HeyLED's LED technology delivers superior brightness, enhanced color accuracy, and higher contrast ratios, providing a more immersive and dynamic viewing experience.
Vox Cinemas, the dedicated cinema arm of Majid Al Futtaim, has launched an LED screen at its flagship location in the Mall of the Emirates. In collaboration with Shenzhen-based technology company Timewaying and their Middle Eastern strategic partner Scrabble Entertainment DMCC, Vox Cinemas held a tech tour event to unveil the HeyLED screen, 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 optimising the cinema viewing experience. This cutting-edge technology promises to revolutionise the cinemagoing experience by delivering a captivating spectacle for our audiences.”
Kenny Chow added: “Now, we have displayed the true potential of HeyLED. Our guests have not only discovered how LED can transform cinematic viewing through enhanced colour, brightness, and contrast but also experienced superior quality in 3D and 2D depth perception compared to DLP projection.”
During the event, 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 colour accuracy, and greater contrast ratios, creating a more immersive and dynamic viewing experience. Chow also discussed the durability and energy efficiency of HeyLED screens, emphasising 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.
Pruthu R. Shah, Chief Executive Officer of Scrabble Entertainment DMCC, stated: “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.”
During the launch event, Scrabble Entertainment DMCC and Timewaying 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.
The launch of HeyLED marks another milestone in Vox Cinemas’ renovation at the Mall of the Emirates and underscores its commitment to invest in and enhance its existing portfolio. Last month, it unveiled the newly reimagined THEATRE, which boasts an exclusive private lounge, cutting-edge technology, unparalleled comfort, and a new gourmet F&B menu.
Scrabble Entertainment DMCC is a provider of end-to-end Digital Cinema Solution and Content services across India, the Middle East, and Africa.
Founded in 2011, Timewaying Technology Co., Ltd. is a manufacturer of cinema equipment, focusing on R&D and sales service of cinema equipment. Their products range from LED cinema screens, Nano Screens, Cinema 3D Systems, and 3D Glasses.