Muscat – MENA Herald: Majid Al Futtaim Cinemas, the dedicated cinema arm of
Majid Al Futtaim, the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa, has reaffirmed its commitment to Oman with news of its ambitious expansion pipeline.
The company’s expansion plans in Oman will see VOX Cinemas’ screen count increase by 150% by 2020, facilitating the launch of at least three new VOX Cinema locations in the Sultanate while supporting ongoing development of the existing VOX sites in City Centre Muscat and Qurum.
Since the 2014 opening of VOX Cinemas in Oman the entertainment pioneer has witnessed an outstanding performance in the market, with City Centre Muscat and City Centre Qurum currently netting the highest cinema admissions in Oman. With the expansion of the popular VOX concepts IMAX®, VOX Kids and 4DX across Oman, customers are guaranteed an even more innovative entertainment experience.
Speaking about his business’ focus on Oman, Cameron Mitchell, CEO of Majid Al Futtaim Cinemas – VOX Cinemas, said: “These major development plans in Oman further cement our vision to become the Middle East and North Africa’s most popular entertainment provider. Our decision to designate further investment to Oman reinforces our commitment to the market by enhancing our existing circuit, and by launching new cinemas and concepts such as IMAX® and 4DX in Oman.”
Mr. Mitchell added: “Oman is already fortunate to have a large number of successful cinema offerings across the country, and whilst the market does not require the introduction of a large number of new cinemas, there are selected pockets of Muscat, and outlying cities that are still underserviced with regards to the cinema screen accessibility. VOX Cinemas is determined to avoid over screening in the country, so we have been very careful in ensuring that the cinemas that we develop have their own catchment area”.
Investing in the development of its City Centre Muscat and City Centre Qurum cinemas is in line with Majid Al Futtaim’s recent mall extension at City Centre Muscat which added 10,000 square metres of retail area. With a vision to continuously offer guests the best in entertainment experiences, the first IMAX screen in Oman will be revealed at City Centre Qurum this year, which combines a floor-to-ceiling and wall-to-wall screen, crystal-clear images and sound you can feel for a truly immersive experience. City Centre Muscat will also be welcoming two of VOX Cinemas’ most exciting concepts, 4DX featuring dynamic movement of 4DX motion chairs and engaging environmental effects and VOX GOLD which is the cinema’s luxury brand with reclining seats, exclusive lounge, extensive gourmet menu and waiter service.
Gearing up to open a series of new cinemas across Oman and cities outside of Muscat, VOX Cinemas will be catering to the growing need for premium entertainment complexes in the country. Construction has already commenced on VOX Cinemas’ third location in Oman which will be launched in conjunction with the Al Jawani Group at Palm Mall. The new 14-screen cinema will boast VOX Cinemas’ GOLD premium concept, the big screen MAX concept and the fully immersive 4DX cinema concept.
Further developments in Oman will see VOX Cinemas introduce a luxurious 19-screen multiplex at the Mall Of Oman. With the mall construction planned to commence in 2017, this location is set to become VOX Cinemas’ flagship location in Oman, offering residents all of the most modern and popular cinema entertainment options that VOX Cinemas is renowned for, supported by a new website, new kiosks, and new iPhone and android applications.
Commenting on VOX Cinemas’ future plans for the region, Cameron Mitchell added: “Within the next eighteen months, we will be launching over a hundred new cinema screens throughout the region in markets including Oman, Egypt, Kuwait, Qatar, Bahrain and the United Arab Emirates. These plans will enable Majid Al Futtaim to maintain our position at the forefront of the regional cinema industry, whilst we continuously strive to deliver our vision of creating great moments for customers every day.”