VOX Cinemas, a Majid Al Futtaim company, is the largest regional cinema brand. The brand has experienced a fair bit of change in a relatively short period of time. In 2012, Majid Al Futtaim bought out Cinestar; renamed and rebranded it VOX cinemas and expanded from 50 screens in 5 locations to 120 screens in 11 locations in just 2 years. Then in 2014 Majid Al Futtaim rebranded and ‘tightened’ its brand architecture. The outcome resulted in an evolution of VOX’s brand marque to include the Majid Al Futtaim “M” in the “O” of the VOX logo causing it to be misread. With growth continuing exponentially, VOX wanted to crystalise their brand and strategy for the future.