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 screen, have announced a strategic tie-up aimed at accelerating the adoption of premium LED cinema screens across the Middle East, India and other SAARC countries (Territory).

Under this partnership, Scrabble will promote, distribute, and deploy HeyLED cinema solutions in the Territory on an exclusive basis. The collaboration combines Timewaying’s advanced HDR-capable direct view LED technology with Scrabble’s strong industry relationships, market knowledge, and extensive operational capabilities within the exhibition sector.

Timewaying, a pioneer innovator in cinema industry, operates China’s largest Freedeo 3D cinema platform. Its flagship HeyLED screen is the world’s most comprehensive DCI-certified LED display for cinemas, delivering exceptional HDR capability with deeper contrast, richer details, and highly accurate preservation of creative intent for exhibition and post-production.

Scrabble is a leading provider of end-to-end Digital Cinema Solution and Content services across Middle East and Africa. Established in 2011, Scrabble was the first Digital Cinema Deployment Entity and DCI Content Service provider to Indian and Hollywood Studios.

“LED screens with HDR are going to be the game changer for the cinema viewing, and we are expecting significant demand from the top end cinema exhibitors for the same, said Pruthu Shah, CEO of Scrabble. Scrabble has been at the forefront of bringing newer technologies to its customers, and with this tie-up, Scrabble is once again bringing cutting edge technology in Middle East, India and other SAARC regions.”

““We are extremely excited to join hands with Scrabble as our strategic partner for the Middle East, India and SAARC regions and are confident of a quick rollout, said Andrew Chan, Founder and CEO of Timewaying. This is going to be a win-win partnership and with this tie-up, Timewaying will be able to take its advanced DCI direct view LED screens to newer markets and with immense growth opportunities for both the organisations.”

As part of the collaboration, Timewaying and Scrabble will work closely on localized marketing initiatives, technology demonstrations, and industry outreach programs. The companies also plan to develop dedicated commercial deployment environments to enable exhibitors to experience HeyLED’s HDR capabilities first-hand.