Novo Cinemas has announced it will be bringing two new IMAX theatres to Dubai, featuring cutting-edge laser projection and sound technology, as part of its partnership agreement with the IMAX Corporation.
The theatres will be located at two new Novo Cinemas locations – IMG Worlds of Adventure and Wafi Shopping Centre.
The deal builds on the parties’ recent agreement for a new IMAX theatre to be added to the Novo Cinemas multiplex at the Dubai Festival City Mall.
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.
"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," said Debbie Stanford-Kristiansen, CEO of Novo Cinemas.
"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," she added.
Andrew Cripps, president, IMAX EMEA, added: "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 theatres bring the NOVO IMAX network to six – the largest in the region – which includes locations in Dubai's Ibn Battuta Mall, The Pearl in Qatar, and the soon-to-open Seef Muharraq Mall in the Kingdom of Bahrain.