Novo Cinemas, a leader in cinematic experiences, and a part of the prestigious Elan Group in Qatar, has launched the largest Imax screen with laser in the Middle East and North Africa (Mena) region at their new flagship cinema at Mall of Qatar, in Doha.

The Novo Cinemas at Mall of Qatar features 19 screens, including an Imax with Laser theatre that features the largest Imax screen in the Mena region.

Boasting 530 seats and the most advanced cinematic technology, it will allow audiences to escape into the world of entertainment, said a statement from Nova Cinemas.

The new Imax with Laser system delivers a perceived resolution beyond 4K delivering maximum, contrast and brightness. It also includes an upgraded sound system featuring 12 channels plus sub bass that delivers lifelike sound from all directions, including overhead, to fill the cinema with astonishing clarity, richness, detail, and depth.

On the launch, Debbie Stanford-Kristiansen, the chief executive of Novo Cinemas, said: "We are thrilled to further expand our Imax portfolio throughout the Novo network. To do so with the largest Imax screen in the Middle East that features the company’s next-generation laser technology, reflects our commitment to providing our guests with the most the immersive film experience possible."

Introduction of the first ever 4D cinema in Qatar is another innovation brought to the market by Novo Cinemas; a screen will be dedicated to MX4D cinema and technology, which coordinates movement of the seats with the actions occurring on the screen, allowing for a heightened level of engagement and immersion in the film.

There will also be interactive, crowd-pleasing special effects such as air blasts, water spray, seat rumblers, under seat “poppers”, scents and a number of theatrical atmospheric effects such as wind, rain, fog and more.

John Schreiner, the senior vice president, Theatre Development (Russia, CIS, Middle East, and India) at Imax Corporation, said it was delighted at the partnership with Novo Cinemas that shares its passion for delivering unforgettable  film experiences.

"Together, we look forward to ushering in a new era of moviegoing in Qatar with the first Imax with Laser system in the country," he stated.

The new cinema will offer a selection of luxury experiences to guests ranging from a host of 7-Star cinemas which include a VIP lounge, personal butler service and in-theatre dining through to the new ‘Novo Signature’ VIP seats within the IMAX Laser with private entrance and in-theatre dining. Both options will ensure the most opulent in cinema viewing experience possible.  

“Going to the cinema has always been an exciting family outing but Novo Cinemas at Mall of Qatar has taken this to a level previously unseen in the region,” remarked Stanford-Kristiansen.

The venue also features additional entertainment options with the eight-lane state-of-the-art bowling alley and party centre where guests can be further entertained before or after their movie, as well as rainbow themed children’s cinema dedicated to showing children’s films.  

A range of healthy snacks, delicious treats and the delicious 7-Star menu alongside a new sushi bar concept complete the great time out which customers can enjoy at Novo Cinemas, Mall of Qatar.

“This new cinema will provide entertainment for everyone from the moment they enter the dynamic lobby, through the diverse activity spaces, to the state-of-the-art cinema halls,” she added.-TradeArabia News Service