Mubadala launches a cinema campaign to celebrate UAE National Day
United Arab Emirates will celebrate 49 glorious years as a nation on 2nd December 2020. UAE National Day is one of the most celebrated days in the country as it marks the anniversary of the federal unification of the seven emirates (Abu Dhabi, Dubai, Sharjah, Ajman, Umm al Quwain and Fujairah).
In celebration and honour of the nation’s leadership, history, values and progress, Mubadala booked a 60 sec. on-screen ad campaign through Motivate Val Morgan to screen across multiple locations in the UAE from 24th November – 14th December 2020.
Dubai:
VOX Cinemas – Mall of the Emirates
Reel Cinemas – The Dubai Mall
Abu Dhabi:
VOX Cinemas – The Galleria Al Maryah Island, Marina Mall and Yas Mall
Sharjah:
VOX Cinemas – City Centre Sharjah
Cinemacity – Zero 6 Mall
Ras Al Khaimah:
VOX Cinemas – Al Hamra Mall
Interested in launching a campaign to celebrate a special day? With Christmas fast approaching, and the confirmed release of Wonder Woman 1984 set for 17 December 2020, contact a member of our sales team for more information on displaying your brand commercial on the BIG Screen.
While box office returns in 2020 will suffer an estimated 80% global drop due to COVID-19, the Kingdom of Saudi Arabia is bucking this downward trend, having grown since 2019 to become the Middle East’s top grossing territory this year to date.
Fresh figures released during the recent META Cinema Forum exhibitors’ conference in October reveals that the Kingdom has overtaken the United Arab Emirates this year, and is currently the region’s top-grossing territory, with more than $73 million in theatrical movie ticket sales over the past 40 weeks – a roughly $2 million increase in box office returns compared with the same period in 2019.
The UAE during the same 2020 period has generated roughly $51 million, roughly a quarter of its 2019 box office draw.
Commenting on the growth of the theatrical market in KSA, Cameron Mitchell, CEO of VOX Cinemas says: “We believe that Saudi Arabia is the only cinema market globally to have expanded in 2020.”
Mitchell sees the Saudi market as having increased by roughly 4% year to date – despite the fact that, due to the pandemic, cinemas where closed between March and the middle of June – and is forecasting an 8% growth by year’s end.
The theatrical market in the Middle East in 2019 was worth $600 million, of which Saudi accounted for a $110 million share and the UAE roughly $250 million – which excludes releases of Indian and Arabic films and some indie content. “This year our numbers are telling us that the UAE is going to be worth about $60 million, and Saudi is going to be worth $120 million,” says Mitchell.
In terms of the bigger picture, Mitchell believes that Hollywood will value the Middle East at about $220 million in 2020 out of which KSA will contribute to 50% of the same this year.
David Hancock, an analyst at London-based Omdia says, “The fact that Saudi has now overtaken the UAE, albeit in a weird year, is suddenly a milestone for the Saudi Arabian cinema market.” Hancock expects the country will be a billion-dollar market “in 3 to 5 years,” depending on recovery from COVID-19 which he estimates this year will cause an 80% global box office drop, with losses totaling up to $30 billion. He also mentioned that KSA is on track to become the dominant market in the region “and one of the top 10 or 15 markets in the world.”
An interesting aspect of Saudi Arabia’s current box office upswing is that grosses in the country are currently generated from a mere 260 screens – less than half the 614 screens operating in the UAE. Average occupancy levels in cinemas across the Middle East have not gone beyond 20%, and Saudi is no exception. However, in terms of generating box office, KSA has the cushy advantage boasting of an average ticket priced at $17.60, which is the highest in the region followed by UAE figure which is $12.80, and Kuwait, the region’s third market, priced at $11.90.
Since cinemas re-opened in June, the biggest releases across the Middle East was Tenet, earning $1.1 and $1.5 Million in its opening weekend in UAE and KSA (figures from Box Office Mojo), followed by Mulan – which earned over $1.3 Million in its opening weekend in UAE. Unhinged starring Russel Crowe also performed handsomely in the region, though figures were not made readily available.
Meanwhile, screen growth in Saudi Arabia is going forward undeterred, with VOX presently operating 124 screens across 11 locations. Aside from VOX Cinemas, other cinema exhibitors operating in the Kingdom include Muvi Cinemas and AMC Cinemas who have 10 and 6 operational cinemas respectively, and are in the midst of massive expansion plans over the year ahead.
It’s also interesting to note that a number of new cinema locations opened across KSA, post the COVID-19 lockdown. VOX Cinemas opened three new locations – Sahara Mall, Tabuk Park and Al Jamea (Town Square), Muvi Cinemas massively expanded with the opening of six new locations – Jubail Mall, Al Ahsa Mall, Haifa Mall, Aziz Mall, Nakheel Mall (Riyadh) and Mall of Dhahran, and AMC Cinemas opened four new locations – Hafr Al Batin, Riyadh Gallery, Al Khair and Azizia Plaza.
VOX projects there will be a total of 340 screens in operation in the country by year’s end, and close to 700 by the end of 2021.
Having a market like Saudi Arabia can help Hollywood studios offset some of their losses, says Mitchell, who is worried that due to COVID-19, the supply chain is drying up. To overcome the challenge posed by the lack of new content, VOX is stepping up its offer of alternative content such as live soccer matches, opera and concerts, and also classic re-releases. VOX has also teamed up with local players Image Nation and MBC Group to produce a slate of Arabic films, at least three of which they plan to release in 2021 as part of a plan to release up to 10 Arabic self-produced titles annually.
Mitchell is confident the country will become a top ten global market for cinema, with ResearchAndMarkets.com forecasting the industry in the Kingdom will be worth more than $1.2 billion by the end of 2030.
Sources: Variety, Arabian Business, Arab News
Mobily – Saudi Arabian telecommunications company, recently booked an integrated cinema campaign with Motivate Val Morgan for its 5G connection services in Saudi Arabia.
The on-screen component of the campaign included two 15 sec. commercials booked for a period of 3 weeks: Mobily 5G Family – which screened from 22nd October to 2nd November 2020 and Mobily 5G Prepaid – which screened from 3rd to 11th November 2020.
The commercial was booked at the following Motivate Val Morgan serviced locations in KSA:
VOX Cinemas: Red Sea Mall, West Avenue Mall, Atyaf Mall, Sahara Mall and Riyadh Front
Muvi Cinemas: Nakheel Mall (Riyadh), Nakheel Mall (Dammam), Haifa Mall and Mall of Arabia
AMC Cinemas: KAFD, Panorama Mall and Al Khair
The off-screen component included the distribution of leaflets containing information on Mobily Air Fiber 5G at VOX Cinemas – Sahara Mall over the weekend of 5th – 7th November 2020.
Promoters were hired by the brand to oversee and assist with handing out leaflets to cinemagoers walking out of the auditoriums.
Click here to access the Mobily flyer distributed at VOX Cinemas – Sahara Mall.
An integrated campaign is an effective strategy to implement when promoting or launching a new service offering, for it engages cinema audiences – both within the auditorium and outside in the foyer area of the cinema, and provides higher ad recall.
Contact a member of our sales team to know more on how integrated campaigns can help move your brand closer to its target audience.
Introducing the MBR City 2020 Diwali cinema ad campaign
Diwali – the festival of lights, is one of the most popular Indian festivals widely rejoiced by Hindus across the globe. The festival symbolizes the spiritual ‘victory’ of light over darkness, good over evil, and knowledge over ignorance. It is a time for both gratitude and happiness, and is celebrated by families and friends with the lighting of oil lamps, exchange of presents, feasting on traditional sweets and wearing new ethic outfits.
This year’s festival fell on Saturday 14th November, and even though we are still very much in COVID-19 mode, the spirit of Diwali lived on, with families celebrating responsibly and festival related events executed in compliance with COVID-19 safety protocols.
Bringing a touch of Diwali to the BIG Screen this year was Mohammed Bin Rashid City (MBR City). As part of the 6 week on-screen campaign (from 5th November to 16th December 2020) with Motivate Val Morgan, MBR City dedicated ten days (5th – 14th November 2020) to its bright and glamorous 2020 Diwali creative.
The 60 sec. Diwali creative screened across multiple VOX, Reel and Oscar cinema locations in the UAE:
MBR City has been a valued advertiser of Motivate Val Morgan since 2018, with a range of campaigns booked around the year, especially alongside festivals such as Ramadan/Eid and Diwali.
Below are two other festive ad campaigns by MBR City in 2019:
Interested in launching a campaign around festive times? Diwali may be behind us, but Christmas – a time for joy, love and cheer, is close approaching.
Get in touch with a member of our sales team for more information on advertising on the BIG Screen during the month of December 2020 – in the lead up to Christmas.
Including META Cinema Forum Awards, Screenings and More
October 27, 2020 – Dubai, UAE. The third edition of META Cinema Forum kicked off today and is supported by the cinema giants in the region. Throughout the two days the conference will discuss all the latest projects and developments in the industry and the effect that COVID-19 has had on the cinema industry, projections, plans and the vision for recovery.
Taking place on 27 -28 October at VOX Cinemas, Mall of the Emirates, the event will gather 28 of the industry’s leaders in cinema production, distribution, construction, and technology. For the first time ever, the event is taking place in a hybrid format, welcoming attendees to attend physically or virtually via video conferencing technology. The speakers and the panelists choose whether to participate in the physical form hosted at the VOX Cinemas, or on a digital platform, making the event accessible to all and a global first live hybrid event to be shown in a cinema.
Focusing on the current challenges the industry is facing, the content and format has been adjusted accordingly to cater to the needs of the industry and commenced with the welcome remarks from Leila Masinaei, Managing Partner of Great Minds Event Management, organisers and Head of the META Cinema Forum team followed by the Forum’s Strategic Partner, VOX Cinemas, Cameron Mitchell, Chief Executive Officer, Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment.
At the welcome remarks, Leila Masinaei, Managing Partner of Great Minds Event Management said: “We are thrilled to host the world’s first hybrid conference shown live on digital platform and at a cinema, with speakers participating in person or virtually, all blended together for a seamless hybrid experience like no other. We continue to commit to our promise to deliver the richest up-to-date cinema industry content for the Middle East and African markets, working with some of the most influential cinema experts in the world.”
Masinaei continues, “As always the Forum includes features such as slate content presentations, special screenings, an awards ceremony, a post-event reception as well as product showcases, but in the new hybrid format blending the virtual and physical together for a first time ever experience. We are excited to welcome many new delegates to this year’s edition, whom had not attended the pervious editions and is made possible thanks to having the option to attend virtually, this is a blessing of the new era I think we sometimes forget to mention.”
At the opening keynote from Event Strategic Partner: Cameron Mitchell, Chief Executive Officer, Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment, said ”The future of film depends on enhanced collaboration and, VOX Cinemas is proud to once again partner with the META Cinema Forum, which provides an important platform for key stakeholders and leading industry players to engage in open dialogue, share knowledge, challenges and ideas so that we can jointly as an industry navigate the unchartered waters of COVID-19 together and ensure the longevity of the cinema industry.”
He continued, “Cinema is one of the oldest cultural institutions, which has weathered numerous societal storms, wars and prospered through over a century of challenges. At VOX Cinemas, we remain fundamentally confident about the future and resilience of the industry and firmly believe that, if we continue to evolve in line with guest feedback and emerging trends, cinema will find a way, as it has throughout its history, to not just survive but thrive.”
Followed by insightful speech about cinema statistics and analysis during and post-pandemic era by Pablo Carrera, Principal Analyst- Cinema, Omdia. The data shared was exclusively research for META Cinema Forum and presented for the first time to a global audience.
Next on the agenda was a keynote panel discussion titled: Effect of COVID-19 on the cinema industry, projections, plans and vision for recovery and beyond where John Iozzi, CEO and Managing Director, AMC Cinemas – KSA, Maria Gedeon, Marketing Director, Majid Al Futtaim Leisure, Entertainment and Cinemas, Phil Clapp, Chief Executive, UK Cinema Association and John Donnelly, Business Development Director, Dolby Laboratories discussed critical topics such as the effects the COVID-19 pandemic has had on the cinema industry across the globe and in the META region, future of the cinema industry, market forecasts, operating cinemas within the “new normal”, profitability of cinemas at reduced capacity and most importantly, the road to recovery.
The Panel Discussion was followed up by a technical presentation from Dolby.
The second panel of the day, addressed the most critical subject in the theatrical industry, content. As the global news outlets have reported, cinemas are shutting down around the world due to lack of content and continued delays in blockbuster releases from the studios. The META region has a unique advantage by having access to a diverse range of content to cater to their population rich in diversity, and if nurtured, would not only survive the pandemic, but lead the way in the global cinema recovery by pioneering diversified content sources for the cinemas.
Experts offered their perspective on the subject from their unique positions in academia, production, distribution, event cinema, and cinema exhibition, the panel discussion was joined by Toni El Massih, Chief Content Officer, Majid Al Futtaim Cinemas, Joel Haikali, Director/Producer at Joe Vision Production, Chairperson of Namibia Film Commission Board, Co-founder of the Creative Industry Guide Africa, Rony Mitri, Independent Distribution Advisor, Melissa Cogavin, Consultant, Melissa Cogavin Ltd, Dr. Fazal Malik, Dean Humanities, Arts and Applied Sciences, Amity University Dubai, Grainne Peat, Managing Director, Event Cinema Association and Serge Zabbal, Business Director, Empire Entertainment.
The final panel discussion of the day was dedicated to the latest in cinema technology and unique products that are being developed with the cinema recovery around the world.
Showreels of upcoming features from various studios were shown throughout the day, and day one was wrapped up by a special film screening of a film that was shot in Dubai, Twisted Blues and this is the first time the film has been played on the big screen.
Day two of the forum is jam-packed with live sessions hosted at VOX Cinemas, Mall of the Emirates, slate content presentations, an awards ceremony and post-event reception.
The forum has attracted the biggest cinema operators in the region to be its partners in success. VOX Cinemas is the forum’s strategic partner whilst Novo, AMC KSA, Cinepolis, Cinepax and FilmOne are the forum’s Cinema Partners. The list of production and distribution partners for the 2020 edition includes Empire Entertainment, Sony, SPRI, and FilmOne.
Related Article:
META Cinema Forum Confirms 2020 Event in Hybrid Format
Highlights from MENA Cinema Forum 2019
Highlights from MENA Cinema Forum 2018
Source: META Cinema Forum (Press Release)
Now in its 3rd edition, META Cinema Forum, the largest cinema convention covering the Middle East and African Markets, will take place from October 27 – 28, 2020.
After signing an agreement with the Pan African Film Consortium, the MENA Cinema Forum was re-branded as META Cinema Forum, inclusive of Middle East and the entire African continent.
For the 2020 edition, in consideration of the ongoing challenges around the global pandemic, the META Cinema Forum will be conducted as a hybrid event, first of its kinds in the world.
The event includes an invaluable conference covering all key critical topics of the cinema sector, from projects and plans to technology and content. The conference has traditionally been accompanied by the biggest cinema convention in the region, to offer the latest in supplies and technologies to the stakeholders. Special screenings, premieres, slate presentations, workshops, awards, and post event receptions have accompanied the conference and trade show to make it a comprehensive cinema convention for the region.
“The cinema industry has been amongst the most impacted sectors by the pandemic, but if the $54 million USD BOX Office sales of Tenet, the first blockbuster release since the pandemic, in its opening week at select international markets has proven anything, it’s that moviegoing is a habit we do not wish to kick, and that passion for movies and cinema as a form of accessible entertainment is here to stay. Therefore, in close coordination with the major global stakeholders, we came up with a true hybrid event, the first of its kind in the world, to facilitate collaborations that are required to help with the recovery. The event will highlight the plan for projects in the region, the recovery phase for the cinema industry, and content diversification as key critical elements. We are very delighted to work with VOX Cinemas once more as our Strategic Partners, and to be able to stream live digital content at VOX for local audience to enjoy, not to mention, to be the first in the world in 2020 to showcase upcoming movies from various studios and their new release dates,” says Leila Masinaei, Conference Director and Managing Partner, Great Minds Event Management.
The 2020 edition will include a knowledge packed conference, select slate presentations of upcoming content and films from leading Hollywood and international studios, including Africa for the first time, at VOX Cinemas, Mall of Emirates in Dubai, a live META Cinema Projects Insight session with the most senior cinema leaders in the region and rounded off with a networking after event reception. Cinema innovations and advanced technologies will also be displayed as a product showcase floor at the event.
For those who don’t wish to attend physically, don’t panic, all conference content will be available live via video conferencing technology and will be free of charge for all to attend this year.
Click here to register for this year’s forum, or contact Great Minds Event Management for more information.
Source: META Cinema Forum
The cinema industry like most industries, has been massively impacted by the COVID-19 pandemic. However, with 48 per cent of the world’s cinema screens re-opened, the industry is presently looking to rebuild itself with the release of some MEGA blockbusters in Q3 and Q4 2020.
After several months of the lack of major movie releases in cinemas, we’ve got some exciting news: VOX Cinemas has announced the release dates of some hugely-anticipated new movies, coming to a big screen near you in the coming weeks.
In a break from tradition, Christopher Nolan’s sci-fi/thriller – Tenet, will hit screens in the Middle East on 27th August, ahead of the US. Based on movie ticket pre-bookings in the UAE, all shows for Tenet are booking out fast – that’s how eager audiences are for new blockbuster content!
September will feature Mulan – live-action adaptation of Disney’s classic animated film of the same name, releasing 4th September, and The King’s Man – the third instalment in Matthew Vaughan’s popular period spy franchise, releasing 17th September.
For October, there’s Wonder Woman 1984 – the DC sequel which continues the story of the Amazon warrior princess Diana, releasing 1st October, as well as Death on the Nile – a new adaptation of the Agatha Christie novel, releasing 22nd October.
Chief Executive Officer of Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure and Entertainment, Cameron Mitchell said: “After several months of speculation and delays, I’m excited to announce that blockbusters are back at VOX Cinemas and unveil our impressive slate of must-see movies.”
Mitchell added: “There is a real pent-up demand for new releases and, with major tentpoles such as Tenet about to hit our theatres, we’re expecting a significant increase in box office sales.”
Advertisers, here’s your chance to advertise your brand alongside these MEGA Blockbusters. Click here to access our special offer for TENET, and contact us for more information on cinema advertising opportunities alongside the upcoming blockbusters.
Sources: Gulf Business, Gulf News, What’s On and VOX Cinemas
Moviegoers in Egypt can now enjoy the magic of movies in the safety of their cars at the new VOX drive-in cinema at Mountain View Ras El Hikma in North Coast, Egypt.
VOX Cinemas launched a new cinematic experience, the first of its kind in Egypt – VOX Cinemas Drive-In by the Sea, on Thursday 20th August 2020.
The new drive-in cinema located at Mountain View, Ras El Hikma in North Coast accommodates approximately 105 cars and will screen 2 sessions per day – 9pm and 12am.
The experience is priced at EGP350 and EGP550, both tickets are valid per car (maximum of four people) and include a food and drinks package. The Drive-In Supreme pack costs EGP350 and includes the admission of one car along with two medium popcorns and two water bottles. While the Drive-In Deluxe pack costs EGP550 and includes the admission of one car along with one Deluxe nachos, three large popcorns, one M&M’s pack, two soft drinks and two water bottles.
Once parked, audiences can simply tune into a designated radio frequency for the movie audio to be streamed straight into their in-car entertainment system.
Click here to view movie times.
Contact us for cinema advertising at the new VOX Drive-in cinema at Mountain View Ras El Hikma in Egypt.
Source: VOX Cinemas
VOX Cinemas opened its tenth cinema at Tabuk Park in Saudi Arabia (the first ever cinema in the city of Tabuk) on Monday 27th July 2020, in line with its commitment to expand its footprint to new cities across the country.
The 11-screen multiplex has a seating capacity of 831 and features VOX Cinemas’ signature concepts including two KIDS screens, a colourful and dedicated auditorium for young movie lovers, and VIP, which offers guests a more luxurious experience. VOX Cinemas Tabuk Park combines world-class entertainment with an enhanced range of innovative and homegrown food and beverage options, including a Nutella Bar as well as the VOX Cinemas Candy Bar.
Tabuk Park is the second VOX location to open in Saudi Arabia since the reopening of cinemas in the country following the COVID-19 cinema closure. With a total of 112 screens across 10 movie theatres in four cities, VOX Cinemas is the largest exhibitor by screen count, admissions, market share and the largest independent distributor in the Kingdom.
Speaking on the opening of Tabuk Park, Mohamed Al Hashemi — Country Head, Majid Al Futtaim Ventures KSA said, “We are extremely proud to be bringing the magic of motion picture to Tabuk for the first time, which demonstrates our commitment to supporting the Quality of Life Program by enhancing participation in cultural and entertainment activities and creating job opportunities in the film industry. It also marks another major milestone for VOX Cinemas, which surpassed 100 screens in Saudi Arabia with the opening of VOX Cinemas Sahara Mall, Riyadh in June. We continue to build on that momentum by expanding our footprint in new cities such as Tabuk with plans to open in Hail and Jubail in the coming months. We will also be bringing our world class experiences to Jeddah at the end of the year, in line with our ambitious plans to build 600 cinema screens across the Kingdom by 2023 as part of a SAR 2 billion investment. Saudi Arabia has a burgeoning entertainment sector and we look forward to leveraging the growth opportunities that Vision 2030 presents.”
Motivate Val Morgan congratulates VOX Cinemas on the opening of Tabuk Park and warmly welcomes this new location to our regional cinema circuit.
Contact us for cinema advertising opportunities at this new VOX location in KSA.
Related Articles:
VOX Cinemas Opens Ninth Location at Sahara Mall in KSA
VOX Cinemas Opens Eighth Location at Atyaf Mall in KSA
VOX Cinemas Opens Sixth Location in KSA at West Avenue Mall Dammam
VOX Cinemas Opens Fifth Location in KSA at Kingdom Centre
VOX Cinemas Opens Fourth Location in KSA – The Roof
VOX Cinemas Opens at Al Qasr Mall in Riyadh
VOX Cinemas Opens at Red Sea Mall in Jeddah
VOX Cinemas Opens in Saudi Arabia at Riyadh Park Mall
Source: VOX Cinemas
As part of the latest offering by cinema exhibitors in the UAE – in response to the COVID-19 pandemic, Reel Cinemas has launched its latest drive-in cinema in Abu Dhabi, brining the total count to five drive-ins across the UAE.
Reel Cinemas launched its third drive-in cinema at the Yas Marina Circuit in Abu Dhabi on Thursday 9th July 2020, and will screen movies three nights a week on Thursdays, Fridays and Saturdays at 7:45pm. The entrance to the drive-in cinema is located at Yas Marina Circuit’s East Gate.
The cinema accommodates 63 cars, with a limit of up to five people per vehicle if family or up to three if not. Tickets are priced Dh160 per car, and includes a food and drinks package (popcorn, soft drinks, water and chocolate). Extra snacks can be ordered from inside the car, by alerting staff using the hazard lights.
Upon entry, guests will have their temperatures checked, before being directed to a specific parking spot. Visitors are requested to remain in their vehicles at all times, with the exception of using the toilets. Wearing of facemasks are mandatory if windows are lowered to speak to event staff, or when leaving the car.
Reel Cinemas launched its first drive-in experience at The Dubai Mall in late May, followed by another in Dubai Hills Estate in the fourth week of June – both launching after VOX Cinemas’ drive in at Dubai’s Mall of the Emirates, and the announcement by Urban Entertainment of a free drive-in cinema in Sharjah at Madar – Aljada (which opened to the public on Wednesday 1st July 2020).
For more information on movie schedules, visit www.reelcinemas.ae, and don’t forget to check out their Drive-in experience FAQs.
Please Note: Drive-in movie sessions at Yas Marina Circuit currently show up to 1st August 2020. Additional movie sessions beyond 1st August will be added closer towards those dates.
Related Articles:
Reel Opens Second Drive-in Cinema at Dubai Hills
Reel Launches Drive-in Cinema at The Dubai Mall
VOX Opens Rooftop Drive-in Cinema at Mall of the Emirates
Sources: The National & Reel Cinemas
