LOS ANGELES & LA ROCHELLE, France–(BUSINESS WIRE)–Leading French multiplex company CGR Cinemas announced today that the first ICE THEATER in the United States will be at Regal L.A. LIVE: A Barco Innovation Center.
Through a partnership between CGR and AEG, France’s most successful premium large format, ICE THEATER featuring ICE IMMERSIVE© technology, will be debuting this fall in a dedicated theater within the Regal L.A. LIVE in downtown Los Angeles. The first U.S. blockbuster to be screened at an ICE THEATER with ICE IMMERSIVE technology will be announced in the coming months.
The ICE (“Immersive Cinema Experience”) THEATER 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 IMMERSIVE sensorial experience. ICE IMMERSIVE 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.
“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 THEATER 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 THEATER is a perfect fit, especially in one of the world’s more beautiful locations and capital of the entertainment industry.”
This partnership is the latest example of ICE THEATER’s international expansion, following an earlier announcement that the 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 IMMERSIVE technology,” said Shelby Russell, Sr. 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.”
The ICE THEATER format comes to the U.S. after seeing great success in France. In fact, while ICE THEATER auditoriums account for 32 of CGR Cinemas’ total 680 screens, 75% of CGR’s box office revenue in 2018 was generated by ICE THEATER screens.
Each ICE THEATER location features luxury seats, Superior Immersive Sound and RGB laser projection, along with the ICE IMMERSIVE experience with LED panels on the side walls
Sony’s “Spider-Man Far From Home” and Universal’s “Fast & Furious Presents: Hobbs & Shaw” are among this summer’s blockbusters set to be released in ICE IMMERSIVE. They join a record number of blockbusters 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,” to name but a few.
Source: First ICE THEATER Coming to the U.S. Through New Partnership Between AEG and CGR Cinemas