May 17, 2011
Reel Cinemas at The Dubai Mall clinches nearly 20% market share welcoming over 2 million visitors
Reel Cinemas, the 22-screen megaplex and the largest film entertainment destination in the UAE located in The Dubai Mall, has welcomed more than two million film-goers as of December 2010, and clinched close to 20 per cent market share in just over 18 months of operation.
Owned and managed by Emaar Retail LLC, a pioneer in innovative entertainment, leisure and retail concepts, Reel Cinemas has set new benchmarks in the film entertainment industry by not only drawing in numerous moviegoers, but also promoting a new cinema experience through its arthouse cinema hall, The Picturehouse. In addition, Reel Cinemas offers the ultimate in cinema luxury with dedicated Platinum Suites as well as the first THX-certified cinema in Dubai. Reel Cinemas has also established its credentials as a strategic marketing partner for key businesses in the region with several brands leveraging the opportunity offered by the cinemas for mass customer outreach. The 22-screen megaplex already hosts several customer-focused initiatives that support the marketing strategies of its partners.
Gordon Kirk, General Manager of Reel Cinemas, said: "The remarkable success achieved by Reel Cinemas in just over 18 months is a compelling statement on the clear differentials that we have brought to the entertainment industry. The overwhelming response from movie-goers is also an endorsement on the robust entertainment sector of the region, which benefits from the introduction of state-of-the-art cinemas."
He added: "While strengthening visitor footfall to the mall, Reel Cinemas has also partnered with leading businesses to host several promotions associated with our new releases, further highlighting the role that films can play in driving strategic and innovative marketing initiatives. Also significantly, we have worked with film festivals and cultural organisations to enhance the appreciation and reach of Emirati and international arthouse movies, underscoring our commitment to promoting a regional film industry."
The highest grosser for Reel Cinemas at The Dubai Mall since its opening was Avatar, the epic movie by James Cameron. The other most popular films include: Inception, Salt and The Karate Kid. Among the successful arthouse movies screened at The Picturehouse are Nowhere Boy, Los Embrazos Rotos and Never Let Me Go. In the coming months, Reel Cinemas will be offering new initiatives events that will elevate the cinema experience to the next level. Championing the efforts of Dubai to promote a robust film industry, Reel Cinemas partnered with the Dubai International Film Festival to host special monthly screenings of arthouse movies including Algerian filmmaker Lyes Salem's Mascarades. In addition, the cinemas welcomed UAE national filmmaker Ali Mustafa, the director of the UAEâ€™s first feature film, City of Life and hosted the UK Film Season in partnership with the British Council.
Spread over 150,000 sq ft, the megaplex seats more than 2,800 people, and has two lobby lounges, both of which can be accessed directly from the mall car park for the convenience of visitors. Reel Cinemas has redefined luxury with its four Platinum Suites featuring private lounges, marble-clad service counters, signature designer furniture and ambient lighting. Reel Cinemas at The Dubai Mall has 17 commercial halls, the UAE's first THX-certified cinema and two halls with digital and 3D cinema capability. More 3D halls are to be added in the upcoming months.
Underscoring its competency as a home-grown entertainment brand, Reel Cinemas introduced the concept of 'premier boutique cinemas' to the UAE with the opening of the six-screen Reel Cinemas cineplex at Dubai Marina Mall, offering a convenient and luxury cinema choice for residents in New Dubai, including the communities of Dubai Marina, Emirates Living, Jebel Ali and visitors from Abu Dhabi.
All the six screens, which opened last year, are exceptional in terms of ergonomics, offering cushy recliner seats that assure a luxury cinema experience for visitors. They can also enjoy gourmet food and beverages delivered to their seats, marking a new trend in the film circuit in the region. Blankets and pillows are also provided for moviegoers at a nominal charge. Emaar Retail will develop and manage Reel Cinemas cineplexes in the shopping malls that Emaar plans to develop in the Middle East and North Africa. In addition to Reel Cinemas, Emaar Retail LLC manages a strong portfolio of exclusive leisure and retail concepts including Dubai Aquarium & Underwater Zoo featuring over 33,000 aquatic animals and the world's largest acrylic viewing panel; the Olympic-sized Dubai Ice Rink; KidZaniaÂ®, the first of its kind children's edutainment centre; and the regionâ€™s largest SEGA indoor theme park, SEGA Republic - all in The Dubai Mall.