UAE’s leading financial institution, Mashreq and Novo Cinemas, a leading cinema chain in the Middle East announced the launch of a new strategic partnership that is set to completely change customers’ cinema experience.

The official signing was attended by Subroto Som, Head of Retail Banking Group at Mashreq and Debbie Stanford – Kristiansen, CEO of Novo Cinemas, and Pankaj Kundra, Head of Payments at Mashreq and other officials from both organizations.

For the first time ever in the UAE, Mashreq card holders can experience the full power of loyalty and convenience, on any Mashreq credit card through a whopping 50% discount on 2D, 3D, IMAX and 7-Star tickets booked at the box-office, at www.Novocinemas.com or through the Novo Cinemas mobile app. They can also access dedicated ticketing and F&B counters at Novo Cinemas and get complimentary invites to movie previews and screenings based on their card spends.

Subroto Som, Head of Retail Banking Group, Mashreq said, “The partnership with Novo Cinemas underlines our commitment to offer Mashreq cardholders the ultimate convenience both on their cards and their cinema experience. By combining half priced tickets any day of the week with the ‘queue-busting’ benefit that dedicated counters provide we have an offer that makes Mashreq credit cards the ultimate cinema companion.”

As an added benefit, Mashreq customers will soon be able to apply TAP n GO, the UAE’s first and only Near-field Communication (NFC) sticker solution. This tool converts any mobile phone into a credit card, and uses state-of-the-art NFC technology to allow instant payments through a unique ‘No Swiping, No Signing, No Waiting” benefit, which is ideally suited for cinema-goers. This allows you to ‘beat the queue’ both at the box-office and the snacks counter.

Novo Cinemas CEO, Debbie Stanford Kristiansen, commented, “Novo Cinemas’ exclusive partnership with Mashreq across all 2D, 3D, IMAX & 7-Star experiences will ensure customers experience the absolute best value for their entertainment dirham. With a focus on star treatment and quality customer service, Mashreq card holders will begin their great time out at Novo with a dedicated ticket counter, ensuring a swift and convenient cinema experience.

We are proud that this partnership also has a focus on EDUtainment, owing to Novo Cinemas and Mashreq’s shared commitment towards children’s education. With added platforms such as IMAX educational movies, our collaboration will deliver opportunities to expand the cinematic educational reach for all.”

Pankaj Kundra, Head of Payments, Mashreq said, “By extending our partnership with Novo Cinemas across all our credit cards, we have added a significant ‘entertainment’ dimension to our existing propositions. We have also radically altered the ticket discount benefit – the typical benefit in the market today is Buy-1-Get-1, applicable only on standard seat classes or offered on weekdays only. Our customers can now receive 50% off on every 2D, 3D or IMAX ticket, any day of the week.”

About Mashreq
Mashreq is the oldest bank in the UAE with an extensive branch network across the Emirates. Mashreq is also present in 11 countries outside UAE with 21 overseas branches and offices spread across Europe, USA, Asia and Africa providing a comprehensive range of international financial services. Established in 1967, Mashreq has established itself as a market leader by delivering award-winning customer experiences and innovative thinking across its financial products and services. Mashreq’s various banking divisions cater to its own unique specialisms and expertise and include: Corporate Banking, Retail Banking, International Banking, and Innovative Treasury Services. The bank also allows for customers to experience Sharia’h Compliant financial banking solutions. As a leading financial institution, Mashreq is committed to supporting every community it serves. In the UAE, the bank pays particular attention to recruiting, training, and developing UAE National employees. Mashreq is the only financial institution in the UAE to have been awarded the CSR Label by Dubai Chamber for five years in a row.

About Novo Cinemas
Novo Cinemas is a pioneering entertainment destination that offers each visitor an unforgettable experience. All cinemas are event and entertainment hubs that create lasting memories for each and every customer.

Bringing more than movies to the big screen, Novo Cinemas is committed to providing every community with a personalised and outstanding entertainment experience. There are currently 129 screens across 15 cinemas in the UAE, Qatar and Bahrain, with a planned increase to 235 screens in 23 cinemas in 4 markets by 2017.