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 venture them across the viewers.
“It provides you a sense of being immersed within the movie,” mentioned Shelby Russell, senior vice chairman of selling at AEG and the LA Dwell leisure district in downtown Los Angeles.
“It makes you extra engaged within the movie in a really immersive method 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 shall be charged a further $6 for the expertise, which CGR Cinemas plans to develop to different theaters round the US.
It takes a swift three weeks to transform a function movie into an immersive expertise, with motion movies working greatest.
“The movies on ICE should be the movies which have motion, coloration and motion,” mentioned Jocelyn Bouyssy, managing director of CGR Cinemas. “It actually wants motion of the digital camera – ‘Mission: Unimaginable,’ ‘Jumanji,’ movies like that.”
The know-how is coming to the US as film theaters face growing competitors for audiences from streaming platforms like Netflix and Disney+.
“We do consider that offering distinctive experiences is a method to attract moviegoers to film theaters, and ICE is a good instance of that, and that is an expertise you may’t get at dwelling,” mentioned Shelby.
(Reporting by Rollo Ross; Modifying by Cynthia Osterman)