The first multi-screen cinema ever opened in Dubai is fast re-establishing itself as the city's premier blockbuster venue following extensive renovation work that has made it one of the most modern theatres in the region.

Originally inaugurated in September 1995, the Metroplex occupies a special place in the hearts of the moviegoers in Dubai. The complex was responsible for launching the movie revolution in the region when for the first time a theatre offered more options than just the one film showing night after night.

The Metroplex, which is part of a huge entertainment center, 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.

The Metroplex of 2004 may look different, but it has managed to retain the wonderful family ambience that has made it one of the most popular cinemas in the UAE.

The renovation included 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 has a new look and trimming the trees has allowed motorists chugging up and down the Sheikh Zayed Road to see what movies are currently showing.

Seating capacity for the eight screens is still 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.

But the biggest development of them all has not come in bricks and mortar. The Metroplex has joined hands with the Grand Cinema chain and is now called the Grand Metroplex.

Manager Imran Haider Butt explains why: "The Grand Cinema chain are associated with Gulf Films who are the region's distributors for Warner Brothers and Universal Pictures," he said.

"This means we will be able to screen a far bigger selection of movies from now on. Grand Cinema also advertise extensively in the press and we can take
advantage of being a part of that. They also produce their own magazine, which we will now be featured in. Overall, it means the Grand Metroplex will be able to screen 90 per cent of the new blockbusters released."

Imran has witnessed a marked increase in moviegoers coming through the Metroplex's doors since it re-launched and remembers one day in particular.
"One of the Eid days we saw more than 2,500 people come to the cinema," he remembers. "There were some big films showing at the time but the sheer number of people was incredible."

The Grand Metroplex offers something unique to its patrons. As well as the latest English speaking films, the cinema also screens a big Arabic and Indian movie every week,which makes it one of the most cosmopolitan social venues to be found anywhere in the city.

The facelift took 40 days to complete and the theatre remained open throughout. Once the final lick of paint had dried, the Grand Metroplex re-launched in spectacular fashion. 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 Grand Metroplex provides,
before settling in with their popcorn to watch the premier of Charlies Angels Full Trottle on Screen One.

"It was a glamorous occasion and one that ensured the Metroplex enjoyed the sort of re-launch it deserves," said Imran. This was followed by a gala dinner in Venezia Restaurant.

Speaking on the new-look Grand Metroplex, 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."

Imran has been in charge at the Metroplex for the 18 months and is delighted with the way his client base is growing.

"There is so much to do in Dubai now and so many cinemas to go to but what we offer is a more personal service to our customers," he said.

"We have a unique family atmosphere at the Grand 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 receive 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 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."

But the biggest threat to the big screen in Dubai is emerging in the shape of the pirate DVD salesmen that have flooded Dubai from the Far East over the past year. They sell the latest movies - albeit in poor quality - to the door for as little as Dhs.10.

While the salesmen seem to make a good living, Imran believes it is only a temporary fad that will gradually be stamped out. Dubai police are already making concerted efforts to clamp down.

"There was a time when you would see these people all over town but now it is not so common," said Imran. "People still like a night out at the cinema and at Dhs.30 it is still probably the best valued night out you can have."

The cinema industry in Dubai is booming. 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.

The Grand Metroplex can expect a busy year with Hollywood set to unleash some major blockbusters over the coming months.

Peter Pan, The Last Samurai and Mystic Rover have been the year's early hits, while Oscar-acclaimed Cold Mountain, Harry Potter 3 and Catwoman are all set for big things later in the year.

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