Al Ghurair Centre has signed an agreement with Emaar Entertainment that will see the Middle East’s first shopping mall operate a new 18-screen Reel Cinemas megaplex.
Set to open its doors in the fourth quarter of 2018, spanning 75,000 sqft and offering world-class viewing experiences, comfort and quality, the addition of Reel Cinemas will significantly boost Al Ghurair Centre’s entertainment mix. This move represents the first step in Al Ghurair Centre’s revitalisation plan, with further such announcements in the pipeline.
The theatres will be housed in a dedicated wing to ensure the perfect cinematic experience, set across two floors, with a link bridge to the mall, expanding on the retail offering. The new project will result in a total of 1,800 seats across 18 screens, utilising advanced technology providing experiences such as Platinum Movie Suites, Dine-In Cinema and Dolby Cinemas.
“We are excited to announce the recent signing that confirms our partnership with Emaar Entertainment. Collaborating with them will enhance our cinema experience offering world class viewing pleasure. This venture to bring Reel Cinemas to Al Ghurair Centre is bound to ensure that people from the neighbouring areas experience the very best in an accessible manner. This announcement marks the first of several key strategies and developments for the forward-thinking and community driven vision for Al Ghurair Centre and as such, represents the first step in our new revitalisation strategy,” says Sultan Al Ghurair, CEO of Al Ghurair Properties.
“Al Ghurair Centre has a glorious heritage of being the hub of innovative retail and leisure. The agreement to operate Reel Cinemas at this premier mall underpins the distinctive value that we bring to movie-goers and to the shopping malls where we are located. Reel Cinemas at Al Ghurair Centre will feature cutting edge innovations and refreshing viewer experiences that will delight all. With the new agreement, we are further strengthening our footprint in the UAE and beyond,” adds Emaar Entertainment CEO, Damien Latham.
“Today marks our first step towards Al Ghurair Centre’s revitalisation strategy, as we join hands with Emaar Entertainment to bring together a new entertainment aspect, Reel Cinemas. Al Ghurair Centre being the first mall in the UAE has always consisted of a dynamic mix of offerings in retail and dining, and will now be bolstered with our new dedicated cinema wing. Our approach has always been towards constantly developing the mall and its brands by positioning it as a family destination. This milestone marks the first of many more such occasions lined up for 2018,” concludes Konrad Kolankiewicz, vice president of Al Ghurair Centre.
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