• SPECIAL STORY •
VOX Cinemas :
The First to Bring Drive-In Theatres Back to Life
TW-24
Developed in response to the temporary closure of cinema ; and in support of the government re-opening parts of the economy in a safe manner , this out-of-the-box initiative welcomed the public in the month of May so that movie lovers could enjoy the magic of cinema from the safety and comfort of their car . It certainly is the brand ' s newest experience with all the screenings to be held on the Mall of the Emirates rooftop .
Majid Al Futtaim , the leading shopping mall , communities , retail and leisure pioneer across the Middle East , Africa and Asia , is delighted to announce the launch of the VOX Cinemas Drive-in on the rooftop of Mall of the Emirates . Developed in
March-May 2021 response to the temporary closure of cinemas , and in support of the government re-opening parts of the economy in a safe manner , the new experience welcomed the public in the month of May 2020 so that movie lovers could enjoy the magic of cinema from the safety and comfort of their car .
Staying true to VOX Cinemas ' belief that movies are best watched on the big screen , the drive-in experience will see the rooftop of Mall of the Emirates transformed into a moonlit outdoor movie theatre with evening screenings held at 7.30 pm . All staff will follow Majid Al Futtaim ' s strict health and safety measures to ensure that physical distancing is maintained at all times and that guests can enjoy an exceptional experience with comfort and peace of mind . Once parked , audiences can simply tune into a designated radio frequency for the movie audio to be streamed straight into their car . The cost per car
( 2 people max ) is AED180 + VAT which includes the movie as well as an F & B package for two people consisting of caramel popcorn , salt popcorn , nachos , M & Ms , soft drinks and water . Proceeds from the first public screening on Sunday 17 May 2020 will go towards the 10 Million Meals initiative , which provides meals to those in need during Ramadan . As an added bonus , guests will have the opportunity to win a daily prize of 1,000 SHARE points ( AED100 ). Until 31 May 2020 , each F & B package will contain a SHARE voucher which guests simply need to scan for a chance to win prizes .
Cameron Mitchell , CEO of Majid Al Futtaim - Cinemas , said , " Our customers have been telling us how much they miss the unique and immersive experience that we offer at VOX Cinemas so we ' re delighted to collaborate with Mall of the Emirates to launch an innovative way for people to watch movies the way they