The summer movie blockbuster season is well and truly upon us, but the most glittering opening night in Dubai was not reserved for the Matrix Reloaded or any of its Hollywood rivals.

    It was saved for the relaunch of the Metroplex on Sheikh Zayed Road, which is the city’s longest standing multi-screen movie centre and it has unveiled a fresh face to Dubai’s army of moviegoers.

    Originally inaugurated in September 1995, the Metroplex occupies a special place in the hearts of the moviegoers here. The complex was responsible for launching the movie revolution in the region when for the first time a theatre offered more options than just one film showing night after night. The Metroplex, which is part of a huge entertainment centre consisting of the Metropolitan Hotel, a housing complex as well as a host of restaurants, initially opened with three screens and three years later it was expanded to eight to ensure the Metroplex remained at the forefront of the cinema industry.

    When it re-opened its doors last month with a fresh face, Miss India 2003, Nikita Anand, was among a host of VIP’s who brought a touch of Cannes to the Middle East for the glittering inauguration party. Guests sampled the unique ambience that the new-look Metroplex provides before settling in with their popcorn to watch the premier of the Charlie’s Angels Full Throttle on Screen One.

    “It was a glamorous occasion and one that ensured the Metroplex enjoyed the sort of re-launch it deserves,” said Imran Haider Butt, Metroplex Cinema Manager.

    In keeping with the changing trends and the constant technological developments that are taking place in Dubai, the Al Habtoor Group decided to fully renovate its highly successful Metroplex Cinema Complex earlier this year.

    Speaking on the project Mr. Mohammed K. Al Habtoor, Chief Executive of Al Habtoor Group observed that “We wish to stay ahead of the technological advancements that are taking place in the projection and digital sound systems around the world, so that our customers can have the best movie experience right here in Dubai. After an in-depth study we have invested Three Million Dirhams in the renovation of the Metroplex.

    “Our prime aim is to offer a superlative movie experience to customers in our neighborhood from Jebel Ali to Jumeirah and Bur Dubai. Once the ongoing refurbishment is complete, I am sure people in Dubai can look forward to a complete new movie experience.”

    The renovation includes cosmetic changes both on the outside and inside, a new bigger service area for added convenience to customers, a new coffee counter “Coffee Factory”, in addition to upgrading of all digital projection and sound systems inside the cinemas. The front of the Metroplex will enjoy a new look and trimming the trees will now mean motorists chugging up and down the Sheikh Zayed Road can see what movies are currently showing.

    Seating capacity for the eight screens will remain the same at 1,549 with the biggest cinema – Screen One – able to seat 534 people at any one time. The smallest and most intimate screen can seat 65 – ideal for people looking for an alternative birthday party or work outing.

    Imran has been in charge at the Metroplex for the past year and is delighted with the work carried out.

    “Even when we were at the height of our developments, we still kept the cinema open,” he said. “We didn’t want to upset our regular visitors by closing down completely.”

    Imran has over 12 years experience in the hospitality industry and seemed destined to end up in the movie business in some capacity.

    The cinema industry in Dubai is booming, particularly now the summer is upon us and more indoor activities are sought to escape the blistering heat. Cinema houses have sprung up across the city as frequently as the blockbusters are released and Dubai is now home to over 40 screens - a far cry from the early days of the Metroplex.

    But while most of the new complexes are associated to shopping malls in high profile locations, Imran believes the Metroplex is able to provide something that the others cannot.

    “We have a unique family atmosphere at the Metroplex which you don’t find anywhere else in Dubai. It is more intimate and we recognise our regular customers and our staff make a point of ensuring everyone is made welcome and receives five star treatment. For instance, if one of our regulars is in a rush to make the start of a movie, we will bring their drinks and food to their seats for them. It is the special little things like that, which separate us from the others.

    “Our staff know the names of many of our customers and we have a very friendly policy in place to make everyone welcome. It is important that people come back and thankfully we have managed to achieve this. They get pampered at the Metroplex.

    “Other cinemas are able to capitalize on the fact that they have huge numbers of people passing through the shopping centres on a regular basis. We have those people that are solely coming to the cinema and we recognize that. They are also able to enjoy one of the fabulous food and beverage outlets that are close at hand at the Metroplex and the Metropolitan Hotel. It’s a better all round movie experience.”

    It looks like there will be some busy times ahead too for the Metroplex. While the Matrix Reloaded has taken the city by storm, it could be eclipsed by Terminator 3 set for release later this summer. Other big titles set to hit the screens are Phone Booth, Anger Management, The Hulk and Tomb Raider 3.

    Opening hours for the Metroplex will continue to be 11am, while the last movie showing will start at midnight.