New Delhi: Scrabble Entertainment DMCC (Scrabble), a wholly owned subsidiary of UFO Moviez India Limited (UFO), and Shenzhen Timewaying Technology Co., Ltd. (Timewaying), the manufacturer of the HeyLED brand of DCI-certified direct view LED cinema screens, have entered into a strategic partnership to drive the adoption of premium LED cinema solutions across the Middle East, India, and other SAARC countries.
Under this exclusive agreement, Scrabble will promote, distribute, and deploy HeyLED cinema screens in the region, combining Timewaying’s advanced HDR-capable direct view LED technology with Scrabble’s strong industry relationships, market expertise, and operational capabilities within the exhibition sector.
Timewaying, a pioneer in cinema innovation and operator of China’s largest Freedeo 3D cinema platform, has developed the HeyLED screen—the world’s most comprehensive DCI-certified LED display for cinemas. The technology delivers exceptional HDR capability with deeper contrast, richer details, and accurate preservation of creative intent for both exhibition and post-production.
Scrabble, established in 2011, is a leading provider of end-to-end digital cinema solutions and content services across the Middle East and Africa. It was the first Digital Cinema Deployment Entity and DCI Content Service provider to Indian and Hollywood studios.
Pruthu Shah, CEO of Scrabble, stated: “LED screens with HDR are going to be the game changer for cinema viewing, and we are expecting significant demand from top-end exhibitors. Scrabble has always been at the forefront of bringing newer technologies to its customers, and with this tie-up, we are once again introducing cutting-edge solutions in the Middle East, India, and SAARC regions.”
Andrew Chan, Founder and CEO of Timewaying, added: “We are extremely excited to join hands with Scrabble as our strategic partner for the Middle East, India, and SAARC regions. This is going to be a win-win partnership, enabling us to take our advanced DCI direct view LED screens to new markets with immense growth opportunities for both organizations.”
As part of the collaboration, Scrabble and Timewaying will jointly undertake localized marketing initiatives, technology demonstrations, and industry outreach programs. They also plan to develop dedicated commercial deployment environments to allow exhibitors to experience HeyLED’s HDR capabilities first-hand.
