|PVR Cinemas is set to add 10 4DX screens to its kitty in the next 24 months. The largest Indian multiplex today signed the agreement with South Korean cinema company CJ 4DPLEX, at the ongoing cinema exhibition convention CineAsia 2016.. |
Owned by CJ 4DPLEX, 4DX is the first and leading 4-dimension (4D) cinema technology for feature films that provides moviegoers with an immersive cinematic experience using motion, wind, lightning, vibration, fog, rain, snow, rainstorm and scents that go far beyond 3D. It offers a complete visual, aural, olfactory and tactile experience to cinema viewing.
In India, only two 4DX screens are currently available - PVR has one in Noida and Cinépolis in Thane, Mumbai.
Talking to press after signing the agreement, Ajay Bijli, CMD at PVR said, "In a small time since the launch in Noida (in March this year), 4DX format has outperformed by far all other formats."
PVR, Bijli said, will install the 4DX screens at its highest grossing theaters in prime PVR locations in Bangalore and Mumbai. While four existing screens will be refurbished, remaining six screens will be part of new and upcoming properties.
“4DX offers an experience that is not only impossible to replicate at home, but also enhances the overall viewing experience," Bijli added. "With more global exposure, the expectations of audiences are increasing as they look for added experiences that supplement the on-screen viewing."
Byung- Hwan Choi, CEO of CJ 4DPLEX added, "We are very excited to accelerate expansion in the world’s largest film-producing country with the largest Indian multiplex chain."
PVR currently operates 557 screens at 121 properties in 48 cities.