French Chain CGR Cinemas Takes ICE Model to Multiple International Territories
variety.comBen Croll Boasting a network of more than 700 screens in France, CGR Cinemas became a powerhouse in Gallic exhibition by developing markets beyond the country’s metropolitan hubs, and by foregrounding technological advancements.
Of late, the cinema chain has looked outward, exporting its proprietary Immersive Cinema Experience (ICE) model to Spain, Saudi Arabia, the U.S.
and Estonia.Beginning with their move toward fully digital projection in 2007, the CGR Group has put a premium on technical polish, especially as it targets filmgoers in more suburban and ex-urban environments.“In order to expand they had to address a more untapped market,” explains CGR exec Guillaume Thomine Desmazures, who joined as ICE Theaters senior VP sales and strategy in 2020. “That was the key to CGR’s success.
They would open theaters where there were none, addressing a public that didn’t want to drive 100km to go to the movies.” But in order to get those filmgoers into their cars to begin with – especially in an age marked by a plethora of streaming options – the cinema chain had to offer something out of the ordinary.
Read more on variety.com