The META Cinema Forum 2021 will be discussing how the MENA cinema industry has witnessed growth in the past year and is expected to be a billion-dollar market by 2024.
Despite challenges posed by the COVID-19 pandemic and health and safety protocols, the cinema industry in the MENA region has grown against the backdrop of a steep decline in the global cinema industry. Although the global Box Office is slowly making a comeback with pandemic-era record breaking opening weekends for F9 and Black Widow, the cinema box office revenues in the Middle East and North Africa (MENA) region are expected to grow by 4 percent to US$ 1 billion (Dh3.7 billion) by 2024, compared to a 2.4 percent decline worldwide, according to PricewaterhouseCoopers (PwC), a global auditing consultancy.
Research data analysed by finance website Finaria also showed that globally the combined revenues in the box office industry plummeted by 71.5 percent from $42.5 billion in 2019 to approximately $31 billion last year. Expansion throughout the Arab world and Middle East, specifically in Saudi Arabia, has unlocked a lucrative economic opportunity and Saudi Arabia has now become a major contributor to the growth of the global cinema industry.
The news comes as organisers, GM Events, released the dates for the fourth edition of the META Cinema Forum – the largest cinema convention in the Middle East and Africa – from October 26-28, 2021 at Atlantis the Palm, Dubai. It also follows shortly after Dubai government announced the lifting of restrictions on public entertainment events as part of a gradual opening up of the country’s borders to select countries that have recovered from the COVID-19 pandemic.
META Cinema Forum 2021, which takes place amid the World Expo 2020 – one of the largest global events which is taking place for the first time in the Middle East – will host a conference, awards, seminars, workshops, masterclasses, special screenings, premieres, product presentations, slates, exhibitions and live demonstrations. The conference will tackle industry issues as well as regional industry-specific discussions on the film industry across Africa, Asia, South Asia and the Middle East.
“Back for its 4th edition, the META Cinema Forum, now expanding to cover markets across including Levant, Turkey and Indian subcontinent, is sure to be the hottest cinema event in year 2021.” Said Leila Masinaei, Managing Partner, Great Mind Events Management. “The event is unique in that it highlights the only region with an expanding cinema sector, with participants actively attending to source new design ideas, F&B concepts, technological innovation and alternative content.”
Ignace Lahoud, Chief Executive Officer of Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment added “VOX Cinemas is proud to be the strategic partner of the META Cinema Forum once again, given our shared commitment to the cinematic experience. Now in its fourth year, the META Cinema Forum provides an important platform and inspires dialogues amongst leading players so that we can continuously innovate and enhance the cinema experience and industry. With the META region becoming an increasingly important market to the global box office, events such as this are essential to the continued success of the industry and, we look forward to this year’s event which boasts a stellar line-up.”
Cinemas in many markets are still closed and few countries have opened cinema halls while many have permanently closed as a result of being significantly financially impacted by Covid-19. However, unlike many other markets, the Kingdom of Saudi Arabia’s (KSA) box office was up 3 percent to US$115 million in 2020, the PwC report says. By 2030, one of the governing authorities to regulate and operate cinemas, the General Commission for Audiovisual Media (GCAM), expects there to be around 350 cinemas and 2,500 movie screens in the country, and the industry will be worth around US$1 billion.
META Cinema Forum, the largest industry convention, will focus on the challenges faced by the cinema industry, changing trends as well as focusing on the new cinema projects that will drive the growth of the industry.
The continued participation and support of the African continent, backed by Pan African Film Consortium, will bring the leading African film industry movers and shakers into the conversation.
Mykel Parish Ajaere, President, Pan-African Film Consortium, says, “In 2020, the corona virus heralded a new economy for the creative industry with the global film industry alone suffering a revenue loss of over ten billion U.S. dollars due to the impact of the virus outbreak around the world.”
“There must be a way to balance commercial returns and I believe that the META Cinema Forum 2021 will provide sustainable solutions to Middle East and African cinema, at this difficult time. As president of the Pan-African Film Consortium and as an influencer in the African film industry, I’m excited about our partnership with the META Cinema Forum 2021. This is the time for Africa to strengthen its film economy and harness the enormous benefits the forum will provide.”
META Cinema Forum 2021 is backed by all the leading industry players. The event is supported by Pan-African Film Consortium while VOX Cinemas is once again Strategic Partner. Other leading exhibitors including MUVI Cinemas, Cinépolis Gulf, Novo Cinema, Cinemarine, StarzPlay, FimHouse Cinemas, Cinepax, ROXY Cinemas, Carnival Cinemas, Empire Cinemas and Women in Exhibition have also come on board as Cinema and Event Partners.
Click here to register for this year’s forum or contact Great Minds Event Management for more information.
Source: META Cinema Forum (Press Release)
A number of interesting on-screen campaigns screened across the Motivate Val Morgan circuit in UAE and KSA during the months of September and October 2019.
From Expo 2020, Ford, Yas Island, Fly Dubai, Malabar Gold, Uber, Marina Home, Cheesecake Factory and Magnum in the UAE, to Downy, Mercedes, Emirates, Carolina Herrera, Nespresso and Burgerizzr in Saudi Arabia, and many more …..
Here are some of the commercials for your viewing pleasure:
Narciso Rodriguez
The 15 sec. ad screened at Oscar Cinema – Al Wahda Mall, VOX Cinemas – City Centre Mirdif, Marina Mall Abu Dhabi, Mall of the Emirates, Nation Towers Abu Dhabi and Yas Mall and Reel Cinemas – The Dubai Mall and Jebel Ali Recreation Club in UAE from 3rd September – 30th September 2019.
The same ad also screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, Kingdom Tower and The Roof and AMC Cinemas – KAFD from 3rd September – 30th September 2019.
Visa
The 15 sec. ad screened at Roxy Cinemas – City Walk, Reel Cinemas – Dubai Marina Mall, The Springs Souk, The Dubai Mall, The Pointe and VOX Cinemas – City Centre Mirdif and Mall of the Emirates in UAE from 5th September – 2nd October 2019.
Uber
The 30 sec. ad screened at Reel Cinemas – Dubai Marina Mall and The Dubai Mall and VOX Cinemas – Mercato, Mall of the Emirates and Yas Mall in UAE from 5th September – 2nd October 2019.
The same ad also screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and AMC Cinemas – KAFD from 5th September – 2nd October 2019.
Mercedes GLE
The 60 sec. ad screened at VOX Cinemas – City Centre Mirdif, Marina Mall Abu Dhabi and Mall of the Emirates in UAE from 5th September to 18th September 2019.
The same ad screened in Saudi Arabia (with a different end slide) at VOX Cinemas – Red Sea Mall and Kingdom Tower and AMC Cinemas – KAFD from 5th September to 18th September 2019.
Marina Home
The 15 sec. ad screened at VOX Cinemas – Abu Dhabi Mall, City Centre Mirdif, Mall of the Emirates and Reel Cinemas – The Dubai Mall in UAE from 19th September to 25th September 2019.
Downy
The 15 sec. ad screened at Reel Cinemas – Dubai Marina Mall and The Dubai Mall and VOX Cinemas – City Centre Mirdif and Mall of the Emirates in UAE from 3rd October to 9th October 2019.
The same ad screened in Saudi Arabia at VOX Cinemas – Red Sea Mall, The Roof, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia from 10th October to 16th October 2019.
StudioRepublik
The 30 sec. ad screened at VOX Cinemas – City Centre Mirdif and Mall of the Emirates and Reel Cinemas – The Dubai Mall and Dubai Marina Mall in UAE from 3rd October to 16th October 2019.
Magnum
The 20 sec. ad screened at VOX Cinemas – Mall of the Emirates in UAE from 3rd October to 30th October 2019.
Expo 2020
The 60 sec. ad screened at VOX Cinemas – Mall of the Emirates, City Centre Sharjah, Yas Mall, City Centre Deira, Burjuman, City Centre Mirdif and Mercato, Reel Cinemas – The Dubai Mall and Dubai Marina Mall, Oscar Cinema – Al Ain Club, Al Barrari Mall, Al Foah Mall, Al Wahda Mall, Al Raha Mall and Al Shaab Village, Cine Royal Cinema – Dalma Mall, Roxy Cinemas – City Walk and Cinemacity – Zero 6 Mall in UAE from 17th October to 13th November 2019.
Samsung Galaxy Fold
The 30 sec. ad screened at Roxy Cinemas – City Walk and The Beach, VOX Cinemas – City Centre Mirdif, Mall of the Emirates, Yas Mall and The Galleria Al Maryah Island and Reel Cinemas – The Dubai Mall and The Pointe in UAE from 24th October to 20th November 2019.
Emirates
The 30 sec. ad screened at VOX Cinemas – Burjuman, City Centre Deira, City Centre Mirdif, Mercato, Marina Mall Abu Dhabi, Mall of the Emirates, Yas Mall and City Centre Sharjah, Cinemacity – Zero 6 Mall and Cine Royal Cinema – Dalma Mall in UAE from 3rd October to 30th October 2019.
The 30 sec. ad screened at VOX Cinemas – Red Sea Mall, Al Qasr Mal and The Roof and AMC Cinemas – KAFD in Saudi Arabia from 24th October to 20th November 2019.
The Cheesecake Factory
The 15 sec. ad screened at Reel Cinemas – The Dubai Mall and VOX Cinemas – Mall of the Emirates and Yas Mall in UAE from 17th October to 6th November 2019.
The same ad screened in Saudi Arabia (with a different end slide) at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and AMC Cinemas – KAFD from 24th October to 13th November 2019.
Dolce & Gabbana
The 30 sec. ad screened at Oscar Cinema – Al Wahda Mall, Reel Cinemas – The Dubai Mall and VOX Cinemas – City Centre Mirdif, Mall of the Emirates and Yas Mall in UAE from 3rd October to 30th October 2019.
The same ad screened in Saudi Arabia at VOX Cinemas – Red Sea Mall and Kingdom Tower and AMC Cinemas – KAFD from 3rd October to 23rd October 2019.
Ford
The 60 sec. ad screened at VOX Cinemas – Mercato, Mall of the Emirates, Nation Towers Abu Dhabi and Reel Cinemas – Dubai Marina Mall and The Dubai Mall in UAE from 12th September to 9th October 2019.
The same ad screened in Saudi Arabia at VOX Cinemas – Red Sea Mall and Kingdom Tower and AMC Cinemas – KAFD from 19th September to 16th October 2019.
Mohamed Bin Rashid City
The 60 sec. ad (in English and Arabic) screened at VOX Cinemas – Burjuman, Mercato, City Centre Mirdif and Mall of the Emirates, Reel Cinemas – The Dubai Mall and Jebel Ali Recreation Club and Roxy Cinemas – City Walk in UAE from 17th October to 13th November 2019.
The same ad also ran at Oscar Cinema – Al Wahda Mall in UAE from 28th October to 13th November 2019.
Healthpoint
The 30 sec. ads screened in rotation at Oscar Cinema – Al Foah Mall, Al Shaab Village and Al Wahda Mall, Cinemacity – Zero 6 Mall, Cine Royal Cinema – Dalma Mall, Khalidiya Mall and Deerfields Mall and VOX Cinemas – City Centre Fujairah, Marina Mall Abu Dhabi, Nation Towers, Al Hamra Mall, Yas Mall, City Centre Sharjah and Al Jimi Mall in UAE from 17th October to 13th November 2019.
Fly Dubai
The 30 sec. ads screened in rotation at Oscar Cinema – Al Wahda Mall, VOX Cinemas – Burjuman, City Centre Mirdif, Mercato and Mall of Emirates and Reel Cinemas – The Dubai Mall in UAE from 26th September to 16th October 2019.
One of the ads from above also screened in Saudi Arabia at VOX Cinemas – Red Sea Mall, Al Qasr Mall and West Avenue Mall from 26th September to 9th October 2019.
YAS Island
The 60 sec. ad (in English and Arabic) screened at VOX Cinemas – City Centre Ajman, Burjuman, City Centre Mirdif, Mercato, Mall of the Emirates, City Centre Fujairah, Al Hamra Mall and Yas Mall, Oscar Cinema – Al Foah Mall and Al Wahda Mall, Cine Royal Cinema – Dalma Mall and Khalidiya Mall and Reel Cinemas – The Dubai Mall and Al Ghurair Centre in UAE from 3rd October to 30th October 2019.
Al Shindagha Museum
The 30 sec. ad screened at VOX Cinemas – City Centre Mirdif and Mall of the Emirates and Reel Cinemas – The Dubai Mall and Al Ghurair Centre in UAE from 12th September to 2nd October 2019.
Malabar Gold
Malabar Gold booked a 52 week on-screen campaign to follow all Asian movies at the following locations in the UAE: VOX Cinemas – Marian Mall Abu Dhabi, Yas Mall, Abu Dhabi Mall, City Centre Deira, Burjuman, City Centre Mirdif, Cineplex Grand Hyatt, City Centre Shindagha, City Centre Sharjah, City Centre Ajman, City Centre Fujairah, Al Hamra Mall, Al Jimi Mall, Mall of the Emirates and Mercato, Cine Royal Cinema – Khalidiya Mall, Dalma Mall and Ruwais Mall, Oscar Cinema – Al Wahda Mall, Al Ain Club and Al Shaab Village, Cinemacity – Arabia Centre and Reel Cinemas – The Dubai Mall and Al Ghurair Centre, in UAE.
As part of this 52 week campaign, the 60 sec. ads above screened in September and October 2019.
Ghost Recon
Ghost Recon booked a 30 sec. follow a movie on-screen campaign alongside Joker at VOX Cinemas – Mall of the Emirates in UAE.
The ad also screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall from 3rd October to 30th October 2019.
Splash
Splash booked a 30 sec. on-screen campaign to follow Asian movies War at Housefull 4 (for a period of two weeks from the date of release) at VOX Cinemas – Marina Mall Abu Dhabi, City Centre Deira, Mall of the Emirates, Al Hamra Mall, Burjuman, City Centre Mirdif and Cineplex Grand Hyatt in UAE.
The same commercial screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and Al Qasr Mall, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia from 3rd October to 27th November 2019.
Atlantis
Atlantis booked a 30 sec. follow a movie on-screen campaign alongside Maleficent at VOX Cinemas – Mall of the Emirates, Reel Cinemas – The Dubai Mall, Dubai Marina Mall, The Pointe and Roxy Cinemas – The Beach in UAE.
Hermes
Hermes booked a 30 sec. follow a movie on-screen campaign for its fragrance Twilly alongside the following movies: Once Upon a Time in Hollywood, The Goldfinch, Downtown Abbey and Ad Astra, at the following cinema locations: Reel Cinemas – The Dubai Mall, Dubai Marina Mall, Jebel Ali Recreation Club, Rove Downtown, The Springs Souk, The Pointe and Al Ghurair Centre and Roxy Cinemas – The Beach and City Walk.
Mobily
The 15 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, West Avenue Mall and Al Qasr Mall, and AMC Cinemas – KAFD in Saudi Arabia from 3rd October to 16th October 2019
Leejam
The 10 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, West Avenue Mall, Al Qasr Mall, Kingdom Tower and The Roof, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia in Saudi Arabia from 12th September to 2nd October 2019
Burgerizzr
The 10 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Al Qasr Mall, West Avenue Mall and The Roof in Saudi Arabia from 19th September to 16th October 2019
Carolina Herrera
The 10 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and AMC Cinemas – KAFD in Saudi Arabia from 19th September to 16th October 2019.
Riyadh Season
The 30 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, Al Qasr Mall, The Roof, West Avenue Mall, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia in Saudi Arabia from 28th October to 10th November 2019.
Saudi Energy Efficiency Centre
The 15 sec. ad screened at VOX Cinemas– Riyadh Park Mall, Red Sea Mall, Al Qasr Mall, The Roof, Kingdom Tower, West Avenue Mall, AMC Cinemas – KAFD AND Muvi Cinemas – Mall of Arabia in Saudi Arabia from 10th October to 13th November 2019.
Nespresso
The 30 sec. ad screened at VOX Cinemas – Riyadh Park Mall and Red Sea Mall from 10th October to 6th November 2019 and AMC Cinemas – KAFD in Saudi Arabia from 10th October to 4th December 2019.
Contact a member of our sales team for more information on on-screen advertising across our circuit in the Middle East.
Motivate Val Morgan in partnership with Roxy Cinemas, hosted a Private Screening of Fast & Furious Presents: Hobbs & Shaw, for our distinguished clients and advertisers at Roxy Cinemas – The Beach (JBR) on Tuesday 6th August 2019.
With an attendance of over 70 invitees – a mix of agency and direct clients (and their family members), below are some images from the event:
We would like to take this opportunity to thank Roxy Cinemas for helping us organize and execute this screening – making it yet another memorable one!
Finally, a big thank you out to our invitees who attended.
Stay tuned for more updates on future ‘Private Screenings’ by Motivate Val Morgan.
Relevant Articles:
MVM | Avengers: Endgame | Screening | Roxy Cinemas – City Walk
MVM | MI6 | Screening | VOX Cinemas – The Avenues Kuwait
Ramadan is a special month of the year in the Middle East, and similar to that of Christmas in the west, the holy month has become a season of increased consumerism and attention to shopping – presenting advertisers with opportunities to capture the attention of consumers.
Here’s a glimpse of the Ramadan and Eid cinema ads from 2019 that screened across our cinema circuit in the Middle East:
Centrepoint
The 15 sec. commercial, booked through OMD, screened in UAE (25th April – 1st May 2019) and Qatar (25th April – 8th May 2019) at VOX Cinemas – City Centre Ajman, Burjuman, City Centre Mirdif, Marina Mall Abu Dhabi, Mall of the Emirates and Yas Mall Abu Dhabi and Doha Festival City.
Homes R Us
The 20 sec. commercial, booked through UM7, screened in UAE from 18th April to 15th May 2019 across VOX Cinemas – City Centre Ajman, Cineplex Grand Hyatt, City Centre Fujairah, City Centre Mirdif, Marina Mall Abu Dhabi, Mall of the Emirates, Al Hamra Mall, City Centre Sharjah and Yas Mall Abu Dhabi, Oscar Cinema – Al Foah Mall and Al Wahda Mall, Cinemacity – 06 Mall, Cine Royal Cinema – Dalma Mall, Khalidiyah Mall, Deerfields Mall and Ruwais Mall, Roxy Cinemas – The Beach and Reel Cinemas – The Dubai Mall.
Bank Muscat
The 45 sec. commercial – booked through MediaOne, screened in Oman from 4th June to 8th June 2019 at VOX Cinemas – City Centre Muscat, City Centre Qurum, Suhar Plaza, City Centre Suhar, MGM, Salalah, Shatti and Sur.
Danube Home
The 7 sec. commercial screened in UAE and Oman from 18th April to 15th May 2019 across VOX Cinemas – City Centre Sharjah, Mall of the Emirates, City Centre Fujairah, Al Hamra Mall, Al Jimi Mall, Panorama, Sur, Salalah, Buraimi, City Centre Muscat and City Centre Suhar, Cine Royal Cinema – Dalma Mall and Reel Cinemas – The Dubai Mall.
Mediclinic
The 9.5 sec. commercial screened in UAE from 16th May to 22nd May 2019 at Reel Cinemas – The Dubai Mall, Dubai Marina Mall and Jebel Ali Club, VOX Cinemas – Mall of the Emirates, City Centre Mirdif, City Centre Deira, Mercato Mall, Marina Mall Abu Dhabi and Yas Mall Abu Dhabi, Roxy Cinemas – The Beach and City Walk, Cine Royal Cinema – Dalma Mall and Oscar Cinema – Al Foah Mall.
Dyson
The 30 sec. commercial – booked through GroupM, screened in UAE from 4th June to 9th June 2019 at Reel Cinemas – The Dubai Mall, Dubai Marina Mall, Jebel Ali Club, Rove Downtown, The Springs Souk and The Pointe and Roxy Cinemas – The Beach and City Walk.
Cartier
The 45 sec. commercial – booked through MediaCom, screened in the UAE from 3rd June to 9th June 2019 at VOX Cinemas – The Mall of Emirates and Reel Cinemas – The Dubai Mall.
Toyota
The 25 sec. commercial – booked through Media Market (WARBA), screened in Kuwait from 25th April to 1st May 2019 at VOX Cinemas – The Avenues.
Honda
The 31 sec. commercial – booked through PHD Media, screened in the UAE from 9th May to 5th June 2019 at VOX Cinemas – Mall of the Emirates and City Centre Deira
Du Tuesday
The 62 sec. commercial screened from 16th May to 26th May 2019 across all UAE locations of VOX Cinemas.
Porsche
The 30 sec. commercial – booked through BPG, screened in Kuwait from 2nd May to 8th May 2019 at VOX Cinemas – The Avenues.
Max
The 30 sec. commercial – booked through OMD, screened in Qatar from 29th April to 12th May 2019 at VOX Cinemas – Doha Festival City
Mohammed Bin Rashid Al Maktoum City – District One
The 60 sec. commercial – booked through BPN, screened in UAE from 4th June to 3rd July 2019 at VOX Cinemas – Mall of the Emirates, Mercato Mall, Burjuman and City Centre Mirdif, Reel Cinemas – The Dubai Mall and Dubai Marina Mall and Roxy Cinemas – City Walk.
Missed out on advertising in cinema over Eid al-Fitr? Contact a member of our sales team for cinema advertising opportunities over Eid al-Adha in August 2019.
Motivate Val Morgan in partnership with Roxy Cinemas, hosted a ‘Private Screening’ of the most anticipated movie of the year – Avengers: Endgame, for our distinguished clients and advertisers at Roxy Cinemas – City Walk on Tuesday 30th April 2019.
With an attendance of over 100 guests – a mix of agency and direct clients (and their family members), the ‘Private Screening’ was a monumental success.
We would like to take this opportunity to thank Roxy Cinemas for helping us organize and execute this screening – making it a memorable one!
Finally, a big thank you out to our invitees who attended, contributing to its immense success.
Stay tuned for more updates on future ‘Private Screenings’ by Motivate Val Morgan.
We are often asked if the month of Ramadan witnesses a slight drop in admissions. Our analysis shows that in some years, the admissions over the month of Ramadan is higher in comparison to some other months within a respective year.
English & Arabic Monthly Admissions (%) by Year – UAE:
Movies that released during the month of Ramadan (2016 – 2019) with good admissions in the UAE:
Finding Dory
Release Date – 16th June 2016
Admissions – Over 384K
The Mummy
Release Date – 8th June 2017
Admissions – Over 289K
Pirates of the Caribbean: Dead Men Tell No Tales
Release Date – 25th May 2017
Admissions – Over 286K
Jurassic World: Fallen Kingdom
Release Date – 07th June 2018
Admissions – Over 539K
Aladdin
Release Date – 23rd May 2019
Admissions – Over 790K
Godzilla: King of the Monsters
Release Date – 30th May 2019
Admissions – Over 116K
John Wick- Chapter 3 – Parabellum
Release Date – 5th June 2019 (EID Weekend)
Admissions – Over 252K
X-Men: Dark Phoenix
Release Date – 5th June 2019 (EID Weekend)
Admissions – Over 118K
The Secret Life of Pets 2
Release Date – 5th June 2019 (EID Weekend)
Admissions – Over 110K
Movies releasing over Ramadan in 2020:
Black Widow
Release Date – 30th April 2020
Forecasted Admissions – Over 600K
Movies releasing over EID Weekend 2019:
F9
Release Date – 21st May 2020
Forecasted Admissions – Over 700K
Movie session times in the UAE will remain unchanged during the month of Ramadan.
As a general rule, eating and drinking in public during daylight hours is strictly prohibited, however, the rules for the various cinemas across UAE do alter a bit during the holy month.
Here’s what each of the major cinema players has advised on their policies:
Roxy Cinemas – food and beverage would continue to be served at all of their locations as normal.
Reel Cinemas – open for takeaway only, however cinemagoers will be permitted to eat or drink in the screenings all day. At the Reel Cinemas in Jebel Ali, selected beverages will be available post-Iftar.
VOX Cinemas – During fasting hours, food will only be allowed inside the cinema auditorium but not in the THEATRE by Rhodes and GOLD by Rhodes lounges. Pre-Iftar, all food will be served take-away style and delivered to the customers at their seats insides the cinema
Contact a member of our sales team for more information on cinema advertising opportunities across UAE, Oman, Lebanon, Egypt, Qatar, Bahrain, Kuwait and Saudi Arabia.
Sources: What’s On and MVM Analysis
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.
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
There was once a time when the luxury media landscape used to be simple – including mainly television, outdoor, print, radio and a tad of cinema. Then luxury consumers went ahead and started finding inspiration and shopping opportunities in places and at times that brands found puzzling.
This consumer-driven puzzle became more complex as high-end fashion brands started showing their collections in-season, launching digital and print ads instantly and allowing consumers to buy runway items in real-time.
To address this complexity, luxury brands started heavily investing in digital media with fervor unseen in any other industry. Nevertheless, the safest and best way to guarantee a larger segment of affluent consumers are exposed to a brand and its respective message is by including a variety of touchpoints in its media plan.
This article explores why luxury brands should choose cinema as a medium for advertising, how cinemas in the UAE and other parts of the Middle East have evolved over the last two years – catering to a range of audiences; including affluent consumers with a sophisticated mindset, and why cinema remains an important touchpoint – when targeting niche audiences.
Why choose cinema as a medium for advertising:
Ideal Environment for Advertising
Dark Auditorium & Distraction Free – All eyes on the big-screen and attention guaranteed without interruptions.
Everything About it is BIG
Larger Than Life Image – Consumers notice cinema ads as they make real use of the big screen with impressive graphics, panoramic landscapes and unusual visual displays.
Exceptional Audio
Surround Sound & Booming Bass – Sound is a key part of the cinema experience, with the best ads using it to optimize its effect.
Captive & Receptive Audience
“Opt in” Medium – With the audience choosing to go to the cinema, your brand reaches out to a relaxed and receptive audience.
In addition, cinema offers 360-degree exposure and innovative opportunities to brands – utilizing both on-screen and off-screen advertising. Ranging from sampling, activations, promotions and many more activities, advertisers can now compliment and support their on-screen ads with off-screen advertising for greater brand impact.
Research from the region to justify investment in cinema advertising:
Commissioned by Motivate Val Morgan – market leader in cinema advertising across the Middle East, Ipsos – global market and opinion research specialist, recently conducted a study to decipher movie-going audiences and measure the effectiveness of cinema advertising in the UAE.
The report, Cinema 360: Audience, Advertising and Movies, examines the following:
The study validates the distinctive power of cinema as a medium for entertainment and advertising: premium first-run content, delivered to a captive and engaged audience, in an impactful environment, can deliver significant uplift and value to advertising budgets.
Here are the key findings from Cinema 360: Audience, Advertising and Movies
It is also important to note that the movie-going culture is big in the UAE – especially amongst locals and affluent expats.
Click here to access the full report.
How cinemas in the region have evolved:
Over the last two years, cinema operators have invested a great deal on expanding and upgrading their respective cinema multiplexes.
This upgrade includes the revamp of existing luxury cinema screens and the introduction of luxury cinema concepts and stand-alone boutique cinemas.
Luxury cinemas are intimate and private with fully reclining armchairs and adjustable footrests arranged in pairs with their own private table. The seating is tiered for unobstructed
The sheer opulence and indulgence of these luxury cinemas also offers unsurpassed levels of service. Drinks and snacks are served on-demand throughout the movie and the menu offers a range of premium food options.
An exclusive lounge facility is adjacent to each of these luxury cinemas – for guests who want a more intimate cinema experience.
Motivate Val Morgan serviced cinemas that offer luxury cinema experiences include: VOX Cinemas (regionally), Reel Cinemas (UAE), Oscar Cinema (UAE), Cine Royal Cinema (UAE), Roxy Cinema (UAE) and Cinemacity (UAE).
Partnering with celebrity Michelin star chef Gary Rhodes, VOX Cinemas introduced a new luxury THEATRE by Rhodes – the first concept of its kind in the Middle East in September 2015 at its Mall of the Emirates cinema location.
THEATRE by Rhodes delivers the most innovative and customer-focused experience, presenting movie lovers with a full food and beverage menu –prepared by in house chefs who are all trained to meet the internationally renowned Rhodes’ standard.
From a state-of-the-art auditorium to the large leather reclining pod-seats, waiter service and exclusive lounge, THEATRE by Rhodes is luxury cranked up to the max – effectively an upgrade on the VOX Gold Class cinema experience.
THEATRE by Rhodes is solely available at VOX Cinemas: Mall of the Emirates (UAE – Dubai), Yas Mall (UAE -Abu Dhabi) Nation Towers (UAE -Abu Dhabi), Doha Festival City (Qatar) and The Avenues (Bahrain).
The Roxy at BOXPARK in the UAE offers a boutique ambience that combines plush retro elements (Italian leather-trimmed seats), cutting edge audio-visual technology and a carefully-crafted menu of gourmet selections
It is the region’s first boutique cinema experience – combining plush and retro elements that delivers a magical movie experience.
The average cost for a couple in one of these luxury high-end cinemas (including tickets and F&B) is around 450 AED for just one movie night – thus offering luxury brands with the perfect target audience – the coveted, but hard to reach, affluent and educated consumers between the age of 25 to 60+.
Example Luxury Brand Cinema On-Screen Campaigns Booked Through Motivate Val Morgan:
Cartier
An advertiser from 2016.
Tiffany & Co.
An advertiser from 2016.
Tag Heuer
An advertiser from 2017.
Other Luxury Brand On-Screen Cinema Advertisers of Motivate Val Morgan:
Example Luxury Brand Cinema Off-screen Campaigns Booked Through Motivate Val Morgan:
Elie Saab
An advertised from 2017.
Versace
An advertised from 2017.
Narciso Rodriguez
An advertised from 2017.
Why cinema remains an important touchpoint – when targeting luxury niche audiences:
With an increase in the number of blockbusters releasing across the region and an equal increase in the number of cinema admissions each year, there’s no doubt that cinema remains an important platform for entertainment – catering to all ages and nationalities, and advertising in the region.
Luxury cinema concepts are very high-end and upscale – designated plush lobby areas, comfortable leather reclining seats, bespoke F&B offerings and a personalized waiter service, which elevates the movie going experience for consumers with a sophisticated mindset.
Such cinemas create small, intimate and curated relationships with sophisticated audiences which are more viable for luxury brands than mass awareness-seeking media campaigns.
Brand Storytelling is increasingly becoming the new way to create meaningful dialogs with luxury consumers – and there’s no better place than cinema for showcasing such content.
Luxury cinema concepts are no longer specific to certain operators. Today, most reputed cinema operator across the region offer unique luxury cinema experiences – catering to audiences of varying levels of sophistication.
Why choose to partner with Motivate Val Morgan:
Motivate Val Morgan’s coverage includes over 480 cinema screens across 55 cinema locations in the Middle East – UAE, Lebanon, Oman, Egypt, Qatar, Bahrain, Saudi Arabia and Kuwait. We partner with leading cinema operators who offer luxury cinema experiences and have a presence in the best shopping malls across the region.
Contact a member from our sales team for more information on cinema advertising opportunities that target affluent and sophisticated audiences.
Source: Luxury Daily
