Vox Cinemas launches a drive-in theatre at Mall of the Emirates
Guests can expect a classic movie night under the stars on the mall's rooftop car park
Movie nights have taken a bit of a hit with closure of cinemas across the globe amid the coronavirus pandemic.
But UAE residents will soon have a reason to reach for that popcorn once again, as a vintage-style drive-in cinema is coming to Mall of the Emirates.
The Al Barsha venue has erected a screen on its rooftop car park. The big screen is nestled right underneath the Ski Dubai slope, and customers can watch the latest Hollywood films from inside their vehicles.
The Vox Cinemas Drive-in will screen films at the outdoor space from Sunday, May 17, with a full schedule set to be released on the cinema chain's website soon. While the film plays on the big screen, guests must tune their car radio to a designated frequency to play the accompanying audio.
"The health and wellbeing of our guests and employees remains our top priority and moviegoers can rest assured that the Vox Cinemas Drive-in complies with all government and best practice guidance, while still allowing guests to enjoy the big screen experience," said Cameron Mitchell, chief executive of Majid Al Futtaim - Cinemas.
"Drive-in visitors will earn Share Points and can access the Mall of the Emirates mall and facilities before the movie."
The capacity of the cinema is limited to 75 cars, with a maximum of two people allowed in each vehicle. Staff will also ensure customers maintain social distancing guidelines.
In line with government regulations, individuals above the age of 60 and children between 3 and 12 years of age are not permitted to access the mall and the drive-in cinema.
Tickets can be booked on the Vox website or app; a QR code will be sent to customers which will be scanned when they arrive at the venue. Screenings will be held at 7.30pm, with tickets priced at Dh189 per car, which includes the film along with caramel popcorn, salt popcorn, nachos, M&Ms, soft drinks and water.
Proceeds from the first screening on Sunday, 17 May will go to the 10 Million Meals initiative, which aims to help people who would have relied on mosques for food during Ramadan.
The campaign is led by Sheikha Hind bint Maktoum, wife of Sheikh Mohammed, and is overseen by Mohammed bin Rashid Al Maktoum Global Initiatives.
Vox first teased the launch of the new “cinematic experience” on its social media page on Tuesday, May 12, asking fans to get ready to “grease those wheels".
A private screening of the movie Bad Boys for Life, the third instalment in the Bad Boys trilogy, was held at the drive-in cinema on Wednesday, May 13.
“The health and well-being of our guests and employees remains our top priority and we have put in place enhanced safety measures to ensure you have a comfortable experience with added peace of mind,” read the official media invite.
Earlier this month, The National reported that drive-in cinemas may be coming back to Dubai – and could, in fact, be the future of cinema.
Urban Entertainment Dubai is also planning to launch an extension of its brand, called Urban Drive-In Cinema, and is working on bringing the experience to Dubai, Sharjah and Ras Al Khaimah.
Updated: May 14, 2020 11:33 AM