VOX Cinemas in Egypt has introduced Sensory Friendly Screenings, a unique cinema experience which has been designed to make moviegoing more inclusive and accessible. The weekly screenings, which were launched across the United Arab Emirates in January, are adapted in a variety of ways so children with sensory sensitivities can enjoy the latest releases with their family and friends in a comfortable and welcoming environment.
To reduce overstimulation, Sensory Friendly Screenings feature adjustments including reduced audio volume, dimmed lighting for the duration of the film, the removal of trailers and a smaller number of guests in the auditorium. Families can also bring their own snacks to accommodate for any special dietary requirements.
The weekly screenings will take place on Saturdays at 12pm in KIDS, a colourful and dedicated auditorium for young movie lovers, and guests can look forward to a wide variety of family-friendly films and animated movies. Sensory Friendly Screenings will be hosted at VOX Cinemas in Mall of Egypt and City Centre Almaza and will also be rolled out across Saudi Arabia.
Omar El Banna, Country Head for Egypt at Majid Al Futtaim Cinemas and
Majid Al Futtaim Leisure and Entertainment said, “Following the launch of Sensory Friendly Screenings across the United Arab Emirates, where they’ve received hugely positive feedback, we’re really excited to be introducing this unique cinematic experience in Egypt. At VOX Cinemas, we believe that going to the cinema is a magical experience that should be accessible to everyone and Sensory Friendly Screenings have been specially adapted so that children with sensory sensitivities can enjoy quality family time while watching their favourite films on the big screen. The launch of this new experience underpins our commitment to continuously innovate and diversify our offering so that our guests can enjoy an unrivalled cinematic experience.”
VOX Cinemas recently won ‘Best Cinema Experience’ at the MENALAC Awards for the second consecutive year. Sensory Friendly Screenings complement VOX Cinemas’ portfolio of world-class experiences in Egypt which includes: KIDS; a colourful and family-friendly cinema concept for little movie fans, MAX; a mega-screen designed for the biggest blockbusters, IMAX; which has larger-than-life curved screens to create a truly immersive experience,
4DX; a multi-sensory movie-watching experience and GOLD; a luxury experience that combines fine food and film. VOX Cinemas is also the only cinema operator in Egypt to launch iEat, which allows guests to order their favourite cinema snacks online.
Tickets for Sensory Friendly Screenings can be purchased on the VOX Cinemas website, app or at the ticket counter. For more information or to make a booking visit voxcinemas.com.
With a bright career in child protection and an interest in social transformation, Fouad’s two cents are worth a lot. He also has a master’s degree in Education and International Development.