The ICE theater format consists of facet panels which, together with the principle display, create a peripheral imaginative and prescient, giving a way of enhanced immersion with a background distinction of colors and movement.

Rohan Malhotra, Vice President Distribution – Yash Raj Films, mentioned, “The format debuted in India with two operational PVR Cinema sites in Delhi NCR screening Avatar: The Way of Water and it is a rage with audiences across the world. Adapting and embracing new tech before anyone else has always been a part of our YRF’s DNA.”

Globally, movies like Doctor Strange within the Multiverse of Madness, The Batman, Fantastic Beasts: The Secrets of Dumbledore, Top Gun: Maverick and Morbius have been launched in ICE codecs.

Earlier, Siddharth Anand had mentioned that Pathaan is the largest motion spectacle. “Pathaan has been designed to deliver the biggest action spectacle that audiences cannot even expect to see from the Hindi film industry. We are carefully and strategically building the entire campaign to engineer some of the biggest moments for fan hysteria around Pathaan. So, the date announcement video plays to the gallery big time. We knew that the fans were really thirsty for us to announce the film, given we had kept a lid on it for way too long,” he mentioned.