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Xisché unwraps bold new GrandCinemas.com

United Arab Emirates: Monday, April 17 - 2006 @ 08:49

“We’re flipped about unveiling the spanking new Grand Cinemas website,” confirmed Danish Farhan, Chief Executive of Xische Digital, after unveiling the site alongside Jean Ramia, Chief Operating Officer of Grand Cinemas.

Featuring an unconventional style, a plugin-less video technology, and design chic that revolutionizes the delivery of movie related information, the new GrandCinemas.com website has drawn praise and plenty of attention from both visitors and movie buffs alike. “Its a fact acknowledged by a record 416,000 hits in less than two weeks of its relaunch,” confirmed Farhan.

Designed by Xische, an award-winning niche interactive and consulting agency, GrandCinemas.com breaks traditional rules to cater to the distinctive needs of the on-line movie buff. “This is immediately evident from the bold diagonal design and seamless usage of the explosive new Flash 8 platform,” explained Nic Louw, Design Lead at Xische’s Dubai studio. This unconventional approach also answered the demands that GrandCinemas.com be more than just a showtimes repository. As the on-line edition of largest cinema enterprise in the country, the site serves as a destination for on-line audiences throughout the UAE. “Our cinemas at the Dubai Festival City, Beirut and Jordan will soon join the growing network of Grand Cinemas regionally,” added Ramia.

Incidentally, the website showcases a proprietary video technology from the R&D squad at Xische called ‘Play’ – allowing a hassle-free, plugin-less instant video playback experience. “At Xische, we manage a constant stream of experimental projects designed to expand our knowledge and create new intellectual property valuable to us and our clients,” explained Farhan. “GrandCinemas.com was the perfect delivery platform for our sleek new player.” The new website is now equipped with Play, instantly delivering video-on-demand from Grand’s online library of movie trailers.

“That’s not all,” said Jean Ramia. “With our partners at Xische, Grand Cinemas intend to bring yet another first to this region – a full-fledge online ticketing system that would allow you to literally select your exact seat and key in your card details to instantly purchase tickets, without ever leaving your desk.” In line with Grand Cinemas strategy to stay abreast of the competition, the online booking engine from Xisché will also mark the unveiling of an exclusive Grand Cinema Club card with unique features like rechargeable movie credits. “We’re not disclosing the rest, but let’s just say – there’s lots in store, soon,” asserted Ramia.

Xische Digital was also the Official Animation Partner for the Dubai International Film Festival. The eccentric digital specialists have had a consistent track record of conceptualizing, creating and producing advanced digital experiences for key clients such as Dubai International Film Festival, Harley-Davidson, Dubai Tourism, Burj Al Arab, Marlboro, Giorgio Armani and Red Bull.

“We’ve had experience working with the entertainment industry before,” says Wisam Amid, Project Manager at Xisché. “But they wanted radical thinking, and felt it imperative that the site be unique from all the other cinema sites out there. It had to be more. So we approached the project not as a cinema, but as a film resource that would be used daily. Because the plans over the next few months will make this website unparalleled in form and function,” he said.

According to Anita Nasr, Editor of the Grand Movie Guide, “The new website design is a welcome departure from the usual format. In trusting Xische’s knowledge and expertise when it comes to the on-line environment, the website introduces a revolutionary experience in fast, efficient delivery that may change the expectations customers have for on-line entertainment portals. And it looks fabulous.”

Xische is the first digital innovation agency of its kind in the Middle East. Its convention defying approach coupled with its own range of proprietary digital technologies reflects in its eccentric name Xische –pronounced ‘zee-shay.’ It is headquartered at Dubai Media City with offices in New York. An independent agency, the founders of Xische follow half a decade of having conceived and built Dubai Media City based online agency 13thStudios in early 2001. “We’re thrilled about the continual evolution of this online experience in the next few months,” concluded Farhan.

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Monday, April 17- 2006 @ 8:49 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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