ARHT Media has signed an agreement to install ten Capsule holographic displays in PVR Cinema theatres in India. The agreement is expected to result in four locations being installed in late 2022 and six additional locations in early 2023.
The technology will provide PVR audiences with an immersive experience that goes beyond the big screen, offering the opportunity to get up close to live and pre-recorded hologrammatic versions of movie stars in cinema foyers across the country. The Capsule technology also enables consumers to play interactive 3D trivia games, access behind the scenes footage and unique content from major and independent studios, and the chance to turn themselves into a hologram for a truly unique photo opportunity. The investment marks a significant commitment from PVR to enhancing the theatrical cinema-going experience.
"ARHT’s Capsule holographic display provides the most life-like, life sized, 3D holograms that we have seen anywhere,” said Ajay Bijli, chairman and managing director, PVR Limited. “We are extremely excited to see our guest’s reaction to these unique experiences while also recognizing the opportunity to generate holographic 3D revenue through advertising on these displays. The first thing you do when you have this experience is get your phone out to record it and share it with your friends, and we are sure that both our guests and advertisers will love it.”
"Not only is PVR the biggest cinema operator in India, but they consistently are also receiving awards as the best,” said ARHT CEO Larry O'Reilly. “With their reach into the entire scope of entertainment in India we are looking forward to working with them to export Indian culture to ARHT locations around the world. The enthusiasm and support we are receiving from the major Hollywood studios on the use of Capsule at cinemas is really encouraging as everyone is looking for additional reasons to curate unique experiences at movie theatres.”
ARHT Media www.arhtmedia.com/capsule