Speaking at the launch of the new Vox Theatre by Rhodes (where fine dining meets cinema experience) earlier on Monday, June 8, Vox Cinemas chief executive Cameron Mitchell stated that he hopes the opening of the eagerly anticipated new Vox in Dubai’s Mall of the Emirates, coupled with the Rhodes partnership, could help to bring the global premieres of some of Hollywood’s biggest movies to the UAE.
“Our vision for our new MoE cinema is for it to be our flagship,” said Mitchell. “And we’re already talking to international studios about world premieres and special events. If you look at the concept of coming to the world premiere of Star Wars, and having food prepared by Gary Rhodes, it’s a concept nobody else in the world can match. We think it’s going to be great for Dubai, for Gary and for [Vox parent group] Majid Al Futtaim.”
On closer examination, Mitchell did concede that he had only used Star Wars Episode VII: The Force Awakens as an example. The film, which was partly shot in Abu Dhabi last year, in due to be released in December
“We’ve had a great response from the studios,” he said. “I can’t say too much, but we have another one in negotiation at the moment. We already have a direct partnership with 20th Century Fox where we work on promotions with them directly. I’m heading to Barcelona in a couple of weeks where I’ll be meeting up with the big studios to let them know about what we’re doing here, and there’ll be lots more to tell you in the coming weeks, like the MoE cinema will have the first laser IMAX projector in the region. With that kind of technology people are keen to come here.”
He added: "As you already know, we were originally scouted at our Yas Island cinema for the Furious 7 premiere, but events took over on that one [the tentatively planned UAE premiere was moved to LA after producer and star Vin Diesel learned his girlfriend was due to give birth], but I really think with everything we have to offer here, bringing that type of talent to the UAE is a no brainer, we can do it."
cnewbould@thenational.ae