Blockbusters by The Beach: Reel Cinemas third Dubai outlet opens

Cinema enthusiasts in the city have a new entertainment destination to satiate their weekend blockbuster appetite as Reel Cinemas opens its third outlet at The Beach, Jumeirah Beach Residences on April 2.

Even as the showcaser talks of further expansion plans within the UAE and the GCC, cinema director Gordon Kirk doesn’t rule out a possible hike in ticket prices in the future.

Seaside cinema scope

With the opening of the new 10-screen cinemas, which are located not too far from Reel’s second outlet at Dubai Marina Mall, the new beachside venue will offer residents in the area an option to watch standard ticketed films at Dh35, compared to the premium rates paid at its sister property.

The new cineplex features seven standard screens of 110 seats each (inclusive of one handicapped seating) and three Platinum Movie Suites of 36 seats each where tickets are priced at Dh130 each; additionally, an adjoining Platinum Lounge also serves up spectacular views of the Arabian Sea.

Speaking at the media preview, Reel Cinemas director Kirk said: “The opening of this new cinema fills the void of an entertainment destination at regular pricing that caters to residents of new Dubai.

“As demand continues to grow for the Cineplex market, we felt there was a need for another quality venue to offer such a distinctive experience.”

Reeling in more screens
 
Managed by Emaar Retail LLC, The Beach lifestyle destination is run by Meraas Holding.

When quizzed whether the Meras partnership could reel in some more screens for residents in other communities across Dubai and possibly the UAE, Kirk did not deny this.

He said: “Despite the cinema market being saturated on the whole, people in Dubai love going to the movies. Last year, our 22-screen cineplex at The Dubai Mall saw foot traffic of 2.6 million people, marking a 25 per cent growth in audience turnout compared with 2012.

“Meanwhile, the outlet at Dubai Marina Mall, has welcomed over one million visitors to date, including some 325,000 visitors last year.

“An expansion is a natural progression. But no timeline has been set for when the next opening would be.”

Kirk continued: “We are looking at possible venues within Dubai itself with both Emaar and Meras, but that does not mean we are not open to different operators.

“Further afield, we are exploring options across the UAE, be it Abu Dhabi or elsewhere; similarly for the GCC expansion plan.”

The Reel Cinemas director also talked about further expanding on the 22-screen megaplex that currently stands at The Dubai Mall, admitting that it commands a loyal customer base with most cinemas running at full capacity.

Without revealing how many new screens could be added, he simply said: “As The Dubai Mall further expands, we have scope of expansion too within the premises.”

Hike in ticket prices

One of the biggest grievances that has been hotly debated with cinegoers has been the rising cost of cinema tickets within the UAE, with standard tickets costing Dh35 at most outlets, with 3D costing an additional Dh10, plus Dh3 at some venues for the glasses.

Meanwhile, Reel’s very own premium screens at the Dubai Marina Mall cost Dh55 for standard 2D tickets for adults, while children are charged Dh35; tickets for 3D movies are Dh75 for adults and Dh55 for children.

Go further afield and Vox Cinemas serves up VIP pricing at an additional Dh5 to hike the standard priced tickets to Dh40, while the relatively new screens at Mercato Mall can cost Dh50 or Dh55 for 3D.

And Meydan Imax serves up its own pricing guide that ranges from Dh45 for a 3D viewing of the new release ‘Captain America’, while regular costs Dh60 and Best costs Dh75.

Wading through this minefield of pricing, when quizzed Kirk didn’t think prices in the UAE were relatively high, saying: “If you compare the ticket prices to that in more mature markets such as the US or the UK, you will find the UAE is still relatively cheaper.”

And prices could very well go higher in the coming future.

“If you look at all the major blockbusters, most films have an option of watching the 2D version at the standard ticket price or a 3D version at a slight premium, if I compare the split for our last big film screened, I would say it’s a 50-50 split,” he explained.

Talking about the need for luxury here, Kirk added: “People are keen to pay a little extra for that added VIP experience, which is why the Platinum Movie Suites at Dh130 can also run at full capacity.”

As inflation rises, Kirk also didn’t rule out a further hike in ticket prices.

He said: “Every in Dubai is on its way up and if you take into account the cinema ticket pricing, the last significant change you saw was two years ago, and six years before that.

“If you calculate the rise of overhead costs, including staff salaries, services offered, naturally at some point this additional cost will spill onto ticket pricing. It’s basis economics.”

Reel Cinemas, The Beach that is now open to the general public can host nearly 900 people and has five 3D screens.

Parking spaces are available within The Beach complex with a validation process allowing movie goers up to three hours of free parking. Online booking is also available.

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