Imax Corporation and Novo Cinemas, the Middle East's largest chain of theatres, have expanded their partnership via an agreement for two Imax theatres in Dubai, UAE featuring Imax's next-generation laser projection and sound technology.

The theatres will be added to two new complexes: IMG Worlds of Adventure, the world's largest temperature-controlled indoor theme park spanning 1.5 million sq ft, and at the Wafi Mall Shopping Center.

The new agreement brings Novo Cinemas' Imax footprint to a total of six, of which two are open - one at Dubai's Ibn Battuta Mall, the UAE's only Imax theatre currently open, and another at The Pearl Mall in Qatar. The exhibitor also has two Imax theatres contracted to open, with one at the Seef Muharraq Mall in Bahrain and another at the Festival City Mall in Dubai.

"There is no better way to experience today's biggest blockbusters than in the immersive Imax format with its new groundbreaking laser and sound technology," said Debbie Stanford-Kristiansen, CEO, Novo Cinemas.

"We're particularly excited to bring Imax's laser technology to the IMG Worlds of Adventure theme park, which includes a Marvel zone featuring the superheroes at the heart of some of Imax's biggest upcoming releases. With today's agreement, we look forward to delivering the ultimate cinema experience to more patrons across the region."

"Gulf Film was the first exhibitor to open a commercial Imax theatre in the Middle East in 2005 and now represents our largest partner in the region. We are delighted to build upon our decade-long partnership with today's agreement," said Andrew Cripps, president, Imax EMEA.

"Since our commercial entry into the market, attendance and ticket prices have steadily increased, resulting in a rising Middle East box office. These positive trends, coupled with the success of our existing theatres with partners such as Novo Cinemas, position the Middle East an important growth market for us,” he added. – TradeArabia News Service