PVR Inox Expands ‘ICE THEATERS’ To South India

PVR Inox, India's largest cinema exhibitor, on Friday launched its ICE THEATERS auditorium at the 12-screen Superplex in Forum South Bengaluru. This marked its third ICE THEATERS auditorium in the country, following launches in Delhi and Gurugram.

The ICE THEATERS concept introduces cutting-edge ICE IMMERSIVE technology to the Indian cinema experience. The theatre format includes LED panels strategically placed on each side of the auditorium to immerse moviegoers in a world of dynamic colours and shapes, seamlessly synchronised with the on-screen action. 

Unlike traditional cinema screens, these LED panels do not extend the narrative but enhance the overall viewing ambiance. The auditorium combines exceptional visual and audio technology. With 4K Projection and Real D 3D, viewers can expect unparalleled image quality, while the Dolby Atmos audio system to ensure an immersive and captivating auditory experience. 

“It is (ICE THEATERS) designed to leave a lasting impression, making the cinema visit truly immersive. Our goal is to give people a reason to step out of their homes, and when they come to the cinemas, they encounter an experience like no other,” said Gautam Dutta, Co-CEO at PVR Inox.

The auditorium in Bengaluru offers a seating capacity of 237, with options ranging from classic to prime and even recliner seats.

Ticket prices for ICE THEATERS are set at a premium level, typically around 20 per cent higher than standard cinema ticket prices. Prices vary based on the specific movie being screened and the seating category, with rates ranging from Rs 180 to Rs 790, Dutta told BW Businessworld.

ICE THEATERS is part of PVR Inox’s premium portfolio which includes Director’s Cut, 4DX, ICE, Insignia and IMAX among others. At present, approximately 13.5 per cent of the company’s total screen count portfolio is allocated to these premium formats. These specific screens typically yield a revenue of around 16-17 per cent for PVR Inox, primarily due to the slightly higher average ticket price (ATP).

Indian cinema has found its place in ICE THEATERS with releases like ‘Pathaan’ and ‘Rocky Aur Rani Ki Prem Kahani’. Upcoming titles to be screened in these auditoriums include ‘Salaar’, ‘Tiger 3’ and ‘Dunki’.

Rohan Sable, Regional Director (South) at PVR Inox, said that the future of cinema lies in providing immersive experiences, such as 4DX, PXL, IMAX and ICE auditoriums. 

Commenting on the movies coming out of Southern India, Sable said, “Premium formats allow viewers to be completely absorbed in the movie. The large canvas on which many South Indian movies are created, such as ‘KGF’ and upcoming films like ‘Leo’, makes them a perfect fit for these premium formats.”

PVR Inox’s shares closed at Rs 1,778.90 on Friday down 0.73 per cent on BSE.