Majid Al Futtaim has announced a partnership with Twentieth Century Fox and Empire International, their distributor in the Middle East. Their collaboration will promote the upcoming film RIO 2 by hosting family entertainment programmes in Ajman City Centre, Deira City Centre, Fujairah City Centre, Mall of the Emirates and Mirdif City Centre. Early discussions are already underway for Majid Al Futtaim to showcase Twentieth Century Fox’s upcoming releases, in addition to staging similar campaigns to regional markets including Oman, where VOX Cinemas is set to make its debut at Muscat City Centre and Qurum City Centre this summer.
“Majid Al Futtaim’s collaboration with Twentieth Century Fox is a strategic opportunity to engage with the international entertainment and film industry,” said Fuad Mansoor Sharaf, Senior Director – Property Management, Shopping Malls for Majid Al Futtaim – Properties.
“This partnership will extend to regional markets in which we operate, further demonstrating Majid Al Futtaim’s leadership in providing unique and memorable experiences for all our guests.”
“We are very excited by our collaboration with Majid Al Futtaim, and the scale of the joint activities planned to accompany the cinema release of RIO 2 on April 10,” said Paul Higginson – EVP, Theatrical EMEA for Twentieth Century Fox. ”
As the home of some of the world’s most successful animation franchises, including Ice Age, Rio and Alvin and the Chipmunks, Twentieth Century Fox are constantly looking at ways to better engage with family audiences. These innovative projects with Majid Al Futtaim in the Middle East will do just that, and help us all deliver never-seen-before awareness levels in this important and dynamic market.”
As RIO 2 hits the screens, its colourful cast will also come to life as Majid Al Futtaim and Twentieth Century Fox host more than two weeks of RIO 2 live stage shows, roaming entertainment and character Meet & Greets, reaching out to movie-goers, families and fans in communities across the UAE. Furthermore, one family will have the chance to win an all-expense paid trip to New York City, to visit Blue Sky Studios, the creators of RIO and the Ice Age franchise phenomenon and discover how the magic begins.
“Twentieth Century Fox is one of the most innovative and forward thinking film studios in the world, and this collaboration will allow our guests to experience the magic of the movies in an enhanced and immersive way with a unique and engaging program of on-screen and off-screen entertainment,” said Cameron Mitchell, CEO of Majid Al Futtaim – Cinemas.