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MUMBAI: Adlabs Cinemas, part of the Reliance
Anil Dhirubhai Ambani Group, has launched India's
first 6D cinema in Agra that is based on the
Cinema Park format.
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.
By
providing a "multi-sensory cinematic experience",
the newly launched 6D Cinema aims to become
a "distinctive global tourist entertainment
attraction".
"As
a prominent fixture on the international tourist
map, Agra joins an impressive list of destinations
across the world that will host a unique 6D
attraction. We have plans to introduce this
format at other popular tourist destinations
such as Jaipur and Goa as well as international
airport terminals, adding a whole new dimension
to the country's tourism and entertainment industries.
We believe that Indian culture and entertainment
have a huge audience internationally and this
- going forth from our new cinema chains in
both the US and Malaysia - is the next step
towards taking India to the world," said
Adlabs Cinemas COO Tushar Dhingra.
"Apart
from tourists, the Cinema Park format is ideal
for schools and educational institutes, employee
programmes and families, and will help us to
better utilise our capacity and extend our operating
hours," he added.
Adlabs
Cinemas had earlier partnered with the worldwide
Cinema Park Network to pioneer the multi-sensory
cinema experience in India.
The
network has completed approximately 450 projects
across the world in cities such as Jerusalem,
Rome, Baltimore, Orlando, Mexico, Athens, Warsaw
and Tel Aviv.
Cinema
Park Network founder and CEO Ori Yardeni said,
"We are proud that India, which is an important
tourist destination, is joining our global network.
We have already set-up multi-sensory experiences
in other parts of the world, including Disney
World in Florida, and now India is our first
installation in Asia. We will provide the tourist
agencies and operators with a state-of-the-art
unforgettable experience, based on a solid commercial
partnership."
A
special half-hour film called India in Motion
has been specially created within this format
wherein Indian actor Anupam Kher will take the
audience through India's evolution from an ancient
civilization to a modern nation "bustling
with activity and abundant with opportunity".
Other films which have been popular in other
Cinema Parks across the world such as Journey
through the Universe will also be screened.
"India
in Motion in Agra is going to be one of our
flagship Wonders of the World (WoW) projects.
WoW is going to be a major player in the tourism
industry, and our plan is to set-up similar
experiences in the most toured destinations
in the world. India in Motion actually complements
the visit at the Taj Mahal monument, and turns
it into a live experience," added Yardeni.
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