Dubai, UAE; March 17, 2015: A street cinema concept with a trendy facelift and a dedicated Cineplex are among the stellar attractions at Town Square, the flagship 750-acre (31 million sq ft) development of Nshama, a private developer of integrated lifestyle communities offering distinct value propositions for aspiring home-owners.

Nshama has signed an agreement with Emaar Retail, the operator of the world-class Reel Cinemas in Dubai, to open the first-of-its-kind street cinema and a cineplex in the central square, the size of 16 football fields, featuring a Vida Town Square Hotel and in close proximity to a 2.5 million sq ft retail precinct with over 600 shops and F&B outlets, educational institutions, healthcare facilities, cycling tracks and green walkways.

The open-air street cinema will be highlighted by stylish seating, an array of F&B choices and the worlds foremost audio-visual technology for high quality film-going experiences. The Reel Cinemas Cineplex will feature state-of-the-art projection and audio-visual technologies as well as ergonomic seating and innovative F&B offering. The number of cinemas and more details on the Hollywood chic design concept to be adopted by the Cineplex will be announced in due course.

Nshama had recently launched its first phase of residences, the Zahra and Hayat Townhouses to strong investor response, providing the opportunity for people with a salary of AED 20,000 per month onwards to own a quality home in a trendy neighbourhood. Prices of 3- and 4-bedroom villas in Zahra and Hayat start at AED 999,988.

The agreement was signed by Fred Durie, Chief Executive Officer of Nshama, and Maitha Al Dossari, Chief Executive Officer of Emaar Retail LLC.

Fred Durie said: We are reimagining the future of downtown living with innovative lifestyle experiences that match the aspirations of the new generation with homes that are purposely created to enable them to live life at their price. With home ownership within reach without compromising on quality, Town Square is bringing a new business model to Dubai. The new street cinema and cineplex at Town Square will create a dynamic centre for entertainment and leisure in the heart of our community, appealing to all. Reel Cinemas has proven credentials in delivering exceptional entertainment choices and their outlook to be youthful with a focus on technology and creativity are an ideal match to our requirements.

Maitha Al Dossari said: Reel Cinemas has raised the benchmark in entertainment in Dubai through our precincts in The Dubai Mall, Dubai Marina Mall and The Beach. In addition to bringing high-end audio visual technology and projection systems, we have also created a new lifestyle experience centred on our cinemas through F&B innovations and ergonomic seating. The street cinema at Town Square by Nshama will serve as a new entertainment and social hub that will connect instantly with the young and trendy generation.

Billed to bring the latest releases from around the world and provide film-lovers a distinctive cinema experience, Reel Cinemas, Town Square will have extensive seating capacity and also serve as a venue for high-end entertainment events.

With its central location by the park and overlooking a spectacular fountain, it will offer a true social destination. While children can watch their movies, adults can indulge in retail or leisure, adding to their convenience. More details on the project will be announced in due course.

Town Square is centrally located in New Dubai near Al Barsha, in easy proximity to popular malls as well as the Al Maktoum International Airport, which is less than 20 minutes away. A smart, sustainable and connected community, it focuses on promoting an active outdoor lifestyle, as well as arts and culture.

Town Square will feature over 3,000 townhouses and over 18,000 apartments in addition to substantial retail, hospitality and commercial space. It will have a central and vibrant hub with shopping and dining districts, plazas, greenbelts, mosques, educational institutions, healthcare centres, entertainment and outdoor sports facilities.

Reel Cinemas has 22 screens at The Dubai Mall, 6 Premier screens at Dubai Marina Mall and 10 screens at Reel Cinemas, The Beach a total of 38 screens, marking Reel Cinemas as the largest in the UAE. The cinemas assure a distinctive cinema experience with their chic design concept, which invites visitors into the world of old Hollywood glamour intelligently blended with contemporary interiors. All cinemas have state-of-the-art projection and audio visual systems.

For more details on Town Square, please log on to: www.nshama.ae, and for more details on Reel Cinemas, log on to: www.reelcinemas.ae

Nshama is also developing another value-added lifestyle development in Dubai that focuses on sustainability, culture and education through a joint venture with Mohammed Bin Rashid Al Maktoum Foundation (MBRF).