MAF’s CineStar rebrands into VOX Cinemas

Don’t be surprised when your trip to the cinemas today ends in confusion, with the name VOX Cinemas staring back at you than your usual CineStar.
 
Majid Al Futtaim Ventures has rebranded the movie going experience with a brand new enterprise, which is expected to bring forth new seating, ticketing, dining and big screen cinema options directly based on customer feedback and research.
 
VOX Cinemas, formally CineStar Cinemas, is now wholly owned by MAFV, with the branding derived from the Latin word for ‘voice’. The names and the makeover has been extended to Majid Al Futtaim’s 50 screens in five locations across the UAE, including Deira City Centre, Mall of the Emirates, Mirdif City Centre, Abu Dhabi’s Marina Mall and Ajman City Centre. 
 
VOX Cinemas has significant growth plans across the region and will open the first of many outside the UAE, when Beirut City Centre opens in 2012. 
 
In a statement, Ahmed Galal Ismail, CEO of Majid Al Futtaim Ventures, said: “MAFV has seen an incredibly keen appetite for cinema-going over the last decade, and by researching the preferences of our customers across all backgrounds and nationalities, we have created the new VOX Cinemas brand to deliver the most engaging viewing experience…”
 
“With VOX Cinemas, we have 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,” said VOX Cinemas CEO Cameron Mitchell. 
 
He added: “Our customers have said that they see the cinema as an affordable way to unwind, escape and spend time with family and friends…”
 
So what changes, you ask?
 
VOX is reportedly going to boast the country’s only 4K digital projection systems for superior viewing of this summer’s major 3D blockbusters. One only wishes “Green Lantern” lived up to enjoy this transformation.
 
However, the new systems will have four times the number of pixels and resolution than any other digital cinema in the region, creating a more immersive and compelling cinema experience. 
 
This enhanced resolution, will though, allow us to enjoy “Harry Potter and the Deathly Hallows: Part 2”, “Cars 2” and “Transformers – Dark Side of the Moon”, which will be screened on massive new VOX MAX mega screens.
 
The VIP rooms that were brought into style by MAF’s Gold Cinema experience, is expected to be further enhanced through the new VOX GOLD brand, offering 3D movie experience, fully-reclining arm chairs, a comprehensive cafe style menu, and table service. Doesn’t get more VIP than this. 
 
Don’t panic CineBuzz members. Those of you who have the loyalty card and have collected your free movie and popcorn points can switch over to the new loyalty programme, VOX Rewards.
 
“VOX Cinemas has strong aspirations to roll out its innovative and customized cinema experience to key markets and malls across the Middle East & Levant regions, and we’re currently in discussion with numerous entities across new and existing malls throughout the region,” added Ismail.

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