VOX Cinemas on a steep growth curve

Rupkatha Bhowmick

VOX Cinemas, part of the Majid Al Futtaim portfolio, opened its first location in 1999 at City Centre Ajman. In the last 16 years, it has served 60 million guests, with business increasing by 210% since 2010. In 2017 VOX Cinemas’ business is set to increase by 40% driven by investments in new markets and screens.

“Between 2013 and today, there are 30 VOX Cinemas locations in the UAE, Oman, Lebanon, Egypt and we are all set to open in Qatar and Bahrain. VOX Cinemas will also open in Kuwait and Kenya next year. We have signed up another 25 locations, which will open in the next three-four years at an investment worth AED1.1 billion. From opening 50 screens in the first 11 years, we now open about 100 screens annually, which will continue in the foreseeable future to touch 600 screens in eight countries by 2020 serving around 30 million guests annually,” shares Cameron Mitchell, CEO, VOX Cinemas.

“With our founder’s vision to ‘create great moments for everyone, everyday’, we strive to offer a great cinema experience through VOX Gold; VOX 4DX – offering audience simulated rain, wind, thunder, lightning, motion and even scents; VOX Kids, VOX Max, VOX Outdoor and IMAX with Laser as well as fine-dining concept ThEATre by Rhodes – brainchild of Michelin Star celebrity chef Gary Rhodes. Our aim is to deliver world-class cinema experience to our guests. The idea is to offer a delightful entertainment experience right from the time our guests think about visiting VOX till they get home and at every touchpoint in between. After all, occasionally guests may not like a certain movie but the experience must still be world-class,” he emphasises.

No wonder, VOX Cinemas won the Global Achievement in Exhibition award at the CinemaCon convention, the largest gathering for the worldwide motion picture theatre industry that took place in Las Vegas in March.

Read the full article in the May edition of RetailME