A combination of Samsung Electronics’ and Harman’ technologies changed the paradigm of the film industry. For the first time in the world, the two companies commercialized the technology that shows images directly on a light emitting diode (LED) screen, breaking away from the projector type method that has used for 120 years.
On July 13, Samsung Electronics unveiled the Super S, a movie theater loaded with 'Cinema LED' at Jamsil World Tower Branch of Lotte Cinema with Lotte Cinema. Cinema LEDs display images directly on an LED screen just like TV screens. Current movie theaters use digital beam projectors which show images on white or gray screens.
A cinema LED with a 4K (4096 × 2160) resolution overcomes the limitations of projectors. The LED boasts of 10 time stronger brightness compared to a projector. You can watch movies not only in the dark but in bright rooms and can be used for various events such as playing games as well as watching movies. High dynamic range (HDR) technology allows users to enjoy HDR contents with a significantly improved contrast. Apart from projectors, the LED received a digital cinema standard "DCI" certificate as screening equipment for the first time in the world. 100% color expression is possible. The cinema LED used at Lotte Cinema is 10 meters tall and 5.4 meters wide, the size which one in two movie theaters in the world adopted.
Harman’s sound technology is also applied to the LED screen system. Samsung Electronics has continued to cooperate with Harman to develop the cinema LED since acquiring Harman. Their efforts paid off handsomely. The LED screen system enables even audiences at corners to realistic sounds. Harman technicians directly installed the Harman JBL speakers, and tuned them.
Samsung Electronics will invade the world movie theater market not only works with Lotte Cinema, but also other domestic and overseas movie theater operators. According to Samsung Electronics, joint business partnership is in the works to open screening halls that use cinema LEDs in the US, China, Europe, and Southeast Asia.
"Since acquiring US commercial LED maker (Jesco Electronics) in 2015, we have been expanding our business into the cinema market,” said Kim Seok-ki, vice president of Samsung Electronics' video display business. “Our goal is to replace 10% of all projects in the cinema market with cinema LEDs."