Vox Cinemas, the dedicated cinema arm of Majid Al Futtaim, has collaborated with Shenzhen-based technology company Timewaying and their Middle Eastern strategic partner Scrabble Entertainment DMCC, to install an HeyLED cinema screen in the Mall of the Emirates in Dubai, the first of its kind in the region.
Toni El Massih, managing director – cinemas, Majid Al Futtaim Entertainment said, “We are excited to introduce HeyLED to Vox Cinemas, which is a testament to our unwavering commitment to enhancing and optimizing the cinema viewing experience. This cutting-edge technology promises to revolutionize the cinemagoing experience by delivering a captivating spectacle for our audiences.”
Timewaying’s Kenny Chow delivered a comprehensive overview of HeyLED’s innovative technology, highlighting its benefits over traditional projection. He detailed the product’s specifications and future plans, explaining how HeyLED’s advanced LED technology offers superior brightness, enhanced color accuracy, and greater contrast ratios, creating a more immersive and dynamic viewing experience.
Chow also discussed the durability and energy efficiency of HeyLED screens, emphasizing their long-term cost-effectiveness and minimal maintenance requirements. Additionally, he shared insights into upcoming developments and upgrades to HeyLED technology, including plans for larger screen sizes and higher resolutions, further solidifying Timewaying’s commitment to pushing the boundaries of cinematic innovation.
Chow said, “Now, we have displayed the true potential of HeyLED. Our guests have not only discovered how LED can transform cinematic viewing through enhanced color, brightness, and contrast but also experienced superior quality in 3D and 2D depth perception compared to DLP projection.”
Scrabble Entertainment CEO Pruthu R. Shah said, “We see increasing interest and demand for LED technologies from exhibitors. We partner with Timewaying because it has the most complete product lines, a professional team, and the best service.”
Scrabble Entertainment DMCC and Timewaying have signed an exclusive dealership agreement for the HeyLED product line in the Middle East market, further solidifying their strategic partnership and commitment to advancing cinema technology in the region.