Qube Cinema and Scrabble Entertainment have brought electronic delivery to movie theatres in the Middle East with the installation of Qube’s WireTAP, a cloud-connected, in-theatre appliance that allows automated delivery of digital cinema packages and key delivery messages directly over the internet.
“Majid Al Futtaim has always remained at the forefront of innovation regionally, continually embracing new technologies to allow Vox Cinemas to deliver an exceptional customer experience,” said Cameron Mitchell, chief executive officer of Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment. “Qube WireTAP is a revolutionary technology for the distribution of digital cinema packages and, Vox Cinemas has successfully integrated the platform across four of our markets. We see the electronic delivery system as having numerous benefits to allow seamless movie distribution to our theatres regionally.”
Exhibitors currently connected to the network in addition to Vox include Cinema City, Flix Cinemas, Roxy Cinemas, Mukta A2, Reel Cinemas, Cine Royal Cinemas, Oscar Cinemas, Empire Cinemas, CineCo, Star Cinemas, Cinepolis, Muvi Cinemas and other Independents. More than 60 percent of theatres in the region are already equipped with WireTAPs, with the remaining locations including Novo Cinemas expected to be covered in the coming months.
Most of the region was shut down due to the COVID-19 pandemic in the first half of the year, but distributors have used the network to deliver big tentpoles and library titles across the region as theatres have reopened. Now, more than ever, distributors and exhibitors appreciate that electronic delivery is automatic and contact free with a significantly reduced carbon footprint.
Qube and Scrabble are particularly proud of the electronic delivery of movies in the Kingdom of Saudi Arabia, as theatres in the country have only recently been permitted to operate commercially. Qube Wire has helped enable rapid modernization and expansion of cinema in the KSA. Currently, 75 percent of KSA theatres are connected to Qube Wire, as well as the country’s censor board, the General Commission on Audiovisual Media.
Qube Wire allows distributors to book and monitor content delivery in real-time. Qube Wire electronically delivers movies to most locations in under eight hours, and certified, regional hard drive partners can deliver hard drives to locations that are not yet connected to our electronic network. The whole process is simple, fast, and secure.
Speaking of how the service adds value to the current challenges, Nigel Dennis, Qube’s senior vice president, sales says, “We have tried to take advantage of the time that the pandemic has given us to work on ways to bring about a real change in the way content is moved. So far, studios and distributors of all sizes have been really happy with our service, and we’ll continue soliciting their feedback to improve how we work together in future.”
Qube Wire www.qubewire.com