Scrabble and Timewaying tie up to push premium LED cinema screens

INDIA: Scrabble Entertainment DMCC, a wholly owned subsidiary of UFO Moviez India, has struck a strategic partnership with Shenzhen Timewaying Technology to accelerate the rollout of premium direct-view LED cinema screens across the Middle East, India and the wider Saarc region.

Under the tie-up, Scrabble will exclusively promote, distribute and deploy Timewaying’s DCI-certified HeyLED screens, which offer high-dynamic-range capability, deeper contrast and sharper detail aimed at preserving creative intent in exhibition and post-production.

Timewaying, which also operates China’s largest Freedeo 3D cinema platform, positions HeyLED as the world’s most comprehensive DCI-approved LED display for theatres. Scrabble, a leading digital-cinema solutions provider in the Middle East and Africa, was the first digital-cinema deployment entity and DCI content-service provider for Indian and Hollywood studios.

“LED screens with HDR are set to be a game changer for cinema viewing, and we expect strong demand from top-end exhibitors,” said Scrabble chief executive Pruthu Shah. “With this tie-up, we are once again bringing cutting-edge technology to the region.”

Timewaying founder and chief executive Andrew Chan, said the partnership would speed up market expansion. “This is a win-win tie-up and will take our DCI LED screens into new territories with significant growth potential,” he said.

Both companies will collaborate on local marketing, demonstrations and outreach, and plan to build commercial environments where exhibitors can test HeyLED’s HDR capabilities first-hand.