Reel Cinemas now open at The Dubai Mall

Ten screens are currently operating, with a further twelve to come on line later this year. Developed by Reel Entertainment LLC, the joint venture of Emaar Retail and Singapore-based premier entertainment provider Cathay Organisation Holdings Ltd, Reel Cinemas at The Dubai Mall, once completed, will house more screens than any other Cineplex in the UAE.

Spreading over 150,000 sq ft, Reel Cinemas is the ultimate destination for movie-lovers in the UAE. Conveniently located at The Dubai Mall in the heart of Downtown Burj Dubai, the megaplex has direct access from the mall's car park to its two luxurious lobbies. The megaplex is screening an impressive line-up of international blockbusters this week, including Funny People, G.I. Joe and My Sister's Keeper. The first ever screening at Reel Cinemas was at 10:20am this morning.

Mr. Arif Amiri, Chief Executive Officer, Emaar Retail, said:

"We are truly excited to have opened the first Reel Cinemas megaplex in the UAE; it is a superb addition to our leisure and entertainment portfolio here at The Dubai Mall."

The ten halls which are currently operating feature state-of-the-art projection and audio visual systems as well as ergonomically designed seats with the widest legroom for utmost comfort. For added convenience, an online booking function has been created for guests to pre-purchase movie tickets. This advanced booking service allows guests to select their seats, giving them first choice of the best seats in the house, while an express queue reduces waiting time at the cinema's box office. Movie tickets are also available for sale at two of the customer service desks located throughout the mall.

Mr. Amiri added, "We are confident that all movie lovers will enjoy the unique experience Reel Cinemas has to offer. Thanks to our partnership with the experienced cinema operator - Cathay Organisation Holdings Ltd, Reel Cinemas will provide a cinematic experience of top international quality and standards. We have launched with ten of our commercial halls in place, and additional features such as the amazing Platinum Movie Suites will come later this year."

"Visitors will get everything they would expect from a visit to the movies and more at Reel Cinemas. We aim to deliver nothing but the best service and value-added features such as online booking, which ensures a hassle-free and convenient visit each and every time," he said.

Mr. Suhaimi Rafdi, Chief Executive Officer, Cathay Organisation Holdings Ltd., said, "Cathay Cineplexes is delighted to have partnered with Emaar Retail in developing Reel Cinemas. We have worked closely with the team to ensure that our flagship megaplex will provide a superior movie-going experience that combines state-of-the-art technology with first-class facilities and services."

The journey into the magical world of movies begins in the lobbies of Reel Cinemas, taking visitors back to a time of old Hollywood glamour. The chic design stems from an extensive use of mirrors and subtle patterns to create shimmering surfaces and reflections. A starry sky effect creates shimmer and sparkle, while mood lighting adds a hint of drama.

Further enhancing the movie-goers' experience are two concession counters, where popcorn, soda, nachos, hotdogs and other movie treats can be purchased; a candy bar offering a selection of pick-and-mix sweets and nuts, as well as a coffee bar will come on line later this year. A number of special offers are available at the concession counters, including free giveaways on August 14 and 15 to celebrate the opening.

The megaplex will further add four Platinum Movie Suites, The Picturehouse and seven more commercial halls to its setup. The Platinum Movie Suites offer the ultimate in cinema luxury. VIP service begins in one of two private lounges complete with marble-clad service counters, signature designer furniture and ambience lighting, creating the perfect backdrop for a relaxed drink or bite before the movie. A concierge then ushers guests to their suite, where they can lay back and enjoy the movie in the sheer comfort of supple leather reclining chairs, with an attentive service just a push of a button away. The Platinum Movie Suites and lounges, along with the commercial halls, are available to individuals or party groups for special occasions, and offer a truly unique platform for hosting corporate events.

The first dedicated arthouse cinema hall in Dubai, The Picturehouse, will create a new wave in local cinema by screening critically-acclaimed films and films from the Arab world for the discerning movie lover. Visitors are encouraged to arrive early or stay on to discuss the film over refreshments at The Picturehouse lounge, furnished in modern yet hip luxury.

Reel Cinemas will also be the first in the UAE to offer a THX-certified cinematic experience. Screen 22, the largest theatre at The Dubai Mall megaplex, meets THX engineering standards of acoustic performance, background noise, sound isolation and image quality, ensuring a truly immersive entertainment experience.

Located in the entertainment precinct on level two of the mall, Reel Cinemas has added to the extensive leisure components at The Dubai Mall, which currently include popular attractions such as Dubai Aquarium & Underwater Zoo, Dubai Ice Rink, The Dubai Fountain and The Waterfall. SEGA Republic and KidZania will also be opening shortly within the entertainment precinct.