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CGR Cinemas and AEG partner on first ICE Theater in US with ICE Immersive technology

ice theater technology cinema

French multiplex company CGR Cinemas has revealed the first ICE Theater in the US is heading to the Regal LA LIVE, which will use its ‘Immersive Cinema Experience’ tech, in a partnership with AEG.

ICE Theaters include luxury seats, state-of-the-art design, Superior Immersive Sound and RGB laser projection, as well as the ICE Immersive sensorial experience.

ICE Immersive features five non-reflecting LED panels on each side of the auditorium in order to immerse the viewer in the film. CGR creates ambient images for the panels and syncs them to each film.

“Entering the US market and doing so in partnership with AEG that allows us to launch at the prestigious Regal LA LIVE, provides affirmation of the incredible success and potential of the ICE Theater format,” said Jocelyn Bouyssy, Managing Director of CGR Cinemas.

ICE Immersive uses non-reflecting LED panels

cgr cinemas aeg

“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.”

“AEG is excited to partner with CGR to have Regal LA LIVE be the first location in the United States to feature the ICE Immersive technology,” said Shelby Russell, Senior Vice President of LA 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 LA LIVE movie-goers will be the first in the country to have this one-of-a-kind movie experience.”

Luxury seats and a sensorial experience with ICE

ICE Theater has been successful in France and previously confirmed it was heading to the Middle East and Northern Africa in Vox Cinemas.

As cinemas enhance the experience with motion seats, luxury recliners, better food and drinks, and even escape rooms and dark rides, find out more about the evolution of cinema.

Images: CGR Cinemas

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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