A Hollywood-style red carpet premiere in Abu Dhabi has seen the launch of a new cinema brand for the region with the announcement that Grand Cinemas has rebranded itself as Novo Cinemas. The announcement came as the company inaugurated its flagship location in the UAE capital with a special screening of The Amazing Spider-Man 2 in the presence of VIP guests and a specially invited audience.
Novo Cinemas, a fresh and expanding outlook with the same heart:
Born of a passion for movies, and a mission to entertain cinema fans in the region, Grand Cinemas has built a highly successful legacy of cinematic excellence for the past 14 years. Now Novo Cinemas is proud to carry this pioneering spirit forward and build on the largest and most visited chain of movie theatres in the Middle East.
Novo Cinemas has launched itself with an identity that promises a complete entertainment experience in tune with the evolving social habits and needs of today’s cinema-goers, as well as ensuring new industry standards that promise to add value to its loyal and prospective customer base.
The new name and image of Novo Cinemas’ rebranding is a significant part of an ongoing regional expansion strategy by parent company, q.media. In addition to the opening of the World Trade Center Mall-Abu Dhabi cineplex this week, the expansion will see new theatres inaugurated in The Pearl-Qatar and Dubai’s Dragon Mart, as well as a flagship cinema in Muharraq Mall, Bahrain, among others. The plan will bring the number of Novo Cinemas screens in the region to over 200 by 2015.
Novo Cinemas World Trade Center Mall-Abu Dhabi; A Premium Cinema Experience at the Heart of the Capital
The rebranding comes as Novo Cinemas introduces a brand new theatre complex at the World Trade Centre-Abu Dhabi in the heart of the UAE capital’s rejuvenated central market, and the perfect location from which to launch the future of cinema in the region.
Novo Cinemas World Trade Center Mall – Abu Dhabi boasts over 1,400 seats spread over 8 screens, with some featuring balcony seating reminiscent of the golden age of cinema as well as an ultra-premium 7-Star viewing experience. E-booking and E-kiosks, in addition to a number of manned box offices will minimise the waiting time to book tickets, while two concession stands will also allow viewers to purchase their refreshments without delay. A seated coffee bar allows movie-goers the chance to socialise in comfort before and after the movie.
Speaking at the launch event, Debbie Stanford-Kristiansen, CEO of Novo Cinemas, said, “We are very proud of our Grand Cinemas heritage but are confident that with our new brand name and positioning we can ensure that we build much further on our reputation as a leader for innovation and growth in the regional market. We are totally committed to taking the cinema-going experience to new heights while ensuring our customers can identify with the ‘Novo experience’, which portrays our relentless desire to shape the future of cinema in the region.”
What’s New at Novo Cinemas?
In addition to a fresh and young looking atmosphere that will soon roll out in existing Grand Cinemas outlets in the region, Novo Cinemas will allow cinema-goers the ability to customise their night out through a clearly differentiated choice of seating and theatre options. NOVO COOL, NOVO EDGE and NOVO SKY represent the variety of seating positions within the theatre, from standard seats to superior back-row seats to iconic balcony views (where available).Meanwhile, three theatre classes define the type of experience to be had. NOVO 3D brings the exhilarating experience of 3D visuals to the viewer’s world, while NOVO IMAX represents the world’s leading immersive cinema experience. However the most lavish way to enjoy those big summer blockbusters would be through NOVO 7-STAR, which offers unprecedented levels of comfort and personalised service guaranteed to make every viewing experience unique and memorable.
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