Novo Cinemas, the largest chain of theatres in the Middle East and a subsidiary of ELAN, has announced that through its partnership agreement with IMAX Corporation, the company will add two new IMAX® theatres in Dubai, which will feature IMAX’s cutting-edge laser projection and sound technology. The IMAX theatres will be located at two new Novo Cinemas locations – at IMG Worlds of Adventure and Wafi Shopping Centre. The deal builds on the parties’ recent agreement for an IMAX theatre that will be added to the Novo Cinemas multiplex at the Dubai Festival City Mall.
IMAX has undertaken a significant R&D investment to develop its next-generation projection and sound system, featuring ground-breaking laser technology. 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.
The heightened realism of IMAX’s laser technology perfectly complements Novo Cinemas’ recently announced new location at IMG Worlds of Adventure, the world’s largest temperature-controlled indoor themed entertainment destination spanning 1.5 million square feet. Forecasting 20,000 visitors daily, IMG Worlds of Adventure promises to immerse thrill-seekers in a multi-sensory world of rides and attractions. This experience will be further enhanced with IMAX’s laser technology to offer movie-goers the most life-like images yet, combined with IMAX’s earth-shattering sound systems and immersive theatre geometry.
“At Novo Cinemas, a great movie is just the beginning,” said Debbie Stanford-Kristiansen, CEO of Novo Cinemas. “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. 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.”
“Gulf Film was the first exhibitor to open a commercial IMAX theatre in the Middle East in 2005 and we are delighted to build upon our decade-long partnership,” said Andrew Cripps, President, IMAX EMEA. “It is very exciting to see our new IMAX laser technology embraced by Novo Cinemas – a leader in the Middle East that shares our passion for innovation. Together with our valued partner, we look forward to delivering movie-goers in the region a unique and unmatched cinema experience.”
The three new IMAX theatres bring the NOVO IMAX network to six – the largest in the region – which includes locations in Dubai’s Ibn Battuta Mall (the only IMAX theatre currently open in the UAE); The Pearl in Qatar; and the soon-to-open Seef Muharraq Mall in the Kingdom of Bahrain.