PVR Inox, India's largest cinema exhibitor, has launched its third ICE Theatre auditorium at the 12-screen Superplex in Forum South Bengaluru. ICE stands for Immersive Cinema Experience. The exhibitor already has ICE Theatres in Delhi and Gurugram.
The ICE Theatres concept introduces new technology to the Indian cinema experience. The theatre format includes LED panels strategically placed on each side of the auditorium to immerse moviegoers in a world of dynamic colors and shapes, seamlessly synchronized with the on-screen action.
Unlike traditional cinema screens, these LED panels do not extend the narrative but enhance the overall viewing ambiance. The auditorium combines exceptional visual and audio technology, including 4K projection, RealD 3D and Dolby Atmos audio.
“[ICE Theatres are] designed to leave a lasting impression, making the cinema visit truly immersive. Our goal is to give people a reason to step out of their homes, and when they come to the cinemas, they encounter an experience like no other,” said Gautam Dutta, Co-CEO at PVR Inox.
The auditorium in Bengaluru offers a seating capacity of 237, with options ranging from classic to prime and even recliner seats.
Ticket prices for ICE Theatres are set at a premium level, typically around 20 per cent higher than standard cinema ticket prices. Prices vary based on the specific movie being screened and the seating category, with rates ranging from Rs 180 to Rs 790, Dutta told BW Businessworld.
ICE Theatres are part of PVR Inox’s premium portfolio which includes Director’s Cut, 4DX, ICE, Insignia and Imax among others. At present, approximately 13.5 per cent of the company’s total screen count portfolio is allocated to these premium formats. These specific screens typically yield a revenue of around 16-17 per cent for PVR Inox, primarily due to the slightly higher average ticket price.
Indian cinema has found its place in ICE Theatres with releases like Pathan and Rocky Aur Rani Ki Prem Kahani. Upcoming titles to be screened in these auditoriums include Salaar, Tiger 3 and Dunki.
Rohan Sable, regional director (South) at PVR Inox, said that the future of cinema lies in providing immersive experiences, such as 4DX, PXL, Imax and ICE auditoriums. Sable said, “Premium formats allow viewers to be completely absorbed in the movie. The large canvas on which many South Indian movies are created, such as KGF and upcoming films like Leo, makes them a perfect fit for these premium formats.”