Tuesday 19 March 2019

Emaar unit launches Mideast’s first ‘dine-in cinema’

DUBAI, April 10, 2018

Reel Cinemas, the dynamic cinema brand under Emaar Entertainment, the leisure and entertainment arm of UAE developer Emaar Properties, said it has teamed up with international superstar chef Guy Fieri to launch the first stand-alone dine-in cinema featuring his highly acclaimed American Kitchen concept in the Middle East.
Truly unique, Guy Fieri’s Kitchen & Bar and Dine-in Cinema by Reel Cinemas at Jebel Ali Recreation Club redefines the cinematic experience in the region. Restaurant-prepared meals from Guy Fieri’s American Kitchen are delivered to the table of cine-goers, as they enjoy blockbusters with Dolby Atmos and Barco Flagship Laser projection that assure exceptional audio-visual quality, said a statement from Emaar Entertainment.

The Guy Fieri cuisine will be available at three locations of Reel Cinemas in Dubai, with the first open at Jebel Ali followed by Reel Cinemas – The Dubai Mall and Reel Cinemas – The Pointe in The Palm Jumeirah.

Combined, the theatres will have 14 dine-in screens, with session tickets covering not just the film but also a sumptuous meal comprising of an appetiser and main course.

The Guy Fieri cuisine adds an extra flair of excitement to cinema outings, with the focus being on the food; for a change, none of the dine-in cinemas will serve popcorn, said the statement.

The Guy Fieri menu will reflect his signature style, taking inspiration from his most renowned dishes, such as his signature Mac & Cheese Burger, Trash Can Nachos, New York marbled Cheesecake and more, said a top official.

"Reel Cinemas is setting new benchmarks in providing moviegoers with unprecedented entertainment experiences. We are diversifying our portfolio to surpass the existing cinematic choices, even beyond what is on offer in international markets," remarked Damien Latham, the chief executive of Emaar Entertainment, the operator of Reel Cinemas.

"The new concept delivers more than just a big screen; comfort, entertainment and a unique F&B (food and beverage) offering are at the heart of what we deliver at Reel Cinemas. Guy Fieri represents the latest in strategic partnerships that underlines our commitment to pioneering innovative trends for the cinema industry in the Arab world," he added.

According to him, this is the first partnership in the Middle East by Emmy Award-winning chef, restaurateur, TV personality and New York Times bestselling author, Guy Fieri.

With 45 restaurants located across the US and Mexico, and forthcoming restaurants in South Africa, this marks the next step in Fieri’s international expansion.

On the novel concept, Guy Fieri said: "We are bringing the best of my American restaurants to Reel Cinema’s best-in-class theatres, the concepts that we are building are truly a first-of-their-kind venture for both of us. I know how to give guests a real-deal food experience and I know that Reel Cinemas has the expertise to apply it to the theatre space – so it’s a great partnership."

"We’ve been working hard on this, with my team coming back and forth from the US regularly and we’ll be on site to make sure that these restaurants are impeccable from day-one, giving guests an all-round good time in this first-for-the-region experience – people are going to dig it!," stated the top chef.

Latham pointed out that Reel Cinemas had already set a new standard for cinema experience in the region with its flagship megaplex at The Dubai Mall having relaunched following a dramatic transformation.

"The all-new cinema reflects the forward-thinking nature of Reel Cinemas, redefining the customer journey as the first cinema to have a digitally focused pre-cinema experience, as well as Dolby Atmos and Barco Laser projection in every theatre for a truly immersive experience," he added.-TradeArabia News Service

Tags: Emaar | Reel Cinemas |

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