Deadpool & Wolverine: the unmissable cultural moment of the year attracts over 500,000 fans to cinemas across the region
Cultural moments refer to events happening instantaneously around the world that catch the public’s attention through media content. Last year’s standout was Barbenheimer. This year, the excitement began with Inside Out 2, which has already grossed over US$1.56B worldwide. Now, the release of Deadpool & Wolverine marks yet another significant cultural moment.
Premiered on July 25, 2024, the third part of the Deadpool franchise has ignited the box office with a phenomenal global opening of US$438.3M. After just two weeks, the film has grossed over US$824M. This Marvel blockbuster has broken multiple records, including the 12th biggest opening ever and the second highest global opening, trailing only Avatar: The Way of Water and surpassing Barbie.
This success follows a streak of blockbusters outperforming initial predictions at the summer box office, kicked off by The Bad Boys: Ride or Die and continued by Inside Out 2, Despicable Me 4, Twisters, and more.
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In the region, Deadpool & Wolverine dominated the box office across all operators represented by Motivate Val Morgan, achieving more than double the admissions of a typical weekend. The movie clocked in over 500k admissions at cinemas represented by MVM, with 226k admissions coming from the UAE.
Adding this success to the other top summer blockbusters in the region such as The Bad Boys: Ride or Die, Welad Rizk 3 (Arabic), and Inside Out 2, total admissions stand at over 3 million across the MVM circuit – just in a span of seven weeks. This cinematic streak provides advertisers with a unique opportunity to reach a young at heart, affluent audience in an environment of maximum active attention.
Brands such as BMW, Homecentre, Careem, Opel, Yas Island, Jeddah Season, ROVE Hotel, Hertfordshire University, and Splash were among the notable sponsors for the only Marvel movie of the year. They joined major regular advertisers such as American Hospital, Qatar Tourism, and Tilal Al Gaf, all of whom reaped significant benefits from this cultural moment of the year.
Check out the full list of ads booked to follow or coincide with Deadpool & Wolverine here.
Deadpool & Wolverine caps the extraordinary second half of cinema in 2024, in line with the trend of H2 performing well every year with major tent-pole releases. This year will be no different. Hollywood movies such as Joker: Folie à Deux, Moana 2, Wicked, Gladiator 2, and The Lion King: Mufasa, Asian movies like Singham Again (Hindi), Bhool Bhulaiyaa 3 (Hindi), Vettaiyan (Tamil), Greatest of All Time (Tamil), Bougainvillea (Malayalam), and Pushpa 2: The Rule (Multilingual), are also set to be the cultural moments for cinema in the months ahead.
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
Tuesday 5th October is the official Global James Bond Day – a celebration of 59 years of the Bond franchise since the release of Dr. No in 1962. This year, we celebrate the success of Daniel Craig’s last turn as 007 in No Time To Die.
Last Thursday (30th September 2021), we witnessed the return of the ‘licensed troubleshooter’ on the BIG Screen in a BIG way, exceeding conservative pre-weekend projections by rocketing to record US$119M in its opening weekend at international box office (a total of 54 markets).
The 25th James Bond film is also the first Hollywood title of the pandemic-era to cross US$100M in its international launch without China.
No Time To Die opened on 985 screens in the Middle East, making it the biggest release in the market this year. UAE and Saudi Arabia grossed US$2M and US$1.8M, respectively, in its opening weekend (Sept. 30 – Oct. 3).
The weekend opening of James Bond – No Time To Die was not only a busy weekend at the cinema, for it was also the busiest weekend’s in 2021 for Motivate Val Morgan, for we witnessed an influx of brands joining the ‘BondWagon’ to secure advertising alongside the most anticipated movie of the year.
Here are the advertisers who gained coverage beside 007 himself:
DHL
Campaign Type: Follow A Movie (No Time To Die)
Country: Egypt
Locations: VOX Cinemas – City Centre Alexandria, City Centre Almaza, Mall of Egypt
B.Tech
Campaign Type: Follow A Movie (No Time To Die)
Country: Egypt
Locations: VOX Cinemas – City Centre Alexandria, City Centre Almaza, Mall of Egypt
Christian Dior
Campaign Type: Follow A Movie (No Time To Die)
Country: KSA & UAE
Locations: Multiple AMC, Muvi, Reel and VOX cinema locations
Cartier
Campaign Type: Follow A Movie (No Time To Die)
Country: KSA, UAE & Qatar
Locations: Multiple Muvi, Reel and VOX cinema locations
Spotii
Campaign Type: Follow A Movie (No Time To Die)
Country: KSA & UAE
Locations: Muvi Cinemas – Mall of Arabia and VOX Cinemas – Riyadh Park Mall
Armani / Prive
Campaign Duration: Sept. 30th to Oct. 29th
Country: UAE
Locations: Reel Cinemas – The Dubai Mall and VOX Cinemas – Mall of the Emirates
Galaxy Fusions
Campaign Duration: Sept. 30th to Nov. 3rd
Country: UAE
Locations: Reel Cinemas – The Dubai Mall and VOX Cinemas – Mall of the Emirates, City Centre Mirdif, Nakheel Mall and Wafi City
*A total of three commercials that will screen in rotation.
Land Rover (Defender)
Campaign Duration: Sept. 30th to Oct. 13th/Oct. 20th
Country: UAE & Kuwait
Locations: Multiple Reel and VOX cinema locations
Saudi German Hospital
Campaign Duration: Sept. 30th to Dec. 1st
Country: UAE
Locations: Multiple Reel and VOX cinema locations
Campaign Duration: Sept. 30th to Dec. 1st
Country: Kuwait
Location: VOX Cinemas – The Avenues
Yas Island
Campaign Duration: Sept. 30th to Oct. 13th
Country: UAE
Locations: Multiple Reel and VOX cinema locations
Atlantis
Campaign Type: Follow A Movie (No Time To Die)
Country: UAE
Locations: Reel Cinemas – The Dubai Mall, Dubai Marina Mall and The Pointe, and VOX Cinemas – Mall of the Emirates
Prada
Ad Format: 4DX
Campaign Duration: Sept. 30th to Oct. 27th
Country: UAE
Locations: Multiple VOX cinema locations
Kuwait Finance House
Campaign Duration: Oct. 1st to Oct. 21st
Country: UAE
Location: VOX Cinemas – The Avenues
*A total of three commercials that will screen in rotation.
Doha Academy
Campaign Type: Follow A Movie (No Time To Die)
Country: Qatar
Location: VOX Cinemas – Dubai Festival City
RedBull Mobile
Country: Oman
Locations: Multiple VOX cinema locations
The campaign was meant to commence on Sept. 30th; however it has been delayed due to Cyclone Shaheen raging through parts of the Gulf region – mainly Oman. The campaign will therefore commence at a later point in October 2021.
Lincoln
Campaign Type: Follow A Movie (No Time to Die)
Country: UAE
Location: VOX Cinemas – Yas Mall, Mall of the Emirates, Mercato and City Centre Mirdif
*The two commercials will screen in rotation
LEGO
Campaign Type: Follow A Movie (No Time to Die)
Country: UAE
Location: Reel Cinemas – The Dubai Mall
Bank Muscat
Campaign Type: Follow A Movie (No Time to Die)
Country: Oman
Location: Multiple VOX cinema locations
Audi (Q5)
Campaign Duration: Oct. 4th to Oct. 24th
Country: KSA
Location: VOX Cinemas – Riyadh Park Mall and Muvi Cinemas – Mall of Dhahran
On screen advertising wasn’t the only hit during the release of Not Time To Die. From digital screen ads by DHL, a sampling activity by Galaxy, to a car display by Aston Martin at the premier/opening in Egypt and more, check out the off screen activities booked through Motivate Val Morgan on the weekend starting Sept 30th.
In Bond we believed, and as always… 007 delivered!
With an exciting lineup of movies ahead: Venom: Let There Be Carnage, The Last Duel, Eternals, Sooryavanshi (Hindi), Annaatthe (Tamil), House of Gucci, West Side Story, Spider-Man: No Way Home, The Matrix Resurrections, The King’s Man, 83 (Hindi) and more, don’t miss out on aligning your brand alongside the release of these anticipated blockbusters.
Contact a member of our sales team for on and off screen cinema advertising opportunities over the weeks ahead.
Sources: 007.com, Deadline, The Hollywood Reporter and Box Office Mojo
A number of interesting on-screen campaigns screened across the Motivate Val Morgan circuit in UAE and KSA during the months of September and October 2019.
From Expo 2020, Ford, Yas Island, Fly Dubai, Malabar Gold, Uber, Marina Home, Cheesecake Factory and Magnum in the UAE, to Downy, Mercedes, Emirates, Carolina Herrera, Nespresso and Burgerizzr in Saudi Arabia, and many more …..
Here are some of the commercials for your viewing pleasure:
Narciso Rodriguez
The 15 sec. ad screened at Oscar Cinema – Al Wahda Mall, VOX Cinemas – City Centre Mirdif, Marina Mall Abu Dhabi, Mall of the Emirates, Nation Towers Abu Dhabi and Yas Mall and Reel Cinemas – The Dubai Mall and Jebel Ali Recreation Club in UAE from 3rd September – 30th September 2019.
The same ad also screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, Kingdom Tower and The Roof and AMC Cinemas – KAFD from 3rd September – 30th September 2019.
Visa
The 15 sec. ad screened at Roxy Cinemas – City Walk, Reel Cinemas – Dubai Marina Mall, The Springs Souk, The Dubai Mall, The Pointe and VOX Cinemas – City Centre Mirdif and Mall of the Emirates in UAE from 5th September – 2nd October 2019.
Uber
The 30 sec. ad screened at Reel Cinemas – Dubai Marina Mall and The Dubai Mall and VOX Cinemas – Mercato, Mall of the Emirates and Yas Mall in UAE from 5th September – 2nd October 2019.
The same ad also screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and AMC Cinemas – KAFD from 5th September – 2nd October 2019.
Mercedes GLE
The 60 sec. ad screened at VOX Cinemas – City Centre Mirdif, Marina Mall Abu Dhabi and Mall of the Emirates in UAE from 5th September to 18th September 2019.
The same ad screened in Saudi Arabia (with a different end slide) at VOX Cinemas – Red Sea Mall and Kingdom Tower and AMC Cinemas – KAFD from 5th September to 18th September 2019.
Marina Home
The 15 sec. ad screened at VOX Cinemas – Abu Dhabi Mall, City Centre Mirdif, Mall of the Emirates and Reel Cinemas – The Dubai Mall in UAE from 19th September to 25th September 2019.
Downy
The 15 sec. ad screened at Reel Cinemas – Dubai Marina Mall and The Dubai Mall and VOX Cinemas – City Centre Mirdif and Mall of the Emirates in UAE from 3rd October to 9th October 2019.
The same ad screened in Saudi Arabia at VOX Cinemas – Red Sea Mall, The Roof, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia from 10th October to 16th October 2019.
StudioRepublik
The 30 sec. ad screened at VOX Cinemas – City Centre Mirdif and Mall of the Emirates and Reel Cinemas – The Dubai Mall and Dubai Marina Mall in UAE from 3rd October to 16th October 2019.
Magnum
The 20 sec. ad screened at VOX Cinemas – Mall of the Emirates in UAE from 3rd October to 30th October 2019.
Expo 2020
The 60 sec. ad screened at VOX Cinemas – Mall of the Emirates, City Centre Sharjah, Yas Mall, City Centre Deira, Burjuman, City Centre Mirdif and Mercato, Reel Cinemas – The Dubai Mall and Dubai Marina Mall, Oscar Cinema – Al Ain Club, Al Barrari Mall, Al Foah Mall, Al Wahda Mall, Al Raha Mall and Al Shaab Village, Cine Royal Cinema – Dalma Mall, Roxy Cinemas – City Walk and Cinemacity – Zero 6 Mall in UAE from 17th October to 13th November 2019.
Samsung Galaxy Fold
The 30 sec. ad screened at Roxy Cinemas – City Walk and The Beach, VOX Cinemas – City Centre Mirdif, Mall of the Emirates, Yas Mall and The Galleria Al Maryah Island and Reel Cinemas – The Dubai Mall and The Pointe in UAE from 24th October to 20th November 2019.
Emirates
The 30 sec. ad screened at VOX Cinemas – Burjuman, City Centre Deira, City Centre Mirdif, Mercato, Marina Mall Abu Dhabi, Mall of the Emirates, Yas Mall and City Centre Sharjah, Cinemacity – Zero 6 Mall and Cine Royal Cinema – Dalma Mall in UAE from 3rd October to 30th October 2019.
The 30 sec. ad screened at VOX Cinemas – Red Sea Mall, Al Qasr Mal and The Roof and AMC Cinemas – KAFD in Saudi Arabia from 24th October to 20th November 2019.
The Cheesecake Factory
The 15 sec. ad screened at Reel Cinemas – The Dubai Mall and VOX Cinemas – Mall of the Emirates and Yas Mall in UAE from 17th October to 6th November 2019.
The same ad screened in Saudi Arabia (with a different end slide) at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and AMC Cinemas – KAFD from 24th October to 13th November 2019.
Dolce & Gabbana
The 30 sec. ad screened at Oscar Cinema – Al Wahda Mall, Reel Cinemas – The Dubai Mall and VOX Cinemas – City Centre Mirdif, Mall of the Emirates and Yas Mall in UAE from 3rd October to 30th October 2019.
The same ad screened in Saudi Arabia at VOX Cinemas – Red Sea Mall and Kingdom Tower and AMC Cinemas – KAFD from 3rd October to 23rd October 2019.
Ford
The 60 sec. ad screened at VOX Cinemas – Mercato, Mall of the Emirates, Nation Towers Abu Dhabi and Reel Cinemas – Dubai Marina Mall and The Dubai Mall in UAE from 12th September to 9th October 2019.
The same ad screened in Saudi Arabia at VOX Cinemas – Red Sea Mall and Kingdom Tower and AMC Cinemas – KAFD from 19th September to 16th October 2019.
Mohamed Bin Rashid City
The 60 sec. ad (in English and Arabic) screened at VOX Cinemas – Burjuman, Mercato, City Centre Mirdif and Mall of the Emirates, Reel Cinemas – The Dubai Mall and Jebel Ali Recreation Club and Roxy Cinemas – City Walk in UAE from 17th October to 13th November 2019.
The same ad also ran at Oscar Cinema – Al Wahda Mall in UAE from 28th October to 13th November 2019.
Healthpoint
The 30 sec. ads screened in rotation at Oscar Cinema – Al Foah Mall, Al Shaab Village and Al Wahda Mall, Cinemacity – Zero 6 Mall, Cine Royal Cinema – Dalma Mall, Khalidiya Mall and Deerfields Mall and VOX Cinemas – City Centre Fujairah, Marina Mall Abu Dhabi, Nation Towers, Al Hamra Mall, Yas Mall, City Centre Sharjah and Al Jimi Mall in UAE from 17th October to 13th November 2019.
Fly Dubai
The 30 sec. ads screened in rotation at Oscar Cinema – Al Wahda Mall, VOX Cinemas – Burjuman, City Centre Mirdif, Mercato and Mall of Emirates and Reel Cinemas – The Dubai Mall in UAE from 26th September to 16th October 2019.
One of the ads from above also screened in Saudi Arabia at VOX Cinemas – Red Sea Mall, Al Qasr Mall and West Avenue Mall from 26th September to 9th October 2019.
YAS Island
The 60 sec. ad (in English and Arabic) screened at VOX Cinemas – City Centre Ajman, Burjuman, City Centre Mirdif, Mercato, Mall of the Emirates, City Centre Fujairah, Al Hamra Mall and Yas Mall, Oscar Cinema – Al Foah Mall and Al Wahda Mall, Cine Royal Cinema – Dalma Mall and Khalidiya Mall and Reel Cinemas – The Dubai Mall and Al Ghurair Centre in UAE from 3rd October to 30th October 2019.
Al Shindagha Museum
The 30 sec. ad screened at VOX Cinemas – City Centre Mirdif and Mall of the Emirates and Reel Cinemas – The Dubai Mall and Al Ghurair Centre in UAE from 12th September to 2nd October 2019.
Malabar Gold
Malabar Gold booked a 52 week on-screen campaign to follow all Asian movies at the following locations in the UAE: VOX Cinemas – Marian Mall Abu Dhabi, Yas Mall, Abu Dhabi Mall, City Centre Deira, Burjuman, City Centre Mirdif, Cineplex Grand Hyatt, City Centre Shindagha, City Centre Sharjah, City Centre Ajman, City Centre Fujairah, Al Hamra Mall, Al Jimi Mall, Mall of the Emirates and Mercato, Cine Royal Cinema – Khalidiya Mall, Dalma Mall and Ruwais Mall, Oscar Cinema – Al Wahda Mall, Al Ain Club and Al Shaab Village, Cinemacity – Arabia Centre and Reel Cinemas – The Dubai Mall and Al Ghurair Centre, in UAE.
As part of this 52 week campaign, the 60 sec. ads above screened in September and October 2019.
Ghost Recon
Ghost Recon booked a 30 sec. follow a movie on-screen campaign alongside Joker at VOX Cinemas – Mall of the Emirates in UAE.
The ad also screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall from 3rd October to 30th October 2019.
Splash
Splash booked a 30 sec. on-screen campaign to follow Asian movies War at Housefull 4 (for a period of two weeks from the date of release) at VOX Cinemas – Marina Mall Abu Dhabi, City Centre Deira, Mall of the Emirates, Al Hamra Mall, Burjuman, City Centre Mirdif and Cineplex Grand Hyatt in UAE.
The same commercial screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and Al Qasr Mall, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia from 3rd October to 27th November 2019.
Atlantis
Atlantis booked a 30 sec. follow a movie on-screen campaign alongside Maleficent at VOX Cinemas – Mall of the Emirates, Reel Cinemas – The Dubai Mall, Dubai Marina Mall, The Pointe and Roxy Cinemas – The Beach in UAE.
Hermes
Hermes booked a 30 sec. follow a movie on-screen campaign for its fragrance Twilly alongside the following movies: Once Upon a Time in Hollywood, The Goldfinch, Downtown Abbey and Ad Astra, at the following cinema locations: Reel Cinemas – The Dubai Mall, Dubai Marina Mall, Jebel Ali Recreation Club, Rove Downtown, The Springs Souk, The Pointe and Al Ghurair Centre and Roxy Cinemas – The Beach and City Walk.
Mobily
The 15 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, West Avenue Mall and Al Qasr Mall, and AMC Cinemas – KAFD in Saudi Arabia from 3rd October to 16th October 2019
Leejam
The 10 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, West Avenue Mall, Al Qasr Mall, Kingdom Tower and The Roof, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia in Saudi Arabia from 12th September to 2nd October 2019
Burgerizzr
The 10 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Al Qasr Mall, West Avenue Mall and The Roof in Saudi Arabia from 19th September to 16th October 2019
Carolina Herrera
The 10 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and AMC Cinemas – KAFD in Saudi Arabia from 19th September to 16th October 2019.
Riyadh Season
The 30 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, Al Qasr Mall, The Roof, West Avenue Mall, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia in Saudi Arabia from 28th October to 10th November 2019.
Saudi Energy Efficiency Centre
The 15 sec. ad screened at VOX Cinemas– Riyadh Park Mall, Red Sea Mall, Al Qasr Mall, The Roof, Kingdom Tower, West Avenue Mall, AMC Cinemas – KAFD AND Muvi Cinemas – Mall of Arabia in Saudi Arabia from 10th October to 13th November 2019.
Nespresso
The 30 sec. ad screened at VOX Cinemas – Riyadh Park Mall and Red Sea Mall from 10th October to 6th November 2019 and AMC Cinemas – KAFD in Saudi Arabia from 10th October to 4th December 2019.
Contact a member of our sales team for more information on on-screen advertising across our circuit in the Middle East.
