LOS ANGELES (Reuters) – Moviegoers have been offered rolling seats, 3D glasses and even rain and smells in recent years as theater chains seek to fill seats.
Now comes an immersive experience that gets its U.S. launch in Los Angeles next week. It features laser projection and giant LED panels that line each side of the auditorium and fill a moviegoer’s peripheral vision.
The panels extract colors from the screen and project them around the audience.
“It gives you a feeling of being immersed in the film,” said Shelby Russell, senior vice president of marketing at AEG and the LA Live entertainment district in downtown Los Angeles.
“It makes you more engaged in the film in a very immersive way so it sets the mood throughout the entire auditorium,” Russell told Reuters Television.
The Immersive Cinema Experience (ICE), first launched in France two years ago by movie chain CGR Cinemas, will make its U.S. debut on Dec. 12 at a single venue in Los Angeles for adventure movie…
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