The 2020 marvel-inspired American horror movie, The New Mutants, has been spotted on Dubai’s billboards to announce its release date at Roxy Cinemas, starring Maisie Williams, Anya Taylor-Joy, Charlie Heaton, Alice Braga, Blu Hunt, and Henry Zaga.



The summer's excitement has already taken off with Roxy Cinema’s latest OOH campaign for Mulan to gear up more with “The New Mutants” superhero-based movie, known for being the thirteenth and final installment of the X-Men Series. 



The visuals are introducing the movie stars on the roads of Dubai with one of the two official posters of the movie, displayed on a brownish silhouette with cut-out for the characters as a magnifying act to the “4D X”, “MAX 4D” on a 2D design on the roads, referring to that it will take place in “September 10”.



Other visuals display the same characters but this time in a complete dark silhouette, only showing the super glow in their eyes, reflecting horror, mystery and adventure all at the same time. The ad copy encourages you to “Win a staycation and discover your powers”, and “Watch The New Mutants at Roxy Cinemas”, smartly written with the same font of the movie title that spreads horrible on its own.



Appearing on digital out-of-home (DOOH) screens in Al Safa St., City Walk, powered by Backlite Media & Meraas and lampposts in Sheikh Zayed Road, Dubai, United Arab Emirates.

Campaign Credits

Industry: Entertainment

Brand: The New Mutants

Advertiser: Roxy Cinemas

OOH Size: DOOH | Lamppost

OOH Agency: BackLite Media | Meraas

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Country: United Arab Emirates

Region: MENA

Tags: Al Safa Street | Awareness Campaign | City Walk | Dubai | Product Launch | Sheikh Zayed Road | UAE | United Arab Emirates | Maisie Williams | Anya Taylor-Joy | Charlie Heaton | Alice Braga | Blu Hunt | Henry Zaga

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