VOX Cinemas, a global giant in the entertainment and movie industry, has unveiled its aggressive expansion plans in the Middle East, with several new locations to open across the region in 2013.
After the opening of a cinema at Fujairah City Centre last month, the company has announced the launch of a new seven-screen venue at Dubai’s Mercato Mall. Mercato is a popular center that attracts several thousands of visitors because of its premium selection of stores and shopping experience. The company will be creating a bespoke and customized VIP cinema so that a comfortable and enhanced cinema experience is enjoyed by the visitors.
Owned by Majid Al Futtaim’s Ventures arm, the company is seeking to benefit from a flurry of summer film blockbusters. VOX will be doubling its presence in the region this year with further openings in Lebanon and Oman later this year. By increasing its footprint across the region, it aims to become the Middle East’s largest cinema operator.
According to Ahmed Galal Ismail, CEO of Majid Al Futtaim Ventures, “we are delighted for Mercato to be the next step in our expansion plan as VOX Cinemas more than doubles our screen count in 2013. It’s a very exciting time for the Majid Al Futtaim Ventures family and Mercato has been an incredibly supportive partner in helping VOX Cinemas to fulfill this vision.”
The influx of a high number of tourists and visitors to Middle East from all over the world has seen rapid activity in the region’s entertainment industry. VOX has been challenged by its competitor REEL Cinemas, which currently holds a monopoly at Emaar’s The Dubai Mall and Marina Mall. VOX also has screens at Mall of the Emirates, Deira City Centre and Mirdiff City Centre in the UAE.