14 new cinema screens, boutique cinema for kids open in Dubai

The wait is over for cine-goers in the residential neighbourhood of Bur Dubai, as Vox Cinemas in BurJuman Mall finally opens its doors this weekend.
 
The new 14-screen cinema will seat 1,360 people at full capacity, increasing the company's footprint to a total of 111 screens across the UAE and 143 across the region (including Oman and Lebanon).
 
The BurJuman Mall outlet will also cater to the younger audience with a boutique cinema just for kids, a first for the company in Dubai.


 
Speaking to ‘Emirates24|7’, Ashleigh Potts, Corporate Sales and Marketing Manager for Vox Cinemas, stated the opening of the company's latest outlet fulfills a market niche for a 'community' oriented cinema.
 
She said: "People have been eagerly awaiting the opening of Vox BurJuman, which will not only attract a wider base of cine fans, but also appeals with its community aspect - a cinema that many in the neighbourhood can simply walk to now from their home in the Bur Dubai area."
 
Potts revealed the outlet will cater to the luxury clientele with four Vox Gold screens, each with reclining seats and gourmet meals that will be delivered to you inside the cinema.


 
A Vox Max will also offer fans the 'big cinematic experience' with a 360-degree Dolby Surround Sound.
 
Eight other screens will qualify for the 'standard' model with Dolby 7.1, capable to screen 2D and 3D experiences.
 
The last of the screens will be the boutique cinema for the young ones.


 
Said Potts: "In the past, we've introduced special days and movie screenings that are catered to the younger audience, while we also introduced a similar concept at our outlet in Yas Mall.
 
"But this boutique cinema is a first for us in Dubai, which will only screen children's entertainment."
 
Seating only 31, the boutique cinema will offer colourful seating for children, give them free rein to run around the space as they please, and Potts added that the lights will not be dimmed to ensure the younger clientele don't have to be afraid of the dark anymore.
 
The entire cinema can also be booked out for private events, for a minimum of Dh1,600, with paid add-ons including character ‎experiences and more.
 
Potts continued: "We will continue with our normal  pricing structure, with tickets starting at Dh35 for standard and variations for VIP, 3D experiences and Gold that can go up to Dh100."
 
The complex, that took 90 days to set-up, is now open to audiences with online ticketing to commence from today.


 
Asked whether the cinema will cater to more Hollywood or Bollywood films, Potts said: "It all depends on what the audience demands. Our Deira City Centre branch shows more Bollywood and Asian content, while Mall of the Emirates caters to a larger fanbase for Hollywood content."
 
The company has now set its sights on the July opening of its new Abu Dhabi outlet, followed by the new cinemas that will open in Mall of the Emirates in September.
 
She further revealed: "We are building a new complex above Carrefour in the mall, so one side will literally close one day and the new complex will open the next day.
 
"This is meant to be our flagship outlet, which will feature a lot of new concepts and firsts for the region."
 
An extension of the DCC and the Mirdiff City Centre branches are also being planned.

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