If they're not making movies in the UAE, they're making movies awesome in the UAE.
The region has long had a love affair with the silver screen, and so it seems only right that it is now home to perhaps the most futuristic cinema in the world.
The new VOX at Mall Of The Emirates, opened this week in the extension of the mall, breaks records everywhere, starting at the most basic level, with its 24 screens, the most in the Middle East.
The whole complex, which replaces the original outlet on Level 2 of the mall, is decked out like a stylish theatre auditorium with large old-style cinema hoardings above the door and the most advanced billboards on the inside. It is built on four main pillars, which are detailed below.
Ahead of its opening, Time Out Dubai were granted a special exclusive tour behind the scenes by VOX.
So what are the four main pillars at VOX Mall Of The Emirates?
Already in three Vox cinemas in the region, the sensory overload is now bigger than ever before. Seats fitted with motion simulators are perfectly tuned to the screen, while fog, wind, rain and thunder can also be felt - and even smellt - in your seat. Fans can look forward to The Hunger Games, The Martian and Star Wars, among, others, in the 4DX.
IMAX with Laser
Everything is better in IMAX with Laser. We mean it, everything. Brightness (sharper), Contrast (more realism), Colour (more vivid) and Sound ('seriously beefy'), they're all turned up to the max at this, the most complete cinema screen ever created. And a first for the Middle East. The screen launches with The Walk, while Star Wars, Spectre and In the Heart of the Sea are all slated to be screened here.
Far from encouraging kids to run amok in the cinema, the new party room and screen - with colourful seats and walls - at least gives the little ones the chance to have a bit more fun and the movies. Among the films planned for the upcoming months are Hotel Transylvania 2, The Peanuts Movie, Goosebumps and Pan, the latter two being screened in 3D.
ThEATre by Rhodes
As the name “Theatre” suggests, celebrity chef Gary Rhodes is creating a concept that is very much like the London theatre-going experience. From a state-of-the-art auditorium to the large leather pod-seats, it is luxury cranked up to the max; effectively an upgrade on the Gold Class cinema experience. The menu - described in an exclusive interview with Time Out as 'upgraded finger food' - includes lamb tagine fritters, foie gras paninis, and duck burgers.
VOX at Mall Of The Emirates is open from September 29.