12 November 2009
Cathay officially marked its first foray into the Middle East
Reel Cinemas at The Dubai Mall opened with a big bang on 11 November 2009
Singapore, 12 Nov 2009 – On 11 November 2009, Cathay Organisation officially marked its first foray into the Middle East with the grand opening of Reel Cinemas – a 22-screen megaplex located at The Dubai Mall in Dubai, United Arab Emirates. Currently the largest cinema in the region boasting THX-certified screens, state-of-the-art cinema sound and projection, and ergonomically-designed seats, Reel Cinemas at The Dubai Mall is the flagship product of Reel Entertainment LLC – a joint venture between Singapore’s Cathay Organisation Holdings Ltd and Dubai’s Emaar Retail LLC.
The Complete ‘Reel’ Experience
Reel Cinemas houses a total of 22 screens and 2,892 seats, and spans over an impressive 17,000 square metres. Equipped with top-of-the-line sound and projection systems, Reel Cinemas offers 16 commercial halls, 4 luxurious Platinum Movie Suites, The Picturehouse, and a premier hall – Screen 22, the largest cinema hall in the megaplex which houses 326 seats and meets THX-certified engineering standards of acoustic performance and image quality to ensure a truly immersive movie experience. (Please refer to the enclosed Fact Sheet for more details on Reel Cinemas’ technical specifications)
The Picturehouse – Cathay Cineplexes’ signature platform for screening critically-acclaimed arthouse movies and award-winning film festival titles – has been brought into the Arab world for the discerning movie-lovers. The first dedicated arthouse cinema hall in Dubai, The Picturehouse also offers a hip, modern lounge area for visitors to discuss films and the arts over light refreshments.
Watching a movie at one of the four Platinum Movie Suites is a luxurious affair never before experienced in Dubai. VIP service begins in one of two private lounges, complete with signature designer furniture and ambience mood lighting that creates a perfect setting for a relaxed drink or bite before the movie. A concierge ushers guests to their suite, where they sit back and enjoy the movie in the sheer comfort of supple leather reclining chairs, along with attentive service at the push of a button. The Platinum Movie Suites and lounges, along with the commercial halls, are available to individuals or party groups for special occasions, and offer a unique platform for hosting corporate events.
The journey into the ultimate movie experience begins from the entrance to Reel Cinemas, even before movie-goers get a taste of the megaplex’s first-class theatre facilities. At the main lobbies, visitors are taken back to a time of old Hollywood glamour, whereby the chic, contemporary design of the megaplex hints an air of understated elegance amidst themes of tasteful grandiose.
Further enhancing visitors’ experience is the wide range of food and beverage items that the megaplex offers. Movie-goers are spoilt for choice with seven gourmet popcorn flavours available at the concession counter, aside from the conventional sweet and salted options. Besides popular food items such as hotdogs and nachos, the concession and coffee bar serve up piping hot pizzas, tasty gourmet sandwiches, burgers, and wraps. A novelty candy bar offers a selection of pick-and-mix sweets and nuts for those with a sweet tooth.
Mr Suhaimi Rafdi, Chief Executive Officer of Cathay Organisation, says, “Cathay Cineplexes is honoured to partner Emaar in having developed and now officially launching Reel Cinemas. There are no lack of cinemas in the Middle East; but what Cathay is looking to offer in Dubai is a unique and unparalleled movie experience that movie lovers can enjoy. On top of what the existing cinemas in the region are offering, Cathay is looking to deliver even more. From state-of-the-art technology and top-notch facilities to world-class services found nowhere else in the region, Reel Cinemas is a truly outstanding entertainment destination in the Middle East and also a distinguished addition to Cathay’s portfolio.”
Following its soft opening of 10 commercial halls on 14 August, this flagship megaplex recorded an impressive visitor turnout of more than ten thousand movie-goers within its first week of operations. The official grand opening of all 22 screens – including a premier hall, commercial halls, The Picturehouse, and Platinum Movie Suites – took place on Wednesday 11 November 2009, marked by an exclusive preview screening of Hollywood epic movie 2012 at Screen 22.
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