Eighty new VOX Cinema screens in Oman by 2020
MUSCAT: Majid Al Futtaim has reaffirmed its commitment to Oman with news of an ambitious expansion pipeline.
The company, the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa (MENA) region has expansion plans in Oman that will see VOX Cinemas’ screen count increase by 150 per cent or 80 by 2020, facilitating the launch of at least three new VOX Cinema locations in the Sultanate, while supporting ongoing development of the existing VOX sites in City Centre Muscat and Qurum.
Since the 2014 opening of VOX Cinemas in Oman, the entertainment pioneer has witnessed an outstanding performance in the market, with City Centre Muscat and City Centre Qurum currently netting the highest cinema admissions in Oman. With the expansion of the popular VOX concepts IMAX®, VOX Kids and 4DX across Oman, customers are guaranteed an even more innovative entertainment experience.
Business focus
Speaking about his business’ focus on Oman, Cameron Mitchell, chief executive officer (CEO) of Majid Al Futtaim Cinemas, VOX Cinemas, said: “These major development plans in Oman further cement our vision to become the Middle East and North Africa’s most popular entertainment provider. Our decision to designate further investment for Oman reinforces our commitment to the market by enhancing our exist- ing circuit, and by launching new cinemas and concepts, such as IMAX® and 4DX in Oman.”
“Oman is already fortunate to have a large number of successful cinema offerings across the country, and whilst the market does not require the introduction of a large number of new cinemas, there are selected pockets of Muscat, and outlying cities that are still underserviced with regards to the cinema screen accessibility. VOX Cinemas is determined to avoid over screening in the country, so we have been very careful in ensuring that the cinemas that we develop have their own catchment area,” he added.
Investing in the development of its City Centre Muscat and City Centre Qurum cinemas is in line with Majid Al Futtaim’s recent mall extension at City Centre Muscat, which added 10,000 square metres of retail area. With a vision to continuously offer guests the best in entertainment experiences, the first IMAX screen in Oman will be revealed at City Centre Qurum this year, which combines a floor-toceiling and wall-to-wall screen, crystal-clear images and sound you can feel for a truly immersive experience.
The City Centre Muscat will also welcome two of VOX Cinemas’ most exciting concepts, 4DX featuring dynamic movement of 4DX motion chairs and engaging environmental effects and VOX GOLD, which is the cinema’s luxury brand with reclining seats, an exclusive lounge, extensive gourmet menu and waiter service.