Majid Al Futtaim, a leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa (MEA) and Asia, has opened its first standalone Vox Cinemas location in Bahrain at the newly-launched Avenues Mall, offering customers an amazing cinema experience.

This comes within weeks of the launch of its joint venture with Bahrain Cinema Company, Vox Cineco at City Centre Bahrain.

Spanning 4,877 sq m, the newly-opened cineplex has 10 wide screens that will deliver unmatched entertainment levels to movie fans across the country, said the company in a statement.

Bringing two of Vox Cinemas’ signature concepts to Bahrain audiences for the very first time, customers will now be able to watch their favourite blockbusters in the premium Theatre by Rhodes and Max (which boasts ultra-comfortable seating experiences). The total seating capacity of the Vox Cinemas at the Avenues Mall is 929.

The Vox Max will have the highest seating capacity of 277 - split between 173 regular and 104 VIP.

The cineplex will feature three Theatre by Rhodes units.

A first-of-its-kind concept in Bahrain, Theatre by Rhodes brings unrivalled indulgence to the new VOX Cinemas venue by delivering a perfect combination of the best of film and food.

With an exclusive menu created by Michelin-starred chef Gary Rhodes, Theatre by Rhodes sets a new standard for “dinner and a movie”.

The concept’s gourmet in-cinema dining allows movie enthusiasts to revel in unsurpassed VIP treatment, lavish lounge areas, dedicated in-Theatre waiter service and an outstanding menu with made-to-order fine food, said the statement from Majid Al Futtaim.

Vox Cinemas is owned and operated by Majid Al Futtaim Cinemas, the cinema arm of the wider Majid Al Futtaim Ventures group of businesses.

Lauding the launch, Cameron Mitchell, the chief executive of Majid Al Futtaim Cinemas, Vox Cinemas, said: "We are extremely proud to finally open the doors to our first standalone cinema in Bahrain and invite guests in. This next big step for our business is also the second location in Bahrain, following our recent joint venture with Cineco, which introduced the Imax experience to Vox Cineco at City Centre Bahrain."

"Allowing us to continue creating great moments for movie lovers in Bahrain, our new location at The Avenues – Bahrain is designed to offer an exceptional entertainment experience for our customers," stated Mitchell.
 
"Featuring two of our most innovative cinema concepts under one roof, there is no doubt that our Theatre by Rhodes and MAX offerings will present a very exciting new entertainment proposition for Bahrain’s residents and regional visitors," he added.

Majid Al Futtaim is set to pump in Dh1.2 billion ($326 million) into the Middle East entertainment market as part of its massive expansion plans.

The company has set a target of opening more than 600 Vox screens across seven countries in the region - UAE, Bahrain, Oman, Kuwait, Qatar, Egypt and Lebanon, said Michelle Walsh, the chief operating officer for Vox Cinemas.

"The investment will involve a series of acquisitions, organic expansions and a commitment to data-driven exceptional customer experience," she remarked.

With fully digital screens, Vox Cinemas (Latin word for voice) will be offering its audience in Bahrain more daily movie sessions, more movie releases and more flexible timings besides its exclusive cinema dining experience Theatre by Rhodes, she stated.

Aimed at the high-end customers, the tickets for Theatre by Rhodes are priced at BD16 ($42), while the Max VIP tickets will cost BD5 and Max BD4.

With this new launch, Vox Cinemas has refined every aspect of the cinema-going experience in the region to make it more engaging, fun and hassle-free - from the ease of ticket purchase to innovative seating alternatives, and more delicious food and beverage options.

Vox Max, she stated, is a mega-screen concept which was first launched by Vox Cinemas in the UAE in 2011 and since then it has become one of the most popular movie-going experiences for customers today.

"We present movies the way directors intended them to be watched – on huge screens, with crisp, digital imagery supported by surround sound technology and comfortable seating," explained Walsh.

"Our aim is to create great moments for everyone every day, through offering innovative cinematic 
experiences and exceptional customer services and dining inside a theatre is one of them," she added.

Now with this new Vox Cinemas, movie-buffs will be able to enjoy their favourite blockbusters with the ‘mega-screen’ Vox Max concept, which features ultra-comfortable Max VIP seats and the newly released Dolby Atmos digital surround sound, for a truly immersive experience," stated Walsh.

"Those looking for a more exclusive experience can do so with the Theatre by Rhodes screens, complete with luxurious VIP seats and a full restaurant-style gourmet menu," she added.

To make its more special for its customers, Vox Cinemas will be soon launching a new loyalty programme, Vox Rewards.

"It will reward loyal cinema goers by providing them complimentary tickets, food and beverages as well as a range of special offers and movie updates," said Walsh.

Also the company is planning for partnership with leading credit card companies and banks. "We already have struck a deal with Visa and talks are on with other comoanies as well," she added.

According to her, plans are afoot to introduce the large 4DX cinema concept in the kingdom which will take the movie buffs into a world of their own where they can touch, smell and feel and live every moment of their chosen movie attraction.

Traditional cinema fare also takes on a new twist at Vox Cinemas with the candybar featuring a restaurant-style menu that includes crepes, sandwiches, French fries, salads, gourmet popcorn, muffins and beverages such as coffee and fresh juices, she added.-TradeArabia News Service