PVR Cinemas, India’s largest cinema exhibition company, said it has decided to set up 16 new 4D theaters at its most popular theaters in Delhi, Gurgaon, Bengaluru, Mumbai, Chandigarh, Pune and other cities.
The 4D theaters — which include moving seats and other effects — will be set up with the help of CJ 4DPLEX, a company that provides such solutions.
At present, there are only three theaters that have CJ 4DPLEX technology in the PVR network at Noida, Mumbai and Bengaluru. PVR and CJ4DPlex first tied up in 2015.
“With this extended partnership, PVR will add 16 more 4DX screens at its cinemas, taking the total to an impressive 21 4DX auditoriums in India by the end of 2019,” PVR said.
“We believe that the best movie viewing formats such as 4DX should reach the maximum number of people around the world,” said Gautam Dutta, CEO of PVR.
4DPLEX is a 4D cinema company headquartered in Seoul with international offices in Los Angeles and Beijing.
The theaters offer motion, vibration, water, wind, snow, lightning, scents, and other special effects that enhance the visuals on-screen.
Each auditorium incorporates motion-based seating synchronized with more than 20 different effects and optimized by a team of skilled editors, maximizing the feeling of immersion within the movie, beyond the limits of audio and video.
“We believe that this partnership is definitely not a short term one but we see both the companies coming together for various other strategic projects as well in the near future.
“With more global technologies on the rise, the expectations of audiences are increasing as they look for a more enhanced, immersive and experiential cinema and PVR, being the innovator in the cinema exhibition space in India, aims to fulfill this expectation constantly by aligning itself with the world leaders in motion picture technology.”
PVR cinemas, India’s largest cinema exhibition company, currently operate a cinema circuit of 600 screens at 131 properties in 51 cities across India. It sells around 75 million tickets every year.