ICE cinemas are cool, but will they succeed?
PVR Cinemas has opened its ‘ICE’ theatre in Delhi, a new format that claims to offer an experience that’s impossible to replicate at home. Many immersive movie technologies in India’s theatres have not been particularly successful. Can ICE theatres change this? Mint's Shouvik Das explains in this episode. This episode is being hosted by Prasid Banerjee.
