ScreenX is the new immersive theatre experience with 270 – degree views over three walls promises to bring a new dimension to UAE Cinema!
A new partnership between Reel Cinemas – Dubai entertainment company operated by Emaar – and CJ 4DPLEX, has resulted in the announcement that a new kind of cinema experience is to open at The Dubai Mall later this year.
Known as ScreenX, it’s the first multi-projection system in the world to provide cinemagoers with a 270-degree panoramic view, and The Dubai Mall venue will become one of a select few in the Middle East, with just 142 currently existing around the world.
The concept was created six years ago by CJ CGV, a South Korean tech company, as one of a new wave of sensory cinematic experiences, such as 4DX, which incorporates motion and environmental effects, like being splashed with water or your seat moving in tandem with the action on screen.
Projected onto three walls, specific sections of the footage being shown are expanded to produce an immersive image that brings new meaning to the term ‘widescreen’.
Reel Cinemas already runs the first dine-in cinema concept in the UAE, at Dubai’s Jebel Ali Recreation Club, as well as what it refers to as a ‘Boutique Cineplex’ at Dubai Marina Mall.
An opening date for ScreenX at Reel Cinemas – The Dubai Mall is yet to be announced.
Sources: The National (Lifestyle) and TheScreenX (YouTube Channel)
Reel Cinemas – the dynamic cinema brand under Emaar Entertainment, has teamed up with international superstar chef Guy Fieri to launch the first stand-alone Dine-In Cinema featuring his highly acclaimed American Kitchen concept at Jebel Ali Recreation Club.
Truly unique, Guy Fieri’s Kitchen & Bar and Dine-in Cinema by Reel Cinemas at Jebel Ali Recreation Club features 4 screens with a seating capacity of over 140 seats, and redefines the cinematic experience in the region. Restaurant-prepared meals from Guy Fieri’s American Kitchen will be delivered to the tables of cine-goers, as they unwind and enjoy blockbusters with Dolby Atmos and Barco Flagship Laser projection that assure exceptional audio-visual quality.
The Guy Fieri cuisine will also be available at two other locations of Reel Cinemas in the near future – The Dubai Mall and The Pointe in The Palm Jumeirah.
Combined, the theaters will have 14 dine-in screens, with session tickets covering not just the film but also a sumptuous meal comprising of an appetiser and main course. The Guy Fieri cuisine adds an extra flair of excitement to cinema outings, with the focus being on the food. For a change, none of the Dine-In Cinemas will serve popcorn.
The Guy Fieri menu will reflect his signature style, taking inspiration from his most renowned dishes, such as his signature Mac & Cheese Burger, Trash Can Nachos, New York marbled Cheesecake and more.
Damien Latham, Chief Executive Officer, Emaar Entertainment, the operator of Reel Cinemas, said: “Reel Cinemas is setting new benchmarks in providing moviegoers with unprecedented entertainment experiences. We are diversifying our portfolio to surpass the existing cinematic choices, even beyond what is on offer in international markets. The new concept delivers more than just a big screen; comfort, entertainment and a unique F&B offering are at the heart of what we deliver at Reel Cinemas. Guy Fieri represents the latest in strategic partnerships that underlines our commitment to pioneering innovative trends for the cinema industry in the Arab world.”
This is the first partnership in the Middle East by Emmy Award-winning chef, restaurateur, TV personality and New York Times bestselling author, Guy Fieri. With 45 restaurants located across the United States and Mexico, and forthcoming restaurants in South Africa, this marks the next step in Fieri’s international expansion.
“We are bringing the best of my American restaurants to Reel Cinema’s best-in-class theatres, the concepts that we are building are truly a first of their kind venture for both of us. I know how to give guests a real-deal food experience and I know that Reel Cinemas has the expertise to apply it to the theatre space – so it’s a great partnership. We’ve been working hard on this, with my team coming back and forth from the US regularly and we’ll be on site to make sure that these restaurants are impeccable from day-one, giving guests an all-round good time in this first-for-the-region experience – people are going to dig it!” said Guy Fieri, Restaurateur.
Reel Cinemas has already set a new standard for cinema experience in the region with its flagship megaplex at The Dubai Mall having re-launched following a dramatic transformation. The all-new cinema reflects the forward-thinking nature of Reel Cinemas, redefining the customer journey as the first cinema to have a digitally focused pre-cinema experience, as well as Dolby Atmos and Barco Laser projection in every theatre for a truly immersive experience.
For more information, visit www.reelcinemas.ae. Motivate Val Morgan is the official cinema advertising partner of Reel Cinemas – The Dubai Mall, Dubai Marina Mall and Jebel Ali Recreation Club. Contact us for cinema advertising opportunities at Reel Cinemas.
Source: Reel Cinemas
UAE cinema chain Reel Cinemas has been undergoing a revamp of late, with The Dubai Mall cinema now home to 14 transformed screens with Dolby Atmos surround sound and Barco Flagship Laser Projectors. Together with the four existing Platinum screens, Reel Cinemas – The Dubai Mall has 18 operational screens in total.
The cinema’s new look is rather FUTURISTIC – offering guests a complete digital journey. From self-service machines for ticket purchasing and F&B orders (the cinema no longer features a traditional box office and candy bar), to a social wall and a curved digital poster wall, Reel Cinemas – The Dubai Mall aims to set new standards for cinema chains across the Middle East.
The cinema at The Dubai Mall has also upped its refreshment offerings through new partnerships, where cinemagoers can now get their hands on gourmet burgers, pizzas, cookies, cupcakes, pancakes and a wide range of hot and cold drink- including Karak Chai.
The second phase of the cinema’s renovation is presently underway, and once completed, Reel Cinemas – The Dubai Mall will house approximately 26 screens with a seating capacity of over 2300 seats.
The cinema chain has also launched UAE’s first movie pass membership – available to cinemagoers in Dubai.
For Dhs79 per month, or Dhs199 for three months, members get access to unlimited screenings at Reel Cinemas – The Dubai Mall and Dubai Marina Mall. Though only applicable to standard cinema screens, members can use their pass every single day of the week.
There are limited memberships available, and early members also get discounted rates for a limited period. All members enjoy 10 percent discounts off Reel Cinemas F&B, and memberships are active until December 31 2018, with payment of monthly renewal fees.
In order to get a ticket for a screening, members need to visit a Reel Cinemas ticket counter within 90 minutes of the film’s start time, and present their Unlimited Membership card. Unfortunately, tickets cannot be booked online
Visit Reel Cinemas for more information. Motivate Val Morgan is the official cinema advertising partner of Reel Cinemas – The Dubai Mall and Dubai Marina Mall. Contact us for cinema advertising opportunities at these two locations.
Sources: Reel Cinemas, Arabian Business and Time Out Dubai
