When you think about movie theaters, luxury decor and top-notch dining don’t usually come to mind. But in the Middle East, that’s changing fast.
The lobbies of many theaters are as fancy as hotel lobbies, thanks to significant investments in the industry. After the pandemic, indoor entertainment has surged, and movie theaters have embraced this trend. But VOX Cinemas, the leading chain in the region, is not just coasting along; they’re raising the bar.
Theaters worldwide faced challenges, not just from the pandemic but from the rise of streaming services. Many people who loved going to theaters shifted to watching movies at home during lockdowns. As a result, theaters found it tough to draw crowds back. Even when theaters opened again, the fear of crowded spaces lingered, pushing studios to release new films both in theaters and online simultaneously. This led to a decrease in ticket sales, which has continued in the wake of rising living costs, especially due to economic pressures in countries like Ukraine.
For many, a night at the movies became less appealing, especially when much cheaper streaming options were available at home. However, the allure of the big screen is still strong for families with kids and adults nostalgic for the magic of cinema. This is evident from blockbuster hits like Inside Out 2.
While streaming has become the norm, theaters like VOX are innovating. For example, they introduced unique formats like 4DX, where seats move and special effects are used to immerse viewers in the experience. But VOX has taken it a step further with their latest innovation one called THEATRE.
Located in the Mall of the Emirates, THEATRE offers a luxurious experience unlike any other. Imagine watching a movie while enjoying gourmet meals served to plush leather seats that recline and adjust for comfort. Patrons can order food with the push of a button, and the wait staff are discreet to maintain the movie experience.
The menu reads like fine dining, with options that would make any restaurant proud. Think grilled chicken satay, sirloin steak sandwiches, and sticky toffee pudding, all served on real plates with actual cutlery. It’s a meal that could very well make you forget you’re at the movies.
The attention to detail in THEATRE is incredible. Each seat has features like built-in chargers and even a blanket. With its high-quality audio and visuals, it offers a cinematic experience tailored to those seeking more than just a film on a screen.
The lounge area of THEATRE adds to the experience, allowing visitors to relax before and after screenings. Inspired by the golden age of cinema, the decor combines rich colors and movie memorabilia to create a unique ambiance. This space is designed for those who enjoy sharing the experience with friends in a more relaxed setting.
VOX Cinemas is thriving amid challenges that have crippled theaters in the west. As European and American chains struggle, VOX continues to see growth, adding screens and upgrading existing locations. In the Middle East, the box office is booming, and it’s not just because of the weather or pandemic-related strategies. It’s also about offering what audiences want – a memorable experience.
As trends in cinema evolve, VOX’s focus on exceptional experiences could be the way forward. They understand that today’s moviegoers are looking for more than just a film; they seek an immersive event. VOX is not only keeping pace but also setting the standard for what a night at the movies can be. With ongoing investments and innovations, they’re shaping the future of cinema in the region, proving that the movie theater is far from obsolete.
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