On the 21st of January, 2011, UAE-based Emarat Al Youm daily, wrote:

The British Council has announced its partnership with Front Row Filmed Entertainment and Reel Cinemas to kick off a UK Film Season comprising of eight weeks of British films in Dubai.

From 20 January to 15 March 2011, film fans will have the opportunity to see a wide variety of UK movies at ‘The Picturehouse’ located in Dubai Mall-Reel Cinemas.  From dramas to comedy to full-on adventures, the eight-week UK Film Season looks set to entice movie-goers with its wide mix of British movies that feature something for every fully-fledged film buff. With the support of the Dubai Culture and Arts Authority and the Dubai International Film Festival, the screenings will also show selected Emirati shorts before each screening of the main movie every week. The initiative is aimed to encourage diverse audiences to attend and also to promote and celebrate local talent from the UAE.