By Kamal Moummad
The 1st Edition of the Red Sea International Film Festival is finally set to take place in the beautiful port city of Jeddah, in Western Saudi Arabia. This unique film festival will be held from Monday, December 6 until Wednesday, December 15, 2021. While this trailblazing artistic event will be the first fully fledged film festival in the Kingdom of Saudi Arabia, it is only the tip of the iceberg in the future of a diversified film industry in both the Arab world and the rest of the Global South. The festival partners include the MBC group, Saudia Airlines, And VOX Cinemas, just to name a few. Vox Cinemas is proudly owned by Majid Al Futtaim Group, who back in 2012 successfully acquired Cinestar, renamed and rebranded it VOX Cinemas, and consequently expended their overall reach from 50 theatre screens in 5 locations to 120 screens in 11 locations in just 2 years. It is safe to assume that the Emirati real estate and retail conglomerate giant, led by the hard-working and ambitious Majid Al Futtaim, are heavily betting that people will eagerly be heading back to cinemas and movie theaters as soon as the COVID-19 pandemic finally gets under control.
VOX Cinemas, one of the largest and fastest growing cinema chains in the Middle East, strongly believes that Flagship movie theaters are key components of the massive retail malls, such as the Mall of the Emirates in Dubai or the new shopping centre soon-to-be-built, Mall of Riyadh in Saudi Arabia. According to them, the movie theaters help tremendously in providing and maintaining a healthy flow of foot traffic.
“We are in multi-industries and even though some industries have recovered, others are yet to do so. Therefore, our overall results are strongly affected by the industries that have yet to recover.” — said Alain Bejjani, the CEO Of the Majid Al Futtaim Group, in an interview on the Arab News program “Frankly Speaking”.
Mr. Bejjani is very optimistic as he is confident that cinemas will make a strong comeback. For that very reason, he is investing in the Red Sea International Film Festival. In fact, Mr. Alain Bejjani believes movie lovers are primed to head back to the theaters as early as next year.
“People love the experience. Cinema is an experience that you share with others, and there is nothing like the magic of being in a theater and people laughing together and living those emotions together,” he passionately added.
Nonetheless, Mr. Bejjani is counting on more than just shared emotions and laughter to sell tickets. In so doing, the cinema business group has introduced some hyper luxury services at some of its exclusive cinema locations in the Middle East. To provide their valued customers with a deliciously curated menu, VOX Cinemas teamed up with world renowned Michelin star chef Arika Back. Indeed, VOX Cinemas’ luxury cinema concept features Akira Bask’s signature dishes as well as modern Japanese starters, appetizers, cinema classics, entrees, and much more.
In addition, last year the VOX Cinemas Group rolled out their “Choose Your Own Adventure” style films where cinema goers can literally vote and decide on plot points. Although such technology and movie concepts have been around for a very long-time, this specific version unveiled by VOX Cinemas includes over 100 possible outcomes. If that was not enough, VOX Cinemas, Middle East’s most innovative and customer-focused exhibitor, introduced yet another ingenious concept by allowing movie-goers to enjoy film screenings at the Ski Dubai – an indoor ski resort with 22,500 square meters of indoor ski slopes inside the Mall of the Emirates, one of the largest shopping malls in the world located in Dubai, United Arab Emirates.
Finally, Alain Bejjani yearns for more diversified cultural contents to be produced in the Gulf region. Bejjani is confident that with the right set of contents at his disposal, he can tap into a new generation of young Arab consumers looking for culturally familiar products, and ultimately inspire them.
“This is how we can contribute to the rebirth of our civilization, and the rebirth of the cultural life in our part of the world,” he concluded.
Kamal Moummad – Actor – Peace Ambassador – Humanitarian
Kamal Moummad’s humble beginnings originated in Paris, France. From a traditional loving family of ten, he is the eighth born. Kamal’s parents were devoted to family life, and they graciously instilled in their children’s consciousness, high moral values, proper work ethics, hones, love, respect, and integrity. Inspired by his work with young people, and with the noble intention of positively engaging, empowering, and educating young people through art and entertain, Kamal has founded both a non-profit organization and a production company.