Movie buffs in the UAE will soon be able to watch their favourite flicks at ScreenX, a 270-degree multi-projection system used within a theatre setting.
The new ScreenX screen will open this year at the Reel Cinemas in The Dubai Mall, the world's largest and most visited retail and entertainment destination, which welcomes over 80 million visitors every year.
It will be among the first ScreenX screens ever in the Middle East.
Created in 2012, ScreenX was one of the "next cinema formats" along with 4DX, the multisensory cinema technology with motion and environmental effects. ScreenX allows moviegoers to go beyond the frame of the movie screen by utilising a proprietary system that expands images of feature films and pre-show advertising to create an immersive, panoramic, 270-degree format that projects onto three theatre walls. To date, ScreenX has been installed in 142 screens around the world.
"ScreenX will be a leading addition to our technology showcase that assures a stunning 270-degree panoramic film viewing experience that will further cement our market leadership. This is part of the transformation we are bringing across our cinemas by bringing innovative technology to the region first," said Damien Latham, CEO of Emaar Entertainment.
"Opening the first site at The Dubai Mall, we will deliver unmatched cinematic experience that will transform the movie-going experience in the UAE," said Byung-Hwan Choi, CEO of CJ 4DPLEX.
-waheedabbas@khaleejtimes.com
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