Along with movie trailers and safety briefings, Reel Cinemas will now screen a "thank you" video to UAE healthcare workers as part of its pre-show entertainment.
Cinemas in Dubai reopened in May, with strict safety measures in place, after being shuttered due to the coronavirus pandemic. Cinemas in Abu Dhabi remain closed.
In the weeks since, cinema operators have gotten creative with their offerings, starting up drive-in cinemas across the UAE to stick to social distancing guidelines and offer customers something different.
Reel Cinemas is adding to that, by producing a short video paying tribute to the UAE's healthcare community, which will screen ahead of movies in select theatres.
The video has been produced in partnership with Dolby and will be on show from Friday, July 3, in select Dolby Cinema theatres.
Titled The Superheroes Behind the Masks, the short film features a doctor, a nurse and an administrator from International Modern Hospital in Dubai's Al Mankhool suburb.
Ashim Mathur, senior director marketing, emerging markets at Dolby, says the clip "serves as a reminder of our appreciation and thanks to the healthcare heroes".
“As we open up following the guidelines from the government, the first thing that occurred to us was to highlight the stories of courage and bravery that are enabling us to reach this point,."
The video was screened on Friday at noon for the first time at Reel Cinemas in Dubai Mall, to a team of frontline workers, including doctors, nurses, administrators and housekeeping staff, from International Modern Hospital.
Dolby has also said it will give 700 premium movie tickets to frontline workers.
As part of new safety measures, cinemas are now operating at 30 per cent capacity, with temperature checks upon entry and social distancing measures are in place. Wearing a face mask is mandatory and the use of hand sanitizer is available. Visitors are also encouraged to make online ticket purchases, as well as contactless payments.