VOX Cinemas in Egypt introduce Sensory Friendly Screenings, a unique cinema experience designed to make moviegoing more inclusive and accessible, Invest-Gate reports.
The screenings which 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, according to a company press release on March 4.
The 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 snacks to accommodate any special dietary requirements, the statement reads.
The weekly screenings will take place on Saturdays at noon in KIDS, a colorful 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.
On his part, Omar El Banna, country head for Egypt at Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure and Entertainment says, “Sensory Friendly Screenings have been specially adapted so that children with sensory sensitivities can enjoy quality family time while watching their favorite 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 unrivaled cinematic experience.”
VOX Cinemas recently won Best Cinema Experience at the MENALAC Awards for the second consecutive year. VOX Cinemas is also the only cinema operator in Egypt to launch iEat, which allows guests to order their favorite cinema snacks online, the statement concludes.