To celebrate 15 years of VOX Cinemas, a much newer VOX Cinema has opened up on Level 2 in Mall of the Emirates. With 24 new screens, including the first IMAX theatre with Laser projection, a luxury cinema concept, THEATRE by Rhodes, two VOX Kids cinemas, and the largest 4DX theatre in the Middle East, film buffs are sure to be impressed.
VOX Cinemas has implemented a total of 24 different screens in Mall of the Emirates; the largest 4DX screen in the Middle East, the biggest IMAX Cinema screen, four box theatre screens by Gary Rhodes with VIP seats and food, VOX Kids specifically for kids and childrens’ parties, as well as 16 other screens – allowing movie goers to have endless options.
The brand new 4DX theatre features life-like experiences, making you feel as though you’re right there with your favorite film stars. With subtle effects, the audience wouldn’t feel as though they’ve been on a two hour rollercoaster ride.
With the new VOX Kids threate, the intention was to allow kids to enjoy their cinema experience in a different way. With colorful (and easily cleanable) seats, kids are allowed to book an entire cinema just for themselves and their friends, and can choose the movie and food that they’d prefer. There is also the option for the kids to play XBOX at the cinema – something I’m sure that most teenagers would love to make use of. Roughly around AED 1500, a cinema can be booked for a private function, with 30 seats and the preferred food options. Kids are also given the opportunity to invite mascots along to the theatre. Family friendly movies will also be screened, in case parents accompany the children in a dimly lit theatre.
With the new IMAX theatre with laser projection, $60M has been used for the project, acquiring laser projection technology from Kodak, designed for the biggest screens in the world. Some located in the most iconic locations, such as the TCL Chinese Theatre in Los Angeles, Empire Leicester Square in London, and just recently in Mall of the Emirates in Dubai.
The projection system uses a laser light engine in order to project a power consistent light; lighting up even the darkest of 3D sequences, with vibrant and life-like color. IMAX is the newest tool that helps filmmakers such as JJ Abrams and Zack Synder create their vision in a unique way.
Filmmakers are about showmanship, IMAX is about diffrentiation; the laser projection technology brings the two together in an exciting new way. The laser experience will be the ultimate way to see upcoming blockbuster movies, especially considering the line-up of 2015 (The Walk, Spectre, Star Wars: The Force Awakens). With a 12-channel immersive sound system, placed above on the ceiling as well as the walls, the audience is sure to be in for a treat.
The Majid Al Futtaim group expects to install 7 new theatres in the span of 15 months; ranging from countries such as Oman, Lebanon, Qatar as well as more in the UAE.
