Adlabs to upgrade to Cinema Park format


MUMBAI: After getting the IMAX technology in India, Adlabs Cinemas has now partnered with the worldwide Cinema Park Network to pioneer the multi-sensory cinema experience in India.

The main aim of a Cinema-Park is to create an overall cinema experience so that viewers can not only see movies but also experience them through every other sense – sight, smell, sound, touch, motion and above all – interactive.

Cinema Park Network will upgrade some Adlabs cinemas to Cinema-Parks based on the existing infrastructure with state-of-the-art technological upgrades, presenting a new type of content. In a typical Cinema-Park Theatre, two digital video players play simultaneously and project a 3D film on a silver screen. The visitors sit on Smart Motion Seats that move around, have bass shakers and multiple ticklers. Viewers also experience special effects, such as breeze, water spray and smoke. In the Interactive Theatre, which is the first ever interactive cinema theater in the world, each viewer holds a wireless remote unit with push buttons and a small LCD screen, enabling him/her to participate in a Trivia game about the theme of the film.

Adlabs Cinemas COO Tushar Dhingra said, "This will provide cinemagoers with an experience unmatched anywhere else in the country. The possibilities are endless and beyond the realms of imagination – conventional movies can be upgraded to multi-sensory cinema age, brand new content can be produced especially for this medium as well as interactive advertising where viewers can actually taste the product."

Cinema Park aims to extend the operating hours of the cineplexes and expand the cinema audience by featuring two types of entertainment programmes. One is approximately four hours long, targeting school students, corporate employees and families, showing educational content in a thrilling and fascinating way. The other programme, called WoW (Wonders of the World), is a multi-sensory tourist attraction.

The WoW experience, called India in Motion, will take audiences on a trip around the country in 30 minutes so that they can experience not only the audiovisual treat of India but also the vibrations and olfactory sensations of the country. This will have natural appeal for foreign tourists and is being specifically produced for Adlabs’ soon-to-be-launched Agra property, next to one of the Wonders of the World, the Taj Mahal, where it will be first introduced.

"The Cinema Park format is ideal for schools and educational institutes, employee programmes, families and tourists, and will help us to better utilise our capacity and extend our operating hours," added Dhingra.

Cinema Park Network CEO and founder Ori Yardeni commented, "We are proud that India, which is a central axis in the film industry is joining our global network. We have already set up Cinema-Parks in Europe, Latin America and the Middle East, and now India is our first installation in Asia. We looked for a solid partner to deploy Cinema Park in this sub-continent, and I am happy with our new partners, Adlabs Cinemas. India in Motion in Agra is going to be one of our flagship projects."