PVR Cinemas has opened its ‘ICE’ theatre in Delhi, a brand new format that claims to supply an expertise that’s not possible to duplicate at dwelling. Many immersive film applied sciences in India’s theatres haven’t been significantly profitable. Can ICE theatres change this? Mint explains.
What’s totally different on the ICE theatres?
The target of an ICE theatre is to fill a viewer’s peripheral imaginative and prescient with colors and objects much like what’s on the principle display screen. An acronym for Immersive Cinema Expertise, ICE entails the usage of LED panels on both aspect of the principle display screen. These panels don’t present a continuation of the motion on the principle display screen, however undertaking shapes and hues which can be in step with these visuals. It makes use of typical 4K digital projection, and may be considered in each 2D and 3D. Ajay Bijli, PVR’s chairman and managing director, has stated that the corporate plans to unveil ICE theatres in Mumbai, Bengaluru, Ahmedabad and Pune in 2023.
What are the opposite theatre applied sciences?
ICE joins a number of theatre applied sciences that exist already in India. The closest to ICE may be discovered at Mumbai’s InOrbit Mall, which contains a 270-degree film display screen known as ScreenX, operated by Inox, which merged with PVR earlier this 12 months. ScreenX claims to make use of ‘proprietary’ processing engines to indicate choose scenes of a film throughout 270 levels. There’s additionally IMAX, which is form of a typical for film making and theatres. Different key codecs embody 4DX, MX4D and D-Field — which supply seat haptics and real-world simulation of on-screen motion with wind, water or warmth.
What are the preliminary reactions to ICE motion pictures?
Viewer responses to ICE theaters have largely been combined. Whereas many viewers took to Twitter to state that the ICE projection panels are certainly extra immersive, others have disagreed. Nevertheless, with Shah Rukh Khan’s upcoming movie Pathaan set to launch in ICE theatres too, we could but see a wider response from Indian film goers.
How does it differ from IMAX, 4DX, ScreenX?
IMAX got here to Mumbai in 2001. It has licensed cameras to shoot content material particularly for IMAX screens, proven in theatres with particular projectors and screens. ICE, nevertheless, doesn’t rely upon projection and taking pictures tech, as a substitute providing Philips-made LED panels on both aspect of a theatre’s partitions to refill a viewer’s peripheral imaginative and prescient. ScreenX is dependent upon its 270-degree display screen to cowl the whole visual field, whereas 4DX and many others. rock your chairs and spray water to offer a distinct expertise.
How have these theatres accomplished up to now?
The primary ICE theatres launched in in France, in December 2016, with Star Wars: The Drive Awakens, and the corporate has about 52 theatres worldwide. However different such theatre applied sciences have largely didn’t make an affect in India. Regardless of being in India for over 20 years, IMAX has solely 21 screens within the nation. ScreenX is current in just one venue, whereas 4DX like experiences are far and few as effectively. Mint reported in November that viewers are avoiding theatres for quite a lot of causes, which can in flip mar ICE’s arrival in India.
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Supply: Live Mint