Emaar Retail LLC, a pioneer in innovative entertainment, leisure and retail concepts, is setting new standards in the entertainment industry by introducing the concept of ‘premier boutique cinemas’ to the UAE.
The first ‘premier’ Reel Cinemas cineplex will open in Dubai Marina Mall on July 22, 2010. The six-screen new cineplex can seat 544 people, and marks the regional growth and expansion of Reel Entertainment LLC, a premier provider of high quality cinema experiences and a subsidiary of Emaar Retail LLC.
Reel Cinemas at Dubai Marina Mall will offer a convenient and luxury cinema choice for residents in New Dubai including the communities of Dubai Marina, Jumeirah Lake Towers and Jebel Ali, as well as visitors from Abu Dhabi. 
 
With the opening of the new cineplex at Dubai Marina Mall, Reel Entertainment LLC is moving to the next level in the theatre experience, bringing unmatched luxury to cinemas by focusing on offering a premier lifestyle choice for visitors.
This follows the setting of industry standards with the Reel Cinemas megaplex at The Dubai Mall, the largest of its kind in the region.
 
Mr Arif Amiri, Chief Executive Officer, Emaar Retail LLC, said: “The entertainment industry of Dubai is fast-gaining global recognition, with initiatives like film festivals and the emergence of a regional film production industry. This is complemented by world-class venues that offer a differential lifestyle experience.”
 
He added: “Reel Cinemas has already established industry benchmarks with the opening of our flagship 22-screen megaplex in The Dubai Mall. As we expand to Dubai Marina Mall, we have further scaled up the experience offered to visitors with the ‘Premier’ cinemas, which will serve as a referral point for the industry.”
 
All the six cinemas in the new cineplex at Dubai Marina Mall are exceptional in terms of ergonomics, offering cushy recliner seats that will assure a luxury cinema experience for visitors. They can also enjoy gourmet food and beverages delivered to their seats, marking a new trend in the film circuit in the region. Blankets and pillows are also provided for moviegoers at a nominal charge.
 
Reel Cinemas at Dubai Marina Mall is located on level 2 of the shopping and leisure destination. It follows the Hollywood Chic design concept that adds to the ambience and appeal of the cinemas. All cinemas have state-of-the-art projection and audio visual systems. An online booking function will be created for guests to pre-purchase movie tickets.

 Dubai Marina Mall, a lifestyle shopping destination for residents and visitors of the Dubai Marina community, features 160 stores. The mall provides an exciting mix of tenants and includes supermarkets, fashion wear, accessories, jewellers, boutiques, book and toy shops and music centres.