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Amazing Spiderman 2 pulls the crowds

Digital Production (May 12, 2014)

VOX Cinemas’ immersive and interactive movie experience, VOX 4DX, saw record attendance at its 124 capacity theatre halls in the UAE during the opening weekend for The Amazing Spider-Man 2.

The film, which stars Andrew Garfield and Emma Stone, is one of the year’s hottest blockbusters and movie-goers across the UAE appeared eager to experience it in VOX 4DX.

VOX 4DX, which features a mechanism that moves the cinema seats and air jets that match the action on the screen, is available in City Centre Mirdif and City Centre Deira. Both locations saw record occupancy with most screenings selling out right from the early 10am sessions.

Mirdif had a 93% occupancy rate and Deira had over 81% occupancy throughout the weekend’s screenings of the film. The most savvy cinema goers purchased tickets in advance online on the run up to the opening weekend to ensure they reserved their favorite seats.

4DX technology is exclusive to VOX Cinemas in the Middle East and is the most engaging way to watch the latest blockbusters and perfect for high-action films such as The Amazing Spider-Man 2.

With VOX 4DX, all five senses are engaged, making audiences feel like they are a part of the movie itself. From the opening scene, the VOX 4DX technology ensure the audience is fully immersed in the action as they join Spider-Man in a police car chase at the scene of a robbery. As Spider-Man swings through the streets of New York, the 4DX chairs soar up and down with every movement. Each and every web that is shot from Spiderman’s wrist is felt by 4DX viewers through the air-shot mechanism in the head rest.

For example, as villain Max escapes from his tank in the research centre, the audience can feel the water explode as he makes his exit out of the facility and into the heart of New York, where the lights of Times Square flicker into the cinema with 4DX strobe lighting.

“VOX 4DX has been hugely popular since we launched the concept last December,” said Cameron Mitchell, CEO at Majid Al Futtaim ? Cinemas. “The experience is never-before-seen in the region and movie-lovers have embraced it as one of their favourite ways to watch the latest releases ? particularly action-filled films. We anticipate sell-out screenings throughout the coming months and recommend to book in advance.”

VOX Cinemas is the cinema arm of Majid Al Futtaim, the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa.