Feel Good Initiative: VOX Cinemas introduces Sensory Friendly Screenings


February 23, 2021 | By RetailME Bureau

VOX Cinemas in partnership with Dubai Autism Center has introduced Sensory Friendly Screenings, a unique cinema experience which has been designed to make moviegoing more inclusive and accessible. The weekly screenings are adapted in a variety of ways so children with sensory sensitivities can enjoy the latest releases.

To reduce overstimulation, Sensory Friendly Screenings feature adjustments including reduced audio volume, dimmed lighting for the duration of the film, the removal of trailers and a smaller number of guests in the auditorium. Families can also bring their own snacks to accommodate for any special dietary requirements.

This will be hosted at VOX Cinemas in Mall of the Emirates, Yas Mall, City Centre Sharjah, City Centre Fujairah, Al Jimi Mall and City Centre Ajman before being rolled out in Saudi Arabia and Egypt.

“At VOX Cinemas, we believe that going to the movies is a magical experience that should be enjoyed by everyone and we’re delighted to partner with Dubai Autism Center to provide this new offering. Sensory Friendly Screenings have been specially designed to make moviegoing more accessible and enable children with sensory sensitivities to enjoy quality family time while watching their favourite movies. This new and unique cinematic experience underpins our commitment to continuously innovate and diversify our offering in line with guest feedback and emerging trends,” said Cameron Mitchell, Chief Executive Officer of Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment.

“We’re extremely proud to collaborate with VOX Cinemas, which is known for its innovative experiences across the region. For some moviegoers the cinema environment can be overwhelming or overstimulating due to the loud noises and bright lights but, with the special adaptations in place, Sensory Friendly Screenings ensure that children with sensory sensitivities and their families don’t miss out on the collective experience of watching their favourite films on the big screen,” said Mohammed Al Emadi, Director General and Board Member of Dubai Autism Center.

VOX Cinemas recently won ‘Best Cinema Experience’ at the MENALAC Awards for the second consecutive year. Demonstrating its commitment to innovation and providing an exceptional cinema experience, VOX Cinemas has introduced Sensory Friendly Screenings just one month after launching Snow Cinema at Ski Dubai, the region’s first cinema in the snow. The new experience complements VOX Cinemas’ portfolio of world-class experiences which includes Drive-In Cinema at Mall of the Emirates; OUTDOOR, an open-air concept and THEATRE and GOLD, luxury experiences that combine fine food and film.

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