VOX Cinemas has launched ‘Fall in Love with Film,’ a comprehensive brand campaign featuring an exclusive original score by two-time Academy Award winner Hans Zimmer. The initiative represents a strategic evolution in experiential marketing, positioning the cinema chain’s emotional connection with audiences at the center of its brand narrative.
The partnership with Zimmer marks a significant investment in brand differentiation for VOX Cinemas, which has operated across the Middle East for 25 years. The composer’s score blends traditional Arabic instruments with Hollywood orchestration, creating what he describes as “a sound that was cinematic at its core, but unmistakably VOX.”
Zimmer’s involvement extends beyond a typical commercial collaboration. “VOX has truly pioneered the cinema experience in the Middle East—a region that is very close to my heart—and I wanted to reflect the role they’ve played in shaping people’s most cherished memories,” Zimmer stated.
The campaign’s execution demonstrates a sophisticated understanding of touchpoint marketing. Beyond screening the brand film in cinemas across the region, VOX has integrated Zimmer’s score throughout the entire customer experience—from lobby atmospheres to customer service calls. This multi-sensory approach creates consistent brand reinforcement at every interaction point.
“The true heart of our story is our customers. For years, they’ve trusted VOX as the place where memories are made—where laughter, love, and even quiet reflection come to life,” said Ignace Lahoud, CEO of Majid Al Futtaim – Entertainment. “This brand video is a tribute to that relationship.”
The campaign rollout spans eight regional markets: UAE, Saudi Arabia, Kuwait, Bahrain, Egypt, Oman, Qatar, and Lebanon. VOX has developed localized versions in English, Gulf Arabic, Egyptian Arabic, and Saudi dialect, ensuring cultural relevance across diverse audiences while maintaining campaign cohesion.
‘Fall in Love with Film’ positions VOX Cinemas as more than an entertainment venue—it establishes the brand as a cultural institution integral to personal milestones and shared experiences. The campaign narrative follows generational connections to cinema, emphasizing VOX’s role in creating lasting memories across families and communities.
This strategic positioning differentiates VOX in an increasingly competitive entertainment landscape, where traditional cinema competes with streaming services and digital entertainment options. By emphasizing emotional connection and premium experiences, VOX strengthens its value proposition for both consumers and advertising partners.
The integration of world-class artistic collaborations into cinema branding represents an emerging trend in experiential marketing. Such initiatives demonstrate how premium content partnerships can enhance the overall cinema environment, creating elevated experiences that benefit both audiences and advertising partners alike.
As the entertainment industry continues to evolve, campaigns like ‘Fall in Love with Film’ showcase the potential for cinema operators to leverage artistic partnerships in strengthening their cultural relevance and market positioning.
Source: VOX Press Release
Saudi Arabia’s film industry is experiencing significant growth, marking a new era in the Kingdom’s entertainment sector. According to Prince Badr Bin Abdullah, the Minister of Culture, Saudi box office sales reached an impressive 8.5 million tickets in 2024, with revenues exceeding US$112.4 million in the first half of the year alone. This surge in popularity is particularly noteworthy as Saudi movies have risen to prominence, with two of the top three titles in 2024 being local productions.
سوق صناعة السينما مزدهرة، حيث وصلت مبيعات شباك التذاكر السعودي إلى 8.5 مليون تذكرة بإيرادات تجاوزت 421.8 مليون ريال خلال النصف الأول من العام الحالي، وفيلمان سعوديان ضمن أعلى 3 أفلام مبيعاً. #رؤية_السعودية_2030
Saudi box office sales have reached 8.5 million tickets with… https://t.co/joTkWZOAm4
— بدر بن عبدالله بن فرحان آل سعود (@BadrFAlSaud) September 10, 2024
The success of Saudi cinema is part of a broader global trend of box office recovery. August marked a notable surge in the global box office, driven primarily by two major releases featuring real-life couple Ryan Reynolds and Blake Lively: Deadpool & Wolverine and It Ends With Us. The global box office grossed US$3 billion in August, pushing the year-to-date total to approximately US$21.1 billion. This narrowed the gap to the three-year average to -21%, an improvement from the -28% deficit reported at the end of May, despite the ongoing disruptions from the SAG-AFTRA strike in 2023, according to Gower Street’s latest Global Box Office Tracker (GBOT).
For the third month in a row, the global box office exceeded projections. The combined international (excluding China) and domestic markets generated US$2.46 billion in August, making it the second-highest month since the previous August. Although slightly below July’s $2.84 billion (-13%), this figure was still ahead of June’s US$2.4 billion (+2%).
The North American market (Domestic) stood out, surpassing the box office average for the same months in 2017-2019 by 15%. This is the highest level since the beginning of the decade and marks only the third instance where the domestic market has reached or exceeded pre-pandemic levels in any month.
The global theatrical industry enjoyed three consecutive months of increased revenue, bolstered by a more robust calendar of blockbuster releases. This resurgence brought box office performance closer to last year’s summer heights, including the addition of two films, Inside Out 2 and Deadpool & Wolverine, to the top 21 all-time global box office list. Remarkably, seven of the top 21 highest-grossing films globally have been released since December 2021.
While the final four months of the past two years saw a significant drop in releases, this year, globally, promises a fuller schedule with a wider array of attractive titles such as Joker: Folie à Deux, Gladiator II, Mufasa: The Lion King, Kraven the Hunter, Sonic the Hedgehog 3, likely to lift the box office further.
As Saudi Arabia continues to invest in its burgeoning film industry and global cinema recovers from recent challenges, the outlook for the box office remains positive. The diversity of offerings, from local Saudi productions to international blockbusters, is appealing to audiences both in the Kingdom and worldwide, setting the stage for continued growth in the cinema sector.
Source: GowerStreet, X
VOX Century Corner is the exhibitor’s 10th location in Riyadh.
VOX Cinemas, the dedicated cinema arm of Majid Al Futtaim, opened its 16th location in the Kingdom of Saudi Arabia at Century Corner by Rakaa Holding on 1 October 2023.
Centrally located in the city on King Fahad Road, VOX Century Corner – Riyadh features a 10-screen cinema, including five Standard auditoriums, an IMAX® with Laser auditorium, a 10-seater Private Cinema, and three THEATRE auditoriums – a first-of-its-kind luxurious offering in the country providing a dining experience with gourmet food in an intimate setting.
With the opening of the latest location, VOX Cinemas now operates a total of 164 screens across 16 cinemas in six cities throughout the Kingdom.
Click here to book tickets at this new cinema, and reach out to our team to learn more about cinema advertising opportunities at VOX Century Corner – Riyadh.
Check out the ads that featured in cinema during the Eid al-Fitr 2023 long weekend!
The region witnessed an upswing in activity during the Eid al-Fitr long weekend, marking one of the most bustling periods of the year thus far, with residents gathering at malls and entertainment venues to partake in the festivities.
With the release of several blockbusters during the extended weekend, cinemas were buzzing with patrons eager to watch their favorite titles in the company of their loved ones. This presented brands with a unique opportunity to engage a captive audience and leave a lasting impression through both on-screen and off-screen advertising initiatives.
From product promotions to messages of unity and support, here are the ads that lit up the big screen during Eid al-Fitr 2023:
WWE 2K23 – FTM John Wick: Chapter 4
Duration: 30 Secs
Country: KSA
Please Note: In compliance with the country’s regulations, a revised and concise version of the WWE 2K23 advertisement screened in KSA.
Abu Dhabi Public Health Centre
Duration: 30 Secs
Country: UAE
Al-Futtaim Automall
Duration: 40 Secs.
Country: UAE
Prime Healthcare Group– FTM Kisi Ka Bhai Kisi Ki Jaan
Duration: 15 Secs
Country: UAE
Sharjah Children’s Reading Festival
Agency: 30 Secs x 2
Country: UAE
Cultural Development Fund
Duration: 30 Secs
Country: KSA
Dallah Home Care
Duration: 20 Secs
Country: KSA
Diriyah Gate Development Authority
Duration: 30 Secs
Country: KSA
Galaxy Jewels
Duration: 20 Secs
Country: KSA
Al Theeb Specialist Centre
Agency: 15 Secs
Country: KSA
Boubyan Bank
Duration: 1.10 secs & 1.08 Secs
Country: Kuwait
Kaya Skin Clinic – FTM Kisi Ka Bhai Kisi Ki Jaan
Duration: 15 Secs
Country: UAE
McDonald’s
Duration: 30 Secs
Country: Kuwait
Talabat
Duration: 15 Secs
Country: Kuwait
Elabd Foods
Duration: 15 Secs
Country: Egypt
Magdi Yacoub Heart Foundation
Duration: 15 Secs
Country: Egypt
Private Natural Cotton
Duration: 30 Secs
Country: Egypt
American University of Bahrain
Agency: 45 Secs
Country: Bahrain
Information & eGovernment Authority Bahrain
Duration: 2 x 50 Secs
Country: Bahrain
Escape Code
Duration: 1.06 Secs
Country: Bahrain
In addition to the on screen ad, ElAbd booked two sampling activities at Mall of Egypt and City Center Almaza for a period of two weekends.
Think cinema for ‘attention-grabbing’ advertising! Contact us for cinema advertising opportunities alongside special events and celebrations.
The cinema industry successfully ushered global audiences back into theatre in 2022 largely owing to the steadier flow of blockbusters in comparison to 2021, with Top Gun: Maverick, Black Panther: Wakanda Forever, and Avatar: The Way of Water leading the long list of successful titles this year.
While 2021 was a dress rehearsal for the future of cinemas, 2022 has proved that cinema is back for real. This was especially evident in Saudi Arabia, when the country overtook Italy in annual box office revenue (in US$ terms), highlighting the prominence of cinema in the region.
Box office in 2022 had its first test with Scream which grossed nearly US$1M in the UAE alone and marked the successful return of the horror genre in the region since the pandemic. This was followed by the chartbuster performance of Matt Reeve’s The Batman, which earned a combined US$12M in the UAE and Saudi Arabia, and Marvel’s Doctor Strange in the Multiverse of Madness, which earned US$6.7M in the UAE.
Summer blockbusters highly contributed to the recovery of the global box office in 2022, with Tom Cruise’s Top Gun: Maverick grossing a combined US$21.2M in the UAE and Saudi Arabia and over US$1.5 billion globally. Jurassic World: Dominion and Minions: The Rise of Gru also performed well, grossing over US$1.7M and US$1.64M in UAE and Saudi Arabia, respectively.
August to October was a challenging phase for cinemas in the region due to a weaker movie release schedule owing to pandemic-related delays. The year however ended on a high note with the release of James Cameron’s Avatar: The Way of Water, which earned close to US$10M in the UAE in its opening weeks. Arabic titles such as Bahebek, 3amohom, and Men Agl Zeko also topped the 2022 charts across GCC.
Here’s our 2022 wrap-up featuring the top movie releases in the eight countries we cover, the most watched genres across the region, the top 15 cinema ads booked through us that lit up the big screen, and last but not least, the new cinema locations added to our circuit and our milestones:
UAE
Saudi Arabia
Egypt
Oman
Kuwait
Bahrain
Qatar
Lebanon
The 15 blockbuster ads (in no particular order) – booked through Motivate Val Morgan, that lit up the big screen in 2022 (also featured in Campaign Middle East):
Brand: Mercedes-Benz Burmester
Title: Innovations by Mercedes-Benz: Dolby Atmos
Media Agency: OMD
Brand: NEOM
Title: Trojena – Journey To New Heights
Media Agency: Starcom
Brand: Emirates
Title: Gerry the Goose Flies Better
Media Agency: UM MENA
Brand: Rolex
Title: Rolex & Cinema – The Path
Media Agency: Mindshare
Brand: Sephora
Title: Amna Al Qubaisi – Emirati F3 Driver – Redefining Beauty with Sephora
Media Agency: Spark Foundry – Publicis Media
Brand: Malabar Gold
Title: Brides of India
Brand: Hermès
Title: Terre d’Hermès
Media Agency: Havas Media
Brand: Thailand Tourism
Title: Amazing Thailand
Media Agency: Media Republic
Brand: Hayatna
Title: Grow Your World With Hayatna
Media Agency: Hearts & Science
Brand: Riyadh Book Fair
Media Agency: Blue Horizon
Brand: Infiniti QX60
Title: Take the Wheel
Media Agency: OMD
Brand: Jindal Shadeed
Media Agency: United Media Services
Brand: Theeb
Brand: Yas Island
Title: Yas Yas Baby
Media Agency: Initiative Media
Brand: Al Nahdi Pharmacies
2022 saw our cinema circuit expand with several new locations:
Our dedicated cinema buying platform – CinePlan and CineMeasure, was launched, which enables data-driven, audience-based buying across our network of cinemas in the Middle East. The platform was also recognized as one of Campaign Middle East’s Top 10 Media Milestones of 2022.
Get ready for an exciting year at the movies in 2023! Here are the top 20 movies to look forward to over the year ahead:
For more on the movies coming out in 2023, be sure to check out our sizzle reel
FIFA booked an integrated cinema campaign through Universal Media (UM) Qatar to promote the ongoing FIFA World Cup 2022™ at select locations of VOX, Reel, Muvi, AMC cinemas in UAE and Saudi Arabia.
The on-screen campaign included a 30 sec. commercial booked for a period of 4 weeks – 27 October 2022 to 23 November 2022, at select locations of:
UAE – VOX and Reel
KSA – VOX, AMC and Muvi
The commercial follows La’eeb (the official mascot of the FIFA World Cup 2022) as he auditions to fulfill his destiny as the tournament’s mascot. La’eeb encourages everyone to believe in themselves and spread the joy of football to everyone, through the catch phrase ‘Now is All’.
The off-screen component of the cinema campaign included the distribution of 50,000 FIFA branded popcorn tubs featuring La’eeb, to moviegoers at select VOX locations in UAE and KSA starting 10 November 2022.
Contact us for more information on branding options and integrated cinema advertising opportunities across the Middle East!
Related Articles:
Armani Code | Integrated Cinema Campaign | KSA
AMC Garden 5 – Hail offers luxury auditoriums, best-in-class projection, sound and seating, and is the latest effort by AMC in an ongoing program to provide state-of-the-art cinemas across KSA.
AMC Cinemas has opened its eleventh location at Garden Mall in Hail, KSA. The 5-screen cinema with a total of 549 seats, which includes a PRIME at AMC screen, is another impressive step in the rapid evolution of the cinema experience in Saudi Arabia.
Following the launch of AMC Garden 5, the cinema exhibitor aims to reach a large number of movie lovers around Saudi Arabia, a goal which is in line with the government’s plan to diversify entertainment content as well as providing new experiences to a range of audiences in several cities and governorates across the Kingdom.
AMC presently operates 71 screens across 11 locations in 7 cities of Saudi Arabia.
Motivate Val Morgan congratulates AMC Cinemas on the opening of AMC Garden 5, and warmly welcomes this location to our cinema circuit in KSA.
Source: AMC Cinemas
Related Articles :
AMC Cinemas Opens at Ajdan Walk in Al-Khobar
VOX Cinemas will be the RSIFF’s exclusive cinema partner for the second consecutive year.
The Red Sea International Film Festival announces VOX Cinemas as the festival’s exclusive cinema partner for the second consecutive year. The strategic partnership underpins VOX Cinemas’ commitment to contribute to the prosperous future of the Kingdom and develop a sustainable film industry across the region.
VOX Cinemas will operate seven theaters at Red Sea Mall in Jeddah, which will screen a diverse slate of more than 120 films comprising international and local features during the ten-day festival. The state-of-the-art cinema boasts cutting-edge audio-visual technology, ensuring that festivalgoers will enjoy a truly immersive experience.
Mohammed Al Turki, CEO of the Red Sea International Film Festival added, “We are proud to partner with VOX Cinemas again this year in our efforts to bring the best the Saudi and Arab film industry has to offer to the big screen. The Red Sea International Film Festival provides an important platform for budding film creatives to showcase their potential and achievements in front of their peers, industry professionals, and the global audience. With VOX Cinemas as our Festival partner, we strive to inspire young Saudis and Arabs to pursue their passion in film to contribute to elevating the Kingdom’s cinematic offering to new heights, and we thank VOX Cinemas for furthering our vision through this collaboration”.
Commenting on the partnership, Ignace Lahoud, Chief Executive Officer, Majid Al Futtaim Leisure, Entertainment & Cinemas said, “Storytelling is rooted in Arabic culture, and VOX Cinemas is dedicated to cultivating a new wave of talent and empowering them to use the language of film to tell their stories. As the region’s largest exhibitor, we have a great opportunity to leverage our scale and showcase the depth and breadth of local creativity on the big screen. We have been a proud Festival partner of the Red Sea International Film Festival since its inception, and we look forward to joining forces once again, given our shared commitment to expand the reach of Arabic culture and heritage to global audiences.”
The partnership between The Red Sea International Film Festival and VOX Cinemas, a pioneering cinema exhibitor in the MENA region, brings together two cinematic trailblazers to take festival attendees on a show-stopping journey. The film-going experience has become an established part of Saudi Arabia’s entertainment offerings, as a result of the rapid expansion of VOX Cinemas across the Kingdom in recent years.
The Red Sea IFF celebrates excellence in film, a sentiment shared by VOX Cinemas in their commitment to realize the objectives of Vision 2030 by making cinema easily accessible to communities of film enthusiasts across the Kingdom. During the ten-day Festival starting 1st December 2022, VOX Cinemas will be the exclusive cinema exhibitor for the screenings of the festival at Red Sea Mall, bringing the best in cinema to film lovers.
For more information click here
For festival passes click here
Source: Red Sea International Film Festival press release
A specially curated menu by Saudi chef Mona Mosly was launched by VOX cinemas on Saudi National Day.
VOX Cinemas has announced a culinary collaboration with Chef Mona Mosly which will see the female Saudi Chef elevate the in-cinema dining experience with a specially curated menu.
Moviegoers in Saudi Arabia can now enjoy more than 20 signature dishes at GOLD, VOX Cinemas’ luxury cinema concept, and Candy Bar.
Chef Mona Mosly is one of the region’s most recognisable celebrity chefs due to her role as host and judge on five series of the TV phenomenon Top Chef Middle East. She has extensive experience in culinary art, having trained professionally in Switzerland before attending the world-renowned Le Cordon Bleu in London and subsequently honing her craft at esteemed restaurants across the Middle East.
Known for her catchphrase, ‘From My Heart to Yours’, Chef Mona injects passion into every dish and her exclusive menu for VOX Cinemas aims to evoke memories through flavour while featuring her creative take on classic dishes. Highlights on the menu, which has been specially tailored for the cinematic experience, include Saudi Fish & Chips, Mona Shawarma, Khubz Mhalla and Rose Kakadeh.
Mohamed Al Hashemi, Country Head at Majid Al Futtaim Leisure, Entertainment, Cinemas and Lifestyle in Saudi Arabia said: “The Saudi labour market has made unprecedented progress in recent years, with more Saudi women entering the workforce and establishing a strong footprint across various industries. In line with Vision 2030 and the Kingdom’s National Transformation Programme, Majid Al Futtaim is committed to hiring inclusively to ensure exceptional employment opportunities.”
“Given her culinary prowess and unique talent, VOX Cinemas is excited to collaborate with Chef Mona Mosly and unveil her as the new face of our in-cinema dining experience. We believe that F&B is an integral part of going to the movies and this collaboration demonstrates our customer-centricity and dedication to providing an unrivalled cinematic experience. This is just the first step in what we believe will be a long and successful partnership and our ultimate goal is to expand this offering to our cinemas across the region” he added.
Chef Mona Mosly said, “VOX Cinemas has set the standard in cinema dining in the GCC and I’m extremely proud to partner with them given our shared dedication to innovation and excellence as well as the outreach to the Arab world that VOX has to offer. I am confident that this collaboration is a recipe for success and look forward to bringing dishes from my heart to yours at VOX Cinemas in Saudi.”
VOX Cinemas’ signature concept GOLD caters to movie lovers who want to indulge in gourmet food. Guests have the option of dining in an exclusive private lounge area or having their food delivered straight to their seats through the in-theatre waiter service. Redefining the luxury cinema experience, the GOLD auditorium features reclining leather seats, plush blankets, and pillows as well as cutting-edge audiovisual technology in a stylish and intimate setting.
Chef Mona is the latest high-profile chef to collaborate with VOX Cinemas. Most recently Michelin-starred chef Akira Back curated a menu for VOX Cinemas’ THEATRE across UAE, Kuwait, and Qatar.
Chef Mona Mosly’s menu will be available exclusively at VOX Cinemas The Kingdom Centre, and The Esplanade in Riyadh before being rolled out to additional locations including Sahara Mall, Riyadh, and Red Sea Mall, Jeddah.
For more information visit VOX Cinemas
Source: VOX Cinemas (Press Release)
Muvi Park Avenue – Riyadh is the latest addition to the operator’s extensive cinema network in the kingdom.
Saudi homegrown cinema brand Muvi Cinemas opened its twenty-first location at Park Avenue Mall, Riyadh on 28 April 2022.
The 10 screens cinema with a total of 1,277 seats also features a ScreenX and an Xperience screen, and it is the eighth cinema by the operator in Riyadh city.
The cinema is part of the newly opened outdoor mall in the city – Park Avenue, which offers a variety of entertainment and shopping options, restaurants, cafes and children’s amusement parks for the entire family to enjoy and experience.
Muvi Cinemas presently operates 205 screens across 21 locations in 9 cities of Saudi Arabia.
Contact a member of our sales team for cinema advertising opportunities at Muvi – Park Avenue – Riyadh.
Source: Muvi Cinemas
