DUBAI // Moviegoers can look forward to two new giant, state-of-the-art Imax theatres opening soon.
Imax and Novo Cinemas have signed a 10-year agreement that will lead to new complexes in Dubai.
The first two new Imax screens will be built at the IMG Worlds of Adventure, the under development 1.5 million square foot indoor theme park off Mohammed bin Zayed Road, and at Wafi Mall.
“There is no better way to experience today’s biggest blockbusters than in the immersive Imax format with its new groundbreaking laser and sound technology,” said Debbie Stanford-Kristiansen, chief executive of Novo Cinemas, the Middle East’s largest theatre chain.
“We’re particularly excited to bring Imax’s laser technology to the IMG Worlds of Adventure theme park, which includes a Marvel zone featuring the superheroes at the heart of some of Imax’s biggest upcoming releases.
“With today’s agreement, we look forward to delivering the ultimate cinema experience to more patrons across the region.”
The new partnership means Novo Cinemas will have four Imax screens in Dubai.
The company operates the Imax at Ibn Battuta Mall and there is a planned screen for Festival City mall.
The chain also has an Imax at the Pearl Mall, in Qatar, and another planned for Seef Muharraq Mall, in Bahrain.
“Gulf Film was the first exhibitor to open a commercial Imax theatre in the Middle East in 2005 and now represents our largest partner in the region,” said Andrew Cripps, president of Imax EMEA.
“We are delighted to build upon our decade-long partnership with today’s agreement.”
Since Imax’s entry into the market, attendance and ticket prices have seen a steady increase helping to push the Middle East box office, he said.
“These positive trends, coupled with the success of our existing theatres with partners such as Novo Cinemas, position the Middle East as an important growth market for us.”
The new Imax screens will use the next-generation projection and sound system, featuring the latest laser technology.
The new laser technology is described as a “quantum leap” in cinema technology, promising sharper, clearer and more vivid images and audio, according to the company.
newsdesk@thenational.ae
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