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FANS of the silver screen across Bahrain are set to discover the thrills and spills of the next generation of film technology as the kingdom’s first IMAX cinema prepares to open this May.
With plans often rumoured but never confirmed, the prospect appeared nothing but a pipe dream until Dubai-based company Novo Cinemas stepped in to build a 14-screen cineplex at the new Seef Mall Muharraq, of which the 346-seat, 3D-compatible IMAX screen is the jewel of the crown.
Featuring a total of 1,384 seats, the Novo Cinemas Seef Mall Muharraq will also include a NOVO 7-STAR theatre, a VIP offering which features cosy blankets and pillows with its fully reclining leather seats, not to mention dedicated personalised serving staff who will serve from a premium menu on chinaware. All of which can be ordered from individual iPads attached to the seat, of course.
However, it is undoubtedly the IMAX – an acronym of Image Maximum – announcement which is sure to ramp up the excitement levels and draw enthusiastic film fans from around the kingdom and beyond.
Debbie Stanford-Kristiansen, CEO of Novo Cinemas, believes once people witness IMAX, they’ll never want to go back to standard cinema again.
She explained: “IMAX isn’t just a more advanced way to deliver movies, it’s a completely different experience. The minute you see the IMAX screen and the reel begins to play, it takes your breath away. The aspect ratio of the IMAX screen is much taller in comparison to the typical cinema screen, and the great filmmakers really know how to use that to their advantage.
“The enormous floor-to-ceiling screen curves to fill your peripheral vision, and the sound system is so advanced you can feel the earth shake one moment and hear a pin drop with crystal clarity the next. What’s more, you’re watching a different movie, specially enhanced for the IMAX screen.
“A number of leading film-makers such as Peter Jackson and Christopher Nolan believe that IMAX is the new gold standard and in their words is ‘the best film technology ever invented’. Once you’ve seen a great movie in IMAX, there’s really no going back.
“Naturally, the IMAX ticket price is commensurate with the exclusivity of the experience, but also absolutely affordable for the typical cinemagoer. We are confident that what’s on offer will convince customers to keep coming back again and again.”
There are currently close to 1,000 IMAX screens globally, responsible for approximately BD375 million in box office receipts per year. Eight of those screens are in the Middle East region, with two more to come this year, and Debbie believes that Bahrain was the perfect choice of location for one of those.
The former chief executive of the Bahrain Exhibition & Convention Authority and CEO of events@Bahrain said: “We’re thrilled to be launching our first cinema in Bahrain. Following a very successful entry into the Qatar market, Bahrain was certainly a territory we had been studying.
“We look at growth opportunities in the region, and having lived and worked in Bahrain for 10 years myself, I am confident in the growth potential to be found there. We’re very excited about the unique offering that Novo can bring to Bahraini moviegoers.
“Of course, with Bahrain being so closely tied to Saudi Arabia, we’re definitely aware of the potential of attracting the Saudi market too. The beauty of cinema is that it’s for everyone – no matter your age, nationality or status – and we make it a point to adapt our offering to the preferences of the local market.
“We aim to offer the Novo experience to both Bahrainis and incoming visitors with an offering that is tailored to their needs.”
The decision to open IMAX out in Muharraq rather than in a more central location may have raised a few eyebrows, but Debbie sees great potential in Novo’s new venture.
She explained: “Muharraq is one of the largest and most developed cities in Bahrain, and we have every reason to believe that Novo’s offering in combination with Seef Mall Muharraq’s fantastic tenant mix will attract visitors not only from the Muharraq area, Amwaj Islands and Manama, but also the rest of Bahrain and beyond.
“During the course of our discussions with the mall developers, there was a great deal of excitement about the possibility of introducing IMAX into Bahrain, and thanks to our partnership with IMAX and the great potential of the market, that became a reality. In the Middle East, and the Gulf in particular, there’s always demand for something new and a greater variety of entertainment options – we plan to reward the interest of moviegoers and shoppers with a level of service and variety of events that lives up to the Novo promise.”
Although the cineplex is still under construction and won’t be officially opened until May, Novo already has plans to bring more events and experiences to Bahrain.
“We certainly hope this venture won’t be our last. Our goal is to deliver on the Novo promise of ‘A Great Time Out’. For Novo, a great movie is just the beginning, and so moviegoers will be treated to a full calendar of attractions that will take their cinema experience to new heights. In 2014, we welcomed cinema fans with new events and activities every single week. Last month, we took it one step further with the region’s first ever celebrity-attended ‘Fan Premiere’ when we hosted Liam Neeson in Dubai for the release of Taken 3.
“Back in 2005 when we first introduced IMAX into the UAE market, there were just two or three IMAX movies released in a year. This year, with some mega blockbusters in store, we will be releasing a new IMAX movie every other week. We are thrilled that Bahrain movie-lovers can now be a part of this experience.”
Although tickets prices for the Bahrain IMAX experience have yet to be announced, in Dubai it costs movie-goers 60 dirhams, approximately BD6, around double the price of a normal cinema ticket in the kingdom.
