Ben Croll When CGR Cinemas introduced its ICE Theater brand in 2017, among the first orders of business was finding films that could benefit from the LED-accented model.“Not all movies fit the ICE Theater experience,” says ICE Theaters exec Guillaume Thomine Desmazures. “For it to be valuable you need action and movement and color.
If the film is more dialogue based, the format doesn’t bring any added value.”That didn’t stop the group from taking the model out for a spin.
Of the five ICE optimized films released in 2017, two were action blockbusters, one a sci-fi drama, one a crowd-pleaser comedy and one a nature doc. “First we invented a tool and then we needed to understand its full capacities,” Thomine Desmazures explains. “So we experimented with a few things and found that action and animation work best.” This year, ICE Theaters is on track to optimize around 30 titles, adding to an already swelling tentpole library.
But as the company’s team of graphic artists at work to design immersive accompaniments for summer titles like “Minions: The Rise of Gru,” “Doctor Strange in the Multiverse of Madness” and “Top Gun: Maverick,” the ICE exec believes this model can be just as compellingly applied to other types of projects.“We’ve also tested the model on some Bollywood films, and the results are absolutely stunning,” Thomine Desmazures says. “And I would say that ICE Theaters are the second best place to watch a concert after the live venue itself.
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