High-end theatre screen format ICE Theaters has reached an understanding with PVR Cinemas for an exclusive rollout in India. The deal, which entails a long-term relationship, will start with three auditoria in Bombay, Delhi and Bangalore within a year.
The announcement of the deal was made at CineEurope trade show in Barcelona recently. ICE Theaters was created by France’s CGR Cinemas. It combines premium design and cutting-edge sound and image technologies. It also offers a unique experience that features non-reflecting LED panels, targeting the viewer’s peripheral vision from the start of the film till the end. This is called the ICE Immersive technology. ICE Theaters is launching its product in Asia after Europe, North America and the Middle East.