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Aeren R Group and Adlabs bring the IMAX to Delhi

10-November-2005
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Aeren R Group and Adlabs bring the IMAX to Delhi

Movie lovers in the Capital are in for a visual treat. The Aeren R Group, a leading player in the retail and entertainment infrastructure segment, and Adlabs Films Ltd have forged a partnership to offer moviegoers a unique cinematic experience. Progress is underway on the new Aeren R IMAX theatre at the Rap Adlabs Multiplex, which is scheduled to open by the end of this month, with the highly anticipated release of 'Harry Potter and the Goblet of Fire'.

The theatre, with a capacity of 450 seats, will have different price ranges for the tickets, which will vary on the basis of the titles as well as on the basis of weekdays and weekends. For instance, if a school books tickets for its students, then it will be priced between Rs 75 and Rs 100, a 3D movie will cost between Rs 170 and Rs 200. On an average, the tickets would cost around Rs 150-160, informed Pooja Shetty, Director, Adlabs Films Ltd.

Audiences across the NCR will now be able to enjoy the ultimate movie experience at the Aeren R IMAX theatre at RAP Adlabs. IMAX theatres utilise the world's largest film format, which is ten times larger than the conventional 35 mm film, and deliver the clearest, brightest and steadiest images in the world, creating the most impressive cinematic experience ever.

Sujit Kumar, CEO, Aeren R Group said, "The entertainment marketplace in India has become more competitive than ever with the consumer of this millennium constantly seeking new, exciting and more powerful entertainment formats. The Aeren R IMAX theatre is very well suited to meet the needs of this new age consumer, presenting excitement and entertainment in a new dimension."

He further said, "The Aeren R Group is the licensee for IMAX technology in Delhi NCR, Kolkata and Jaipur and I am pleased to announce the launch of North India's first IMAX theatre, which will offer movie goers in the region an unparalleled way to experience today's biggest blockbusters and most compelling documentaries."

The new IMAX theatre will showcase a variety of Hollywood blockbusters converted into the unparalleled image and sound quality of The IMAX Experience, as well as educational and entertaining documentaries in both 2D and IMAX 3D.

Shetty said, "Adlabs has four years of experience in running, managing and marketing IMAX format theatre and films to Indian audiences. We are more confident than ever about the scope of IMAX format in Indian context and have acquired a certain expertise on how that scope can be optimised in terms of managing and marketing this format in Indian environment. We will be using our experience at Aeren R IMAX."

With proprietary IMAX DMR (Digital Remastering) technology, several of today's biggest Hollywood releases, including 'Charlie and the Chocolate Factory', 'Batman Begins', 'Spider Man 2', 'Harry Potter and the Prisoner of Azkaban' and the last two installments of the 'Matrix' trilogy, have been converted into IMAX's impressive format and presented in IMAX theatres.

The success of these movies in India helped in the establishment of IMAX theatres in Mumbai and Hyderabad. There are plans to open one theater every year in India.

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