One local theater, Regal L.A. Live, is experimenting with an idea that executives say strikes the right balance between so-called enhancement and sensory overload. “When you’re watching the movie, you actually feel very immersed into the film,” said Shelby Russell, a senior vice president at L.A. Live. The initiative was successful, and ICE Immersive accounted for 75% of CGR’s box office revenue in 2018, according to the firm. Regal L.A. Live will be the first U.S. theater to employ the technology. Jocelyn Bouyssy, managing director of CGR Cinemas and Ice Theaters, said the success of ICE theaters in France, where it competes with Imax, bodes well for its U.S. expansion.

Source: Los Angeles Times July 17, 2019 16:04 UTC