One of the largest cinema operators in the world has quietly opened its first branch in the UAE, at Sharjah's Oasis Mall. Mexico's Cinepolis was initially set to open at the new Meydan One Mall in Dubai this year, but had to change strategy after the project faced delays.
All 10 screens at Cinepolis Gulf, which opened this month, come with the chain's signature "luxury row" featuring leather-bound seats that can fully recline, complete with a food and drinks service. The brand's Macro XE auditoriums have screens three times the standard size, while its Junior cinemas come with interactive play areas as well as bean bags and slides through which children can enter.
"We were exploring various markets around the globe and we clearly saw the opportunity in terms of territory. There was a nascent market that was opening here, especially in Saudi Arabia," says Ashish Shukla, chief executive of Cinepolis Gulf. "The Saturation Index [number of screens per million people] in some countries in the region was very low. And we saw an opportunity."
The existence of many cinema operators in the UAE does not bother Shukla, who says "It's about creating your own niche and building a product and experience that customers will be happy about and would love to come back for."
Cinepolis operates 6,500 screens across Mexico, the US, Brazil, Spain and India.
Shukla, who set up Cinepolis in India 12 years ago, was given the task of leading the brand's Middle East operation. Along with Al Tayer Group, the brand opened its first branch in the region in Bahrain in 2013, followed by Oman. After the UAE, it will open in Saudi Arabia this year. The Meydan One Mall cinema is also still in the works.
“At the core of our philosophy is a passion for the big screen experience, which will never die,” says Shukla, “even with all the streaming services”.
"You eat at home and you eat in the restaurant. Both are real and both will continue. There are blockbuster experiences for which you will go out," he says. "You cannot be cubby-holed in your home. And the experience of a big screen is unmatchable, no matter what kind of home theatre system you have."
