Leading immersive cinema experience, ICE Theaters, the #1 premium screen offering in France with 36 screens and counting, and its parent company, CGR Cinemas, the leading French multiplex company with 700 screens in France, today announced Guillaume Thomine Desmazures will assume the role of Senior Vice President, Sales and Strategy, effective immediately.

In the newly created role, Desmazures will lead ICE Theaters’ international expansion efforts and worldwide sales division. With over 10 years’ experience in the media industry, Desmazures will be in charge of expanding the brand footprint and theater development by identifying strategic partnership deals with exhibitors, distributors and manufacturers. Working with the revolutionary and profitable business model ICE Theaters offers to both distributors and exhibitors, part of Desmazures role will be to lead the strategy and fine tuning of the offering according to each market specifics.

Desmazures officially joins ICE Theaters after working with the company in a consolatory capacity, to help secure two milestone international expansions in 2019 – both to Saudi Arabia with VOX Cinemas, and the opening of the first location in the U.S. at AEG’s Regal L.A. Live.

Previously, Desmazures held a position at Arts Alliance Media as its senior sales manager, where he successfully ensured the digital transition through the virtual print fee model throughout the European market and Latin-American market. Over the past four years, Desmazures has been working as the co-founder of Bel Air Cinema, the world leader in providing day-and-date movies in DCI format to high net worth individuals on board superyachts, royal palaces, private islands and residences.

“I was taken back by the newness of this breathtaking sensorial immersive experience “made in France”. With over 52 Major Studio’s feature films released in ICE Theaters® in only 2 years and outstanding box office results, I realized a new revolution was on its way in the theatrical exhibition. With a shockingly profitable business model for both exhibitors and distributors, I couldn’t see why this would not triumph internationally. Being part of this new and fantastic adventure, supported by such a powerful and innovative theatrical exhibition group is a fantastic challenge for me” said Desmazures of his appointment, “with Mr. Bouyssy’s green light, I tested the market and then signed an exclusive agreement to roll out several ICE THEATERS® with Vox Cinemas for the Kingdom of Saudi Arabia along with the very first U.S. based ICE THEATERS® at Regal L.A Live in Los Angeles as a start. Now it’s proven the model has some great wings, it is time to put it into the second gear!”

“We are very excited to welcome Guillaume to the ICE THEATERS® team. Our first meeting goes back to 2007 when he did fantastic work on the digitization of our exhibition locations with CGR. We are starting an amazing new adventure: we have the right product supported by all the Major Studios, along with the right executives to drive ICE THEATERS® to all corners of the world” said Mr. Jocelyn Bouyssy, CEO, CGR Cinemas Group.

About ICE Theaters:
The ICE (“Immersive Cinema Experience”) Theaters concept launched three years ago, combining state-of-the-art design and excellence in sound and image technologies with the revolutionary ICE Immersive sensorial experience.  ICE Immersive technology features up to seven non-reflecting LED-panels flanking each side of the auditorium to fill the moviegoer’s peripheral vision with colors complementary to the front screen.  An in-house post-production team in La Rochelle creates ambient images for the panels and syncs them to each film showcased using this technology. In the past two years over 52 titles have been screened in ICE Immersive from all major studios. In 2020, 17 titles have already been confirmed.

The ICE Theaters format begins its international expansion after seeing great success in France where there are 36 locations. Each ICE Theaters location features luxury seats, Superior Immersive Sound and RGB laser projection, along with the ICE Immersive experience with LED panels on the side walls.

About CGR Cinemas Group:
CGR Cinemas Group is the leading cinema circuit in France by the number of sites, with 73 operative theatres. 1st cinema circuit in Europe to become 100 per cent digitally-equipped, CGR Cinemas Group welcomes over 27 million moviegoers a year. CGR is the leading cinema circuit in Europe for immersive theaters with 35 operative ICE premium screens. For more information, visit cgrcinemas.fr, icebycgr.com, Facebook.com/CGRcinemas, Instagram.com/CGRcinemas or Twitter.com/CGR_cinemas.