Muscat: VOX Cinemas yesterday ushered in the latest cinema experience with a special inauguration party at its City Centre Qurum location.
His Highness Sayyid Faisal bin Turki Al Said, director-general of Marketing and Media at the Public Authority for Investment Promotion and Export Development, was the guest of honour. He was joined by more than 220 guests for a lavish reception before enjoying the audio-visual experience with the Omani premiere of The Expendables 3 in VOX MAX.
At over 17 metres wide, VOX MAX at City Centre Qurum boasts the largest cinema screen in the Sultanate with the latest Dolby Atmos sound technology.
Dolby Atmos is a new generation of sound quality, allowing movie-goers in Qurum, and the recently opened VOX Cinemas, City Centre Muscat, to enjoy the most realistic experience when watching a film on VOX MAX screens.
Dolby Atmos allows sounds to be placed and moved anywhere in the movie theatre, including overhead, to make audiences feel as if they are inside the movie and not just watching it.
"Introducing VOX Cinemas at Qurum is a fantastic milestone for VOX Cinemas," said Cameron Mitchell, CEO at Majid Al Futtaim - Cinemas. "Omani residents have really embraced VOX Cinemas and we have seen fantastic admission rates in both City Centre Muscat and City Centre Qurum in the short time they have been open," he added.
"With these seven screens in Qurum, plus the ten-screen complex in Muscat, we are proud to offer the largest cinema complexes in Oman, showing more movies every day than any other cinema in the Sultanate. Launching Dolby Atmos in VOX MAX provides yet another premium offer to movie-lovers as they can fully immerse themselves in the film on Oman's biggest cinema screens," added Mitchell.
Dolby Atmos has quickly become the preferred choice for next-generation sound in the cinema, with major studios, award-winning filmmakers, and exhibitors from around the world embracing its approach.
Unlike traditional channel-based sound systems like 5.1, 7.1, and 11.1, which require filmmakers to think about the number and location of speakers, Dolby Atmos allows them to simply designate where in the cinema space each sound should be placed or moved to make audiences experience the film as if they were within its world.
"With Dolby Atmos, sound comes alive from all directions, so the audience is no longer just watching a movie, but they are experiencing it," said Andreas Spechtler, Regional Vice President, EMEA, Dolby Laboratories.
As well as VOX MAX, VOX Cinemas at the City Centre Qurum also offers a fantastic range of cinema-going options with all seven screens being 100 per cent digitally enabled and three screens offering 3D capabilities, plus VIP and standard seating options, meaning movie-lovers can choose how they would like to enjoy the latest blockbusters.
VOX Cinemas City, Centre Qurum also offers fantastic food and beverage options and combined ticket booths and candy bar to reduce waiting time.