Majid Al Futtaim Brings Back the Big Screen Experience by Launching VOX Cinemas Drive-in at Mall of the Emirates
VOX Cinemas’ newest experience will open to the public on Sunday 17 May
- All screenings will be held on the Mall of the Emirates rooftop
- The experience marks another innovative collaboration between Majid Al Futtaims ecosystem of entertainment and shopping mall brandsunderpinned by Majid Al Futtaims Share lifestyle Rewards program
Dubai, United Arab Emirates, 13 May 2020: Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, is delighted to announce the launch of the VOX Cinemas Drive-in on the rooftop of Mall of the Emirates. Developed in response to the temporary closure of cinemas, and in support of the government re-opening parts of the economy in a safe manner, the new experience will open to the public on Sunday 17 May so that movie lovers can enjoy the magic of cinema from the safety and comfort of their car.
Staying true to VOX Cinemas belief that movies are best watched on the big screen, the drive-in experience will see the rooftop of Mall of the Emirates transformed into a moonlit outdoor movie theatre with evening screenings held at 7.30 pm. All staff will follow Majid Al Futtaims strict health and safety measures to ensure that physical distancing is maintained at all times and that guests can enjoy an exceptional experience with comfort and peace of mind. Once parked, audiences can simply tune into a designated radio frequency for the movie audio to be streamed straight into their car. The cost per car (2 people max) is AED180+ VAT which includes the movie as well as an FB package for two people consisting of caramel popcorn, salt popcorn, nachos, MMs, soft drinks and water.
Proceeds from the first public screening on Sunday 17 May will go towards the 10 Million Meals initiative, which provides meals to those in need during Ramadan. As an added bonus, guests will have the opportunity to win a daily prize of 1,000 SHARE points (AED100). Until 31 May, each FB package will contain a SHARE voucher which guests simply need to scan for a chance to win prizes.
Cameron Mitchell, CEO of Majid Al Futtaim - Cinemas, said, Our customers have been telling us how much they miss the unique and immersive experience that we offer at VOX Cinemas so were delighted to collaborate with Mall of the Emirates to launch an innovative way for people to watch movies the way they were intended on the big screen. With the gradual easing of restrictions on peoples movement, its also the perfect opportunity for people to safely enjoy the big screen experience again with a family member. The health and wellbeing of our guests and employees remains our top priority and moviegoers can rest assured that the VOX Cinemas Drive-in complies with all government and best practice guidance, while still allowing guests to enjoy the big screen experience and our much loved popcorn, nachos and soft drinks.
He added, The launch of the VOX Cinemas marks another innovative collaboration betweenMajid Al Futtaims ecosystem of brands and demonstrates our commitment to provide our guests with unrivalled entertainment experiences. Drive-in visitors will earn SHARE Points and can of course access the Mall of the Emirates mall and facilities before the movie. We are excited to welcome back our loyal guests and create some great moments and memories together.
The capacity of the VOX Cinemas Drive-in is 75 cars, with a maximum of two people per vehicle. In line with government regulations, individuals above the age of 60 and children between the ages of three and 12 years of age are not permitted to access the mall and the drive-in cinema experience. Movie lovers can explore the full schedule of drive-in films and book their tickets via
VOX Cinemas website and app, which will be updated every Monday with showtimes. After registering online, audience members will receive a QR code, which will be scanned by event staff to gain access to the screening.
Disclaimer:All facts and figures in this release are accurate at the time of issuance.
About Majid Al Futtaim
Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.
A remarkable business success story, Majid Al Futtaim started from one mans vision to transform the face of shopping, entertainment and leisure to create great moments for everyone, every day. It has since grown into one of the United Arab Emirates most respected and successful businesses spanning 16 international markets, employing more than 44,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.
Majid Al Futtaim owns and operates 27 shopping malls, 13 hotels and four mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes
Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and four community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in a number of markets across the Middle East, Africa and Asia, operating a portfolio of more than 300 outlets.
Majid Al Futtaim operates more than 500 VOX Cinemas screens and 37 Magic Planet family entertainment centres across the region, in addition to iconic leisure and entertainment facilities such as Ski Dubai, iFly Dubai and Ski Egypt, among others. The Company is parent to the consumer finance company 'Najm', and a Fashion and Home retail business representing international brands such as Abercrombie Fitch, AllSaints, lululemon athletica, Crate Barrel and Maisons du Monde. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also owns the rights to The LEGO Store and American Girl in the Middle East.
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About Majid Al Futtaim Cinemas
Owned and operated by Majid Al Futtaim Cinemas, VOX Cinemas is the cinema arm of Majid Al Futtaim, the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa. VOX Cinemas is the Middle Easts most innovative and customer-focused exhibitor, and the fastest growing cinema business in the MENA region. With 50 locations totalling 514 screens across the region, including 201 screens in the UAE, 15 screens in Lebanon, 63 screens in Oman, 30 screens in Bahrain, 28 screens in Egypt, 71 screens in Saudi Arabia and 17 screens in Kuwait, VOX Cinemas is the Middle Easts largest and most rapidly growing exhibitor.
Across the UAE, Bahrain, Oman, Qatar, Kuwait, Egypt and Lebanon, the company is undergoing a AED1.2-billion (USD326-million) investment to expand to operate 300 screens by 2020. In addition, Majid Al Futtaim Cinemas will invest AED1.96 billion (USD517 million) to develop 600 screens across the Kingdom of Saudi Arabia by 2023. Tailoring every cinema location to the surrounding market place and customer preferences, VOX Cinemas offers a mix of experiences including luxury concepts, THEATRE by Rhodes and GOLD by Rhodes both in collaboration with Michelin-starred Chef Gary Rhodes. Another signature VOX Cinemas concept, MAX is the mega-screen designed for the biggest blockbusters and features Dolby Atmos surround sound technology. VOX Cinemas was also the first to introduce IMAX with Laser to the Middle East and the only exhibitor to offer IMAX with Sapphire. The company also offers a multisensory movie-watching concept, 4DX. For young movie fans and families, VOX Cinemas offers the only cinema dedicated to children, KIDS. Complementing its portfolio of world-class experiences, VOX Cinemas offers OUTDOOR, an open-air concept.