Qatar Airways is partnering with Dubai-based Novo Cinemas to lend some of the best perks of luxury travel to the multiplex.
First-class travel certainly has its advantages and for many well-heeled passengers, those advantages are worth the often steep ticket price. Novo Cinemas, which operates theaters throughout the Middle East, is banking on the belief that moviegoers are also willing to pony up to be treated in the sort of luxury that is normally reserved for elite airline passengers.
Much like first-class travel, Novo’s 7-Star cinema experience is designed to make film buffs feel like VIPs — provided they are willing to spend a little extra cash. Complete with a pre-film club lounge, valet parking and a team of “flight attendants” only a call-button away, the 7-Star theaters offer many of the same perks that elite passengers are accustomed to enjoying.
Qatar Airways Senior Vice President of Marketing and Corporate Communications Salam Al Shawa says it’s no accident that the airline is lending its expertise to bringing an elite experience to the cineplex.
“Qatar Airways’ partnership with Novo Cinemas as the sponsor of the exclusive 7-Star cinema reflects our continuous dedication to our passengers in providing a world class experience wherever they are and captures the essence of ‘Going Places Together‘ by extending the luxury experience through connecting with Novo Cinemas,“ she explained in a press release announcing the joint venture.
“As the premium cinema provider throughout the GCC, Novo Cinemas are delighted to align our 7-Star screens with such a prestigious airline, across the entire Novo network,” Novo Cinemas CEO Debbie Stanford-Kristiansen concurred in the statement. “With a private VIP lounge, in-theatre dining with butler service, dedicated chef and fully reclining leather seats, we offer a continuation of the first-class service found onboard Qatar Airways. This partnership is a reflection of our shared commitment to the highest quality entertainment and standards of customer care.”
Of course, the quality of a 7-Star film-going experience might ultimately depend less on the expert preparation of the mid-course crepes or the canapé selection in the pre-film lounge and might rest more on the cinematic value of the feature film.
[Photo: Qatar Airways]