Reel Cinemas has launched the UAE’s first movie pass membership as it continues to upgrade facilities in the country.

For AED79 a month or AED199 for three months, members can have access to unlimited screenings at Reel Cinemas in The Dubai Mall and Dubai Marina Mall every day of the week in standard cinemas.

Reel Cinemas – The Dubai Mall now has 14 transformed screens open, with more to come, with a highlight feature of the renovation being the introduction of Dolby Atmos surround sound, the company said in a statement.

It said that every aspect of the cinema experience, from purchasing tickets to ordering and collecting food and beverages will be part of a digital journey in addition to making the pre-cinema experience faster.

There are limited memberships available, and early members also get discounted rates. All members enjoy 10 percent discounts off Reel Cinemas food and beverages. The memberships are active until December 31, 2018, with payment of monthly renewal fees.

Reel Cinemas has also recently launched its Premium food and beverage strategy, with several new partners showcasing a wide range of food includes speciality burgers, pizza, cookies, cupcakes, pancakes and even the traditional Karak.