Led by one of the world’s most powerful millennials – Saudi Crown Prince Mohammed bin Salman, ‘Vision 2030’ is steering KSA into an unprecedented era of social and economic reform.
Having adopted entertainment as one of the key pillars in its new development plan, ‘Vision 2030’ initiated the lift on the 35-year-old ban on cinema, which in turn has opened up a previously untapped and lucrative revenue stream for the Kingdom and its entertainment sector.
A Kantar TNS study conducted among Saudi residents in 2017 shows fresh opportunities for marketers to make inroads into the Kingdom. As per the research, 67 per cent of respondents said they would head for a round of movie watching and 90 per cent of Saudi residents plan to visit malls with cinemas more often. Thus, cinema advertising is set to become a new growth medium, presenting significant opportunities for advertisers to target young (Saudi Arabia has 32 million consumers with the majority under 25) and affluent (Saudis spend more than $5 billion a year on overseas leisure travel) audiences within KSA.
The government of KSA estimates that movie theatres will contribute over 90 billion riyals ($24 billion) to the economy, with about 300 cinemas and 2,000 screens to be built in the country by 2030.
Existing Cinemas in Saudi Arabia
April 2018 witnessed the launch of Saudi Arabia’s first cinema operated by AMC Theatres – a single screen cinema with a total seating capacity of 620, followed by the launch of VOX Cinemas at Riyadh Park Mall in May 2018 – featuring an IMAX screen, 2 KIDS screens and 1 VIP screen with a total seating capacity of 330.
Upcoming Cinemas in Saudi Arabia
AMC Theatres will be a major contributor to the total cinema count in Saudi Arabia by 2030, as the cinema operator intends to open 30 to 40 cinemas in 15 cities over the next five years, growing to 50 to 100 theatres by 2030.
VOX Cinemas has a SAR 2 billion investment plan in place to expand its footprint to a total of 600 screens in the Kingdom over the next five years. As part of this plan, the leading cinema chain recently announced the opening of the first multiplex in Jeddah at Red Sea Mall by December 2018 – featuring 12 screens which will include three GOLD by Rhodes and an IMAX screen, and a 15-screen multiplex in the first quarter of 2019 at Al Qasr Mall in Riyadh – featuring its signature KIDS and MAX experiences.
Al-Rashed Empire Cinema Consortium – who successfully received a license to operate cinemas in the Kingdom in July 2018, will be the third player in the market. The cinema operator has plans to open as many as 30 cinemas in various cities around Saudi Arabia.
Cinema Advertising in KSA
As the exclusive cinema advertising partner of VOX Cinemas and the only company presently selling cinema advertising in KSA, Motivate Val Morgan has received an overwhelming response since the launch of the cinema at Riyadh Park Mall.
With a growing appetite for international/regional content and world-class cinema experiences, existing cinema operators stepping up plans to open additional screens across the country and more operators expected to enter the fray, KSA presents a hotbed of opportunities for cinema advertisers over the next few years.
Meet the first cinema advertiser in Saudi Arabia, browse the list of upcoming blockbusters releasing in Q4 2018 and contact a member of our sales team for more information on cinema advertising opportunities in Saudi Arabia.
Sources: KSA Entertainment, Film Journal, Gulf News, The Arabian Marketer, The Washington Post, Wikipedia, Saudi Gazette, The Motley Fool, PR Newswire and Arabian Business
VOX Cinemas recently added two new locations to its portfolio – Aloft City Centre Deira in Dubai and Abu Dhabi Mall in UAE’s capital.
VOX Cinemas – Aloft City Centre Deira
VOX Cinemas has opened its second OUTDOOR cinema experience at Aloft City Centre Deira – a cinema-themed hotel which overlooks Dubai Creek. The new outdoor cinema will also be licensed – meaning you can enjoy a variety of beverages while catching the latest blockbusters on the big screen.
The cinema is located on the pool terrace on the 4th floor of Aloft Hotel, next to its shisha lounge and infinity pool, and features a retractable roof which offers moviegoers the comfort of air-conditioning during summer, and al fresco during the winter season.
VOX Aloft City Centre Deira has been furnished with plush lounge-style seating designed for both individuals and couples. Solo tickets are priced at Dhs75, and a seat for two costs Dhs150. Cinemagoers can also select from an a la carte menu of appetizers and snacks designed to be enjoyed in front of the big screen.
The cinema also plans to broadcast live sporting events – including football matches, which can be enjoyed over a beverage against the beautiful backdrop of Dubai’s skyline.
VOX Cinemas – Abu Dhabi Mall
VOX Cinemas has added another location to its portfolio in Abu Dhabi. The brand new cinema at Abu Dhabi Mall – which opened to public on Thursday 20th September 2018, features 6 screens and includes MAX and Kids experiences.
And for all you chocoholics.. the cinema also features a Nutella bar!
With the addition of these two new locations, VOX Cinemas presently operates 17 cinema locations with 192 screens in the UAE.
Visit voxcinemas.com for more information on VOX Cinemas – Aloft City Centre Deira and Abu Dhabi Mall.
Contact us for more information on cinema advertising opportunities at all locations operated by VOX Cinemas.
Sources: VOX Cinemas, What’s On and Time Out
Four interesting campaigns are presently screening across our cinema network in Oman.
National Museum
The National Museum in Oman booked a 35 sec. ad – following the movie Mission: Impossible – Fallout, at VOX Cinemas – City Centre Muscat and City Centre Qurum.
Oman Hotels
Oman Hotels booked a 45 sec. ad on all screens at VOX Cinemas -Shatti for a period of 5 weeks and MAX and IMAX screens at City Centre Muscat and City Centre Qurum for a period of 4 weeks.
Start Date: 2nd August 2018
As Seeb International School
As Seeb International School booked a 30 sec. ad on the MAX screen and screens 3,4,9 and 10 at VOX Cinemas – City Centre Muscat for a period of 4 weeks
Start Date: 18th August 2018
Royal Opera House Muscat
Royal Opera House Muscat booked a 30 sec. ad for 37 weeks on MAX and IMAX screens at VOX Cinemas – City Centre Muscat and City Centre Qurum.
Start Date: 23rd August 2018
Here are three interesting campaigns that screened across our cinema network in Oman in 2017:
Oman Arab Bank
Oman Arab Bank advertised several of their banking products/services in cinema – the latest being their simplified digital banking app.
Screened at:
VOX Cinemas – City Centre Muscat and City Centre Qurum
City Cinema – Sohar, Salalah, Sur and Buraimi
* All screens – last spot in the normal on-screen ad presentation
Campaign duration:
15 Sec. Commercial for a period of 34 weeks (13/4/2017 – 3/1/2018)
Off-screen advertising:
2 LED boards in Foyer area of City Centre Muscat and 1 LED board in Foyer area of City Centre Qurum
2 LED boards in Foyer area of VOX Cinemas City Centre Muscat featuring Oman Arab Bank
LED board in Foyer area of VOX Cinemas City Centre Qurum featuring Oman Arab Bank
Other banks in Oman that have previously advertised with Motivate Val Morgan:
*securing the SOLUS ad spot (playing right after the Motivate Val Morgan ad presentation)
Atana Hotels – Musandam
Atana Hotels Musandam – located in the northern tip of the Musandam peninsular (bordering United Arab Emirates), screened a promotional ad in cinema.
Screened at:
VOX Cinemas – City Centre Muscat and City Centre Qurum
*All screens
Campaign duration:
60 Sec. Commercial for a period of 17 weeks (31/8/2017 – 27/12/2017)
Royal Opera House Muscat
The Royal Opera House Muscat advertised in cinema – promoting ballet and other performances which took center stage in 2017.
Screened at:
VOX Cinemas – City Centre Muscat (MAX screen) and City Centre Qurum (IMAX screen)
Campaign duration:
30 Sec. Commercial for a period of 37 weeks (13/8/2017 – 16/5/2018)
Interested in launching similar cinema campaigns? Contact a member of our sales team for more information.
VOX Cinemas has opened a brand new cinema at Muscat Grand Mall (MGM)!
On Wednesday 8th August 2018, the old 2 screen VOX Cinemas at MGM closed and a brand new VOX Cinemas was unveiled.
The new VOX Cinemas at MGM is now home to 5 screens with a total seating capacity of 474 seats. The cinema also features a VOX MAX screen and the first ever VOX Kids cinema experience in Oman .
VOX Cinemas – MGM is the first cinema (out of the 9 previous City Cinema locations) to receive a new look and feel since its re-branding.
VOX Cinemas presently operates 11 cinemas across Oman – 7 cinemas in Muscat (City Centre Muscat, City Centre Qurum, Shatti, Ruwi, Azaiba, MGM and Panorama) and 1 cinema each in Sohar, Sur, Salalah and Buraimi.
Contact a member of our sales team in Oman for more information on advertising opportunities at VOX Cinemas – MGM.
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
On June 8th 2018, VOX Cinemas – City Centre Mirdif launched 10 new screens – bringing its screen count to 20 screens and seating capacity to 2573 seats.
The cinema now includes 10 regular screens, 2 VOX MAX screens, 4 THEATRE by Rhodes screens, an IMAX Sapphire screen, a 4DX screen and 2 VOX Kids screens.
The expansion of VOX Cinemas – City Centre Mirdif is part of Majid Al Futtaim’s AED 335 million enhancement project at the mall which also includes:
Mohamed Al Jasmi, Senior Mall Manager of City Centre Mirdif – Majid Al Futtaim said, “We are pleased to release phase one of City Centre Mirdif’s AED335 million enhancement project which will add value to the mall’s existing world-class facilities. We are committed to delivering an unparalleled shopping experience as the needs and expectations of our customers evolve and look forward to introducing the new VOX Cinemas complex and mall prayer rooms next year.”
The redevelopment of existing assets such as City Centre Mirdif is a key element of Majid Al Futtaim’s overall UAE strategy announced in June 2016: to open 10 new City Centre destinations, 28 cinemas, 40 Carrefour supermarkets and a 740,000 sqm community, by the end of 2020.
Sources: City Centre Mirdif (Press Release) and VOX Cinemas
Saudi Arabia’s General Authority for Culture has established the Kingdom’s first official Film Council.
The announcement was made on Tuesday 20th March 2018 as Saudi Arabia prepares to open hundreds of cinemas following the lifting of a 35-year ban. Faisal Baltyuor has been named as CEO of the Film Council, and the authority is expected to launch the body internationally at the upcoming Cannes Film Festival.
The launch by the General Culture Authority is the latest effort to establish and support new sectors that enhance society’s vitality and the economy’s diversity and prosperity, under the umbrella of the Kingdom’s Vision 2030.
Executive Chairman of the Authority, Ahmed Bin Fahd Al-Mazeed, said “the move is the first step in supporting the film and creative content sector.”
CEO of the Film Council, Faisal Baltyour said “Given the incredible creative energy and talent within our country’s young, diverse population, Saudi Arabia is uniquely positioned to develop a vibrant and commercially successful film and content sector that tells Saudi stories at home and to the rest of the world. Over the past few months, we hosted several workshops with many of the country’s leading filmmakers and have incorporated their insights into the wealth of strategic initiatives we will be rolling out in 2018 and beyond.”
The Film Council is intended to develop the sector and create a thriving environment for the film and content industry in the Saudi Arabia. It will seek to do so through development programmes, fostering talent, flexible and supportive legislation, infrastructure and access to advanced production technology.
Makeshift theatres have already begun showing films in the kingdom as it prepares to welcome its first full-time venues.
The government expects to open more than 300 cinemas with 2,000 screens by 2030 and build a local industry that will contribute more then SAR90bn ($24bn) to the economy and create 30,000 permanent jobs, and has thus commenced the issuing of licenses to operate theatres.
Several international companies have expressed an interest in establishing cinemas in Saudi Arabia including US-based AMC Entertainment Holdings, which has plans for a business venture with the Public Investment Fund.
Middle East’s leading cinema chain VOX Cinemas is also expected to open a cinema in the in the Kingdom.
A survey conducted in December 2017 by Kantar TNS found 36 per cent of those intending to visit theatres planned to view local Saudi content and 48 per cent Arabic content. In contrast, 80 per cent intend to watch Hollywood films and 44 per cent Bollywood films.
Sources: Gulf Business, Arab News, Arabian Industry and Deadline
2017 was an exceptionally good year for ticket sales and 2018 could offer a repeat, says Cameron Mitchell, CEO of Majid Al Futtaim Cinemas.
In Dubai, the web or TV is not winning the war in what people watch or how they want to watch it. Ticket sales at local cinemas have just had another solid year of growth in 2017, and 2018 could be in for another “high single-digit” run – with releases such as Black Panther pulling them in, it could well be the case.
“Certain cities in the region have a high screen (capacity) per million people, which is one measure we use in the industry,” said Cameron Mitchell, CEO of Cinemas at Majid Al Futtaim group. “And Dubai is one of those which also has a high (cinema) attendance per capita.
“With growth in real estate and in residential development, more screens are being added. Just drive along Al Khail Road and you see the amount of development that is taking place — and it is directly linked to population (growth expectations) and of affordability.
“Cinema is still the most affordable entertainment — at $10 (Dh35) for two hours, it is still the case. And this has remained unchanged since 2011, which was the last time ticket rates were raised, and that too only by Dh5.
“The industry looks at the issue of ticket prices periodically … but we are not expecting any change at the moment.”
The group operates the VOX Cinemas network and currently has 95 screens in Dubai, 40 screens in Abu Dhabi, 9 screens in Ajman, 11 screens in Fujairah and 8 screens in Ras Al Khaimah. A total of 163 screens in the UAE, with plans to double it in the medium-term.
The UAE has over 400 operational screen (as of February 2018), and Dubai alone has over 200 operational screens – with many more set to open in the near future. Master-developers such as Emaar and Meraas have their own multiplex operations – through Reel Cinemas and Roxy Cinemas (respectively), and it sure makes sense for developers who are building up entire self-contained destinations to have those cinemas as well.
Clearly, cinema operators do not see web-streaming TV as a dire threat to their numbers – at present and in the future. “I think there’s a big difference between sitting at home on a couch and watching something on TV and being at one of our entertainment destinations,” Mitchell said.
“For mall developers/owners, this helps bring more people to their properties. Cinemas can be a really attractive anchor proposition. But they remain an expensive business.
“So long as cinema operators keep focusing on the guest experience and the movie experience, I can only see growth happening. Essentially, it’s about offering the experience.
“You could argue that anything you have in a restaurant; you can technically have it at home. But we still would like to go out for dinner. And look at the Starbucks business in the region — they keep adding more locations. Even though you can have a great cup of coffee from an espresso machine and which would be cheaper (than at Starbucks).”
For VOX Cinemas, it does not stop with just putting up a screen at one of Majid Al Futtaim’s mega-malls in the making. VOX has been working on the product mix; creating a premium ‘Theatre by Rhodes’ and ‘Gold by Rhodes’ and offering menus curated by chef Gary Rhodes — he of the Michelin star fame.
“So if someone is making a plan to go out to dinner and take in a movie, why not do it together? That’s the proposition we had put forth with the Rhodes alliance,” said Mitchell.
And then there are the VOX kids screens, which come with their own party room.
Teen Screens
Next month, VOX Cinemas will again be experimenting with a new concept — screens for teens. This will be at its brand new facility in Kuwait (The Avenues Mall developed by Al Shaya Group). The concept originated in-house.
“They feature a different design with a shared couch and — given the demographic — with an extremely tech-friendly environment. They can have access to gaming and watch wrestling or concerts on the screen. With teens, everything is a shared experience. Plus, there are the movies, of course.”
After debuting in Kuwait, VOX Cinemas has plans to spread the teen screen concept out elsewhere. However, no definite timeline has been set for this.
“What we are making at the cinemas is a multi-purpose environment — where you could come to watch 400 films a year or come for myriad other activities. That’s your choice,” said Mitchell.
Mall owners and cinema operators wait for the screens to light up
If there is one detail that animates the region’s cinema industry, it would be Saudi Arabia’s plans to allow screens back into business.
“We are all waiting for some guidance from the Saudi Government,” to know what will be permitted for screening and how the cinemas should look,” said Mitchell
“The Vision 2030 plan is very clear — citizens in Saudi Arabia should enjoy the same entertainment as the rest of the world and that it wants to work with private operators to make it happen. We expect that the first cinemas will be released within six months of the legislation being released.”
The Majid Al Futtaim Group is currently committed to develop two malls in Riyadh, for a combined investment of SR14 billion.
Motivate Val Morgan is the official cinema advertising partner of VOX Cinemas – except for the cinema at City Centre Bahrain.
Source: Gulf News and MVM Stats
VOX Cinemas, a unit of leading retail and leisure pioneer Majid Al Futtaim, opened its second location in Egypt at City Centre Alexandria on 1 February 2018 – less than a year after launching its first cinema in the country at Mall of Egypt.
This expansion comes as part of Majid Al Futtaim’s previously announced plans to investment to EGP 23 billion in Egypt by 2020, creating 144,000 additional direct and indirect jobs.
VOX Cinemas at City Centre Alexandria features seven cinema screens (6 regular screens and a VOX MAX screen) with a seating capacity of over 1600.
VOX Cinemas offers movie enthusiasts an unmatched cinematic experience, which has made it the preferred destination for all movie premieres in the region. This includes unprecedented sound quality equipped with the latest technology, and regular and VIP seats for a more comfortable viewing experience. Additionally, the cinema complex offers an unprecedented selection of deliciously prepared food and beverage to moviegoers, for a one-of-a-kind experience. The cinema facility also offers all the amenities for people with special needs.
In just a few months since its opening at Mall of Egypt in March 2017, VOX Cinemas became among the top three leading cinemas in Egypt, and a favored destination for movie premieres.
Omar El Banna, Country Head for Majid Al Futtaim – Ventures Egypt, stated, “In addition to our exceptional cinematic concepts; which are unsurpassed across the Middle East, VOX Cinemas always strives to offer an innovative and enjoyable cinematic experience, by paying close attention to details, such as the design and setting of each theater to suit the environment.”
VOX Cinemas at City Centre Alexandria is part of a range of diverse and innovative attractions and destinations, Majid Al Futtaim currently operates and aims to introduce in the Egyptian market. These include shopping malls, Carrefour stores, fashion stores, international restaurants, and unique family entertainment experiences such as Ski Egypt, Little Explorers, Magic Planet, that are in line with the company’s vision to create great moments by redefining the concept of shopping and entertainment for Egyptian citizens
VOX Cinemas operates 31 cinema complexes across the Middle East and North Africa, including the 14 sites in the UAE, 1 site in Bahrain, 11 sites in Oman, 1 site in Lebanon, 1 site in Qatar, 2 sites in Egypt and 1 site opening soon in Kuwait. Majid Al Futtaim has announced further investment plans to expand the footprint of VOX Cinemas across the region from 300 screens to 600 screens by 2020.
Motivate Val Morgan is the official cinema advertising partner of VOX Cinemas – except for the cinema at City Centre Bahrain.
Contact us for cinema advertising opportunities at VOX locations across the region.
Sources: Arab Finance and Scoop Empire
City Cinema was the first cinema chain to launch in the Sultanate of Oman – owned by Oman Arab Company LLC (which belongs to Jawad Sultan Group of Companies). City Cinema started its operation in 1971 by setting up its first cinema known as Al Nasr – which was later renamed as City Cinema Ruwi in 2008.
It was the first cinema chain to introduce luxury VIP seating and MX4D technology in Oman and had 9 locations in total: Shatti, Ruwi, Azaiba, MGM, Panorama, Sohar, Sur, Salalah and Buraimi.
Following the joint venture between Oman Arab Company and VOX Cinemas in August 2016, the City Cinema chain remained under its existing brand, but was powered by VOX Cinemas.
As of January 25 2018, all City Cinema locations will operate under the VOX Cinemas brand where cinemagoers will continue to get the best movie-watching experience.
Together with the two existing VOX Cinemas locations – City Centre Muscat and City Centre Qurum, the cinema chain will now operate 11 cinemas in the Sultanate of Oman.
As the official cinema advertising partner of VOX Cinemas, Motivate Val Morgan presently represents 90% of the cinema market in Oman.
Visit the VOX Cinemas Oman website to book movie tickets, and contact us for cinema advertising opportunities across all VOX locations in Oman.
