PVR Cinemas on Friday announced the opening of its premium ICE (Immersive Cinema Experience) Theatres in the NCR. There are two of them Promenade Mall, Vasant Kunj, New Delhi, while the other at PVR Ambience Mall, Gurugram.
ICE technology presents five LED panels establishing either surface of the hall to produce moviegoers an immersive 270-degree view. Those added panels don’t actually represent the original picture, nevertheless, and provide the image of a larger screen, with colors and shapes from the film bleeding from the primary screen to them.
ICE technology is to view what Dolby Atmos is to hearing, according to Renaud Palliere, CEO, The Luxury Collections, PVR Cinemas. Dolby Atmos is a surround sound technology that grows on standing surround sound systems by including extra height channels to provide a better surrounding audio sense.
Further, increasing the film experience is 4K laser projection and 3D Dolby Atmos technology, integrated by custom-made 60 cm-large seats that give viewers to fall into luxury as they view the film.
Palliere further said to the media that PVR aims to extend the ICE theaters’ existence to Juhu, Mumbai in around March 2023 and Pune in the later six months. Bangalore is in the cards as well. He continued that if the response is “good,” the presence can be much expanded to cover tier 2 cities as well.
According to him, the target of the partnership between PVR and ICE Theaters is to set up 20 of such theaters in the afterward 5 years.
Talking on the cost of the tickets, Palliere said that they preferred that in the same league as other PLF (premium large format) size halls and have put the prices 20% greater than normal rates.
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