India Finally Got Its First ICE Theatre in Delhi NCR

PVR Cinemas, one of India's leading cinema chains, recently launched the new 'ICE' format in two of Delhi NCR leading cinemas, in partnership with French exhibitor CGR Cinemas. It has been said that PVR will expand its latest service to Pune, Bengaluru and Ahmedabad later.  The ICE format features a unique, immersive experience with state-of-the-art projection and sound technology and comfortable, reclining seats.  The ICE format, which stands for "immersive cinema experience," aims to offer moviegoers a more interactive and engaging cinematic experience. The state-of-the-art ICE immersive technology is a sensorial experience that features LED panels on each side of the auditorium to fill the moviegoer’s peripheral vision with supplementary ambient colors and shapes and complement the action on the main screen.  PVR Cinemas is no stranger to innovation, having previously introduced 4DX, an advanced cinematic format featuring motion seats and special effects, in India. The ICE format builds on this success by offering a more immersive experience with the added benefits of luxurious seating and gourmet food options. The launch of the ICE format is a significant step for PVR Cinemas as it continues to expand and enhance its offerings in the competitive Indian cinema market. It is sure to attract moviegoers looking for a more premium and interactive cinematic experience. With the success of the ICE format in North America, the Middle East, and France, it is expected to be a hit in India as well.