Multiplexes turn to technology for giving viewers differentiated experience
Company News
Cinema exhibition chain PVR has tied up with D-Box Technologies, a company specialising in creating immersive motion entertainment, to launch India’s first D-Box motion seats in cinema halls.
In the first phase, around 400 D-Box motion seats will be installed in nine auditoriums, across the Delhi region and Mumbai.
At an estimated cost of Rs 5 lakh a seat, PVR’s investment will amount to Rs 20 crore. “We are using technology to give our viewers a differentiated experience while at the movies. Our association with D-Box is one such initiative, as is our tie-up with ScreenX, which allows parts of films to be projected on to three walls of the auditorium. ScreenX makes for more impactful viewing where the visual requires scale — like a concert scene, a battle scene or a scene that shows the view from the top of a mountain, for example,” says Gautam Dutta, chief executive at PVR, which has initially commissioned 10 such screens.
Inox has also announced a slew of technology tie-ups to provide differentiated movie viewing experiences across its properties. It announced the launch of its MX4D screens, along with the ScreenX feature, at multiple properties.
Motion seat technology uses special codes, embedded in the digital print of a film being screened at a movie hall, to create corresponding motion in the viewer’s seat. Any scene with a visual impact can be translated into seat movement with this technology, helping a more ‘immersive’ movie viewing experience.
While motion seat entertainment is part of the 4DX movie-going experience, D-Box’s technology is more grounded -- it is restricted to motion of the seat and does not include effects like smoke, spray, wind, etc...Read More