Two new Novo IMAX cinemas in Dubai

Novo cinemas will be at IMG Worlds of Adventure in Dubai

Knowledge story, The Knowledge

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.

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