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Abu Dhabi, UAETuesday 11 December 2018

Dubai's latest cinema hotel opens doors to public

Aloft City Centre Deira will be cinema "themed, but not over-themed"

The new, cinema themed, Aloft Hotel in Deira
The new, cinema themed, Aloft Hotel in Deira

The Dubai trend for cinema-themed hotels shows no sign of abating, with Marriott and Vox the latest to get in on the action, following Reel Cinemas’ partnership with Rove Hotels on Hotel Cinema, as well as the original licenced cinema venue at Jebel Ali Recreation Club.

The new, four star, Aloft City Centre Deira, attached to the City Centre Deira Mall, will feature both indoor and outdoor licenced cinema venues, with the outdoor one conveniently placed by the pool should you fancy a dip mid-movie. The hotel has also been cinema-themed throughout, in partnership with Vox, including suites dedicated to Hollywood, Bollywood, secret agents and super heroes.

If it all sounds a little niche, fear not. Majid Al Futtaim Hotels, Marriot’s partner on the new venture, chief Jalil Mekouar promises the new location will be themed, but not “overthemed.”

Mekouar added: “We thought about how we could add that additional layer of differentiation. Cinema came to mind, because we control that so it’s much easier, and we felt it was a great way to attract people to this part of town.”

Another advantage of the cinema theme, Mekouar said, is that going to the cinema, at least indoor, is an activity resistant to the lengthy, sweltering summers Gulf countries face – traditionally the toughest time of year for the region’s numerous hotels.

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