OREO LAUNCHES FIRST-OF-ITS-KIND FAMILY ENTERTAINMENT PORTAL IN THE MIDDLE EAST
61 percent of UAE families say family movies are an important way to bring the family closer together, while 54 percent of KSA families say it is an important way to improve language skills
Dubai, UAE. June 17, 2010 – As temperatures rise this summer and family outings to parks and beaches prove daunting if not impossible, Oreo steps up to the table with a brand new, exciting family offer – a family movie club! The first-of-its-kind in the region, the Oreo Family Movie Club is a one-stop destination for all content related to family movies including trailers of new and upcoming family flicks, behind- the-scenes and red carpet footage, interviews with actors, producers and directors, movie reviews as well as television and movie listings. Everyone can be a part of this new portal by registering on www.oreofamilyfilms.com. This unique family-dedicated portal also offers its members opportunities to win exclusive screenings of latest blockbusters.
Leading up to the launch of the portal, Oreo commissioned a survey amongst 500 families across UAE and KSA, which revealed that family movies were very much in demand. In the UAE, 61 percent of respondents shared that family-oriented movies are important to them as they bring the family closer together, while at least 54 percent said that watching family movies together is a great way for the family to relax together. In KSA however families had a different take on things. Over half the respondents revealed that watching family movies together gave the family an opportunity to learn about different cultures and societies.
“The Oreo Family Movie Club concept is based on sound insights gathered from families in the UAE and KSA. They revealed that families watch family-themed movies or documentaries because it provides an opportunity to spend quality time together, to improve language skills and to broaden their knowledge”, said Najeeb Hasany, Marketing Director, Kraft Foods GCC.
“We found that in this region there are many entertainment-related portals but none that are dedicated to family-specific entertainment that bring families together in a healthy way. The Oreo Family Movie Club was designed to bridge this gap. It is also a great way for families to interact with other like minded families by exchanging reviews and ideas about family activities”, added Hasany.
The research further established that majority of families watch movies together at least twice a week mainly on television or on DVDs and that evenings are the preferred timings, especially during 7pm to 11pm. In both countries over 70 percent of families said that comedies are their preferred choice of family movies, while action-themed and animated movies and cartoons also rank high on the list.
To celebrate the launch of the Oreo Movie Club, Oreo teamed up with Empire International in the UAE to bring to the media and consumers alike, the premier screening of The Karate Kid. Over 20 complimentary passes to this widely acclaimed 1984- remake were already given out to families who registered with the new portal.
So if you are wondering how your family can spend more time together this summer, look no further than the Oreo Family Club and sign up today on www.oreofamilyfilms.com. It is a sure shot way to bringing the family closer and creating meaningful moments together. You can also follow the fun on Oreo Family Movies Facebook page.
