By Rollo Ross
LOS ANGELES (Reuters) – Moviegoers have been provided rolling seats, 3D glasses and even rain and smells lately as theater chains search to fill seats.
Now comes an immersive expertise that will get its U.S. launch in Los Angeles subsequent week. It options laser projection and large LED panels that line either side of the auditorium and fill a moviegoer’s peripheral imaginative and prescient.
The panels extract colours from the display screen and mission them across the viewers.
“It offers you a sense of being immersed within the movie,” mentioned Shelby Russell, senior vice chairman of selling at AEG and the LA Reside leisure district in downtown Los Angeles.
“It makes you extra engaged within the movie in a really immersive manner so it units the temper all through the whole auditorium,” Russell instructed Reuters Tv.
The Immersive Cinema Expertise (ICE), first launched in France two years in the past by film chain CGR Cinemas, will make its U.S. debut on Dec. 12 at a single venue in Los Angeles for journey film “Jumanji: The Subsequent Stage,” starring Dwayne Johnson, Jack Black and Kevin Hart.
Moviegoers will likely be charged an extra $6 for the expertise, which CGR Cinemas plans to increase to different theaters round the US.
It takes a swift three weeks to transform a characteristic movie into an immersive expertise, with motion movies working greatest.
“The movies on ICE have to be the movies which have motion, shade and motion,” mentioned Jocelyn Bouyssy, managing director of CGR Cinemas. “It actually wants motion of the digicam – ‘Mission: Not possible,’ ‘Jumanji,’ movies like that.”
The expertise is coming to the US as film theaters face rising competitors for audiences from streaming platforms like Netflix and Disney+.
“We do consider that offering distinctive experiences is a manner to attract moviegoers to film theaters, and ICE is a good instance of that, and that is an expertise you may’t get at house,” mentioned Shelby.
(Reporting by Rollo Ross; Enhancing by Cynthia Osterman)