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UAE’s BackLite Media launches BackLite Cinema

By Rajiv Raghunath - April 17, 2019

Backlite Media is now the advertising partner for Roxy Cinemas at Boxpark, La Mer, The Beach and City Walk

Roxy CinemaUAE DOOH major BackLite Media has launched a new division -- BackLite Cinema. BackLite Cinema will pioneer and innovate cinema advertising through location, audience, research, data and mobile technology.

BackLite Media and Dubai based holding company Meraas, already working together in a long-term partnership for advertising management of key Meraas assets at City Walk, La Mer, The Beach and Marsa Al Seef, have announced the extension of the partnership to include Roxy Cinemas at Boxpark, La Mer, The Beach and City Walk. Under the agreement, advertisers in the UAE will have a targeted marketing opportunity in a unique environment, with multiple consumer touchpoints in the pre-shows or lobby displays.

Bill Fordyce, CEO of BackLite Media, said: “We are delighted to partner with Roxy cinemas as it offers a 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 brought on 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. Sufyan said, “In this day and age, video being the most integral part of advertising campaigns, we at BackLite will help our clients to make the most impactful use of cinema advertising and create targeted buying routes that provide an excellent platform for brands to engage with their target audience.”

Paul Fox, General Manager of Roxy, said: “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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