French multiplex company CGR Cinemas has announced that the first ICE Theatre in the United States will be debuting this fall at Regal L.A. Live: A Barco Innovation Center in downtown Los Angeles. The ICE (Immersive Cinema Experience) Theatre concept launched two-and-a-half years ago, combining state-of-the-art design and excellence in sound and image technologies with the revolutionary ICE sensorial experience.
The ICE format comes to the U.S. after great success in France. While ICE auditoriums account for 32 of CGR Cinemas’ total 680 screens, 75 percent of CGR’s box office revenue in 2018 was generated by ICE Theatre screens.
ICE technology features five non-reflecting LED-panels flanking each side of the auditorium to fill the moviegoer’s peripheral vision with complementary colors from the front screen. CGR’s in-house post-production team in La Rochelle creates ambient images for the panels and syncs them to each film showcased using this technology.
Sony’s Spider-Man Far From Home and Universal’s Fast & Furious Presents: Hobbs & Shaw are among this summer’s films set to be released in the ICE format. They join a record number of feature films released in the premium format over the past year, including Fox’ Bohemian Rhapsody and X-Men: Dark Phoenix, Sony’s Men In Black International and Warner Bros.’ Aquaman, Annabelle Comes Home and Shazam.
“Entering the U.S. market and doing so in partnership with AEG that allows us to launch at the prestigious Regal L.A. Live, provides affirmation of the incredible success and potential of the ICE Theatre format,” said Jocelyn Bouyssy, managing director of CGR Cinemas. “This revolutionary experience is based on a concept designed by an exhibitor for exhibitors, with a focus on a unique business model. This first location has always been known for bringing innovative experiences to moviegoers and the ICE Theatre is a perfect fit, especially in one of the world’s more beautiful locations and capital of the entertainment industry.”
CGR has already announced that the ICE format is coming to the Middle East and Northern Africa via VOX Cinemas.
“AEG is excited to partner with CGR to have Regal L.A. Live: A Barco Innovation Center be the first location in the United States to feature the ICE technology,” said Shelby Russell, senior vice president of L.A. Live Marketing and Cinemas. “We are always looking to showcase cutting-edge technology to provide movie-goers the best possible experience, and thrilled that our L.A. Live movie-goers will be the first in the country to have this one-of-a-kind movie experience.”
CGR Cinemas Group http://www.cgrcinemas.fr