Record-breaking number of visitors due to first IMAX® with laser in the Middle East, world’s first THEATRE by Rhodes, largest 4DX cinema in the MENA region and first dedicated kids’ cinema in the Middle East
Dubai, UAE: Majid Al Futtaim’s VOX Cinemas, the dedicated cinema arm of Majid Al Futtaim – the leading shopping mall, retail and leisure group across the Middle East and North Africa – has said it witnessed one of the highest periods for admissions to the new VOX Cinema at Mall of the Emirates, completely breaking all previous records for new cinema openings in the first week of operations. The first class offering includes IMAX with laser, the world’s most advanced cinema technology, making VOX Cinema at Mall of the Emirates the first in the region to offer its customers the future of cinema.
The new 100,000 sq. ft. entertainment destination at Mall of the Emirates boasts a fully revamped twenty-four screen VOX Cinemas complex and has been dubbed the centrepiece of the mall since its much anticipated launch.
Packed with the latest in technology, innovation and unparalleled cinema experiences from IMAX and THEATRE by Rhodes, the new VOX Mall of the Emirates is the start of an exciting chapter for the company and is already changing the way people watch movies.
Cameron Mitchell, Chief Executive Officer at Majid Al Futtaim Cinemas, VOX Cinemas, said: “The launch of our new VOX Cinemas at Mall of the Emirates has been exceptional with the feedback received from customers, media and industry experts being outstanding. Movie lovers have been flooding into the cinema since day one and we are extremely pleased to see them share in our excitement to make this the number one destination for film fans across the region.”
He continued: “2015 has been a monumental year of transformation and growth for our VOX Cinemas business and with this cinema we wanted to continue creating great moments for everyone every day. By featuring all of the world’s most innovative cinema concepts under one roof we have done just that and created a game-changer in tailored cinema experiences. A milestone in our brand’s history, we are very excited by the opportunities that lie ahead for VOX, both in the region and on a global scale.”
Already being called the ultimate movie experience for cinema lovers, the new VOX Cinemas at Mall of the Emirates includes one IMAX with Laser screen, four THEATRE by Rhodes screens, one 4DX screen, two KIDS screens and sixteen standard VOX screens with 2D and 3D capabilities.
IMAX® with Laser
VOX is taking guests beyond the edge of their seats and offering a truly captivating cinema experience with the first IMAX with laser in the Middle East. Designed from the ground up for IMAX’s largest screens, the dual 4K laser projection system provides audiences with the sharpest, brightest, clearest and most vivid digital images ever, combined with a whole new level of immersive audio that makes every seat in the theatre the best in the house.
Kicking off IMAX screenings with the UAE premiere of The Walk, VOX Cinemas has seen 95% of its IMAX screenings sell out over the weekend period. The crystal-clear images coupled with the powerful digital audio create a unique environment that have made moviegoers feel as if they were walking the tight rope themselves, as Philippe Petit did back in 1974.
Andrew Cripps, President of IMAX EMEA, said: “VOX Cinemas shares our commitment to providing moviegoers a unique experience they can’t find anywhere else and we’re excited to have taken this to the next level with the Middle East debut of our new laser system. The Mall of the Emirates joins IMAX’s celebrated list of the world’s most iconic locations and we look forward to it not only being the best way for moviegoers in Dubai to experience their favorite films, but also the UAE premiere destination for Hollywood’s biggest blockbusters.”
THEATRE by Rhodes
THEATRE by Rhodes has seen VOX partner with Michelin Star Celebrity Chef Gary Rhodes to reinvent luxury cinema from the fine interior design and furnishings in the exclusive lounge, to the fine food, exclusively prepared for VOX by Gary Rhodes and his team.
Giving customers the chance to combine two of the world’s greatest passions, film and food, THEATRE by Rhodes is already cooking up a storm with 85% of sessions sold out during the first week of operations with the most popular films being Black Mass, The Intern and The Martian.
Customers’ taste buds also have a preference, with the Rhodes Foie Gras Panini and the Lobster and Chicken Caesar Tacos being the two most popular dishes ordered since the opening.
Chef Gary commented: “THEATRE by Rhodes is a world first and a culinary wonder which complements the movie experience VOX Cinemas has always been known to offer. We are trying to add another dimension to cinema, adding that extra bit of luxury to make people love the food every bit as much as the movie they . It’s been great reading and hearing all the positive reviews since we opened up the THEATRE by Rhodes kitchen for business, this has been an exciting challenge to take on with VOX.”
The largest 4DX cinema in the MENA region, the new 4DX at Mall of the Emirates goes beyond the confined walls of the theatre, transporting audiences into another world. Movie-going is no longer limited to vision and sound, instead each movie becomes a journey beyond imagination.
Off to a very successful start, 90% of VOX’s 4DX fully immersive sessions at Mall of the Emirates were sold out in the first weekend seeing thrill seekers experience rain, wind, thunder, lightning, motion and scents while watching movies like Hotel Transylvania and The Maze Runner.
The very first dedicated kid’s cinema in the Middle East, KIDS is made up of colourful seats and interiors, a range of kid’s film and animated content and even a private kid’s party and play room.
Hotel Transylvania has played over 80 times since the opening of KIDS, catering to the brand’s smallest customers. Guaranteeing a good time, VOX KIDS is the only fun-filled cinema in the Middle East with an interactive game zone, regular appearances from favourite animated characters and birthday party packages.
With twenty-eight combined ticket and candy bar stations available at the new cinema, service is speedier and the size of queues has been downsized. Complete with LED screens and huge trailer walls showcasing the latest in movie, social media and user generated content, the new VOX Cinemas immerses guests in the world of film while they wait for their sessions to start.
Tickets for movies showing at the new VOX Cinemas at Mall of the Emirates can be booked at the new Ticket Kiosks in the cinema foyer or on VOX Cinemas’ website, mobile sites, apps for ios, Android and Windows.
Advance tickets and group bookings for the exciting blockbusters lined up for release including Spectre, The Hunger Games and Star Wars are also available on VOX Cinemas’ website.
2016 will see VOX continue to open new cinemas, renovate existing ones, launch new concepts and invest and innovate in service and training. By the end of 2016, VOX will be operating 261 screens in five countries, an increase of five times in less than four years.