VOX opens new Dubai cinema as expansion continues

UAE-based operator opens seven-screen cinema in Mercato Mall; more launches to follow

VOX Cinemas has continued its ambitious 2013 expansion plan after opening its newest cinema in Mercato Mall, Dubai this week.

The renovated seven-screen cinema at Jumeirah's shopping destination is the second opened this year after Fujairah City Centre and is VOX's seventh in the UAE, said Ahmed Galal Ismail, CEO of Majid Al Futtaim Ventures, which owns VOX Cinemas.

VOX Cinemas, formerly CineStar Cinemas, said last year that it is set to launch a total of five new locations in 2013, doubling the company's screen count.

"We are delighted for Mercato to be the next step in our expansion plan as VOX Cinemas more than doubles our screen count in 2013," said Ismail.

"It's a very exciting time for the Majid Al Futtaim Ventures family and Mercato has been an incredibly supportive partner in helping VOX Cinemas fulfil this vision."

Cameron Mitchell, CEO of Majid Al Futtaim Cinemas, added: "VOX Cinemas has invested heavily in renovating the entire complex and in ensuring that all cinemas are 3D equipped, feature brand new Christie digital projectors, large VIP seats, coupled with Dolby 7.1 surround sound in every cinema.

"VOX Cinemas is doubling our company size in 2013, opening cinemas in the UAE, Lebanon and Oman, making us the largest Middle Eastern cinema exhibitor, and we are delighted that VOX Cinemas, Mercato is the next step in this exciting journey," he added.

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Posted by: Mos

Somehow, I find VOX Cinemas experience much inferior to REEL Cinemas. The quality and seat arrangement of VOX Cinemas, as well as the Screen size and Sound quality, feels a little outdated in spite of the renovation and overhaul.

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