Novo targets the Mice sector

Novo Cinemas, one of Middle East’s leading operators in immersive movie entertainment experience, has ambitious plans to expand across the GCC.

The company sees the Mice (meetings, incentives, conferences and exhibitions) sector as very important for its business.

The pioneering company, which already has an impressive number of facilities in the UAE, Qatar and Bahrain, will see its screen numbers swell to 208 with an estimated 35,000 seats this year.

'We would like to position ourselves as an event and entertainment hub because watching a movie is just the beginning, says Debbie Kristiansen, CEO of Novo Cinemas.

In 2012, Novo Cinemas joined Elan Group as part of the Gulf Film Group, creating a regional powerhouse in entertainment to provide the latest in film innovation and set worldwide standards in the area.

'Some of our proud milestones include being the first cinema to offer booking services via e-kiosk, mobile app and websites. We are also are home to the largest chain of Imax screens in the region and brought the first Imax screen to Bahrain,' she says. 'It has been an exciting and exhilarating rollercoaster journey.'

The new projects cover the highly anticipated opening at IMG Worlds of Adventure in Dubai; North Gate complex in Qatar and a couple of key strategic openings which will be announced in the near future. They include the renovation and expansion at Ibn Battuta Mall in Dubai to include two 7 Star theatres; in DFC, where it is opening six additional screens to include an Imax; as well as renovations at the Buhairah and Megamall venues.

'Our expansion will continue in 2017 with opening at Wafi City in Dubai and additional projects across Qatar, Bahrain, Oman and the rest of the region,' adds Kristiansen.

Speaking on the unique experiences offered by Novo Cinemas, she says: 'We offer 'filmtertainment'. At Novo Cinemas the movie experience is a journey that culminates in a great time out and at its centre is our customer. We firmly believe that our customer is king, and we work hard to ensure that they are looked after.'

Novo offers hassle-free ways to book their tickets; a wide selection of F&B items with a specially designed menu for the 7-Star patrons; luxurious comfort with ergonomically engineered seats for an immersive auditory and visual experience, she says.

Novo Cinemas recognises the importance of always leading the charge with the latest technology. 'We would like to ensure that our clients are always treated to latest in exhibition design and technologies, ergonomically engineered seats, immersive audiovisual solutions, great content and movies, and a hassle-free experience.'

'We have different experience classes that the customer can choose from, including Cool, Edge, 3D, Sky, 7-Star and Imax. We are technology driven and are pioneers in the industry when it comes to being the first cinema to merge convenience with experience through technological advancements. We are home to the largest Imax screens in the region and will be home to the Dolby Atmos audio technology very soon. Ultimately, it’s all about the experience, the journey and delivering on a great time out,' says Kristiansen.

Corporates are a very important segment for Novo Cinemas. 'Times have changed and companies are now looking into not only providing their teams with a location to meet and discuss ideas and strategies, but are also looking for a comfortable place that will transform the experience into a fun time out. We offer corporate hall rentals, fully equipped with microphones, projector capabilities and are even conference call ready.

'Movie theatres offer a different environment, a more unique event space that evokes inspiration and creativity from delegates and attendees. We host a multitude of events from conferences, exhibitions, product launches, AGMs, training sessions, incentive and motivational programmes to birthday parties and to complete this experience, we also offer them the chance to unwind with a movie and refreshments,' continues Kristiansen.

Asked if it’s a challenge addressing the needs of different communities in the region, she says: 'I don’t see it as a challenge as they award us the opportunity to reach a wider demographic, thus diversifying our content and giving us the opportunity to expand as a brand as well as an ambassador of a great time out!'

Novo offers a well-diversified content of movies from Hollywood, Bollywood to regional Tamil, Telugu, Tagalog and Arabic movies.

By Sree Bhat