With another seven premium theaters set to open in India by this coming December and negotiations ongoing with new partners in Europe, Asia and Latin America, ICE Theaters will hit the ground at th…
“Clearly, people know our brand,” says ICE Theaters senior VP sales and strategy Guillaume Thomine Desmazures. “When a massive group like India’s PVR Inox entrusts you to build several new cinemas over the next five years, that affords greater legitimacy. Instead of [introducing ourselves and our product] we field more financial questions. People no longer ask who we are and what we do; they want to know about price and return-on-investment.
Looking past CinemaCon, and beyond the marketing materials and speeches shared on an expo-floor, Thomine Desmazures believes that each ICE equipped theater can be its own best advocate, and that the most convincing pitch of all is when the two rows of LED screens alight, and align with the propulsive action on screen.
“We can go much further in our immersive approach,” Thomine Desmazures explains. “We can push the panels to their full capacities in order to show the audience that they are in an ICE room, and that they’re experiencing something truly, fundamentally new. We’ll brief the creative teams that movement and color are crucial to immersion, and from there, we’ll encode and present their shorts in front of our big releases.
In the nearer term, the company’s technicians are hard at work formatting this summer’s blockbuster slate for ICE screens, with projects like “Elemental,” “The Flash” and “Spider-Man: Across the Spider-Verse” now getting the Bunker treatment.
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