Novo to bring two new IMAX theatres to Dubai

RetailME Bureau

As part of its partnership agreement with the IMAX Corporation, Novo Cinemas will bring two new IMAX theatres to Dubai.

The theatres, featu ring cutting-edge laser projection and sound technology, will be located at two new Novo Cinemas locations including IMG Worlds of Adventure and Wafi Shopping Centre. The deal also builds on the parties’ recent agreement for a new IMAX theatre to be added to the Novo Cinemas multiplex at the Dubai Festival City Mall.

IMAX with laser represents a quantum leap forward in cinema technology, providing audiences with the sharpest, brightest, clearest and most vivid digital images ever, combined with a whole new level of immersive audio.

“Movie-goers deserve an experience that engages their senses and emotions, portraying larger-than-life characters with such precision that they are no longer just watching a movie – they are a part of it,” says Debbie Stanford-Kristiansen, CEO of Novo Cinemas. “We believe in investing in the latest and best technology, and IMAX’s breakthrough laser system is a significant leap forward. For this reason, we will be adding IMAX with laser in all our new build projects, without exception.”

“It is very exciting to see our new IMAX laser technology embraced by Novo Cinemas, which shares our passion for innovation. Together with Novo Cinemas, we look forward to delivering movie-goers in the region a unique and unmatched cinema experience,” adds Andrew Cripps, president, IMAX EMEA.

The three new theatres bring the NOVO IMAX network to six – the largest in the region – including locations Ibn Battuta Mall in Dubai, The Pearl in Qatar and the soon-to-open Seef Muharraq Mall in Bahrain.