The company aims to broaden minds beyond images of gun-battles and belly dancing synonymous with the region.

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In the game, players begin with a profile that outlines what their business is, i.e. web developer, coffeeshop owner, belly dancing troupe, or one of your choosing.

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To mark the countdown to the London 2012 Olympic and Paralympic Games, the Big Screen hosted a Cultural Olympiad Open Weekend in July 2010 with tribal belly dancing, martial arts demonstrations, capoeira and an urban triathlon.

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TAFEs (Technical and Further Education colleges) places where, he says, people go to learn party management and belly-dancing, whereas the number of places for would-be car engineers has been cut.

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