~AR Rahman launches an exclusive India prelude of his directorial debut ‘Le Musk’at PVR ECX, Mall of India, Noida~
Noida, 5th May, 2017: PVR Cinemas, the largest cinema exhibitor in India, has partnered with Academy-Award winning composer A.R. Rahman’s YM Movies to bring the world’s first Virtual Reality (VR) Multisensory episodic feature film ‘Le Musk’. Rahman has added yet another feather to his cap by making his directorial debut with ‘Le Musk’. The composer is launching an exclusive India prelude of his VR movie today at Asia’s only VR Lounge, PVR ECX, Mall of India in Noida.
The India prelude of ‘Le Musk’ comes after being showcased at the ‘NAB’, Las Vegas, as part of the Intel-Keynote on the 24th of April. The experience of scent, motion, spacial sound and visuals amalgamated together to give the viewer a stereosmokic effect on the Voyager chair, specially designed by Postiron.
As the title suggests, the film is based on smell and the protagonist is lost in the aroma that has engulfed her.
Shot in picturesque Rome, the film follows the journey of an orphaned heiress and part-time musician, Juliet, who grows up to be a diva on a mission. Her life takes a dramatic turn when she receives an anonymous message, which brings back her mysterious past.
Written, directed and scored by A.R. Rahman, the film stars Nora Arnezeder, Guy Burnet, Munirih Jahanpour and Mariam Zohrabyan in lead roles.
Addressing the media, Mr Gautam Dutta, CEO, PVR Ltd, said, “It is a moment of great pride for us to be partnering with YM Movies for Mr Rahman’s debut directorial venture. Since the film will be the world’s first VR immersive highlighting experience, we are immensely privileged to bring the limitless possibilities of pure entertainment. With the release of such VR cinematic movies in India, PVR keeps its promise of providing a complete immersion into the digital world with high-end technology and satiating the appetite of movie aficionados. With our unmatched VR technology, patrons will be able to experience Le musk and hopefully appreciate the effort by all the stakeholders involved.”
Also speaking at the event, composer and now director, A.R. Rahman said: “We are delighted to be partnering with PVR Cinemas for the India prelude of Le Musk. There was no better comrade than PVR to bring this unique movie immersion to India. This movie is a multisensory and stereosmokic experience, which I hope will enthrall the audience.