Dubai has launched a campaign to raise awareness about cinema age restrictions after some parents have turned abusive at staff who have stopped their children from seeing a movie.
The Commercial Compliance and Consumer Protection (CCCP) sector in the Department of Economic Development (DED) said the campaign has been launched in co-operation with cinemas in the emirate to create consumer awareness on the importance of complying with the age restrictions for watching different movies.
Launched in collaboration with Cinemacity, Vox Cinemas, Reel Cinemas, Novo Cinema and Lamcy Cinema, the Cinema Admission Guidance campaign is part of DED's efforts to promote best practice.
Posters and roll-ups with instructions and policies regarding movie ratings based on age groups are being displayed in the lobby area of 214 screens in Dubai in addition to an explanatory message appearing on screen before the start of every movie.
Adel Al Helou, specialist in the Consumer Protection section of CCCP, said: "The entertainment sector is a vital sector in the UAE, especially for the economy of Dubai. Nearly 60 percent of the cinema screens in the UAE are in Dubai and DED is keen to promote cordial relations between cinema houses and their customers.
"Consumer awareness will help the overall performance in the sector and promote its growth, as well as overall economic development in Dubai."
Al Helou said it has been noted that some parents turn abusive and non-cooperative when their children are denied entry to movies because of age restrictions.
He urged customers to fully comply with the regulations, adding that strict action would be taken against non-compliance.
"Our campaign in cinemas is aimed to stress the importance of consumer awareness and the need to follow guidelines in the interest of children and families," added Al Helou.For all the latest retail news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.
Subscribe to Arabian Business' newsletter to receive the latest breaking news and business stories in Dubai,the UAE and the GCC straight to your inbox.