Capsule holograms to captivate movie-goers in India

ARHT Media is to install Capsule holographic display booths at 10 of Indian cinema operator PVR’s movie theatres.

Four of the touchscreen 4K hologram displays are expected to be completed this year, with the rest to follow in the first quarter of 2023. PVR is the first cinema operator in India to offer holographic 3D experiences to audiences.

The technology will provide movie-goers with the chance to experience pre-recorded hologrammatic versions of their favourite film stars. Capsule will also enable consumers to play interactive 3D trivia games, access behind-the-scenes footage and content from film studios, and turn themselves into a hologram.

ARHT chief executive Larry O’Reilly said: “With its reach into the entire scope of entertainment in India, we are looking forward to working with PVR to export Indian culture to ARHT locations around the world. The enthusiasm and support we are receiving from the major Hollywood studios on the use of Capsule at cinemas is encouraging, as everyone is looking for additional reasons to curate unique experiences at movie theatres.”

PVR’s chairman and managing director, Ajay Bijli, said: “ARHT’s Capsule holographic display provides the most life-like, life-sized 3D holograms that we have seen anywhere. We are excited to see our guests’ reaction to these unique experiences, while also recognising the opportunity to generate holographic 3D revenue through advertising on these displays. The first thing you do when you have this experience is get your phone out to record it and share it with your friends, and we are sure that our guests and advertisers will love it.”

Since its launch in April, Capsule has been used for a range of events, including an interactive Star Trek experience in partnership with Paramount+, and an initiative that saw a hologram of Ukrainian president Volodymyr Zelensky beamed into major technology events across Europe.