Msheireb Properties and Novo Cinemas, a subsidiary of the prestigious Elan Group, signed an agreement to open a new innovative cinema complex at Msheireb Downtown Doha (MDD), the world’s first sustainable downtown regeneration project.

Novo Cinemas at Msheireb Downtown Doha (MDD)offers standard state-of-the-art screens as well as the new VIP 7-Star offering. The luxury experience includes a private VIP lounge, personal butler service, fine dining menu selection and fully reclining automated seats.

With three prime locations already operational in Qatar, including the state-of-the-art 19 screen Megaplex in Mall of Qatar, the cinema at MDD confirms Novo’s position as market leader in Qatar.

Debbie Stanford-Kristiansen, chief executive officer, Novo Cinemas said: “As we continue to expand our presence in the Middle East, Novo Cinemas in Msheireb Downtown Doha will be a unique addition to our collection. The venue will maintain Novo Cinemas’ pioneering standards with integration of the latest in cinema technology, providing an unparalleled entertainment experience for visitors. We look forward to developing a cultural and innovative cinema space for this revolutionary neighbourhood with the help of Msheireb Properties.”

Novo Cinemas, Msheireb Downtown Doha is part of a large regeneration plan to revive the old commercial district in a modern, yet traditionally Qatari manner. The renovated social and civic hub in the city centre will provide Qatari residents with an exciting neighbourhood to live, work, shop, visit, and enjoy activities with family and friends.

Abdulla Hassan Al Mehshadi, chief executive officer at Msheireb Properties, said: We are extremely pleased to welcome Novo Cinemas to our flagship project, Msheireb Downtown Doha. Partnering with this pioneering industry leader allows us to bring our vision of a dynamic destination to life, and support our work to revolutionise the way people work, live and thrive. Enriching the lives of the community and its individuals is of paramount importance to our development and we are confident that Novo Cinemas premium cinematic experience will reflect our aims to deliver exceptional entertainment.”

The new Novo Cinemas Multiplex at Msheireb Downtown Doha is due to open within The Galleria, a retail destination that Msheireb Properties envisages as ‘Home to Qatar’s New Lifestyle’. This unique shopping mall set within the city’s revitalised urban downtown area, is easily accessible from surrounding pedestrian and driving routes and together with Novo Cinemas, it will offer residents and visitors a premium entertainment destination, right in the heart of the city.

Msheireb Downtown Doha will increase Novo Cinemas’ brand footprint to a total of 175 screens across the region.

By 2018, Novo Cinemas aim to have 7 IMAX screens, including 3 IMAX Laser and the largest IMAX Laser in the Middle East, helping them attain a total of more than 220 screens by the end of 2018. – TradeArabia News Service