VOX Cinemas, owned and operated by Majid Al Futtaim, has officially launched the world’s most innovative IMAX experience, marking a key milestone in its transformation to offer the most immersive and luxurious cinema experience. The new IMAX theatre features the unique Ōma Cinema® premium pod seating—a patented design—which forms part of VOX Cinemas’ phased upgrades alongside Premier and THEATRE offerings.
IMAX sets a new benchmark in cinema technology with a 4K Laser Projection System. Featuring IMAX’s proprietary optical engine, which delivers enhanced resolution, sharper and brighter images, and deeper contrast, it ensures vivid, life-like visuals that immerse audiences in every frame. Next-generation IMAX Precision Sound provides exceptional clarity, depth, and evenly distributed audio for the ultimate auditory experience.
The custom-built IMAX auditorium includes stadium-style seating, ensuring a clear vantage point from every seat, alongside specialised screens designed to maximise brightness and clarity. Films shown in IMAX are digitally remastered using IMAX DMR® technology, enhancing visuals and sound frame-by-frame for an unparalleled cinematic experience.
Further elevating the innovation are seven exclusive pods within the IMAX auditorium. Designed by Ōma Cinema® and developed under the vision of renowned French architect Pierre Chican, these premium ‘THEATRE pods’ combine luxury with cutting-edge cinema technology, offering an unrivalled high-end experience in the IMAX space. Drawing inspiration from the elegance and atmosphere of traditional theatres, the proprietary Ōma seating layout features a series of tiered balconies, bringing audiences closer to the screen in a vertical arrangement for a more intimate viewing experience. Each pod accommodates five guests and can be reserved individually or as a group.
Inside the pods, guests enjoy VOX’s renowned luxury cinema concept, THEATRE, which includes reclining seats, pillows, blankets, and full waiter service. Guests can indulge in a specially curated menu from the THEATRE experience, delivered straight to their seats—offered for the first time ever inside an IMAX auditorium. The pods also provide access to the exclusive THEATRE Lounge, where guests can relax before or after their screening.
Ignace Lahoud, Chief Executive Officer, Majid Al Futtaim Entertainment, stated: “In 2015, VOX Cinemas launched what was considered the best cinema in the world at Mall of the Emirates. Ten years on, we’re redefining the cinema experience once again to offer our guests something so exceptional, they’ll want to leave their sofa and experience the magic of cinema like never before. We’re proud to offer what we believe is the best IMAX screen in the world. But this is just the beginning. We’re committed to enhancing every aspect of our flagship cinema, with the next phase focusing on the Kids Cinema and social areas. Our ongoing transformation at Mall of the Emirates is meticulously designed to serve our guests, while enhancing this world-class entertainment destination.”
“World-class, flagship locations like the Mall of the Emirates in Dubai showcase the strength of IMAX’s fast-growing presence in the Middle East and our commitment to delivering the best possible cinema experience to audiences across the region,” said Rich Gelfond, CEO of IMAX. “IMAX is excited to deepen its partnership with VOX Cinemas and reintroduce the Mall of the Emirates on the verge of a very promising blockbuster season, and amidst one of our best years ever at the global box office.”
Since last year, VOX Cinemas has been on a journey of elevating the overall customer experience at Mall of the Emirates. This phased transformation began with THEATRE, which now features spacious seating options, plush blankets, privacy screens, and an exclusive Private Lounge with billiards, shuffleboard, and gourmet dining curated by in-house chefs.
VOX Cinemas’ Standard experience has been upgraded to Premier, which promises film-lovers unrivalled comfort and the latest audio-visual technology. Seats feature tray tables and offer guests the choice between leather gliders or reclining seats for the perfect viewing angle, along with life-like visuals powered by state-of-the-art laser projectors.
