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
A 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:
Activation stand 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.
Reel Cinemas opened its brand new six-screen Cineplex at The Springs Souk on 2nd September 2018.
The cineplex has been designed with families in mind, featuring a dedicated screen for little ones – Reel Junior. There are beanbag seats for children to sit back and enjoy the movie, while parents can watch in peace from the back row.
The cinema also has a party room that can accommodate up to 40 people with direct access to the Reel Junior screen, allowing young film buffs to feel like VIPs on their special day.
It’s the latest offering from Reel Cinemas, which has launched several unique movie-going experiences in Dubai this year. At the start of the year, Reel partnered with celebrity chef Guy Fieri to launch the region’s first licensed dine-in cinema. Located in Jebel Ali Recreation Club, it also has its own separate restaurant.
Reel also opened a licensed cinema in the Rove Downtown hotel. The cozy boutique cinema shows blockbuster hits as well as regional releases, and serves up interesting popcorn flavours such as wasabi and strawberries and cream.
More recently, Reel partnered with a Korea-based tech company to bring ScreenX, a 27-degree cinema experience, to the region. Located at The Dubai Mall, the panoramic screen wraps around the walls either side of the cinema seats, leaving movie-goers feeling like they’re inside the film.
For more information, visit the Reel Cinemas website.
Sources: Reel Cinemas and What’s On Dubai
Introducing the next step in the evolution of cinemas in the UAE – pre-order food online!
VOX, Roxy and Reel Cinemas in the UAE have introduced convenient ways for moviegoers to order their F&B online – some faster and others more cost effective.
VOX Cinemas
Exclusive to VOX Cinemas – City Centre Deira!
Don’t let a queue stand between you and your food!
You can now place your order before you arrive at VOX Cinemas – City Centre Deira.
Order online and when you get to the cinema, head straight to one of the VOX Cinemas kiosks to collect your order number and then to the collection counter to pick up your freshly prepared food.
Click here for more information.
Roxy Cinemas
Pre-Book Your to save more than 30 per cent.
On arrival, choose your option for each course from the Platinum Plus menu, and it will be delivered to your seat.
*This offer is available on selected menu items.
Browse the Roxy Cinemas website for more information.
Reel Cinemas
Pre-Book a Dine-In package when booking your cinema tickets online at Reel Cinemas – Jebel Ali Recreation Club for just 160 AED.
The Dine-In Package includes a movie, starter and main meal.
*Additional food and beverages can be ordered at the cinema.
Check out the tantalizing menu on offer at Reel Cinemas – Jebel Ali Recreation Club.
Sources: VOX Cinemas, Roxy Cinemas and Reel Cinemas
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)
Reel Cinemas – the dynamic cinema brand under Emaar Entertainment, has teamed up with international superstar chef Guy Fieri to launch the first stand-alone Dine-In Cinema featuring his highly acclaimed American Kitchen concept at Jebel Ali Recreation Club.
Truly unique, Guy Fieri’s Kitchen & Bar and Dine-in Cinema by Reel Cinemas at Jebel Ali Recreation Club features 4 screens with a seating capacity of over 140 seats, and redefines the cinematic experience in the region. Restaurant-prepared meals from Guy Fieri’s American Kitchen will be delivered to the tables of cine-goers, as they unwind and enjoy blockbusters with Dolby Atmos and Barco Flagship Laser projection that assure exceptional audio-visual quality.
The Guy Fieri cuisine will also be available at two other locations of Reel Cinemas in the near future – The Dubai Mall and The Pointe in The Palm Jumeirah.
Combined, the theaters will have 14 dine-in screens, with session tickets covering not just the film but also a sumptuous meal comprising of an appetiser and main course. The Guy Fieri cuisine adds an extra flair of excitement to cinema outings, with the focus being on the food. For a change, none of the Dine-In Cinemas will serve popcorn.
The Guy Fieri menu will reflect his signature style, taking inspiration from his most renowned dishes, such as his signature Mac & Cheese Burger, Trash Can Nachos, New York marbled Cheesecake and more.
Damien Latham, Chief Executive Officer, Emaar Entertainment, the operator of Reel Cinemas, said: “Reel Cinemas is setting new benchmarks in providing moviegoers with unprecedented entertainment experiences. We are diversifying our portfolio to surpass the existing cinematic choices, even beyond what is on offer in international markets. The new concept delivers more than just a big screen; comfort, entertainment and a unique F&B offering are at the heart of what we deliver at Reel Cinemas. Guy Fieri represents the latest in strategic partnerships that underlines our commitment to pioneering innovative trends for the cinema industry in the Arab world.”
This is the first partnership in the Middle East by Emmy Award-winning chef, restaurateur, TV personality and New York Times bestselling author, Guy Fieri. With 45 restaurants located across the United States and Mexico, and forthcoming restaurants in South Africa, this marks the next step in Fieri’s international expansion.
“We are bringing the best of my American restaurants to Reel Cinema’s best-in-class theatres, the concepts that we are building are truly a first of their kind venture for both of us. I know how to give guests a real-deal food experience and I know that Reel Cinemas has the expertise to apply it to the theatre space – so it’s a great partnership. We’ve been working hard on this, with my team coming back and forth from the US regularly and we’ll be on site to make sure that these restaurants are impeccable from day-one, giving guests an all-round good time in this first-for-the-region experience – people are going to dig it!” said Guy Fieri, Restaurateur.
Reel Cinemas has already set a new standard for cinema experience in the region with its flagship megaplex at The Dubai Mall having re-launched following a dramatic transformation. The all-new cinema reflects the forward-thinking nature of Reel Cinemas, redefining the customer journey as the first cinema to have a digitally focused pre-cinema experience, as well as Dolby Atmos and Barco Laser projection in every theatre for a truly immersive experience.
For more information, visit www.reelcinemas.ae. Motivate Val Morgan is the official cinema advertising partner of Reel Cinemas – The Dubai Mall, Dubai Marina Mall and Jebel Ali Recreation Club. Contact us for cinema advertising opportunities at Reel Cinemas.
Source: Reel Cinemas
Al Ghurair Centre – Middle East’s first shopping centre and Dubai’s oldest mall, has signed an agreement with Emaar Entertainment, to operate a new 18-screen Reel Cinemas megaplex.
Spread across 75,000 sqft, the cinema will be housed in a dedicated wing, set across two floors, with a link bridge to the mall. The new project will result in a total of 1,800 seats across 18 screens, offering Platinum Movie Suites, Dine-In Cinema and Dolby Cinemas.
The cinema is set to open its doors to the public in the fourth quarter of 2018 and is part of Al Ghurair Centre’s revitalisation plan.
Sultan Al Ghurair, CEO of Al Ghurair Properties said: “We are excited to announce the recent signing that confirms our partnership with Emaar Entertainment. This announcement marks the first of several key strategies and developments for the forward-thinking and community driven vision for Al Ghurair Centre and as such, represents the first step in our new revitalisation strategy.”
Damien Latham, CEO of Emaar Entertainment, added: “The agreement to operate Reel Cinemas at this premier mall underpins the distinctive value that we bring to movie-goers and to the shopping malls where we are located.”
Al Ghurair Centre has been renovating its offerings extensively in the last few years. In 2013, it announced plans to invest Dhs2bn to almost double its retail space with an addition of up to 130 new stores. The next year, it revealed plans to invest an additional Dhs60m for further renovations to the mall.
Motivate Val Morgan is the official cinema advertising partner of Reel Cinemas, offering on-screen and off-screen cinema advertising opportunities at The Dubai Mall and Dubai Marina Mall – and soon to have Jebel Ali Club as part of our cinema circuit.
Sources: Arabian Business and Gulf Business
