Majid Al Futtaim opens the Middle East’s first cinema in the snow


December 13, 2020 | By RetailME Bureau

 Majid Al Futtaim has officially launched the region’s first cinema in the snow and the world’s only movie theatre in an indoor ski resort. Snow Cinema by VOX Cinemas, supported by Dettol, allows guests to experience the magic of movies on the snow-laden slopes of Ski Dubai, which has been crowned the ‘World’s Best Indoor Ski Resort’ for five consecutive years.

Surrounded by snow-covered scenery in an enchanting Winter Wonderland, guests can snuggle up and relax on lounge-style seating while watching family-friendly movies and festive favourites such as The GrinchFrozen 2 and Daddy’s Home 2. There will also be a nightly screening of popular recent releases including The Witches, Knives Out and The Call of the Wild, with upcoming blockbusters being scheduled as soon as they release.

Moviegoers will also have cinema snacks including VOX Cinema’s much-loved popcorn  and a signature  hot chocolate from Mirzam Chocolate Makers delivered directly to their seat. Guests can also order from a mouth-watering menu, which features savoury options, including roasted baby potatoes with Raclette, hotdogs and burgers; as well as decadent desserts such as festive mince pies and gingerbread Dutch pancakes as well as hot beverages including an exclusive MirzamPeppermint Hot Chocolate..

Snow Cinema is the latest innovation from VOX Cinemas, which launched the Middle East’s only operating drive-in cinema in response to the temporary closure of leisure and entertainment venues during the global pandemic. Located on the rooftop of the Mall of the Emirates, VOX Cinemas Drive-In continues to allow guests to enjoy a moonlit outdoor movie experience under the iconic Ski Dubai slope, whilst also now adding a Snow Cinema experience for guests to enjoy.

“At Majid Al Futtaim, we continue to push the boundaries of possibility and, after brining the magic of movies to the region and making snow in the desert a reality, we’re extremely excited to launch the Middle East’s first cinema in the snow. Snow Cinema by VOX Cinemas underpins our commitment to innovation as we constantly strive to redefine the cinematic experience for our valued guests and introduce new offerings that go beyond their expectations”, said Cameron Mitchell, Chief Executive Officer at Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment

“This year, celebrating togetherness is more important than ever and Snow Cinema allows family and friends to enjoy socially-distanced entertainment in the hugely unique setting of the ‘World’s Best Indoor Ski Resort’”, he added.

Tickets for Snow Cinema by VOX Cinemas are currently on sale via the company’s website. Prices start at AED100 per person and include a cinema ticket and F&B package consisting of a signature hot chocolate, popcorn and bottle of water. For a more premium experience, guests can book the VIP Chalet, for four people and each guest will receive a cinema ticket, a two-course meal from North 28 Restaurant, a hand warmer, premium gloves as well as an F&B package consisting of signature hot chocolate popcorn and bottle of water.

All guests at Snow Cinema will receive rental clothing (jacket and pants), fleece gloves, socks, boots, beanie hat, blanket, wireless headphones and a dedicated locker

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