VOX Cinemas, the dedicated cinema arm of Majid Al Futtaim, today launched a new LED screen at its flagship destination at Mall of the Emirates VOX Cinemas, Timewaying, a Shenzhen-based technology company, and their Middle Eastern strategic partner, Scrabble Entertainment DMCC, held a tech tour event to unveil the HeyLED screen, the first of its kind in the region.
“We are excited to introduce HeyLED to VOX Cinemas, which is a testament to our unwavering commitment to enhancing and optimizing the cinema viewing experience. This cutting-edge technology promises to revolutionise the cinemagoing experience by delivering a captivating spectacle for our audiences”, said Toni El Massih, Managing Director – Cinemas, Majid Al Futtaim Entertainment.
“Now, we have displayed the true potential of HeyLED," added Kenny Chow. "Our guests have not only discovered how LED can transform cinematic viewing through enhanced color, brightness, and contrast but also experienced superior quality in 3D and 2D depth perception compared to DLP projection.”
At the event, Kenny Chow, Chief Technology Officer of Timewaying Technology, delivered a comprehensive overview of HeyLED's innovative technology. He highlighted the benefits of HeyLED over traditional projection, detailing the product's specifications and future plans. Kenny explained how HeyLED's advanced LED technology offers superior brightness, enhanced color accuracy, and greater contrast ratios, creating a more immersive and dynamic viewing experience. He also discussed the durability and energy efficiency of HeyLED screens, emphasizing their long-term cost-effectiveness and minimal maintenance requirements. Additionally, Kenny shared insights into upcoming developments and upgrades to HeyLED technology, including plans for larger screen sizes and higher resolutions, further solidifying Timewaying's commitment to pushing the boundaries of cinematic innovationDuring the launch event, Pruthu R. Shah, Chief Executive Officer of Scrabble Entertainment DMCC, stated, “We see increasing interest and demand for LED technologies from exhibitors. We partner with Timewaying because it has the most complete product lines, a professional team, and the best service.”
Additionally, Scrabble Entertainment DMCC and Timewaying signed an exclusive dealership agreement for the HeyLED product line in the Middle East market, further solidifying their strategic partnership and commitment to advancing cinema technology in the region.
The launch of HeyLED marks another milestone in VOX Cinemas’ renovation at Mall of the Emirates and underscores its commitment to invest in and enhance its existing portfolio. Last month, its unveiled the newly reimagined THEATRE, which boasts an exclusive private Lounge, cutting-edge technology, unparalleled comfort and a new gourmet F&B menu.
Scrabble Entertainment DMCC (“Scrabble”) is a leading provider of end-to-end Digital Cinema Solution and Content services across India, Middle East and Africa. Established in 2007, Scrabble was the first Digital Cinema Deployment entity doing DCI Complaint rollout in India and Middle East under a VPF program.
Founded in 2011, Timewaying Technology Co., Ltd. is a leading manufacturer of cinema equipment, focusing on R&D and sales service of cinema equipment. Their products range from LED cinema screens, Nano Screens, Cinema 3D Systems, and 3D Glasses. Timewaying has two DCI compliant LED screen models certified, with two additional models that have passed DCI lab tests and are in the DCI announcement pipeline. HeyLED is a sub-brand of Timewaying, dedicated to its LED product lines, representing their cutting-edge technology and commitment to innovation in the cinema industry.