Cinema- goers rush to see, hear, feel and smell the latest blockbusters with the launch of VOX 4DX enabled theatres - exclusively at VOX Cinemas

DUBAI, UAE, 8 January 2014 - Cinema in the UAE has entered an entirely new dimension, and movie-goers couldn't wait to experience it. VOX 4DX is the most immersive, engaging and sensational cinema-going experience, launched in Dubai on the 26th December 2013, with phenomenal results. The first VOX 4DX enabled sensory cinemas opened over the holiday period at Mirdif City Centre and Deira City Centre as over 5,000 fans flocked to experience this innovative technology in the first week, with numerous sessions sold out and occupancy rates reaching record levels, during the end of year peak trading period.

VOX action fans were delighted with the exciting new concept, with those who have visited having nothing but praise for the new VOX 4DX cinemas:

"I loved the technology and the brand new facilities... amazing! My favourite effect was the motion. Definitely the motion... Thank you for this experience."

"It was my first time. I normally watch Hindi movies, but for a change I tried 4DX. This has been my favourite cinema experience of all time, because it's so different! In a good way that is. My favourite effect was when you travel... felt like I was on a rollercoaster! "

"I have already recommended my friends to experience 4DX and would definitely recommend to others.  4DX is just so awesome; it was a good experience watching Tarzan at 4DX VOX Cinemas."

"As expected with such an exciting concept, VOX 4DX has been incredibly popular in its first few weeks," said Cameron Mitchell, CEO of VOX Cinemas. "Movie-goers in our region have an insatiable appetite for innovation and with VOX 4DX, the latest blockbusters can be experienced in the most engaging and interactive way yet."

"We are delighted with how guests have embraced the new concept, and certain that VOX 4DX will continue to be a success, and offer yet another unique and exclusive way for people to enjoy their favourite films at VOX Cinemas," he added.

 "In line with of our exclusivity agreement with the CGV Group, we are advancing plans to install the technology into Aldar's new Yas Island super regional mall later this year, so guests in Abu Dhabi can also experience the new concept, and plans are under review to install VOX 4DX in Sharjah, Qatar, Oman, Bahrain and Lebanon," Cameron Mitchell concluded.

Hundreds signed up to get VOX 4DX movie alerts in the first four days alone, allowing them to keep up with all the latest news and film timings. Samurai film, 47 Ronin, starring Keanu Reeves proved to be the most popular film to see in VOX 4DX over the festive period, however Tarzan was a big hit with the younger audience, and guests are returning en masse this week for their second VOX 4DX experience to see the release of Thor 2 and Fast & Furious 6.

Gone are the days of simply sitting back and watching movies only in a visual sense - with VOX 4DX, all five senses are engaged, making audiences feel like they are a part of the movie itself. The seats are fitted with multiple motion simulators, perfectly synchronised with the on-screen action. Movie-goers will feel every jolt and tremor along with the characters on the big screen. Specially fitted mechanics around the seats mimic exactly the on-screen environment, making it possible to experience fog, rain, wind and even thunder and lightning, all in the comfort of the theatre. Finally, guests can also sniff their way through the movie - various scents are programmed to waft under your nose, enhancing the experience and complementing what viewers see on-screen.

 4DX launched in 2010 in Seoul, Korea, and since then millions of people worldwide have experienced movies with a fourth dimension, in 90 locations across 22 countries. The concept has been hugely popular, and this year alone 4DX screens have opened in Croatia, Ukraine, Korea, China, Russia, Indonesia, Thailand, Venezuela, Mexico, Guatemala, Colombia, Chile and now here in the United Arab Emirates, the first in the Middle East. An additional 90 screens are scheduled to open globally this year, and there are plans to expand to 300 screens by the end of 2015.

VOX 4DX offers a complete sensory experience to the latest blockbusters, and lends itself perfectly to high-action movies. This month cinema-goers can look forward to VOX 4DX screenings of Jack Ryan starring Kevin Costner and Chris Pine on the 16th January and the eagerly awaited I, Frankenstein with Aaron Eckhart on the 23rd January, at both Deira City Centre and Mirdif City Centre.

To book your tickets and for more information visit www.voxcinemas.com/4DX

About Majid Al Futtaim Cinemas
VOX Cinemas is the Middle East's most innovative and customer-focused cinema experience featuring high-resolution digital projection systems, immersive digital 3D content, expansive VOX MAX screens, as well as premium VIP, VOX GOLD, VOX 4DX and value-oriented seating alternatives. Private cinema screenings are also available with myVOX located at Deira & Beirut City Centre.  With 77 screens currently across eight locations in the UAE, and 15 screens in Beirut, the VOX Cinemas experience includes extensive dining choices from VOX Cafes as well as traditional candybar offers, and an extensive menu attached to their VOX GOLD ultimate cinema experience. VOX Cinemas is owned and operated by Majid Al Futtaim Cinemas, which is the cinema arm of the wider Majid Al Futtaim Ventures group of businesses. Majid Al Futtaim Ventures is the growth engine responsible for developing new enterprises to deliver the most innovative concepts to the Middle East.  

About 4DX® CJ 4DPlex
CJ 4DPlex is based in Seoul, South Korea, with offices in Los Angeles and Beijing. The company provides 4DX® cinema systems for exhibition partners along with 4DX® codes of major Hollywood titles. Each auditorium incorporates motion-based seating synchronized with over 15 different effects and optimized by a team of skilled editors, maximizing the feeling of immersion within the movie. A visit to the 4DX® brings a virtual journey through an all-encompassing experience not limited to just audio and video. 4DX® presents an all-five-senses immersive cinematic experience allowing everyone to connect with the movie and experience special effects through motion, wind, fog, lighting, and scents that enhance the visuals on-screen. Since 2010, there have been more than 100 Hollywood titles which were showed into 4DX.  As of today, there are more than 11,000 seats across 90 sites in 22 countries. For more information, please visit: www.cj4dx.com.

For further information please contact The Portsmouth Group: +971 4 369 3575

angela.bak@theportsmouthgroup.com

kimberley.brooke@theportsmouthgroup.com

© Press Release 2014