of the Emirates:
*In addition to the activation booth in the concourse area of VOX Cinemas- Mall of the Emirates, the brand hired promoters to distributed product flyers to cinemagoers.
Integrated cinema campaigns provide greater brand visibility and enable brands to target cinemagoers across multiple touchpoints.
Contact a member of our sales team for more information on integrated cinema campaigns.
A new luxury cinema experience awaits movie-goers at Reel Cinemas – The Dubai Mall. A never-before concept has been unveiled, offering cinemagoers a new experience that raises industry benchmarks.
Set to personally pamper every filmgoer, with several upscale amenities, the ultimate movie-star experience awaits at the Platinum Movie Suites of Reel Cinemas – The Dubai Mall!
With luxurious pod-style seating, guests can enjoy unrivalled privacy, together with savoring five-star gourmet choices – all fresh and made to order – Reel Cinemas new Platinum Movie Suites are the perfect venue for those looking for a deluxe experience.
The partnership between Reel Cinemas and CJ 4DPLEX, has resulted in the launch of Screen X at The Dubai Mall – a new and mind-blowing kind of cinema experience.
Screen X is the first multi-projection system in the world to provide cinemagoers with a 270-degree panoramic view, and The Dubai Mall venue is now one of a select few in the Middle East, with just 142 currently existing around the world.
Projected onto three walls, specific sections of the footage being shown are expanded to produce an immersive image that brings new meaning to the term ‘widescreen’.
For more information, visit the Reel Cinemas website.
Contact a member of our sales team for cinemas advertising opportunities at Reel Cinemas – The Dubai Mall, Dubai Marina Mall, Jebel Ali Recreation Club and Rove Downtown.
Sources: albawaba (Business) and The National (Lifestyle)
NESCAFÉ – coffee brand made by Nestlé, launched a new product NESCAFÉ 3 in 1 Ice at Reel Cinemas – The Dubai Mall over the first weekend in August (Thursday 2nd to Saturday 4th) 2018.
A fun and creative summer themed activation/sampling stand was set up in the foyer area of the cinema (in front of the self-service machines for ticket purchasing and digital screen displaying movie timings), with promoters sampling the new product of NESCAFÉ to eager moviegoers.
Beat the thirst this summer with your favorite NESCAFÉ 3 in 1 Ice – the perfect coffee drink to enjoy while having fun with friends. It is the perfect blend of coffee, sugar and coffee creamer for the coolest coffee drink, best enjoyed cold.
A sampling activation is a great way to engage cinemagoers!
Want to know more on how cinema sampling activations can help move your brand closer to its target audience?
Contact a member of our sales team for more information.
ScreenX is the new immersive theatre experience with 270 – degree views over three walls promises to bring a new dimension to UAE Cinema!
A new partnership between Reel Cinemas – Dubai entertainment company operated by Emaar – and CJ 4DPLEX, has resulted in the announcement that a new kind of cinema experience is to open at The Dubai Mall later this year.
Known as ScreenX, it’s the first multi-projection system in the world to provide cinemagoers with a 270-degree panoramic view, and The Dubai Mall venue will become one of a select few in the Middle East, with just 142 currently existing around the world.
The concept was created six years ago by CJ CGV, a South Korean tech company, as one of a new wave of sensory cinematic experiences, such as 4DX, which incorporates motion and environmental effects, like being splashed with water or your seat moving in tandem with the action on screen.
Projected onto three walls, specific sections of the footage being shown are expanded to produce an immersive image that brings new meaning to the term ‘widescreen’.
Reel Cinemas already runs the first dine-in cinema concept in the UAE, at Dubai’s Jebel Ali Recreation Club, as well as what it refers to as a ‘Boutique Cineplex’ at Dubai Marina Mall.
An opening date for ScreenX at Reel Cinemas – The Dubai Mall is yet to be announced.
Sources: The National (Lifestyle) and TheScreenX (YouTube Channel)
Kibsons International – The No.1 online home delivery service in fresh produce category in the UAE, recently booked a cinema campaign through Motivate Val Morgan.
As part of the cinema campaign, Kibsons International booked an on screen commercial and a sampling activity at two leading cinema locations in the Dubai.
On Screen Commercial
Commercial Duration: 30 sec.
Booking Type: Follow a Movie (Avengers: Infinity War)
Cinema Locations: VOX Cinemas – Mall of the Emirates and Reel Cinemas – the Dubai Mall
Watch the commercial below:
Sampling Activity
The sampling activity was executed in two bursts.
VOX Cinemas – Mall of the Emirates
Dates: 26th, 27th and 28th April 2018
Description: A box filled with fruits and vegetables were left on the seats of the Top 3 screens of the cinema screening Avengers: Infinity War.
Watch the video interviews with moviegoers who received the Kibsons goodie box at VOX Cinemas – Mall of the Emirates:
Reel Cinemas – The Dubai Mall
Dates: 3rd, 4th and 5th May 2018
Description: Boxes filled with fruits and vegetables were distributed to moviegoers entering the Top 3 Screens of the cinema to watch Avengers: Infinity War.
Interested in running a similar cinema campaign in UAE, Lebanon, Oman, Egypt, Qatar or Bahrain?
Contact a member of our sales team for more information.
Uber – global taxi technology company operating in 633 cities worldwide, is all about providing access to safe, reliable and affordable rides for anyone, anywhere, and at anytime.
Uber Middle East booked a cinema campaign through Motivate Val Morgan in December 2017 which included a 4-week On Screen Advertisement and a Cinema Activation alongside the release of Star Wars: The Last Jedi.
The cinema campaign was part of a larger Uber campaign which also extended to Radio and Outdoor advertising around strategic consumer touchpoints, residential areas with parking difficulties and in-mall parking areas.
The 15 Sec. 4-week On Screen Advertisement played on the ‘Top Screens’ of VOX Cinemas – Mall of the Emirates, Reel Cinemas – The Dubai Mall and Dubai Marina Mall and Roxy Cinemas – City Walk.
15 Sec. On Screen spot that screened from 14 December – 20 December 2017
15 Sec. On Screen spot that screened from 21 December 2017 – 10 January 2018
The 2 Min. Cinema Activation took place on Saturday 16 December 2017 alongside the movie Star Wars: The Last Jedi at the following locations:
The following activation was the one which took place at VOX Cinemas – Mall of the Emirates:
Credits:
Client – Uber Middle East
Media Agency – OMD
Creative Agency – FP7 Dubai
Production – Mint Events
Cinema Activations – or as we like to call it ‘Cinevations’, are a great way to interact with your target audience in an UNRIVALLED environment.
Be the talk of cinemagoers and the media with a ‘Cinevation’. You can even create buzz around your executions through social media.
Contact a member of our sales team for more information on ‘Cinevations’ at cinema locations represented by Motivate Val Morgan.
Source: OMD
