DHAHRAN, Saudi Arabia – August 23, 2026: Dhahran Mall has concluded a ten-day live entertainment experience that ranks among the Eastern Province’s most ambitious licensed intellectual property activations of the year, bringing the world of Looney Tunes to life through a full-scale theatrical production and interactive sports experience.
“Team Looney Tunes: Get in the Game,” held from August 13 to 22, 2026, was developed in partnership with Warner Bros. Discovery Global Experiences and EventBox. The activation attracted 288,002 visitors over the ten-day period and increased overall mall traffic by 19.6%, reinforcing Dhahran Mall’s strategy of evolving beyond traditional retail to become a leading destination for family entertainment and experience-led retail in Saudi Arabia.
The strongest impact was recorded around the activation itself, with entrances closest to the theatre registering footfall increases ranging from approximately 20% to 175% during the event. The figures point to a strong destination effect, with families actively visiting the mall to experience the Looney Tunes programme.
At the centre of the activation was a full theatrical production featuring some of Warner Bros.’ most recognisable characters. The story saw Bugs Bunny and Daffy Duck compete to coach “Team Looney Tunes,” with Lola Bunny later joining the competition. The production featured a professional cast, an original storyline, and three performances each day at 5:30 p.m., 8:30 p.m., and 10:30 p.m.
The theatrical experience was complemented by an interactive sports zone, giving children the opportunity to participate in challenges inspired by football, baseball, basketball, and boxing. The zone also featured character photo opportunities and operated daily from 4 p.m. to 11 p.m.
The activation also created a direct connection between entertainment and retail. Each day, the first 20 families to present a same-day purchase receipt at each of the three performances were given the opportunity to participate in a character meet-and-greet. Across the ten-day programme, 600 families took part in the on-stage photo experience, with each family having made a purchase at the mall to secure its place.
The Looney Tunes activation also coincided with the global cinema release of Coyote vs. Acme, the latest theatrical release featuring the iconic Looney Tunes universe, which opens worldwide on August 28, 2026. The timing added further momentum to the characters’ return to the spotlight, while the Dhahran Mall campaign generated more than 1.5 million Instagram views during the ten-day activation.
The partnership reflects a broader evolution taking place across Gulf retail, where leading shopping destinations are increasingly incorporating global entertainment intellectual property, live productions, and immersive experiences into their strategies to strengthen visitor engagement and expand their appeal beyond conventional shopping.
By working directly with Warner Bros. Discovery Global Experiences and EventBox, Dhahran Mall brought a theatrical production of a scale and format rarely seen within the region’s mall environment, combining licensed global IP with live performance and participatory experiences designed specifically for families.
Majed Algothmi, Acting Chief Executive Officer of RED Malls, said the activation forms part of Dhahran Mall’s longer-term strategy to strengthen its connection with the local community while establishing a new benchmark for experience-led retail in the Eastern Province.
“Dhahran Mall’s strategy is built on strengthening our role as this community’s destination of choice for over 20 years, while becoming the reference for experience-led retail in the Eastern Province. Investing in full-scale productions like this one is how we deepen that connection and compete for family time and loyalty in a fast-changing market. The results from this activation confirm that direction, and you will see us build further on it as our transformation continues.”
The event forms part of Dhahran Mall’s 2026 family entertainment programme and supports its broader transformation journey under the promise “Where Your Heart Belongs.” Through an expanding mix of retail, dining, entertainment, and lifestyle experiences, the mall continues to develop its role as a destination for connection, discovery, and shared family experiences across the Eastern Province.
About Dhahran Mall
For more than 20 years, Dhahran Mall has been one of the Eastern Province’s leading shopping and social destinations, serving the everyday needs of residents while providing spaces and experiences that bring families together.
The mall spans a gross leasable area of 102,087 square metres, with 315 stores and kiosks and 4,590 parking spaces, bringing together retail, dining, entertainment, and wellness under one roof.
Dhahran Mall continues to evolve through its comprehensive transformation programme, Al Tajdeed, which is designed to deepen the mall’s role as a destination for connection and discovery.
About Warner Bros. Discovery Global Experiences
Warner Bros. Discovery Global Experiences leads the creation, development, and operation of live and interactive entertainment experiences inspired by some of the world’s most iconic franchises and stories across Warner Bros.’ film, television, animation, and games businesses, as well as HBO, Discovery, and Cartoon Network.
Its global portfolio includes The Wizarding World of Harry Potter at Universal theme parks, Warner Bros. Studio Tours, Warner Bros. World Abu Dhabi, and experiences inspired by Friends and Game of Thrones. The division sits within Warner Bros. Discovery’s Global Revenue and Strategy unit.
About EventBox
EventBox is a producer and developer of licensed live entertainment shows and experiences for theatres, festivals, and major shopping destinations worldwide.
The company holds strategic partnerships with leading studios and intellectual property owners, including Warner Bros. Discovery, Universal Studios, DreamWorks, Peyo Company, Paramount, Hasbro, Smiley Company, SEGA, and Sesame Workshop.
