VOX Cinemas, Timewaying HeyLED, and Scrabble Announce Dual LED Cinema Milestones in the Middle East

DUBAI, UAE — VOX Cinemas, the Middle East’s leading cinema exhibitor, in strategic partnership with Timewaying and its exclusive regional agent Scrabble, today announced two groundbreaking achievements in cinematic technology: the installation of Dubai’s first HDR-capable 4K LED screen at its flagship Mall of the Emirates (MOE) location, and the debut of the region’s first fully LED-powered auditorium at VOX Cinemas City Centre Me’aisem.

Redefining the Cinematic Experience: Dual Milestones

These two distinct projects underscore VOX Cinemas’ unwavering commitment to innovation and its leadership in bringing cutting-edge technology to the Middle East. Both installations leverage Timewaying’s advanced HeyLED technology, delivered through Scrabble’s deep regional expertise.

1. Mall of the Emirates: Dubai’s First 4K HDR LED Screen

At its iconic Mall of the Emirates flagship, VOX Cinemas has unveiled a state-of-the-art 12-meter HeyLED 4K screen. This installation marks the debut of Dubai’s first LED screen capable of High Dynamic Range (HDR) playback, setting a new benchmark for visual fidelity:

  • Unmatched Visuals: With a 60,000:1 contrast ratio, the screen delivers true blacks and a peak brightness of 300 nits, offering a dynamic range far superior to traditional projection systems.
  • Superior Clarity: The 4K resolution combined with 16-bit grayscale ensures incredibly smooth color gradients and lifelike detail, bringing every scene to vivid life.
  • Future-Ready: Supporting high frame rates (up to 120Hz), this screen is engineered to meet the demands of next-generation cinematic content.

Ultimate Comfort and Sound: The Premier LED auditorium pairs this groundbreaking DCI direct view technology with a premium Dolby Atmos sound system and luxury fully-reclining seats, ensuring a top-tier immersive environment for every guest.

 

2. City Centre Me’aisem: The Middle East’s First All-LED Auditorium

Further solidifying its pioneering role, VOX Cinemas City Centre Me’aisem now hosts the Middle East’s first fully LED-powered auditorium. This “Premier LED” hall (Me-asiam) eliminates traditional projectors entirely, offering a seamless and immersive viewing environment:

  • Complete LED Immersion: Every aspect of the visual experience is driven by LED technology, providing consistent brightness, color accuracy, and contrast across the entire screen.
  • Operational Excellence: The direct-view LED design removes the need for a projection booth, optimizing space and streamlining operations.

A Partnership Driving Innovation

This dual achievement is the result of a robust three-way collaboration. Timewaying, as the developer of the HeyLED technology, provides the innovative hardware and technical expertise. Scrabble, as the exclusive regional distributor, has been instrumental in facilitating the integration of this advanced technology into the Middle East market, leveraging its profound understanding of the local cinema landscape.

“These installations at Mall of the Emirates and City Centre Me’aisem are powerful demonstrations of VOX Cinemas’ commitment to delivering unparalleled entertainment experiences,” said Pruthu Shah, CEO of Scrabble. “Working alongside Timewaying, we are not just introducing new screens; we are actively shaping the future of cinema in the region.”

VOX Cinemas: Leading the Way in Middle East Exhibition

The launch of these two pioneering LED cinema solutions reinforces VOX Cinemas’ position as the technological vanguard in the Middle East. As the industry rapidly embraces 4K HDR and advanced display technologies, VOX Cinemas continues to lead by example, ensuring its audiences experience the pinnacle of cinematic innovation.

About VOX Cinemas

VOX Cinemas is the cinema arm of Majid Al Futtaim, the leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia. As the region’s most innovative and customer-focused cinema exhibitor, VOX Cinemas operates over 60 cinema complexes with more than 600 screens across the region. The brand is dedicated to providing a premium and diverse range of movie-going experiences, from its luxury THEATRE concept to pioneering new technologies like LED cinema.

About Timewaying

Founded in 2011, Shenzhen Timewaying Technology Co., Ltd. (Timewaying) is a leading global manufacturer of cinema equipment, specializing in the R&D, production, and sales of advanced cinema technology. Timewaying developed the HeyLED series, the company is committed to driving the generational shift from traditional projection to direct-view display technology, offering unmatched High Dynamic Range (HDR), contrast, and 3D immersion.

About Scrabble

Scrabble Entertainment is the Middle East’s leading provider of end-to-end digital cinema solutions and content services. As the region’s first and largest 2K DCI-compliant cinema deployment entity, Scrabble is dedicated to transforming the theatrical landscape through digital innovation. Scrabble is the exclusive strategic partner for Timewaying in the Middle East, overseeing the market promotion, installation, and technical support for the HeyLED product line across the region.

Contact: mkt@timewaying.com