Reel Cinemas has launched the UAE’s first movie pass membership, and it’s available now to cinemagoers in Dubai.

For Dhs79 per month, or Dhs199 for three months, members get access to unlimited – yes, unlimited – screenings at Reel Cinemas in The Dubai Mall and Dubai Marina Mall. Though only applicable to Standard Cinema screens, members can use their pass every single day of the week.

There are limited memberships available, and early members can take advantage of discounted rates for a limited period. Members also get 10 per cent discounts on food and beverages at Reel Cinemas (time to upgrade to that large popcorn) and memberships are valid until December 31, 2018 (providing you keep up your payments).

In order to get a ticket for a screening, members need to visit a Reel Cinemas ticket counter within 90 minutes of the film’s start time, and present their Unlimited Membership card. Unfortunately, tickets cannot be booked online – the only moderately inefficient downside to what is otherwise a welcome attempt to bring better value to the city’s cinema fans.

The UAE cinema chain has been undergoing a revamp of late, with The Dubai Mall branch now home to 14 transformed screens, Dolby Atmos surround sound and Barco Flagship Laser Projectors.

It has also upped the ante with its refreshment offerings through new partnerships, and you can now get your hands on gourmet burgers, pizzas, cookies, cupcakes, pancakes and a wide range of hot and cold drinks, including karak, at UAE theatres.