Posted on March 27, 2014

The Mall of Qatar has announced that it has reached an agreement for the installation of an IMAX® theatre that will be the cornerstone of the mall’s multiplex complex and is scheduled to open in the third quarter of 2015.

Mall of Qatar has selected Cinemacity to create the largest Cineplex in Qatar and the IMAX theatre will be one of 19 screens at the complex. Cinemacity, a subsidiary of World Media Holding, will operate the Cineplex on behalf of the mall and has partnered with IMAX to create a theatre that will feature IMAX’s next-generation digital laser projection system marking the Company’s first laser system deal in the Middle East.

Management at the mall wanted to ensure that they found partners who could deliver the best technology in the market to give their customers the best cinematic experience in the region.  Once open the Cineplex complex will feature 19 screens in total including the IMAX screen, 6 VIP screens, over  3000 cinema seats, a comprehensive range of food and beverage options and a 10 lane bowling alley.

Mall of Qatar announces 2 [qatarisbooming.com].jpgCinemacity presented Mall of Qatar with the most innovative and creative design that will elevate the cinema offering in Qatar to be the very best.  By offering a mixed use of entertainment and dining options, the Cineplex experience will be a unique experience for all visitors across the region.

The announcement comes as construction work on the mall continues apace on what is set to be the most exciting shopping centre in Qatar offering over 400 shops,  4 major anchors,  a luxury 5 star hotel and an array of 82 international restaurants, cafes and specialty food shops. The mall is attracting some of the world’s best brands, some of which will be present in Qatar for the first time.

Commenting on the announcement, Shem Krey, Deputy Managing Director, Mall of Qatar, said: “We are enormously proud to be introducing a world class brand like IMAX and its unique laser system to the Middle East for the first time – ensuring the sharpest and most lifelike picture quality ever seen on a large scale screen. Our entertainment offer is one of the cornerstones of the Mall as a destination in its own right and IMAX will deliver an out of this world visual experience for our visitors as part of the largest Cineplex  complex in Qatar that Cinemacity will be managing on our behalf.”

On behalf of Cinemacity, World Holding CEO Hammad Atassi added: “Consumers in Qatar want only the best quality entertainment and in the Middle East IMAX is a brand that is widely regarded as the best.  As such, the premium nature of the Mall of Qatar and our multiplex is a perfect fit with the premium entertainment experience IMAX delivers.”

Andrew Cripps, President, IMAX EMEA said: “We are delighted to welcome new partner World Media Holdings to help us seize the tremendous growth opportunities that exist in Qatar and throughout the region," As the first in the Middle East to adopt our laser technology, we congratulate World Media Holding on their vision and commitment to innovation.  Together we look forward to ushering in the next-generation cinema experience to the visitors of the Mall of Qatar, in what is sure to be the country’s ultimate shopping and entertainment destination.” 

IMAX's next-generation laser projection system is expected to set a new benchmark as the industry’s premium entertainment experience. The system, which represents the culmination of the largest R&D initiative in IMAX’s history, incorporates the laser digital intellectual property IMAX exclusively licensed from Eastman Kodak and Barco's unique laser innovations. It will enable IMAX’s largest screens to deliver the highest-quality digital content available with greater brightness and clarity, a wider color gamut and deeper blacks.

The news about the arrival of the first next-generation laser projection system in the Middle East was also announced by IMAX and World Holding at the global CinemaCon exhibition currently underway in Las Vegas.

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