Known for its groundbreaking events, Los Angeles is set to be the first city in the U.S. to embrace immersive cinema experience(ICE.) The Regal Live in downtown Los Angeles will debut ICE in the fall of 2019.
This technology has been used in recent years by CGR Cinemas. The way it works is by placing five LED panels on either side of s movie theater screen. This improves the viewing experience, as moviegoers will see vivid colors and lights with their peripheral vision. Throughout an ICE movie, the colors change as the current mood of the movie being shown changes. In calmer scenes, viewers will see softer colors, but when the action picks up, the colors and lights may become dark and flashy.
CGR creates these panels, which have been distributed to their cinemas. Of the 680 screens CGR has in theaters, 32 of them are ICE screens. Yet in 2018, 75% of the revenue generated at CGR Cinemas came from these screens.
As the capital of the entertainment industry, Los Angeles was a natural choice for the first-ever ICE theatre. In the past, movies released in ICE theaters included:
- Bohemian Rhapsody
- Men In Black International
- Spiderman: Far From Home
- Mission Impossible: Fallout
- X Men Dark Phoenix
This trend will continue with releases such as Shazam, and Hobbs & Shaw. In addition to U.S theaters, ICE will soon be available in Northern Africa, and the Middle East. Moviegoers will be able to see these films at Vox Cinemas.
The use of ICE technology in theaters all over the world is meant to make the experience more immersive for viewers. Other formats used in the past were through to provide viewers with nothing more than a distraction. ICE technology is set to change that, as experts in the industry predict that it will make the overall moviegoing experience much more desirable.
In recent years, viewers have embraced ways to watch movies from home, without the need to go to the theater. ICE is an attempt to reinvigorate interest in going to the movies. The use of this technology will change the way people view movies in the future.