VOX Cinemas in Egypt has introduced Sensory Friendly Screenings, a unique cinema experience that has been designed to make moviegoing more inclusive and accessible.
The weekly screenings, which were launched across the United Arab Emirates in January, are adapted in various ways so children with sensory sensitivities can enjoy the latest releases with their family and friends in a comfortable and welcoming environment.
To reduce overstimulation, Sensory Friendly Screenings feature adjustments, including reduced audio volume, dimmed lighting for the duration of the film, the removal of trailers and a smaller number of guests in the auditorium.
Families can also bring their snacks to accommodate any special dietary requirements.
The weekly screenings will take place on Saturdays at 12 pm in KIDS, a colourful and dedicated auditorium for young movie lovers. Guests can look forward to a wide variety of family-friendly films and animated movies.
Sensory Friendly Screenings will be hosted at VOX Cinemas in Mall of Egypt and City Centre Almaza and will also be rolled out across Saudi Arabia.
Omar El Banna, Country Head for Egypt at Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure and Entertainment, said,
“Following the launch of Sensory Friendly Screenings across the United Arab Emirates, where they’ve received hugely positive feedback, we’re excited to be introducing this unique cinematic experience in Egypt.
At VOX Cinemas, we believe that going to the cinema is a magical experience that should be accessible to everyone and Sensory Friendly Screenings have been specially adapted so that children with sensory sensitivities can enjoy quality family time while watching their favourite films on the big screen. The launch of this new experience underpins our commitment to innovate and diversify our offering so continuously. Sensoryests can enjoy an unrivalled cinematic experience.”
VOX Cinemas recently won ‘Best Cinema Experience’ at the MENALAC Awards for the second consecutive year.
Sensory Friendly Screenings complement VOX Cinemas’ portfolio of world-class experiences in Egypt, which includes: KIDS; a colourful and family-friendly cinema concept for little movie fans, MAX; a mega-screen designed for the biggest blockbusters, IMAX; which has larger-than-life curved screens to create a truly immersive experience, 4DX; a multi-sensory movie-watching experience and GOLD; a luxury experience that combines fine food and film. VOX Cinemas is also the only cinema operator in Egypt to launch iEat, allowing guests to order their favourite cinema snacks online.
Tickets for Sensory Friendly Screenings can be purchased on the VOX Cinemas website, app, or ticket counter. For more information or to make a booking visit voxcinemas.com.
About Majid Al Futtaim
Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.
A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 16 international markets, employing more than 43,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.
Majid Al Futtaim owns and operates 27 shopping malls, 13 hotels and four mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and five community malls in a joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in several markets across the Middle East, Africa and Asia, operating a portfolio of more than 300 outlets and an online store.
Majid Al Futtaim operates more than 500 VOX Cinemas screens and 34 Magic Planet family entertainment centres across the region, in addition to iconic leisure and entertainment facilities such as Ski Dubai, iFly Dubai, Dreamscape and Ski Egypt, among others. The Company is a parent to the consumer finance company ‘Najm’ and a Fashion, Home and Specialty retail business representing international brands such as Abercrombie & Fitch, Hollister, AllSaints, lululemon Athletica, Crate & Barrel, Maisons du Monde and LEGO. Also, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management.