Vox focuses on cinema etiquette

VOX is bringing out a series of short films – including one on using mobile phones during screenings – to target bad cinema behaviour. Getty Images

Have you ever been annoyed by fellow cinema-goers talking on their mobile phones just as the movie reaches its vital denouement? If a recent Vox survey that revealed that 83 per cent of viewers have is to be believed, then you probably have.

Other behaviours which came in for criticism in the survey were people putting their feet on chairs and loudly slurping drinks. Although such unsavoury cinema etiquette behaviour ruined the cinema experience for many, 25 per cent of movie goers also admitted that they felt too uncomfortable pointing out distracting behaviour to fellow cinema-goers.

VOX is hoping to go some way to solving the problem for them. The cinema chain has now made cinema etiquette a key part of its staff training sessions as part of the #plsdontstealmyshow campaign, and has also commissioned a series of short movies on the subject which will screen before shows at all its theatres in the region (the first short deals with mobile phone use).

Michelle Walsh, marketing director at Majid Al Futtaim Cinemas, VOX Cinemas, said: “Customer feedback plays a big role in our VOX Cinemas business as our offering is very experiential, from comfortable seating to restaurant style menus and the latest in digital technology we continuously strive to provide our customers with the best possible movie experience and addressing cinema etiquette is simply another step towards our promise.”