Roxy Cinemas
Beyond Movies
Opportunity
When Dubai-based developer Meraas began operating cinemas in their destinations, they needed a way to stand apart in a crowded market. While cinema-going was popular in the UAE, the experience was largely seen as a straightforward outing to watch the latest blockbuster. There was an opportunity to transform perceptions, shifting the focus from a transactional activity to a richer, more memorable social experience that would drive footfall and engagement across Meraas’ destinations.
Solution
Meraas partnered with Ochre to create a brand that could reposition the existing Reel Cinemas and enable rapid growth. Starting with in-depth analysis of the client’s research and observing cinema-goers first-hand, we uncovered a key insight: the film itself was only part of a bigger social event centred on time spent with friends or family. This became the foundation for a new brand strategy and visual identity, designed to elevate the cinema experience. We developed a language and set of signature moments, spanning digital, physical and environmental touchpoints, that turned every visit into an exceptional occasion.
Result
Following the launch of the new brand, the flagship venue, The Roxy at Boxpark, introduced a boutique hospitality concept that redefined what a cinema visit could be. The result was a significant increase in footfall and dwell time, both in the cinema and across the wider development. Meraas has since rolled out Roxy Cinemas across all of its destinations, establishing it as a key strategic anchor for attracting and retaining visitors.
