VOX Cinemas are now all set to launch a drive-in experience on the rooftop of Mall of the Emirates starting May 17. The move comes 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 allow film buffs to enjoy the magic of cinema from the safety and comfort of their cars.
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 19:30. All staff will be following strict health and safety measures, set out by Majid Al Futtaim 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 the car is parked and you have opened the popcorn (Don’t worry, it’s provided in the price), audiences then tune into a designated radio frequency, which will provide the audio of the movie 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 F&B package for two people consisting of caramel popcorn, salt popcorn, M&Ms, nachos and also soft drinks and water to wash it all down.
The proceeds from the first public screening on May 17 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), which lasts until May 31, each F&B package will contain a SHARE voucher which guests need to scan for a chance to win prizes. Well – You’ve got to be in it, to win it’ as they say.
“Our customers have been telling us how much they miss the unique and immersive experience that we offer at VOX Cinemas so we’re 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 people’s movement, it’s 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,” said Cameron Mitchell, CEO of Majid Al Futtaim – Cinemas.
“The launch of the VOX Cinemas marks another innovative collaboration between Majid Al Futtaim’s ecosystem of brands and demonstrates our commitment to provide our guests with unrivaled 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.”
