By IANSlife

December 19, 2022 (IANSlife) PVR Cinemas, the largest movie theatre chain in India, along with French exhibitor CGR CINEMAS, have opened two of its top theatres in Delhi-NCR: PVR ICON Promenade Mall in Vasant Kunj, New Delhi, and PVR Ambience Mall in Gurugram. CGR CINEMAS plans to present Indian films in the ICE IMMERSIVE® format to Indian audiences by taking use of the positive relationship that PVR has with the Indian film industry.

he format was introduced in a ceremony attended by illustrious figures such as Mr. Emmanuel Lenain, the French ambassador, senior executives of top Indian studios, and Bollywood star Kartik Aaryan, whose movie "Shehzada" will soon be released in theatres.

After successful ventures in Europe, North America, and the Middle East, CGR CINEMAS has reached a significant milestone with the opening of the new ICE Theaters auditorium to introduce its ICE IMMERSIVE® technology in the Asia Pacific Region. By placing LED panels on either side of the theatre, the cutting-edge ICE IMMERSIVE® technology creates a sensory experience that enhances the action on the main screen by providing the viewer's peripheral vision with additional ambient colours and shapes. The distinctive panels, which are positioned on either side of the auditorium, produce a stunning visual ambience with dynamic shapes and colours and enable viewers to fully immerse themselves in the movies they are seeing.

The best audio playback is made possible by 3D Dolby Atmos® while the ultimate visual experience is enhanced by 4K Projection with highest image quality. The heart of the ICE Theaters® auditorium experience is client comfort, which goes far beyond technological brilliance. A specially designed 60 cm-wide seat helps with ergonomic comfort, yet curved rows that provide the best orientation to the screen help with visual comfort.

Ajay Bijli, Chairman & Managing Director, PVR Limited said, “After announcing our partnership with CGR Cinemas at CineEurope, Barcelona, we are happy to launch our first ICE THEATERS® screen in Delhi NCR with 2 screens. We plan to expand the ICE THEATERS® 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, F&B and the ambience to make it a holistic experience. The enhancement of ICE THEATERS® to our premium screen portfolio is a step in that direction. Patrons at PVR would surely appreciate this new way of watching movies”.

Renaud Palliere, CEO, The Luxury Collections, PVR Cinemas, said, “As a leading out-of-home entertainment destination, PVR is striving to build cinemas that provide a world-class ambience, cutting edge technologies in terms of sound and projection with opulent comfort and this is yet another step toward fulfilling our objective. ICE THEATERS® offers an experience that is impossible to replicate at home. The idle walls of the theatres are made alive through side panels that create peripheral background visuals that sync to the film thereby complementing it, not distracting away from it. We are highly confident this will prove to be a groundbreaking sensorial movie experience for audiences in Delhi and Gurugram and beyond.’’

Jocelyn Bouyssy, Managing Director at ICE THEATERS®, added, “After expanding our format across various territories, we are unbelievably proud to be starting this new collaboration with India’s first exhibitor PVR CINEMAS. Not only is this partnership allowing us to reach new audiences, it also is the opportunity for us to broaden our immersive experience to the Indian movie-making industry and undertake Bollywood movies post-production, with the promise to deliver 20 Indian titles per year in ICE IMMERSIVE® format. After working with all Major Hollywood Studios, this marks a momentous milestone for ICE THEATERS, and we could not be more thrilled starting this new adventure alongside luxury cinema chain PVR CINEMAS”.

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