The 7th edition of the META Cinema Forum, held from November 11-12, 2024, at the Le Méridien Dubai Hotel & Conference Centre, brought together industry leaders, innovators, and creators to discuss the evolving landscape of the cinema industry in the Middle East, Europe, and Africa (MEA). The event, which has grown exponentially over the years, showcased the region’s commitment to shaping a world-class cinema culture. This year’s META Cinema Forum has been all about innovation and collaboration.
The forum began with inspiring remarks from Lara Tan, Conference Director at Great Minds Group, followed by Paul Schwarz, Technical Director at Dubai Acoustic Research Laboratory. Their words highlighted the vital role of collaboration and technological innovation in shaping the future of cinema. The event continued with engaging panel discussions and presentations, delving into the industry’s biggest challenges, solutions, and the evolving landscape of regional cinema.
The first day saw dynamic sessions covering a range of forward-thinking topics. Panelists discussed deep into the growth of cinema infrastructure, with over 50 new cinemas opening each year and a 20% annual increase in box office revenues in the MEA region. This explosive growth was a recurring theme, emphasizing the region’s expanding cinema market.
One highlight was a discussion on government involvement in the creative economy and film culture, led by notable figures like Sameer Al Jaberi (Head of Abu Dhabi Film Commission, Abu Dhabi Film Commission), Nader Al Rawahy (Investment and Marketing Expert, Ministry of Culture, Sports and Youth – Operation Excellence Lead, Oman) Georges Khouri (Director – Marketing, Tecom Group) and Nancy Paton (CEO and Founder of Desert Rose Films). Their conversation emphasized the need for strategic policy-making to support the flourishing cinema industry.
The forum also spotlighted the power of innovation for enhanced cinema experience, with presentations from VOX Cinemas and Star Cinemas, followed by panel discussions on immersive technologies, AI in filmmaking, and future cinema design. These discussions showcased how the industry is embracing digital transformation to enhance audience engagement and redefine cinematic experiences.
The following day began with the presentation, ‘Cinema Industries: FACTS and STATS’, by Maria Rua Aguete, followed by a fireside chat with Toby Tennant from Warner Bros., moderated by Nancy Paton, CEO and Founder of Desert Rose Films. The discussion explored how Hollywood can continue to support and benefit from the growth of the theatrical industry in the MENA region. It highlighted the demand for varied content and celebrated the growth of Arab cinema and its international collaborations.
Another standout discussion on enhancing cinema offerings focused on the food and beverage experience. Experts discussed the potential of gourmet options and retail spaces within theatres, highlighting how these innovations can boost ancillary revenues and enrich the overall cinema experience. The conversation also touched on creative partnerships with local food vendors, a strategy that’s gaining traction in the region.
The forum didn’t stop there—other insightful sessions explored successful marketing strategies, including how big data can personalize marketing efforts to attract and retain audiences. A prime example of the power of well-executed marketing was the global phenomenon of Barbie (2023), which drew massive crowds thanks to a targeted and engaging marketing campaign.
The META Cinema Forum 2024 was more than just a gathering of experts—it was a celebration of innovation, creativity, and a shared vision for a dynamic and exciting future for cinema. The forum also featured a trade show, networking opportunities, and exclusive screenings, including a highly anticipated preview of 2025 blockbuster of Warner Bros. presented by Toby Tennant, Senior Vice President, EMEA Theatrical Distribution, Warner Bros. and for Universal Studios presented by Majid AlFuttaim Studio Distribution Team.
As the forum concluded, the message was clear—the future of cinema in the MEA region is incredibly bright. With continued investment in technology, diversified content, and creative collaborations, the region is poised to become a global leader in the entertainment space.
Highlights of the META Cinema Forum 2024 include the launch of the region’s first talent agency and private film fund, which aims to nurture local filmmakers, connect talent to global opportunities, and bring groundbreaking projects to life.
The META Cinema Forum announces its 7th edition, taking place on November 11-12, 2024, at Le Méridien Dubai Hotel & Conference Centre. As the largest cinema convention across the Middle East, Africa, and Asia, the event continues to be a crucial platform for industry professionals and stakeholders to connect, collaborate, and drive the sector forward.
Since its inception, the META Cinema Forum has demonstrated consistent growth, attracting participation from major Hollywood studios, regional cinema operators, and industry innovators.
The forum has established itself as a significant platform for industry discussions, content previews, and business networking. Previous editions have featured participation from prominent organizations including Warner Bros., VOX Cinemas, and Universal, contributing to the forum’s development as a key industry event.
The META Cinema Forum offers invaluable networking opportunities with industry executives and decision-makers from leading studios and cinema operators. Through structured sessions and professional meetings, the forum fosters meaningful connections in a business-focused environment. Attendees can also engage in industry-driven discussions, explore technological advancements, experience content previews, and participate in professional development sessions led by regional cinema experts.
The two-day event offers access to presentations, screenings, networking sessions, and industry insights. Registration is priced at $25 per attendee, with limited seating available.
Click here for the event overview, past highlights, agenda, speaker lineup, top reasons to attend, and more.
Click here to register.
Motivate Val Morgan is the official Media Sponsor for this year’s META Cinema Forum.
Source: META Cinem Forum Press Release
Eva Cosmetics, in partnership with BellCom Media Platforms and Motivate Val Morgan, recently launched an offscreen activation in Egypt, bringing their products directly to cinema audiences.
The campaign took place over two weekends in September, targeted moviegoers at prominent locations: City Center Almaza (September 7-8) and Mall of Egypt (September 14-15).
Specially dressed ushers, embodying Eva Cosmetics’ diverse product lines, distributed sample packages in the bustling concourses between theater halls.
A total of 1,500 sample packages were handed out at each location with cinema attendee receiving an exclusive package containing a selection of Eva Cosmetics products, including:
This unique cinema activation not only allowed Eva Cosmetics to showcase their diverse range but also created a memorable experience for moviegoers, blending entertainment with beauty discovery.
Interested in reaching your target audience through similar activations? Contact our team at Motivate Val Morgan to discover how we can connect your brand with moviegoers.
Nestlé Middle East, in partnership with Zenith ME and Motivate Val Morgan (MVM), launched a cinema campaign to promote the latest ‘Minion Edition Cereals’ across the UAE and KSA, starting August 8, 2024.
Centered around the popular summer blockbuster Despicable Me 4, the campaign engaged both children and parents visiting the cinema during this back-to-school season, inspiring them to start their day with a nutritious and enjoyable breakfast.
On Screen Campaign – UAE & KSA
The on-screen component featured a 15-sec Nestlé Nesquik commercial – following the movie Despicable Me 4 – at select screens of VOX, Reel, AMC, and Muvi cinemas in both the UAE and KSA.
Off Screen Campaign – UAE
To further enhance the brand engagement in the UAE, Nestlé launched an off screen activation by distributing 10,000 co-branded ‘Nesquik x Minions’ popcorn tubs at select VOX cinemas starting Friday, August 9th, 2024. Each tub included a coupon code offering moviegoers a 15% discount on their next purchase at Carrefour online order.
Enhance your brand’s exposure through a tailored cinema campaign, leveraging on-screen advertising and creative off-screen activations.
Contact us for similar advertising opportunities across our cinema circuit in the GCC, Egypt, and Lebanon.
The opening of Jeddah Park marks VOX Cinemas’ third cinema in Jeddah and 17th location in KSA
VOX Cinemas, the dedicated cinema arm of Majid Al Futtaim, opened its 17th location in the Kingdom of Saudi Arabia at Jeddah Park Mall on June 4, 2024.
Centrally located in Jeddah Park, Aziziyah – a one-stop destination for retail and entertainment – the 13-screen multiplex features two GOLD screens, one IMAX® with Laser screen, and a Private Cinema.
The latest cinema is fully designed for movie lovers, with premium reclining seating that provides unparalleled comfort, so audiences can kick back, relax, and enjoy the magic of movies. The location also features the latest in cutting-edge technology, providing stunning visuals and crystal-clear audio for a truly immersive experience.
Anmar AlQurashi, Managing Director – Saudi Arabia and Bahrain, Majid Al Futtaim Entertainment said, “The opening of Jeddah Park underscores our commitment to provide audiences with a premium cinematic experience that combines the latest technology with the comfort and luxury our guests have come to expect. We believe that the state-of-the-art multiplex will not only provide a social hub for film enthusiasts but also enrich the cultural fabric of the local community.”
The opening of Jeddah Park marks VOX Cinemas’ third cinema in Jeddah, alongside Red Sea Mall and Town Square, and comes just six months after it launched VOX Cinemas Century Corner in Riyadh.
VOX Cinemas now operates a total of 175 screens across 17 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 Jeddah Park – Jeddah.
Source: VOX Press Release
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.
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
Check out the ads that featured in cinema during the Eid al-Fitr 2024 long weekend!
The spirit of Eid al-Fitr once again filled the region, transforming the long weekend into a vibrant celebration. Families and friends flocked to shopping malls and entertainment hubs, eager to connect and revel in the festivities.
With more than 14 highly anticipated movies from various genres and languages being released, movie theaters resonated with laughter and excitement as audiences rushed to see the latest releases on the big screen. This festive atmosphere provided a perfect platform for brands to capture hearts and minds through cinema advertising.
From riveting ads by fast food chains, automobile companies, and airlines, here are the commercials that lit up the big screen during Eid al-Fitr 2024:
McDonald’s – FTM Dune: Part Two
Country: Qatar
Operator(s): Select VOX locations
BYD – FTM Dune: Part Two
Country: KSA
Operator(s): Select VOX & AMC locations
Almarai – FTM Kung Fu Panda 4
Country: KSA
Operator(s): Select VOX, Muvi, AMC & Reel locations
Birmingham University Dubai – Godzilla x Kong: The New Empire
Country: UAE
Operator(s): Select VOX locations
Lulu
Country: UAE
Operator(s): Select Royal, CinemaCity, Cinépolis, Oscar, Reel & VOX locations
WWE 2K24
Country: KSA
Operator(s): Select AMC & Muvi locations
Abdul Samad Qurashi
Country: KSA
Operator(s): Select AMC, Muvi & VOX locations
Dallah Hospitals
Country: KSA
Operator(s): Select AMC, Muvi & VOX locations
Disabled Children’s Association (DCA)
Country: KSA
Operator(s): Select AMC, Muvi, Reel & VOX locations
Green Farms
Country: KSA
Operator(s): Select AMC, Muvi & VOX locations
National Transformation Program (NTP)
Country: KSA (Saudi Arabia)
Operator(s): Select AMC, Muvi & VOX locations
Gulf Air
Country: Bahrain
Operator(s): Select VOX locations
Oman Post / Asyad Express
Country: Oman
Operator(s): Select Cinepolis & VOX locations
Royal Opera House
Country: Oman
Operator(s): Select VOX locations
Burger King
Country: Egypt
Operator(s): VOX locations
Garnier
Country: Egypt
Operator(s): VOX locations
Hardees
Country: Egypt
Operator(s): VOX locations
Misr Life Insurance
Country: Egypt
Operator(s): VOX locations
Noon
Country: Egypt
Operator(s): VOX locations
CBK
Country: Kuwait
Operator(s): VOX Cinemas
Kuwait Finance House (KFH)
Country: Kuwait
Operator(s): VOX Cinemas
Porsche
Country: Kuwait
Operator(s): VOX Cinemas
Think cinema for ‘attention-grabbing’ advertising! Contact us for cinema advertising opportunities alongside special events and celebrations.
META Cinema Forum brings together cinema stakeholders from the Middle East, Africa, Asia, and CIS countries, committing to elevate the cinematic experience in emerging markets.
The sixth edition of the highly successful META Cinema Forum took place between November 7-8, 2023, at the Grand Hyatt in Dubai under the theme ‘Growing the Region’s Cinema Share,’ exemplifying a dedicated commitment to fostering growth and innovation within the industry.
The event, attended by over 500 delegates, visitors, buyers, sellers, and other industry stakeholders, featured engaging discussions, presentations, and workshops addressing the industry’s challenges, solutions, and current market dynamics. Key topics covered included Regional Content Production and International Collaboration, Cinemas of the Future, as well as a comprehensive exploration of emerging cinema trends and technologies, incorporating vital cinema statistics and case studies delving into Rewarding Patrons and Effective Pricing Strategies.
A myriad of stands, presenting the latest products, services, and technologies from a carefully curated selection of industry suppliers, technology providers, and stakeholders, were also showcased at the event.
The forum also attracted the biggest cinema operators in the region as partners in success, with VOX Cinemas, the forum’s strategic partner, alongside AMC KSA, Cinepolis, Muvi, and other cinema operators presenting their future expansion plans.
A notable feature of this year’s edition was the spotlight on Women in Film and TV (WIFT). The event showcased a round table discussion titled ‘Beyond the Glitz,’ featuring prominent female panelists such as Nancy Paton, Founder of Desert Rose Films and President of WIFTGCC, Charlotte Louise Sutcliffe, Entertainment Lawyer and Associate at CWB, and Head of Events at WIFTGCC, Ozge Conduroglu, Acquisition & Distribution Lead at The Plot Pictures MENA, and Ashleigh Potts, Marketing Director at Studio Distribution, Majid Al Futtaim LLC.
Additionally, the forum celebrated rising female Emirati filmmakers Zainab Shaheen, Maitha Al Awadi, Eman Al Sayed, and Sarraa Al Shehhi. The spotlight also shone on Nayla Al Khaja, the first Emirati film director, who received recognition at the WIFT MENA AWARDS during the event.
Leila Masinaei, Managing Partner, Great Mind Events Management, remarked, “The success of the 6th META Cinema Forum reflects our unwavering commitment to advancing the cinematic landscape in emerging markets. This year’s event has reinforced our belief in the power of collaboration, innovation, and shared experiences within the industry. We are excited about the future possibilities and the role META Cinema Forum will continue to play in shaping the cinema sector in the Middle East, Africa, Asia, and the CIS region.”
The two-day cinema conference also featured special screenings, including the latest Marvel movie ‘The Marvels’.
The highlight of the event was The META Cinema Awards and Gala Reception—a night of celebration recognizing outstanding achievements in the cinema industry. Nathan Gilligan, Senior Operations Manager at Comscore, and Nena Loncar, Client Insights Manager at Comscore, presented the awards. Recipients of this year’s META Cinema Awards include:”
Motivate Val Morgan was one of the media partners for the META Cinema Forum and a supporting partner for Meta Cinema Forum 2023.
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.
The horror genre staged a triumphant comeback following the pandemic, led by the 2021 release of A Quiet Place: Part II, which garnered a staggering US$297.4M worldwide (with over US$2.5M from UAE alone). Beyond renewing confidence in the cinematic medium, this extraordinary achievement prompted film studios to reevaluate their horror movie release strategies.
This momentum carried into 2022, as notable titles like Scream V, Smile, and Nope achieved remarkable success, captivating audiences on both the global and regional box office fronts.
2023, marked by the successful release of a series of horror films such as M3gan, Evil Dead Rise, and The Boogeyman. Alongside these, new releases such as Insidious: The Red Door, Cobweb, and Talk to Me are delighting in prosperous theatrical runs in.
However, the tale doesn’t conclude here! The horror landscape of 2023 is by no means finished, as the most exciting moments are still ahead, especially with Halloween looming on the horizon. From the highly awaited reboot of the classic psychological horror masterpiece, The Exorcist: Believer, to the spine-chilling tenth installment of the renowned SAW franchise, here’s a look at the horror movies set to grace the remainder of 2023:
The Nun 2 – 07 September 2023
A Haunting In Venice – 14 September 2023
SAW X – 05 October 2023
The Exorcist: Believer – 13 October 2023
Five Nights at Freddy’s – 26 October 2023
Thanksgiving – Expected 17 November 2023
The movie follows a serial killer in Massachusetts who attempts to make a carving board out of unsuspecting victims. The film continues the Grindhouse universe, and just like Machete and Hobo with a Shotgun, it is based on one of the fake trailers in the Robert Rodriguez and Quentin Tarantino collaboration from 2007.
Salem’s Lot—TBA 2023
Based on Stephen King’s novel, the movie follows a writer who goes to a small town, only to find out that it’s being overrun by vampires. The movie stars Pilou Asbæk in the role of Richard Straker, Lewis Pullman as Ben Mears, Spencer Treat Clark as Mike Ryerson, and Nicholas Crovetti as Danny Glick.
Dark Harvest—TBA 2023
Based on Norman Partridge’s eponymous novel, Dark Harvest concerns a specter named Sawtooth Jack who goes up against violent gangs of boys hoping to take down the supernatural creature once and for all. The horror movie boasts a stellar cast, with the likes of Elizabeth Reaser, Jeremy Davies, Luke Kirby, and Ezra Buzzington.
With these exceptional upcoming titles, audiences can look forward to more thrilling and chilling experiences as the genre continues to evolve and captivate viewers worldwide.
Source: Screen Rant, Collider, VOX Cinemas
