Vox Cinemas brings popcorn and superheroes to 80 screens across Saudi Arabia

Vox in Riyadh Park Mall. Cinemas in the Kingdom will eventually account for half of MAF’s regional cinema business, Cameron Mitchell, the chief executive of MAF Cinemas, has estimated. (Courtesy: MAF)
Updated 19 June 2018
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Vox Cinemas brings popcorn and superheroes to 80 screens across Saudi Arabia

  • Majid Al Futtaim (MAF), the Dubai-based operator of malls and leisure facilities, is preparing a big roll-out of new cinema screens in the Kingdom
  • Cameron Mitchell, the chief executive of MAF Cinemas, revealed the plans in an interview with Arab News

DUBAI: Majid Al Futtaim (MAF), the Dubai-based operator of malls and leisure facilities, is preparing a big roll-out of new cinema screens in the Kingdom.
Following the first film viewing for nearly four decades in April and the opening of four Vox screens in Riyadh Park Mall, MAF is on the verge of a more ambitious initiative to create 80 screens in the Kingdom by the first quarter of next year.
Cameron Mitchell, the chief executive of MAF Cinemas, revealed the plans in an interview with Arab News.
“By the spring of 2019 we will have invested $100 million in cinema in Saudi Arabia, and by the end of next year we expect to have 200 screens. It is one of the fastest programs of openings anywhere in the world. There’s a lot happening very quickly,” he said.
The latest initiative is part of MAF’s $550 million strategy for cinemas in the Kingdom, and will see screens in Riyadh, Jeddah, in the Eastern Province and eventually many other smaller cities. Mitchell, who has been working in cinema in the region for the past 12 years, said the Saudi Arabian market is potentially huge.
“Saudi Arabia has such a young population and a big demand for entertainment, so the potential is enormous. For example, in Australia the average per capita number of cinema visits is five times a year. Even if every Saudi visits a cinema just once a year, that’s 30 million new visits per year,” he said.
MAF is planning to open 600 screens in Saudi Arabia by 2030, but Mitchell said that could be a “conservative” target. Cinemas in the Kingdom will eventually account for 50 percent of MAF’s regional cinema business, he estimated.
Mitchell said that MAF’s experience so far in Saudi Arabia had been very good. “We think we know what will appeal to Saudi audiences. Black Panther was the first, and the reception was fantastic. Movies such as the Avenger series, Ferdinand, Jurassic Park, X-Men all play well there.The big blockbusters go down really well, but there will also be Arabic films, and Hindi films at other times. Jurassic Park was a real hit — it was the first time some Saudis had ever seen a 3D dinosaur on a big screen,” he added.
The four screens in Riyadh are divided into “family” and “bachelor” venues, and films are chosen to be suitable for the particular audience. “Aside from the segregation of bachelors and families, it’s no different from Dubai. Perhaps over time, that segregation will change too,” Mitchell said.
The reintroduction of cinema has gone very smoothly, he said. “There have been no real challenges regarding content. We’ve been working closely with the censors, but there have been no problems so far.
“We’ve learned a lot from how the UAE censors films, and advances in technology allow us to do it in a more subtle way, for instance zooming in on one subject in a controversial scene. We can avoid (bits) ... rather than cutting the whole scene.
“Areas to avoid are pretty obvious — religion and nudity, and we don’t really show films that have that kind of content anyway. It is mainly action films and family films. We will have lots of screens, so we can match whatever the demand is and the law allows,” he said.
MAF wants to make cinema one of the main forms of entertainment in the Kingdom as it goes through Vision 2030 transformation plans aimed at diversifying the economy and allowing a more liberal lifestyle.
“It is not just about a movie. We want it to be the favorite form of all-round entertainment, and so far it has been a great success. We’ve been selling tickets a couple of days in advance. There have been multiple sold-out sessions, and we’ve had a lot of positive feedback on the popcorn and the nachos,” he said.
One of the biggest cinema hubs will be in the Mall of Saudi, which MAF is planning in the Saudi capital, complete with an indoor ski slope.
“Our cinemas win awards for being among the best in the world, quite an achievement for a Middle East company. The Mall of Saudi will be an entertainment hub, equipped for gaming as well,” Mitchell said. Other new screens will be located in existing malls but there will also be some standalone venues.
“We’re spending a lot of money to develop cinemas quickly, so returns will be consistent with what we normally get from cinemas,” he said.
Mitchell said MAF was open to discussions with existing developers, and would be interested in projects in places such as King Abdullah Economic City and Qiddiya, the huge leisure complex planned outside Riyadh.
“We like to see ourselves as the local developer. Of course, there is competition, but we always build the best in the region, and we run the best malls in the region too. We don’t do cheap, we do best in class and we won’t cut corners,” he said.
MAF plans to employ 3,000 mostly Saudi staff in its cinema business, and wants to recruit a Saudi to run the distribution business in which it partners with 20th Century Fox.
The boost to KSA cinema entertainment is also expected to have a big effect on film-making in the region, Mitchell said.
“We’re looking for some big Saudi film premieres in the autumn. I was at the Cannes Film Festival recently, marketing the product and looking at how we can support the film industry in Saudi Arabia.
“Regionally, there is not a lot of locally made content, but we expect a lot more in years to come. We want local content and we see lots of Saudi films in coming years. We will work with the government to help that along. Cinema in Saudi Arabia is a government-backed and endorsed initiative as part of 2030,” he said.


Arab News launches ‘Road to 2030’ section to track Saudi Arabia’s bold reforms

Illustration by Steve Scott for Arab News
Updated 43 min 43 sec ago
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Arab News launches ‘Road to 2030’ section to track Saudi Arabia’s bold reforms

  • Section to provide news, opinion and analysis on country’s transformation
  • Newspaper’s National Day coverage looks ahead to 
Kingdom’s high-tech future

RIYADH: Arab News, the Middle East’s leading English-language daily, today announces the launch of a digital service to track and explain the ambitious reforms underway in Saudi Arabia.
Announced on the eve of Saudi National Day, the new “Road to 2030” section will include the latest news, analysis and opinion around the reforms and transformation underway in the Kingdom.
Hosted on the paper’s website, the section  —  www.arabnews.com/road2030 —  is named after the Vision 2030 program unveiled in 2016 by HRH Prince Mohammed bin Salman, who is the Kingdom’s heir to the throne. 
It coincides with Arab News’ special coverage of Saudi National Day, which marks the formation of the Kingdom on Sept. 23, 1932.


The theme of the souvenir edition, published on Sunday, will be around the future of the Kingdom —  and how the country will look as the 2030 reforms continue to take shape. 
The edition of the newspaper features a unique wrap-around cover illustrating how the country could look in 12 years’ time, as well as a timeline about the reforms and articles about their progress and young people’s views on the future of Saudi Arabia. 
 “We decided to not to limit our Saudi National Day to celebrating the Kingdom’s past —  but to also look ahead to its bright and promising future under the ambitious Vision 2030 plan,” said Faisal J. Abbas, Editor-in-Chief of Arab News.  
“This is reflected via the newspaper’s commissioned cover artwork, which imagines Saudi Arabia in 12 years’ time, as well as the stories by our promising team of young Saudi journalists and contributors. 
“We are also proud to launch the Road to 2030 section, which will track the changes underway in the Kingdom and be a reference for observers, visitors and investors in Saudi Arabia.”
Arab News is part of the regional publishing giant Saudi Research and Marketing Group (SRMG). It has been the English newspaper of record for Saudi Arabia and the region for over 40 years.