Going ‘hybrid’ – every aspect of life and work has gone in for this transition. Now, even entertainment options in the UAE are heading the hybrid way.
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Whether that’s an in-mall cinema or a family entertainment centre, there’s a new mix that is being added to the options that consumers can access.
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For Majid Al Futtaim, it meant integrating the family entertainment options with the cinema at the recently opened Wafi City destination.
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Billed as its first ‘hybrid’ cinema and family entertainment centre, it takes up two floors for VOX Cinemas and the Magic Planet.
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“VOX Cinemas and Magic Planet at Wafi City have been designed as a holistic concept seamlessly integrating two recreational functions into one enriched experience,” was how Ignace Lahoud, CEO of Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment says it. (It’s no coincidence that Lahoud wears the CEO hat for both pursuits…)
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At some of the Dubai-based mall developers other destinations, the multiplexes and the Magic Planet are kept at a distance, with the belief at the time being these are meant for two different audiences. Or for the same user base to use it at separate times when the mood strikes them.
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For Wafi City, Majid Al Futtaim is drawining them into the bigger cocoon of an integrated entertainment hub. The 15-screen multiplex features the first Samsung Onyx screen in the UAE. “Today’s customers are looking for more engaging and immersive ways to spend time with family and friends and, at Majid Al Futtaim, we are committed to staying ahead of the curve and finding innovative new ways to exceed evolving expectations,” said Lahoud.
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Family entertainment centres in the UAE are getting to see some much needed action after a long time of enforced, COVID-19 created disruptions. In Sharjah, Faby Land’s latest destination at Sharjah’s Rahmania Mall spreads itself over 17,500 square feet. “This is our maiden location in Sharjah and in collaboration with Sharjah Co-operative Society,” said Kareem Fayed, Head of Business Development at Al Othaim Leisure & Tourism Co., which owns Faby Land.
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But can action- and fun-packed entertainment centres stay untouched by COVID-19’s influence? Can bonding among friends and families over games happen within socially defined protocols? Fayed reckons the essentials will not change: “The nature of games and activities will not change – therefore, it’s for the FEC operator to ensure that all health and safety norms are followed.”
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Faby Land, which also operates a 70,000 square feet facility in Dubai Festival City, believes that with time the extreme measures will ease. Each day of renewed and frenetic vaccination will eventually lead to that. And tech will play its part.
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“We have already made changes when it comes to innovation,” said Fayed. “Introducing new concepts in the FEC industry take time and lots of resources; so these upgrades or new product development happens over a of year. For electronic and virtual reality games; these can happen within a year.”
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So, whether entertainment is going the hybrid way or sticking to more conventional routes – but with strings attached – UAE’s venues will once again throng. And throb with whatever fun pursuits visitors choose.
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