Dubai-based Majid Al Futtaim (MAF) has announced a partnership with Twentieth Century Fox and Empire International that will reportedly see the magic of the movies brought to life like never before. The first event stemming from this first of its kind collaboration will surround the UAE-wide release of ‘RIO 2’ at VOX Cinemas, where MAF’s shopping malls will host a unique and exciting programme of family entertainment that will tour Ajman City Centre, Deira City Centre, Fujairah City Centre, Mall of the Emirates and Mirdif City Centre. Early discussions are already under way for MAF to showcase Twentieth Century Fox’s upcoming releases, in addition to staging similar campaigns to regional markets including Oman, where VOX Cinemas is set to make its debut at Muscat City Centre and Qurum City Centre this summer.
“MAF’s collaboration with Twentieth Century Fox is a strategic opportunity to engage with the international entertainment and film industry. This partnership will extend to regional markets in which we operate, further demonstrating MAF’s leadership in providing unique and memorable experiences for all our guests,” says Fuad Mansoor Sharaf, senior director – property management, shopping malls for MAF Properties.
“We are very excited by our collaboration with MAF, and the scale of the joint activities planned to accompany the cinema release of RIO 2 on April 10. As the home of some of the world’s most successful animation franchises, including Ice Age, Rio and Alvin and the Chipmunks, Twentieth Century Fox is constantly looking at ways to better engage with family audience,” adds Paul Higginson – EVP, Theatrical EMEA for Twentieth Century Fox.
“Twentieth Century Fox is one of the most innovative and forward thinking film studios in the world, and this collaboration will allow our guests to experience the magic of the movies in an enhanced and immersive way with a unique and engaging programme of on-screen and off-screen entertainment,” observes Cameron Mitchell, CEO of MAF Cinemas.
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