Ice Theaters has given French moviegoers an immersive and sensorial cinematic experience thanks to its elaborate ICE Immersive technology. The premium large format has been successful, with 35 auditoriums installed in France. The experience will make its American debut this December 10, 2019, at Regal L.A. LIVE: A Barco Innovation Center in downtown Los Angeles. The first film to be shown in the format in America will be Jumanji: The Next Level, which stars Dwayne “The Rock” Johnson, Jack Black, Kevin Hart, and Karen Gillan.
Nerd Reactor had the chance to experience a demo of the ICE Immersive experience, and it truly enhances the big event films. We were shown many clips from films including The Greatest Showman, Dark Phoenix, Bohemian Rhapsody, Mission: Impossible: Fallout, Maleficent: Mistress of Darkness, and more. Each movie is enhanced by the display panels on the side.
This isn’t a new formula since ScreenX has done this before by projecting the film onto the main screen and two side walls. However, with ScreenX, it can be jarring due to the whole side screens being utilized, and the format switching back and forth from regular mode to ScreenX mode. (Imagine the aspect ratio switch in The Dark Knight IMAX version, only more jarring.)
With the ICE side displays, it’s more complementary and not as intrusive. In addition, certain films benefit from extra effects. In The Greatest Showman, the song and dance performances are amplified with actual spotlights roaming around the auditorium, making you feel like you’re inside the circus.
The seats are also premium, and you can recline the back part. There’s a USB port for charging your phones. To take it a step further, each seat also has wireless charging for compatible phones.
After the special Ice Theaters premiere on December 10th, the premium format will be open on December 12th to Los Angeles moviegoers.
“Experiencing films in the ICE THEATERS format brings a unique and exciting cinematic experience to get movie fans out of the home and into the theater,” said Scott Sherr, EVP, Worldwide Theatrical Distribution, Sony Pictures Entertainment’s Motion Picture Group. “We’re excited to give consumers a choice to see ‘Jumanji: The Next Level’ in this compelling way only in theaters.”
“We are thrilled to be the first movie theater in America to introduce the immersive ICE THEATERS® technology, and that our L.A. LIVE moviegoers will be the first in the country to have this one-of-a-kind movie experience,” said Shelby Russell, Sr. Vice President of L.A. LIVE Marketing and Cinemas.
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