What Is the Immersive Cinema Experience (ICE)?

Step inside an ICE Cinema, and you’ll quickly realize this is no ordinary movie theater. Immersive Cinema Experience, or ICE, is a revolutionary way to watch films—blending advanced visual, audio, and sensory technologies to transport audiences beyond the screen and into the heart of the story.

What Is the Immersive Cinema Experience (ICE)?

ICE Theaters are designed to envelop moviegoers in a panoramic, multisensory environment. The concept, developed by CGR Cinemas, has rapidly expanded from France to the United States, India, the Middle East, and beyond, offering a premium cinema format that stands apart from traditional theaters.

At its core, ICE involves:

• LED Side Panels: Five or more non-reflecting LED panels flank each side of the auditorium, filling your peripheral vision with dynamic colors and shapes that complement—but never distract from—the main screen.
• 4K Laser Projection: The main screen features cutting-edge laser projection technology, delivering ultra-bright, sharp images and vibrant 3D effects.
• Dolby Atmos Sound: State-of-the-art audio systems with up to 64 channels, 53 speakers, and 35 amplifiers ensure that every sound detail is heard, creating a truly immersive soundscape132.
• Luxury Seating: Premium reclining leather seats, wide spacing, and curved rows ensure optimal comfort and sightlines for every guest.
• Custom Ambient Effects: An in-house post-production team creates ambient visuals for the side panels, syncing them to each film for a seamless, tailored experience.

How ICE Cinemas Enhances the Moviegoing Experience

ICE technology is engineered to heighten immersion from the moment you enter the theater. The journey begins with an immersive corridor—a prelude to the sensory feast inside, where the atmosphere is set by lighting and visuals that hint at the film you’re about to watch.

Once seated, your senses are engaged on multiple levels:

• Visual Immersion: The side panels extend your field of vision, making the screen feel wider and the action more dynamic. Colors and shapes from the film bleed onto the panels, subtly reinforcing the onscreen action without disrupting the director’s vision.
• Audio Excellence: Dolby Atmos sound places you at the center of the action, with audio that moves around and above you, matching the visuals for a fully enveloping experience.
• Comfort and Convenience: Wide, reclining seats with ample legroom and advanced features like wireless charging and USB ports ensure you can relax and enjoy the show.

Where Can You Find ICE Cinemas?

ICE Theaters have grown from a handful of locations in France to a global network, including:

• France: Over 39 locations, where ICE screens generate a significant share of box office revenue.
• United States: Regal L.A. Live in Los Angeles was the first U.S. venue to feature ICE technology.
• India: PVR INOX has launched ICE Theaters in major cities like Delhi, Gurugram, and Bengaluru.
• Middle East: VOX Cinemas in Riyadh and Jeddah offer ICE experiences to audiences in Saudi Arabia.

Why Choose ICE Cinemas?

ICE Theaters are designed for movie fans who want more than just a night out—they want to be transported. The technology is to vision what Dolby Atmos is to hearing: an expansion of the senses that makes the cinema experience impossible to replicate at home.

Key benefits include:

• Unmatched Immersion: The combination of visuals, sound, and comfort creates a sense of presence that traditional theaters can’t match.
• Premium Comfort: Luxury seating and thoughtful design ensure every guest enjoys the best possible view and experience.
• Exclusive Content: ICE Theaters often feature special screenings and enhanced versions of major films, making every visit memorable.

The Future of ICE Cinemas

With ongoing expansion and partnerships with major studios, ICE Theaters are poised to bring their unique brand of immersion to even more audiences worldwide. As technology advances, expect even more innovative features and experiences to be added to the ICE format.