The new cinema experience will be held on the Mall of the Emirates rooftop and will open to the public from Sunday, May 17.
With theatres temporarily closed owing to the COVID-19 outbreak, Vox Cinemas has turned the rooftop of Mall of the Emirates, previously used for parking, into a Drive-in Cinema. The new experience will open to the public on Sunday, May 17 with evening screenings held at 7.30 pm.
All staff will follow Majid Al Futtaim’s strict health and safety measures to ensure that physical distancing is maintained. Once parked, audiences can tune into a designated radio frequency for the movie audio to be streamed straight into their car. The cost per car with only two people permitted is AED180+ VAT. The price includes the movie as well as an F&B package for two people, which includes caramel and salt popcorn, nachos, M&Ms, soft drinks and water.
Proceeds from the first public screening on May 17 will go towards the 10 Million Meals initiative, which provides meals to those in need during Ramadan. As an added bonus, guests will have the opportunity to win a daily prize of 1,000 SHARE points (AED100). Until May 31, each F&B package will contain a Share voucher which guests need to scan for a chance to win prizes.
Speaking about the initiative, Cameron Mitchell, CEO of Majid Al Futtaim – Cinemas, said: “Our customers have been telling us how much they miss the immersive experience that we offer at Vox Cinemas so we’re delighted to collaborate with Mall of the Emirates to launch an innovative way for people to watch movies the way they were intended – on the big screen. Drive-in visitors will earn Share points and can access the mall and facilities before the movie. We are excited to welcome back our loyal guests and create some great moments and memories together.”
The capacity of the Vox Cinemas Drive-in is 75 cars, with a maximum of two people per vehicle. In line with government regulations, individuals above the age of 60 and children between the ages of three and 12 years of age are not permitted to access the mall and the drive-in cinema experience. Movie lovers can explore the full schedule of drive-in films and book their tickets via Vox Cinemas’ website and app, which will be updated every Monday with showtimes. After registering online, audience members will receive a QR code, which will be scanned by event staff to gain access to the screening.
