Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, has announced the launch of the VOX Cinemas Drive-in on the rooftop of Mall of the Emirates. Developed in response to the temporary closure of cinemas, the new experience will open to the public on Sunday 17 May.
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. Once parked, audiences can tune into a designated radio frequency for the movie audio to be streamed straight into their car. Ticket prices include 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 will go towards the 10 Million Meals initiative, which provides meals to those in need during Ramadan.
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 were intended – on the big screen. With the gradual easing of restrictions on people’s movement, it’s also the perfect opportunity for people to safely enjoy the big screen experience again with a family member. The health and wellbeing of our guests and employees remains our top priority and moviegoers can rest assured that the VOX Cinemas Drive-in complies with all government and best practice guidance, while still allowing guests to enjoy the big screen experience and our much loved popcorn, nachos and soft drinks.”