Ithra Dubai signs agreement with Cinépolis Cinemas for Deira Enrichment Project cineplex

Agreement will see 10-screen, state-of-the-art cineplex developed as part of the Deira Enrichment Project, developer says

Cinépolis Cinemas, the largest movie exhibitor in Latin America, and the third largest in the world, has signed a management agreement with Ithra Dubai to partner on a 10-screen cineplex, which will be part of the Deira Enrichment Project.

The planned cineplex will house ten screens featuring state-of-the-art auditoriums and the brand’s signature reclining Standard and Deluxe seats. These offer a luxury viewing experience and feature personal amenities and advanced storage solutions, said a statement from Cinépolis. It added that the project will feature its family-friendly Junior concept, as well as an outdoor rooftop screen.

Catering to the needs of younger cinemagoers, Cinépolis Junior will offer a jungle gym, bean bag seating, and 15-minute intermissions halfway through the film to allow children to take a break.

An alternative to traditional screens is the outdoor rooftop, which will not only provide plush and comfortable seating with high definition viewing but will also provide views of The Creek.

Cinépolis Cinemas is known globally for its legendary popcorn and delectable hot food, which the brand will be rolling out to the new Deira project, the statement added.

Lachlan Gyde, Executive Director Asset Management for Ithra Dubai commented: “We are pleased to partner with Cinépolis and welcome their international and local experience which will further reinforce our core value of enriching the lives of people we serve. The Cinema will most certainly be a valued entertainment addition to this exciting emerging community, for residents and visitors alike.”

The brand has a well-established footprint throughout the GCC, with theatres in Oman, Bahrain and Saudi Arabia. In the UAE, Cinépolis opened its cineplex in Sharjah Oasis Mall in 2020. Cinépolis Deira, expected to open by first quarter 2024, will be the eleventh theatre to welcome visitors under the Cinépolis umbrella.

Alejandro Aguilera, CEO of Cinépolis Cinemas, said: “Deira will be the first Cinépolis project in Dubai, a metropolitan hub in which we plan to expand our presence and bring our international expertise. Our goal is to offer the best cinema experience and continue to prioritize customer experience”.

He added that excellent service has always been at the core of Cinépolis, and customer convenience is something the brand has always prioritised. To make the cinema experience as simple and hassle-free, one service the brand will roll out is their contactless ordering, which allows all moviegoers to book and pay for their food and beverages from the comfort of their seats, using a customised QR code.

Ithra Dubai, a fully owned subsidiary of Investment Corporation of Dubai (ICD), provides strategic oversight by developing projects such as the Deira Enrichment Project in Deira, a place rich in culture and overflowing with history.


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