Emaar Retail To Operate The World-Class Reel Cinemas At 'The Beach'

Reel Cinemas, the world-class cinema experience brought by Emaar Retail LLC, a subsidiary of Emaar Properties, is expanding its footprint in the UAE through a strategic tie-up with Meraas Holding, a Dubai-based development company, to open and manage a 10-screen cinema at ‘The Beach.’ A new family entertainment retail destination developed by Meraas, ‘The Beach’ is located on the Dubai Marina shoreline.

The agreement follows a recent joint venture agreement announced by Emaar Properties and Meraas Holding to develop Dubai Hills Estate, the first phase of the Mohammed Bin Rashid City (MBR City), the largest of its kind real estate development in the Middle East region.

The 10-screen Reel Cinemas at ‘The Beach’ can host over 800 people, and will feature three Platinum Movie Suites, a Platinum Lounge with a dedicated kitchen offering the ultimate in cinema luxury experience, and seven standard screens

Maitha Al Dossari, Chief Executive Officer of Emaar Retail LLC, said: “Our agreement with Meraas Holding marks a key milestone in Emaar Retail’s expansion to provide the differential cinema experience that is synonymous with Reel Cinemas, in premium locations across the UAE. Emaar Retail is focused on expanding the footprint of its leisure attractions, and the strong portfolio of lifestyle developments by Meraas Holding are a strategic fit to our growth.

“The new project complements our vision to provide innovative entertainment experiences that further supports Dubai’s Tourism Vision 2020 announced by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai.”

Reel Cinemas has set a new standard for the cinema experience in the region with its flagship 22-screen megaplex at The Dubai Mall, and its boutique cineplex at Dubai Marina Mall, featuring six screens.

Reel Cinemas at The Dubai Mall is one of the most popular and fastest-growing entertainment destinations in the city, with 22 high-end cinema halls each highlighted by state-of-the-art audio-visual capabilities. One of the largest cineplexes in the region with a seating capacity of 2,800, it also brings innovative concepts including Platinum Movie Suites, an ultra-luxury cinema experience, and The Picturehouse, dedicated to arthouse movies. Reel Cinemas at Dubai Marina Mall is the UAE’s first boutique Cineplex ‘Premier’ bringing unprecedented ergonomics and providing gourmet food experiences to cinegoers at its six screens.

Emaar Retail LLC is developing a portfolio of brands in key growth markets and strategically building new alliances, joint ventures, franchises, and licenses for the mall developments of Emaar. Currently, Emaar Retail manages the business operations for The Dubai Mall and Dubai Marina Mall’s leisure and entertainment brands including Dubai Aquarium & Underwater Zoo, Dubai Ice Rink, KidZania®, SEGA Republic, SEGA Republic Zone and Reel Cinemas.

Emirate:  Dubai

Date: Mar 5, 2014

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