Majid Al Futtaim, a leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, and Bahrain Cinema Company have joined forces to launch the first Imax theatre at City Centre Bahrain.

 

The new Imax theatre opened at Vox Cineco this month screening blockbuster Thor: Ragnarok and Justice League in its opening weeks, giving movie-lovers the chance to experience the film as the filmmakers intended it to be watched. 

 

Vox Cinemas, the cinema arm of Majid Al Futtaim, is the Middle East’s most innovative and customer-focused cinema exhibitor. 

 

The Imax Experience offers audiences the latest in cinematic technology with awe-inspiring pictures and heart-pounding audio that immerses the viewer in the film. Every element in the theatre is planned, designed and positioned with acute standards with two projectors running simultaneously to perfect the balance of warmth and sharpness in the image to create the most realistic movie experience.

 

Cameron Mitchell, the CEO of Majid Al Futtaim at Vox Cinemas, said: "We are proud to partner with both Cineco and Imax who stand out as leaders in the entertainment industry. Cineco has been a forerunner of entertainment in Bahrain while Imax is perfectly aligned with Vox Cinemas’ passion for innovation and entertainment excellence. Together we will bring great moments to movie-lovers in Bahrain."

 

With 29 cinema complexes totalling 284 screens across the region, including 163 in the UAE, 15 in Lebanon, 47 in Oman and 20 in Bahrain besides 21 in Egypt and 18 in Qatar, Vox Cinemas is now the Middle East’s largest and most rapidly growing cinema exhibitor. 

 

On the joint venture, Ahmed Rashed, CEO of Cineco Cinemas, said: "Since 2008 we have operated one of the highest grossing cinemas in the world with over 3 million visitors a year and are very excited to now partner with Majid Al Futtaim at the popular City Centre Bahrain location."

 

"We are confident that our new partnership will see Vox Cineco become one of Bahrain’s most visited entertainment destinations with the addition of The Imax Experience. We are delighted to work closely with Majid Al Futtaim on setting a new benchmark for entertainment for our guests," he added.

 

John Schreiner, the senior vice-president, theatre development for Russia, CIS, Middle East and India, at Imax said: "We are excited to expand partnership with Vox Cineco through The Imax Experience in Bahrain."

 

"Vox Cineco shares our passion and commitment to innovation and quality and together we look forward to providing audiences in Bahrain with the world’s most immersive movie-going experience," he noted.

 

Vox Cinemas and Imax have enjoyed a long and successful partnership and currently operates one of the top performing Imax theatres in world at the Mall of the Emirates, Dubai, he added.-TradeArabia News Service