Vox Cinemas unveils IMAX experience at Mall of the Emirates
Vox Cinemas, owned and operated by Majid Al Futtaim, has launched what it calls the world's most innovative IMAX experience, setting a new global benchmark for immersive and luxurious moviegoing. The unveiling of the IMAX theatre at Mall of the Emirates marks a major milestone in VOX Cinemas' ongoing transformation initiative.
At the heart of this state-of-the-art offering is the Ōma Cinema premium pod seating, a patented design making its regional debut. Developed by French architect Pierre Chican, the pod-style seating structure mimics the tiered balconies of classic theatres, creating a more intimate and vertically elevated viewing experience. Each of the seven exclusive pods seats five guests and offers a private lounge atmosphere, complete with Vox's luxury 'THEATRE' service — including reclining seats, pillows, blankets and gourmet food delivered to guests' seats.
The new IMAX theatre is powered by IMAX's latest 4K Laser Projection System. The system features a proprietary optical engine and advanced precision sound, promising visuals with deeper contrast, sharper resolution and evenly distributed, high-fidelity audio. Films are digitally re-mastered using IMAX's DMR technology.
The auditorium's stadium-style layout ensures optimal views from every seat, while IMAX-designed screens enhance brightness and clarity. The pods also include access to the exclusive THEATRE Lounge, where guests can relax before or after their screening.
Ignace Lahoud, Chief Executive Officer, Majid Al Futtaim Entertainment, said: 'In 2015, Vox Cinemas launched what was considered the best cinema in the world at Mall of the Emirates. Ten years on, we're redefining the cinema experience once again to offer our guests something so exceptional, that they'll want to leave their sofa and experience the magic of cinema like never before. We're proud to offer what we believe is the best IMAX screen in the world. But this is just the beginning. We're committed to enhancing every aspect of our flagship cinema, with the next phase focusing on the Kids Cinema and social areas. Our ongoing transformation at Mall of the Emirates is meticulously designed to serve our guests, while enhancing this world-class entertainment destination.'
Rich Gelfond, CEO of IMAX, added: 'World-class, flagship locations like The Mall of Emirates in Dubai showcase the strength of IMAX's fast-growing presence in the Middle East and our commitment to delivering the best possible moviegoing experience to audiences across the region. IMAX is excited to deepen its partnership with Vox Cinemas and reintroduce The Mall of Emirates on the verge of a very promising blockbuster season, and amidst one of our best years ever at the global box office.'
The IMAX launch is part of Vox Cinemas' wider phased upgrades at Mall of the Emirates. Recent enhancements include the introduction of THEATRE, featuring luxury amenities and private lounges, and the upgrade of its Standard experience to Premier, with reclining leather seats, tray tables and cutting-edge laser projectors.
Next in line for renovation are the KIDS cinema and social areas, which will cater to young audiences and families with vibrant, family-friendly screening spaces and adjacent party rooms.
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