Introduction
In response to the growing demand for safe, socially distanced, and innovative entertainment options during the COVID-19 pandemic, Scrabble partnered with VOX Cinemas to deliver a fully integrated AV solution for the Drive-In Cinema at the rooftop parking of Mall of the Emirates.
This first-of-its-kind initiative in Dubai brought the magic of the movies back to audiences in a unique and contactless format, combining nostalgic drive-in charm with modern audiovisual technology. Scrabble designed and delivered a bespoke outdoor cinema solution, engineered specifically for open-air conditions, vehicle-based viewing, and rapid deployment under tight timelines.
The project was conceived, designed, and operational within weeks, reflecting both VOX’s commitment to innovation and Scrabble’s agility in meeting evolving market needs.
Key Highlights
- Christie 4K Laser Projection
- 20-Meter-Wide Drive-In Screen
- FM Radio Sound Transmission System
Conclusion
This project showcased Scrabble’s ability to innovate under unique conditions, adapt quickly to client needs, and bring cinema to audiences in exciting new formats. The VOX Drive-In became a standout destination during a time when contactless experiences were in high demand, offering audiences a safe, premium-quality moviegoing experience from the comfort of their cars.
In addition to delivering the core AV systems, Scrabble also provided on-site operational support & calibration services.
The rooftop cinema was designed to be both temporary and scalable, with modular components that could be relocated or expanded to other sites as needed.
By combining technical expertise, rapid execution, and audience-focused design, Scrabble and VOX team set a new benchmark for creative, resilient entertainment in the region — proving that great cinema can thrive even in the most challenging circumstances.