January 30, 2023
After opening auditoriums at two PVR CINEMAS locations last month, premium immersive format ICE THEATERS®, is immensely proud to announce, alongside YASH RAJ FILMS, the leading film production studio in India, its first Indian movie release - the historic global hit Pathaan!
From the birth of its ICE IMMERSIVE® technology, ICE Theaters® has had the aspiration to expand the concept to the Indian film-making industry: truly complimentary to the atmosphere that Indian titles convey, enhancing such dynamic and colorful contents has always been a clear goal for the Premium Large Format and its immersive experience. Today, it is a huge honor to make it happen with Yash Raj Films, a renowned reference in the industry. This collaboration is a major breakthrough for newly established in India premium format ICE Theaters® and marks the beginning of a breathtaking line-up offer over the next few years.
Mr. Rohan Malhotra, VP Distribution, Yash Raj Films said “It gives us immense pleasure that Pathaan is the first Indian Film to be showcased in the immersive experience of ICE Theatres. YRF has always tried to be the flag-bearer for technological advancement in our industry to provide wholesome and an immersive movie-going experience to audiences. This development is a direct result of our plans to always think of the audience first and give them a movie-going experience like never before.”
Mr. Jocelyn Bouyssy, Managing Director at ICE Theaters® said “When we created ICE Theaters®, I had two dreams: releasing Avatar and one day seeing our premium auditoriums surround Indian films for a stunning sensation. A few weeks ago we inaugurated the first ICE Theaters® auditoriums in India with PVR Cinemas and, only one month later, we achieved the release of the first Indian title in ICE Theaters®. I am extremely proud of our team and our partners at PVR Cinemas and Yash Raj Films for making this dream come true. It is now the beginning of this incredible adventure.”
Mr. Renaud Palliere, CEO, The Luxury Collections, PVR Cinemas, added “An action spectacle, Pathaan is a movie truly made for the Big Screen experience and showcasing the movie in the immersive ICE THEATERS® at PVR Cinemas has been a delight for our patrons. The movie released on the eve of India’s Republic Day has been able as expected to leverage the long weekend to generate incremental footfalls. It has led to movie goers to form beelines at the cinemas to watch the much-anticipated movie in its full glory. Audiences at PVR have particularly appreciated the sensorial movie experience of Pathaan in ICE Theaters® immersive format.”
Mr. Alexandre Brouillat, SVP Business Development, ICE Theaters® said “We are thrilled to be releasing Pathaan in our ICE Theaters® and start this new partnership with Yash Raj Film, a forerunner in the market, who is now joining forces with PVR Cinemas to expand our format in India. I was lucky enough to attend the first screening of the film in ICE IMMERSIVE® format this Wednesday at 7am, and the audience was completely blown away by the film and the experience. I believe that we have reached a milestone together and I am delighted to be part of this successful journey.”