Novo Cinemas, the Middle East’s largest chain of cinemas and a subsidiary of Qatar Media Services, has announced the signing of an agreement with the upcoming North Gate Mall in Qatar.

The deal represents Novo Cinemas’ second property in Qatar following its flagship launch at The Pearl-Qatar in July 2014, which welcomed legions of film fans eager to experience a new standard of cinema entertainment.

Jaber Al Ansari, Group CEO, the owner of Novo Cinemas, stated:

Following the immensely well received launch of our flagship at The Pearl-Qatar, this marks a new milestone in our strategic growth plans over the last 24 months since the acquisition of Novo Cinemas. We are very pleased about North Gate as our second property in our home market as we set out to be the leading entertainment brand in Qatar.’

The move comes as part of Novo Cinemas’ strategic growth plan in the region, and in Qatar in particular, as the cinema chain sets out to expand its reach to over 200 screens by the end of 2015. The company’s growth in Qatar is firmly in line with Novo Cinemas’ brand promise to transform the movie-going experience across the local communities.

North Gate Mall, at the centre of the North Gate development, will be a premium retail, commercial and entertainment destination in Doha. Further bolstering its luxury offering, Novo Cinemas at North Gate Mall will dedicate a number of theatres to the NOVO 7-STAR experience. This special class allows movie lovers to enjoy the newest blockbusters with personalised services and high levels of comfort.

Commenting on the joining of Novo Cinemas at North Gate, the North Gate Senior Management, noted:

North Gate Mall will offer visitors throughout Qatar a premium retail environment hosting the world’s most desired brands. We are certain that Novo Cinemas with their unique, trend-setting offerings will be a perfect match for our clientele and contribute to making North Gate not only a prime retail destination but a prime entertainment destination in Qatar as well.’

North Gate Mall, situated on the Al Shamal Road, will open in 2015. The brand new Novo Cinemas multiplex will cover over 4,800m² and feature 14 screens. North Gate promises to become a premium shopping destination in Qatar, with award winning design, easy access to underground parking, and a fantastic entertainment offering. It will offer film-goers the Novo Cinemas film experience, which represents a variety of seating configurations within the theatres, each lending itself to a unique night out at the cinema.

Filmgoers can choose to tailor their experience to their preferences from standard seats [NOVO COOL] to superior back-row seats [NOVO EDGE], as well as iconic balcony views [NOVO SKY*]. Novo Cinemas offers unprecedented levels of comfort and personalised service guaranteed to make every viewing experience unique and memorable.