Gardens brings IMAX to the UAE

Gardens Shopping Mall, which is due to open in the first quarter of next year, is bringing Imax technology to the UAE for the first time.

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By  Vijaya Cherian Published  June 9, 2004

Gardens Shopping Mall, which is due to open in the first quarter of next year, promises to bring a new cinematic experience to theatre goers by using Imax technology at its cinema halls. Imax offers the best Hollywood event films presented in the world's largest film format. “Imax is synonymous with innovation and quality so naturally we are delighted that they will be part of the project,” said Gardens Shopping Mall general manager Andrew Chambers. “For the first time in the UAE, viewers will be able to watch the best Hollywood event films in the world's largest film format in addition to original IMAX films.” Images of unsurpassed clarity will be projected onto a giant Imax screen. The images are then enhanced by a specially-designed six-channel, 12,000W digital surround sound system. The theatre will offer audiences Hollywood event films that have been digitally re-mastered into Imax's larger than life format through the Imax DMRÒ (Digital Re-mastering) technology. The Imax Experience will make audiences feel like they are 'in' the movie. Imax theatres feature rectangular screens up to eight stories high and 120 feet/37 metres wide. Imax also uses 15/70 film format which is ten times larger than conventional 35mm film and three times larger than a standard 70mm film. The sheer size of a 15/70 film, coupled with Imax projection technology, is the key to the outstanding sharpness and clarity that viewers will experience. 'The average Imax screen is 4,500 times bigger than an average TV screen and is as wide as an American football field. “The IMAX screen has a slight curvature that extends beyond the peripheral field of view, giving audiences a totally immersive cinematic experience,” commented Larry O'Reilly, Imax's senior vice-president, theatre development and film distribution. The Gardens Shopping Mall, a Nakheel project, is located adjacent to Sheikh Zayed road between Interchanges 5 and 6.

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