Emaar Entertainments is centring its short- and long-term strategy on "adding value to existing assets, creating new and relevant experiences and expanding our footprint,” says Damien Latham, CEO.
Latham, in an interview with InterGame, said: “Emaar, as a group with a growing international presence, offers strong opportunities for Emaar Entertainment to take our successful concepts to new markets.”
Emaar Entertainment already has the Dubai Aquarium and Underwater Zoo, KidZania, Reel Cinemas and Dubai Ice Rink.
Since Latham (pictured) took over the reins at the division, Emaar Entertainments has opened the VR Park at The Dubai Mall and there has been considerable transformation of Reel Cinemas.
“ Today, the digital transformation of Reel Cinemas positions it at the forefront of innovation, with a digital-focused on-ground customer journey, streamlining the pre-cinema experience and enhancing the overall guest journey for visitors. With Reel Cinemas, we have set industry trends through our initiatives such as the Dolby Atmos surround sound, which fills the cinemas with rich, breath-taking audio from every direction, and Barco Flagship Laser Projectors.
In fact, The Dubai Mall today is the largest flagship laser cineplex in the world, with each system specifically designed to fit each theatre, ensuring the ultimate visual experience. Further, the addition of Dolby Cinema combines the most powerful image and sound technologies with inspired design to make every visit a completely captivating, cinematic event.”
Another key innovation is the introduction of the latest evolution in 4D cinema, the MX4D Motion EFX Theatre at Reel Cinemas – The Dubai Mall that allows viewers to ‘feel’ the on-screen action, with built-in motion and effects in the seats and the specially designed theatre.
“We have also launched the Dine-in Cinema concept through our regional first association with international celebrity chef and television personality, Guy Fieri. At Guy Fieri’s Kitchen & Bar and Dine-in Cinema by Reel Cinemas at Jebel Ali Recreation Club and The Pointe in addition to stand-alone restaurants, film and food lovers can indulge in Guy’s signature American comfort foods with an exciting twist as well as specialty beverages while enjoying the latest cinematic blockbusters on the big-screen.”
