What Is ICE Immersive?
ICE stands for Immersive Cinema Experience, a premium format developed by CGR Cinemas and IMERSA. Unlike formats that modify the screen itself (like IMAX's towering frame or ScreenX's side projections), ICE adds a ring of synchronised LED ambient panels along both side walls of the auditorium.
These panels do not project the movie. Instead, a dedicated post-production team creates a custom "ICE Immersive code" for each film that syncs colours, shapes, and ambient lighting to the on-screen action. The result is a peripheral glow that extends the picture into the room, making your peripheral vision part of the experience without the distraction of a full side-wall projection.
How ICE Immersive Works
An ICE Immersive auditorium combines three technologies:
- 4K Laser Projection: The main screen uses a high-brightness 4K laser projector (up to 60,000 lumens), delivering a sharp, vivid picture rivalling Dolby Cinema.
- Luminous LED Panels: 10 to 14 large-format LED textile panels are mounted on the side walls. These use Color Kinetics and Vari-Lite fixtures to project dynamic colours that match the film's palette in real time.
- Dolby Atmos Audio: Most ICE auditoriums are equipped with Dolby Atmos object-based surround sound, with speakers on the ceiling, walls, and behind the screen.
The ambient panels are synced via a dedicated ICE Immersive server that runs a custom lighting track alongside the film's DCP. During an action scene, the panels might flash with warm oranges and reds; during an underwater sequence, they wash the room in deep blues and teals.
Best Seat in ICE Immersive
The ideal ICE Immersive seat is in the centre of the middle rows. In a typical 13-row ICE hall, aim for rows 5 through 8, centred on the middle column.
Here is why:
- Peripheral coverage: The LED panels are designed to fill your peripheral vision. Centre seats get balanced coverage from both walls, creating the intended symmetric glow.
- Screen distance: ICE screens are typically around 14 metres wide, similar to a standard premium hall. The two-thirds-back rule applies. See our Cinema Viewing Angle Guide.
- Audio sweet spot: With Dolby Atmos, the centre is where all audio objects converge correctly. Off-centre seats skew the soundfield.
ICE Immersive in India
In India, ICE Immersive is available through PVR INOX(formerly PVR Cinemas). PVR launched its first ICE screens in select metro cities, offering the format as a premium tier alongside IMAX and 4DX. Check the PVR INOX app or website for "ICE" format tags when booking tickets.
How ICE Compares to Other Formats
ICE occupies a unique niche: it enhances atmosphere and peripheral immersion without changing the screen geometry or adding physical effects. Compare it with other formats:
- vs IMAX: IMAX focuses on a massive screen filling your field of view. ICE uses a standard-sized screen but extends the visual experience via ambient lighting. Read our full ICE vs Infinity Vision vs IMAX comparison.
- vs ScreenX: ScreenX projects the actual movie onto the side walls (270° panorama). ICE projects ambient lighting, not movie content. ScreenX is more visually dramatic; ICE is subtler and less distracting.
- vs 4DX: 4DX adds physical motion and environmental effects. ICE adds visual ambience only. They serve different audiences.
Preview Your ICE Seat
CinemaView's simulator now includes an ICE Immersive hall with ambient LED panels on both side walls. Switch to the ICE format in the viewer to see how the glowing panels look from any seat position, and use the seat picker to find your ideal spot.