Emaar to introduce 270-degree cinema at Dubai Mall

The cinema unit of Dubai’s Emaar has signed an agreement to install a 270-degree panoramic screen at its Dubai Mall location.

The ScreenX multi-projection system, which sees films projected on three theatre walls to provide a more immersive audience experience, will be among the first introduced in the Middle East.

There have been 142 of the systems installed worldwide since the format was introduced in 2012 and the technology is claimed to provide new revenue opportunities for cinema companies.

A screen partnership between Reel Cinemas and South Korea’s CJ 4DPLEX was announced at an industry even in Barcelona this week, according to the ScreenX website.

“ScreenX will be a leading addition to our technology showcase that assures a stunning 270-degree panoramic film viewing experience that will further cement our market leadership,” said Damien Latham, CEO of Emaar Entertainment.

The exact launch date of the concept was not disclosed.

Reel is no stranger to trying out new cinema concepts having introduced the Middle East’s first dine-in cinema in collaboration with celebrity chef Guy Fieri at the Jebel Ali Recreation Club.

It is also planning to introduce dine-in screens at Dubai Mall and the upcoming The Pointe dining and leisure destination on the Palm Jumeirah.

Gulf Business Contribution Time: 18-Jun-2018 06:45 (GMT)
Gulf Business Last Update Time: 18-Jun-2018 06:45 (GMT)