BackLite Cinema Division Lauched by @BackLiteMedia
One of the leading out-of-home companies in the UAE, BackLite Media, has announced the launch of a new division, called BackLite Cinema.
BackLite Cinema will aim to pioneer and innovate cinema advertising to improve traditional cinema advertising by enhancing advertising through location, audience, research, data and mobile technology.
Meraas and BackLite Media have a long-term partnership for advertising management at the key Meraas assets of City Walk, La Mer, The Beach and Marsa Al Seef. Both companies are pleased to announce an extension of their advertising partnership to now include Roxy Cinemas at Boxpark, La Mer, The Beach and City Walk.
The two companies first agreed on the deal in 2016 and today marks a fresh start to this new alliance. This long-term agreement is expected to grow beyond 2024
The new agreement will provide advertisers in the United Arab Emirates (UAE) a targeted marketing opportunity in a unique environment, with multiple consumer touchpoints for entertaining pre-shows or lobby displays.
Bill Fordyce, CEO of BackLite Media, told us “We are delighted to partner with Roxy cinemas as it offers prestigious and highly targeted platform to reach discerning cinema audiences. Cinema has expanded from a traditional out-of-home buy into targeted premium video. Since there is no possibility to skip an ad or switch channels, cinema is as premium as it gets, the sheer impact of watching an ad on the big screen defines cinema to be the medium of choice to strengthen a brand, deliver key messages, increase awareness and attract new customers.”
BackLite Cinema has recruited Sufyan Siddiqui as their Cinema Manger. Sufyan is an experienced cinema advertising professional and a thought leader in the industry. He will be responsible for business development and initiating new partnerships with BackLite’s clients.
(Shown above pictured together outside Roxy Cinema, Boxpark); Bill Fordyce (CEO, BackLite Media, left) is joined – from left to right – by Ahmed Emam (Head of Digital, BackLite Media), Paul Simon Fox (General Manager, Roxy Cinemas), Sufyan Siddiqui (Cinema Manager, BackLite Media) and Ben Sadek (Senior Manager-Sponsorship, Meraas)
Paul Fox, General Manager of Roxy, was quoted as saying “We are pleased to be joining with BackLite Media for this partnership. As Roxy Cinemas continues to develop the cinema experience in both our existing and new locations, we look forward to working closely with BackLite Media who are uniquely placed to bring unique and innovative activations that will further delight our guests”.
Launched in January 2017, Roxy Cinemas is a unique cinematic entertainment concept developed by Meraas, combining lush retro elements with cutting edge audio-visual technology. Located at high quality urban destinations, Roxy presents the latest blockbusters, art-house movies, documentaries and special events – featuring a range of seating and dining options to suit the discerning tastes of movie lovers.
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