3.48 PM Friday, 29 March 2024
  • City Fajr Shuruq Duhr Asr Magrib Isha
  • Dubai 04:56 06:10 12:26 15:53 18:37 19:52
29 March 2024

How to beat high cinema ticket prices in the UAE

Photo: (dubaimoves.com)

Published
By Bindu Suresh Rai

The buzz at Grand Cinemas last week was seeped with a level of frustration when moviegoers discovered that the showcaser’s and distributor’s final stand against the price hike had failed, making it one of the last multiplexes to succumb to market mechanics and raise ticket costs by Dh5. 

With Dh35 being the minimum price to watch new releases across Grand, Vox and Reel Cinemas (Dh45-50 for 3D and Imax films), many residents are now looking at alternate ways to beat the price hike. 

Said Ashfaque Qadri, a father of three: “I simply cannot afford an evening out at the movies anymore, with our tickets alone costing us Dh175; plus, another Dh100 minimum ends up being consumed at the confectionary stand. How can a middle class family afford such a basic luxury?” 

Aanchal Seth, a Dubai-based college student, echoed the statement, saying: “Most developed countries offer student and senior discounts on movie tickets; however, that concept doesn’t exist here. 

“To top it off, if we purchase our tickets online, we are charged a booking fee of Dh2.50 at most places. That brings the movie ticket prices up to almost Dh40! No wonder people are prone to purchasing pirated CDs here.” 

Card your way in 

But it’s not all doom and gloom here, with several showcasers teaming up with third-party clients to lure in moviegoers by offering rewards schemes to beat the price hike. 

Vox Cinemas, which operates out of MAF malls, has teamed up with several credit card companies to offer ticket discounts and freebies for users. 

Opt for the Emirates NBD Go4it Platinum or Gold credit card and users can enjoy a Dh30 discount when purchasing two tickets; so instead of Dh70 for two regular ones, Vox viewers can watch the new releases at Dh40. 

The card also gives you a free upgrade to the next size on beverage and popcorn purchase. 

Meanwhile, Vox has also tied up with Visa’s Platinum and Infinite cards that allows card wielders to receive free movie tickets and Vox Gold, along with Platinum cardholders nabbing a free ticket when purchasing two; Visa Infinite cardholders buy one ticket, get one free. 

Perhaps the best deal for moviegoers is via the HSBC credit cards. Those who have a Premier, Platinum and an Advance Credit Card issued in the UAE can purchase one ticket and get the next absolutely free. 

While most of the above mentioned offers are not valid for the Max and 3D experiences, Najm cardholders can avail free VIP seat upgrades at Deira City Centre, Mall Of The Emirates and Mirdif City Centre when purchased at the box office. 

Also awaiting is a 10 per cent discount on any Vox Gold ticket at Mall of the Emirates, Mirdif City Centre, Marina Mall Abu Dhabi, along with free popcorn and/or coke upgrade from medium size to large size when customer produces their Najm card at the candy stand. 

Said movie buff Tejas Bhatia: “When I learned of it, I persuaded all my friends to switch to Vox, which allows me to use my HSBC Premier and avail on the buy one, get one free offer. Spending Dh35 for two or Dh17.50 per person is a sweet deal anywhere.” 

Grand Cinemas has meanwhile teamed up with Mashreq Bank got the Grand Entertainment Card that allows users to avail a 50 per cent discount on movie tickets across the UAE with a limit of eight tickets per month. 

“There are some cinemas where I am unable to use the card, but overall, it is still a steal to watch a movie at half price and still be able to afford a tub of popcorn,” said Arthur Berry. 

The newest kid on the block, Reel Cinemas at Dubai Mall and Dubai Marina Mall, offers matinee shows with Mom’s Mondays at the latter outlet. 

Here, Dh60 will get moms to indulge in a Premier movie experience (costs Dh50 otherwise) and enjoy a morning coffee with a delicious muffin and get a 20 peer cent discount voucher at The Spa or Mazina restaurant at The Address Dubai Marina. 

Rewards schemes 

Unlike the US, where rewards schemes are in abundance at cinemas, in the UAE, Vox also offers free membership for moviegoers that guarantees one free movie after every 10 visits; a free tub of popcorn after the first five visits and complimentary VOX Gold tickets when you attend with a paying guest during your birthday month. 

“The Vox Rewards scheme is similar to the one I avail in the UK at Odeon, which allows me to collect points on every purchase in the cinema and use the accumulative figure to garner discounts,” said Rose Parkinson. 

She adds: “Cinemas here are still very young here and need to catch on to effective marketing techniques to lure customers their way. I believe there is a dearth of schemes at most places here, which has more to do with limited competition between cinema houses here. 

“Once we have more players in the market, I’m sure this would tip the scales in terms of pricing in favour of moviegoers. Till then, we avail whatever discount is available to us in the limited capacity.”