Boxoffice Pro - April 2020

ICE THEATERS APPOINTS
DESMAZURES TO SVP
SALES AND STRATEGY
Guillaume Thomine Desmazures has
been named senior vice president,
sales and strategy, for ICE Theaters, France’s
leading premium large-format offering,
owned by French circuit CGR Cinemas.
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. Part of Desmazures’s
role will be to lead the strategy and fine-tuning
of the ICE offering according to each
market’s specifics.
ICE’s 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.
Image courtesy CGR Cinemas
An in-house post-production team in La
Rochelle, France, creates ambient images
for the panels and syncs them to each film
showcased.
Desmazures officially joins ICE Theaters
after working with the company to help
secure two milestone international
expansions in 2019—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 guided the digital transition
through the virtual print fee model
in Europe and Latin America. Over the past
four years, Desmazures has headed Bel
Air Cinema, which provides day-and-date
movies in DCI format to high-net-worth
individuals on board super yachts, royal
palaces, private islands, and residences.
“We are very excited to welcome
Guillaume to the ICE Theaters team,” said
Jocelyn Bouyssy, CEO of CGR Cinemas
Group. “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.”
Above, left: ICE Theaters
opened its first U.S.
location, at the Regal
L.A. Live in Los Angeles,
in late 2019.
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