Pink Caravan, Front Row and VOX Cinemas partner to boost breast cancer awareness efforts in the UAE on Liam Neeson drama ‘Ordinary Love’. - FOCP

Pink Caravan, Front Row and VOX Cinemas partner to boost breast cancer awareness efforts in the UAE on Liam Neeson drama ‘Ordinary Love’.

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February 3, 2020, UAE: Pink Caravan, a pan-UAE breast cancer early detection initiative, is partnering with leading independent film distributor Front Row, and VOX Cinemas, the Middle East’s largest and most rapidly growing exhibitor, on the release of Ordinary Love which stars Academy Award nominees Liam Neeson and Lesley Manville.

Ahead of the upcoming 10th anniversary edition of Pink Caravan’s popular pan-UAE breast cancer awareness campaign – the Pink Caravan Ride – these entities have got together to organise PCR’s 10th anniversary charity premiere event on Monday, February 10, 8pm at VOX Cinemas, Mall of the Emirates. The entire proceeds from each ticket purchased for Ordinary Love’s previewing event will be donated to Pink Caravan to support their ongoing cancer awareness campaign.

Tickets are now on sale via

In addition, a free medical clinic booth will be set up by Pink Caravan at the VOX Cinema foyer in the Mall of the Emirates, from Friday, February 7, to Monday, February 10, from 2pm – 10pm. Pink Caravan will provide the following services for free:

  • Early breast cancer examinations for women of 18 years and above.
  • Health education about breast cancer and the importance of monthly self-examination.
  • Mammogram referral screening voucher for women of 40 years and above.

Pink Caravan will ensure a discreet and welcoming environment for all guests and visitors who wish to get tested.

Front Row CEO Gianluca Chakra comments on the event: “Ordinary Love is a wonderful film; untypical of cancer drama, it will leave audiences feeling incredibly hopeful and uplifted. We should all be aware of the importance of early detection of breast cancer among women and we’re just happy that we can contribute to this cause. To my knowledge, this is the first time a cinema has partnered on a breast cancer awareness campaign of this scale in the UAE and we’re delighted to be leading the way.”

Reem BinKaram, Chairperson of Pink Caravan Ride Higher Steering Committee, expressed delight about this unique partnership, saying: “Cinema is a powerful medium of culture, entertainment and education. It generates awareness on pressing social issues and gets us talking about ways we can drive positive change. We couldn’t have thought of a better film than Ordinary Love, to be at the centre of this charity initiative, and thank Front Row and VOX Cinemas for their valued partnership in promoting our efforts to create awareness around breast cancer, which despite being the most frequently diagnosed cancer among women worldwide, has one of the highest survival rates if screened and treated early. This is the reason why the Pink Caravan will be running a four-day free medical booth at the mall. I welcome the UAE’s residents and visitors to come support a noble cause and also receive their free medical consultations. Awareness is crucial – it saves lives.”

Ordinary Love is the extraordinary story of married couple Tom and Joan. When Joan discovers she has breast cancer, the couple finds their relationship severely tested as they struggle to survive through their enduring devotion towards one another.

Ordinary Love has an incredible 97% rating on Rotten Tomatoes.  It is releasing across the MENA on February 13, day and date with the US and just in time for Valentine’s Day. Indie distributor Bleecker Street are distributing stateside while Universal Studios are handling the UK. Front Row and their partners KNCC hold exclusive rights to the film in the MENA territory.

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