VOX Cinemas launched a reimagined version of its luxury cinema experience, THEATRE, at Mall of the Emirates.
The cinema was completely transformed to deliver an elevated guest experience, keeping audiences in mind.
“Cinemagoing is about more than just watching a movie,” shares Ignace Lahoud, CEO, Majid Al Futtaim Entertainment. “For decades, it has captivated audiences by bringing them together to enjoy a shared experience.”
He adds, “As consumer preferences and technology continue to evolve, innovating and reimagining the cinematic experience has an increasingly significant role in maintaining a competitive advantage and fostering audience engagement.”
The transformation of the cinema saw the addition of a private lounge with seating, a billiards table and shuffleboard, allowing visitors to socialise and have a meal before or after the show.
The new space’s decor draws inspiration from cinema with film memorabilia and walls adorned with digital posters from iconic movies.
He added, “Over the next two years, our strategic priority is to continue to invest in our portfolio across the region and provide our valued guests with a best-in-class theatrical and immersive experience that simply cannot be replicated at home.”
The redesign also took input from customer feedback to enhance the seating in the cinema with addition of amenities such as blankets and pillows, wireless chargers, swivel tables, personal lighting and privacy screens.
To complement the luxury cinematic experience, VOX Cinemas’ in-house chefs designed a diverse gourmet menu that can be availed in the cinema as well as the social space.
