It’s snowtime in Dubai as Majid Al Futtaim opens   the Middle East’s first cinema in the snow

  • Snow Cinema by VOX Cinemas is also the world’s first cinema in an indoor ski resort
  • Guests can experience the magic of movies on the snow-laden slopes of the ‘World’s Best Indoor Ski Resort’
  • Unique and innovative experience at Ski Dubai launches just in time for the holiday season

Dubai, UAE; 10 December 2020: Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, has officially launched the region’s first cinema in the snow and the world’s only movie theatre in an indoor ski resort. Snow Cinema by VOX Cinemas, which is proudly supported by Dettol, allows guests to experience the magic of movies on the snow-laden slopes of Ski Dubai, which has been crowned the ‘World’s Best Indoor Ski Resort’ for five consecutive years.

Surrounded by snow-covered scenery in an enchanting Winter Wonderland, guests can snuggle up and relax on lounge-style seating while watching family-friendly movies and festive favourites such as The Grinch, Frozen 2 and Daddy’s Home 2. There will also be a nightly screening of popular recent releases including The Witches, Knives Out and The Call of the Wild, with upcoming blockbusters being scheduled as soon as they release.

Adding to the unique and immersive experience, moviegoers will have cinema snacks including VOX Cinema’s much-loved popcorn  and a signature  hot chocolate from Mirzam Chocolate Makers delivered directly to their seat. Guests can also order from a mouth-watering menu, which features savoury options, including roasted baby potatoes with Raclette, hotdogs and burgers; as well as decadent desserts such as festive mince pies and gingerbread Dutch pancakes as well as hot beverages including an exclusive MirzamPeppermint Hot Chocolate..

Snow Cinema is the latest innovation from VOX Cinemas, which launched the Middle East’s only operating drive-in cinema in response to the temporary closure of leisure and entertainment venues during the global pandemic. Located on the rooftop of the Mall of the Emirates, VOX Cinemas Drive-In continues to allow guests to enjoy a moonlit outdoor movie experience under the iconic Ski Dubai slope, whilst also now adding a Snow Cinema experience for guests to enjoy.

Cameron Mitchell, Chief Executive Officer at Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment, said, “At Majid Al Futtaim, we continue to push the boundaries of possibility and, after brining the magic of movies to the region and making snow in the desert a reality, we’re extremely excited to launch the Middle East’s first cinema in the snow. Snow Cinema by VOX Cinemas underpins our commitment to innovation as we constantly strive to redefine the cinematic experience for our valued guests and introduce new offerings that go beyond their expectations.”

Mr Mitchell added, “This year, celebrating togetherness is more important than ever and Snow Cinema allows family and friends to enjoy socially-distanced entertainment in the hugely unique setting of the ‘World’s Best Indoor Ski Resort’.”

Tickets for Snow Cinema by VOX Cinemas are currently on sale via the company’s website. Prices start at AED100 per person and include a cinema ticket and F&B package consisting of a signature hot chocolate, popcorn and bottle of water. For a more premium experience, guests can book the VIP Chalet, for four people and each guest will receive a cinema ticket, a two-course meal from North 28 Restaurant, a hand warmer, premium gloves as well as an F&B package consisting of signature hot chocolate popcorn and bottle of water.

All guests at Snow Cinema will receive rental clothing (jacket and pants), fleece gloves, socks, boots, beanie hat, blanket, wireless headphones and a dedicated locker

Majid Al Futtaim was recently awarded the ‘Best Innovation in Health and Safety’ at the MENALAC Awards and has extensive measures in place to ensure that guests enjoy an exceptional and comfortable experience at Snow Cinema by VOX Cinemas.  Majid Al Futtaim has continued its winning streak and, last month Ski Dubai was awarded   ‘World’s Best Indoor Ski Resort’ at the World Ski Awards for the fifth consecutive year while VOX Cinemas won ‘Best Cinema Experience’ at the at the MENALAC Awards for the second year running.

Note to the Editor: The legal name of this company is “Majid Al Futtaim” and should not be shortened or replaced by an acronym to avoid confusion with another business entity.

Disclaimer: All facts and figures in this release are accurate at the time of issuance.

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 which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in a number of 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 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. In addition, 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.