Changing Market Landscape
Samsung Electronics is entering the movie industry with its brand-new cinema screen technology which will change the traditional projection-based cinema projector market landscape. The new technology will be matched with an innovative audio solution powered by Harman, which was acquired by Samsung Electronics.
Samsung Electronics announced on March 28 that it unveiled its latest display blockbuster “Samsung Cinema Screen” at the Cinemark Century Orleans 18 and XD Theatre in Las Vegas on the 27th (local time) and the premiere coincides with the neighbouring CinemaCon 2017 conference, the largest and most important gathering for the worldwide motion picture theatre.
As the world’s first light-emitting diode (LED) theater display, the Samsung Cinema Screen delivers unprecedented brightness and contrast ranges compared to traditional projection-based cinema projectors. An official from Samsung Electronics said, “It is the cinema version of digital signage mainly used for outdoor advertising.”
At the premiere, Samsung Electronics debuted the Samsung Cinema Screen which is 445 type (10.3×5.4m) using 96 LED cabinets that accommodates the modern theatre dimensions, delivering magnificent picture quality at 4K resolution (4,096 x 2,160 pixels). Thanks to the direct-lit LED tech powering the display, the cinema screen has the capacity to offer peak brightness levels nearly 10 times higher than standard cinema projectors (a maximum of 500 nits), allowing to show on-screen contents in not only dark rooms but also brighter surroundings. As the first-ever theater-sized High Dynamic Range LED display, which is the next-generation core visual image technology, the Samsung Cinema Screen promises unprecedented picture quality with much higher contrast ranges.
In particular, Samsung Electronics has minimized the changes of existing speakers at theaters in cooperation with Harman, the leader in the global audio market, and installed the sound tuning technology in the Samsung Cinema Screen to make audio sound evenly spread throughout in the theater. In this regard, industry sources say that Samsung Electronics is creating a synergy in earnest after succeeding the acquisition of Harman. Previously, Samsung used the technology of Harman’s AKG audio brand in the Galaxy Tab S3 for the first time.
Samsung Electronics plans to test operate Samsung Cinema Screen theaters in South Korea and the U.S. in the second half of this year, pushing into the global market from the end of the year.