Bengaluru, September 4 – PVR INOX, renowned as India’s largest and most premium cinema exhibitor, has unveiled its latest addition – the prestigious ICE THEATRES auditorium – within its 12-screen Superplex located in South Bengaluru.
This marks the third ICE THEATRES auditorium in the country, following the successful launches of the first two in Delhi and Gurugram.
The ICE Immersive technology, a pinnacle of modern cinematic experience, aims to envelop moviegoers in a sensorial journey. It achieves this by incorporating LED panels on each side of the auditorium, ingeniously filling the peripheral vision with captivating ambient colors and shapes that complement the main screen action.
These exclusive panels, thoughtfully positioned within the auditorium, create an awe-inspiring visual ambiance through dynamic shapes and a kaleidoscope of colors, ensuring the audience can watch movies in a state of total immersion. These LED panels, however, do not carry on the narrative but rather project captivating shapes and colors synchronized with the on-screen visuals.
The ICE THEATRES experience is further elevated by the use of 4K Projection and RealD 3D, delivering unrivaled image quality. The auditory aspect is nothing short of spectacular, courtesy of Dolby Atmos.
ICE THEATRES goes beyond technological excellence by offering a visually comfortable experience, made evident by its curved seating rows that optimize the audience’s orientation toward the screen.
The ICE THEATRES auditorium at PVR Superplex boasts a seating capacity of 237, including classic, prime, and recliner seats, ensuring a diverse range of seating options for patrons.
Ajay Bijli, Managing Director of PVR INOX Limited, expressed his delight, stating, “We are thrilled to expand the ICE THEATRES concept in South India after a successful debut in Delhi and Gurugram. India boasts one of the largest and fastest-growing film markets globally, with a diverse and extensive audience. Therefore, we are committed to continuous innovation to cater to the evolving preferences and expectations of Indian cinema enthusiasts.”
He further added, “By introducing premium experiential formats, we aim to bring the world’s best cinema experiences to audiences in India. ICE Theatres not only enables us to showcase Hollywood or English films but also presents Indian films in various languages to audiences across the country.”
ICE THEATRES has already introduced over 120 titles in their immersive ICE format, with collaborations spanning all major Hollywood Studios.
Guillaune Thomine, Managing Director of ICE THEATRES, expressed excitement about working with Indian Studios to enhance the immersive experience of their titles with dynamic and colorful content. He stated confidently, “We are certain that the moviegoers in South India will be captivated by the enhanced visual and auditory journey that ICE THEATRES offers. This cinema format holds great potential to redefine the movie-watching experience in India.”
