Reel Cinemas, the 22-screen megaplex in The Dubai Mall, welcomed more than two million film-goers last year clinching close to 20 per cent market share in just over 18 months of operation.

Owned and managed by Emaar Retail, a pioneer in innovative entertainment, leisure and retail concepts, Reel Cinemas is the largest film entertainment destination in the UAE.

Reel Cinemas has set new benchmarks in the film entertainment industry by not only drawing in numerous moviegoers, but also promoting a new cinema experience through its arthouse cinema hall, The Picturehouse, said a top official.

"The remarkable success achieved by Reel Cinemas in just over 18 months is a compelling statement on the clear differentials that we have brought to the entertainment industry," said general manager, Gordon Kirk.

"The overwhelming response from movie-goers is also an endorsement on the robust entertainment sector of the region, which benefits from the introduction of state-of-the-art cinemas," he noted.

In addition, Reel Cinemas offers the ultimate in cinema luxury with dedicated Platinum Suites as well as the first THX-certified cinema in Dubai.

"While strengthening visitor footfall to the mall, Reel Cinemas has also partnered with leading businesses to host several promotions associated with our new releases, further highlighting the role that films can play in driving strategic and innovative marketing initiatives," Kirk explained.

"Also significantly, we have worked with film festivals and cultural organisations to enhance the appreciation and reach of Emirati and international arthouse movies, underscoring our commitment to promoting a regional film industry," he added.

According to Kirk, the megaplex's highest grosser since its opening was Avatar, the epic movie by James Cameron.

"The other most popular films include: Inception, Salt and The Karate Kid. Among the successful arthouse movies screened at The Picturehouse are Nowhere Boy, Los Embrazos Rotos and Never Let Me Go," he noted.

In the coming months, he said Reel Cinemas will be offering new initiatives events that will elevate the cinema experience to the next level.

Spread over 150,000 sq ft, the megaplex seats more than 2,800 people, and has two lobby lounges, both of which can be accessed directly from the mall car park for the convenience of visitors.

Underscoring its competency as a home-grown entertainment brand, Reel introduced the concept of ‘premier boutique cinemas’ to the UAE with the opening of 6-screen cineplex at Dubai Marina Mall, offering a luxury cinema choice for residents in New Dubai, including those in Dubai Marina, Emirates Living, Jebel Ali and visitors from Abu Dhabi.

"All the six screens, which opened last year, are exceptional in terms of ergonomics, offering cushy recliner seats that assure a luxury cinema experience for visitors."

"They can also enjoy gourmet food and beverages delivered to their seats, marking a new trend in the film circuit in the region. Blankets and pillows are also provided for moviegoers at a nominal charge," he added.-TradeArabia News Service