WALKING THE RED CARPET: 20 YEARS AND COUNTING

IN AN EXCLUSIVE INTERVIEW, SENIOR EXECUTIVES FROM VOX CINEMAS OUTLINE THE COMPANY’S BLOCKBUSTER PERFORMANCE IN THE LAST 20 YEARS AND WHY THEY ARE BULLISH DESPITE THE RISE OF STREAMING SERVICES

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Photos and videos of jubilant Saudis at the opening of the first cinema in the city of Jeddah in early 2019, after the kingdom removed its 30-year ban on cineams, circulated across the world. It also catapulted to international spotlight UAE-based Vox Cinemas – the operator of that cinema in Red Sea Mall – and the fastest-growing cinema chain across the region.

Established 20 years ago, Vox, wholly owned by UAE-based Majid Al Futtaim Cinemas, is currently the Middle East’s largest cinema chain. With 47 locations and 490 screens across the region, the company has a presence in eight markets across the MENA.

It is also in the midst of a Dhs1.2bn investment to expand to operate 300 screens by 2020, and has announced grand plans to invest Dhs1.96bn to develop 600 screens across Saudi Arabia by 2023.

In an exclusive interview, Gulf Business sits down with Cameron Mitchell, CEO of Vox, Toni El Massih, chief content officer and Michelle Walsh, chief marketing and innovation officer to track the company’s plotline, the twists and turns, as well as the crowning moments so far.

What would you say are the three biggest highlights of the last 20 years for Vox?

Cameron Mitchell: “The first would be reopening Vox Mall of the Emirates in 2015. That cinema, even to this day, is one of the best cinemas in the world - if not the best in the world. And I think it was a massive step change from cinema as being just a place to watch movies to a place where you’re entertained. Everyone that walked in after the first week went “wow” because of the LED, the graphics, the whole experience of that location.