Abu Dhabi’s first 4DX cinema to be in multiplex

The latest Vox multiplex will open in Abu Dhabi’s Yas Mall on November 19 with 30 movie releases across its 20 screens. A $20 million investment, the new Vox features a 4DX cinema, the first one in Abu Dhabi and the third in the UAE, and the latest in sound technology: Dolby Atmos, a 360-degree surround sound system.

A Vox Max, Vox Gold and even a cinema for kids — a new concept in Abu Dhabi — are part of the multiplex. “We have travelled the world and witnessed first hand all of the cinemas that are considered to be the world’s best ... Vox Cinemas - Yas Mall eclipses this standard by offering improved versions of all of these concepts,” stated Cameron Mitchell, CEO of Vox Cinemas.

According to him, cinemas in the US and other parts of the world don’t do so well lately, partly because they have become very expensive. In the UAE, commercial cinemas are offering the same technology at much lower ticket prices.

One of the most expensive Vox cinema screen is the 4DX at Dh125 per ticket. Essentially, the experience is a 3D movie with added physical effects: The seat moves up, down, left and right; there are sounds coming from behind your ears; light effects; water sprinkles; and even different scents.

This means if there is rain in the movie, the audience will get rain too in the form of water spraying. “The 4DX technology was developed by a Korean company in 2010. They are approaching movie producers to sit together in the audience, adding these sound, light, scent and movement effects to the movie,” explained Mitchell.

“They are very careful not to make the audience feel like they’ve been on a roller coaster, so they add these extra effects only on certain scenes.”

The Vox Gold, a VIP style cinema, is much smaller in size with bigger, reclining seats and food served throughout the movie. According to Mitchell, having a waiter serving food and drinks during the movie does not disturb the rest of the audience because the seats are placed far apart and it is all done quietly.

A new concept for the UAE is a dedicated children’s cinema with colourful seats and a fairly large carped area in front of the screen that can be used as a playground.

The kids’ cinema may be booked entirely for any occasion, in which case the kids get to choose the movie they want to see!

The 20 cinemas at Vox Yas Mall will range from a seven-screen cinema — the smallest — to a 23.5 metre-wide Vox Max screen — the largest in Abu Dhabi.

Vox has nine multiplexes in the UAE and plans to open seven more in 2015. Mitchell said he is keen to add more Arabic content, especially Emirati-made movies.

Ali Mostafa’s latest From A to B, an Emirati movie that premiered at Abu Dhabi Film Festival, will be showing across Vox cinemas in January. — silvia@khaleejtimes.com