2018 Corporate Excellence Awards Supplement

230 CORPORATE VISION / Corporate Excellence Awards 2018 0 CORPORATE VISION / Issue 10 2018 , The days of cinemas being able to attract customers simply by showing the latest blockbuster movies are over. Thanks to the rise of home-streaming services, movie theatres have been forced to dramatically rethink and upgrade what they offer the paying public. As a result, the last few years have seen major regional chains such as Novo Cinemas focus their attention and investment on creating an enhanced entertainment experience for a new generation of discerning customers. New, unique and reimagined popcorn flavours, the latest sound and vision technology, screening of sporting, music and cultural events and high-end VIP experiences and services, are among the offerings now available to customers who demand more than just a film with their ticket. Novo Cinemas is rising to the challenge of catering to modern customers with a strong mix of tradition and innovation, said Debbie Stanford-Kristiansen, Chief Executive Officer, Novo Cinemas. “While the movie is still very much at the heart of what we offer our customers, in today’s market you must offer more than that to stay ahead of your competition,” said Stanford-Kristiansen, who was named ‘Female CEO of the Year’ earlier this year at a high-level industry awards event for her outstanding contribution to the regional film sector. “It’s important to continue to innovate and introduce exciting ideas and products, such as new technology or food options from gourmet dining to different popcorn flavours each month. It’s about keeping your offerings fresh so that you can give customers the experience they demand.” Novo Cinemas is the region’s leader in innovative cinema experiences. It was the first to introduce IMAX technology to the UAE at its Ibn Battuta Mall cinema, the first to launch a dedicated smartphone app and was ahead of the curve when it came seven-star food options. “Being successful in this industry is about doing things differently and doing things better,” said Stanford-Kristiansen, who has worked in the region for the last 13 years and was appointed as a member of the Advisory Council of CTC, the global Cinema Technology Network in June. “Change is driven by the demands of customers who are looking for more of an overall entertainment experience rather than just a movie. They want the latest technology, excellent F&B and seven-star service and facilities.” Popcorn, the go-to snack for every movie fan, has been revamped at Novo Cinemas, which now serves a variety of tastes and concepts. These include popcorn that has been flash-frozen with liquid nitrogen alongside strawberry cheesecake, salt and vinegar, Oreo, coconut, saffron and a host of other unique flavours released for special events. Novo Cinema’s pioneering ‘seven-star’ food menu includes freshly prepared dishes including Arabic mezze and mixed grills and a ‘surf and turf’ option of beef tenderloin with tiger prawns. Favourites such as pizzas and chicken sliders are available alongside healthy salads and desserts including New York cheesecake. A kids’ menu featuring pasta or mini burgers can also be ordered. The introduction of VIP options has had the biggest impact on the region’s cinema industry. Customers have become more and more demanding and, as 1810CV22 a result, competition between cinema chains has intensified with each attempting to outdo the other, with high-end services and facilities aimed at film lovers who are happy to spend big on a more luxurious experience. “Customers are driving the rise in VIP experiences,” said Stanford- Kristiansen. “The more they want, the more we will be pushed to provide. There is no limit to how far it can go.” As well as targeting customers who want a VIP experience, Novo Cinemas have been screening alternative content on its big screens, including sporting events such as the FIFA™ World Cup 2018 and the Mayweather vs McGregor flight. These have proven hugely popular with the public as the company looks to transform its cinemas into fully- rounded entertainment venues. Currently, film lovers looking for an interactive experience can visit the 4D cinema at Novo Cinemas Dubai Festival City location. MX4D features specially designed seats that move with the action on-screen, while EFX technology ensures the audience feels every gust of wind and smells every scent. Novo Cinemas Leads the Way in Rethinking the Movie-Going Experience