With the opening of a new extension at Mall of the Emirates in Dubai, Vox Cinemas also unveiled its upgraded cinema in the shopping mall. The new cinema has 24 screens (14 screens before the extension) featuring the first laser IMAX screen in the Middle East, a 4DX theatre, a special ‘VOX Kids’ theatre and THEATRE by Rhodes, a luxury cinema (4 screens) with food developed by Michelin-starred chef Gary Rhodes.
The newly upgraded Vox Cinemas in Mall of the Emirates is now the largest multiplex in UAE equipped with all the latest technology. This extension is just a step of Vox’s aggressive expansion plan. Vox plans to invest AED1 billion (approximately $272.2 million) on cinemas, taking its overall screen count in Middle East to 400 by 2018 and 550 by 2020. It also plans to upgrade its current cinemas in UAE, Beirut and Muscat, as well as open new locations in Qatar and Egypt.
Vox is present in three Middle Eastern countries: UAE, Lebanon and Oman. It currently operates approximately 100 screens in UAE, 17 screens in Oman and 15 screens in Lebanon across a total of 12 locations. Its ambitious expansion will significantly increase its footprint in the region and enhance its competitiveness among other key players, such as Novo Cinemas, in Middle East.