India’s PVR Cinemas in partnership with French exhibitor CGR Cinemas has opened premium immersive cinema experience theatres in two of its leading cinemas in Delhi NCR and PVR Ambience Mall, Gurugram. The new ICE theaters mark a huge milestone for CGR in the Asia Pacific Region after its successful endeavors in Europe, North America, and the Middle East.
The ICE technology is a sensorial experience that features LED panels on each side of the auditorium, to fill the moviegoer’s peripheral vision with supplementary ambient colors and shapes to complement the action on the main screen. The panels placed on each side of the auditorium create a spectacular visual atmosphere through dynamic shapes and colors and allow the audience to watch movies in total immersion. The visual experience is enhanced by 4K projection and Dolby Atmos sound.
Ajay Bijli, chairman and managing director, PVR Limited said, “After announcing our partnership with CGR Cinemas at CineEurope, Barcelona, we are happy to launch our first ICE Theatres screen in Delhi NCR with two screens. We plan to expand the ICE Theatres presence to Mumbai and Bengaluru in the coming months. It is the dynamism of these growing markets that keeps us assertive about bringing innovations and best of the global standards of cinema experience for movie aficionados in major metro cities. We are certain that audiences and filmmakers alike will appreciate the ICE Immersive experience.’’
Sanjeev Kumar Bijli, joint managing director, PVR Limited said, “We are seeing an elevated appetite among audiences for watching movies in socio-cultural spaces such as a cinema. The lack of out-of-home entertainment options in India is fueling this need. Hence at PVR, we continue to experiment and further elevate the movie viewing experiential quotient by upgrading technology, comfort, food and beverage and the ambience to make it a holistic experience. The enhancement of ICE Theatre to our premium screen portfolio is a step in that direction. Patrons at PVR would surely appreciate this new way of watching movies”