ICE Theatre Format Coming To L.A. In The Fall

July 19, 2019

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.