The technology, which has been around in France for around 2.5 years, is the newest 'Premium Large Format' idea to arrive over here in hopes of both challenging IMAX (and Dolby Vision) and banking on moviegoers willing to pay a little extra for a little extra.
Another day, another newfangled way to watch movies in a theater. This time, we just got word that AEG and CGR Cinemas are bringing"ICE" theaters to North America for the first time. The technology, which has been around in France for awhile, is the newest"Premium Large Format" idea to arrive over here in hopes of both challenging IMAX and banking on moviegoers willing to pay a little extra for a little extra.
This gimmick, and I don't mean that as an insult , regularly outperforms IMAX in France and recently announced expansion plans into the Middle East and and Northern Africa via VOX Cinemas. Again quoting the press release, while ICE THEATER auditoriums account for 32 of CGR Cinemas’ total 680 screens, 75% of CGR’s box office revenue in 2018 was generated by ICE THEATER screens. At a glance, it's seemingly similar to CVG's ScreenX format.in that format.
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