ScreenX Debut
CJ Group, the South Korean conglomerate that recently introduced its 4DX 4D cinema system to the U.S. market, is showcasing new theater technology that it calls ScreenX at CinemaCon 2015 in Las Vegas from April 20-23.
The 270 degree Cinerama-like ScreenX is the world’s first multi-projection system that puts images on both the front and sides of a theater in a three-screen configuration. A total of 13 projectors stitch images together on screens that can be set up in existing theater settings. It creates a fully immersive 270 degree viewing environment that pulls theater-goers deeper into the scenes by surrounding them with images that show more of the story.
It’s no doubt that this CJ model could compete with Barco’s Escape at Las Vegas auditorium. Last year, the Barco system introduced a similar installation that uses a single screen and single projector for each of the side walls for a three-screen Cinerama. The CJ Group invented this screen technology in 2012 as one of the next cinema formats along with 4DX, a multi-sensory movie theater with motion and environmental effects. The company has installed 75 ScreenX screens in 44 locations in South Korea, and 2 screens in L.A. and Bangkok.
Theodore Kim, senior vice president of theater development for 4DPlex and SreenX, said that CJ aims to take ScreenX to the global cinema market, first targeting the U.S. and China. Theater owners always want to provide unique cinema experiences to their consumers, so the installation can appeal to future investors.
The potential is great. However, costs will be a key issue, according to John Fithian, CEO of the National Association of Theater Owners. Kim said that CJ is still considering options, including co-investment, to cover pricey technology and installation costs.
On the production side, filmmakers must consider both the benefits of having extra screen real estate for more fertile storytelling and the inconvenience of protecting the typical theater aspect ratio. The new technology also requires an additional delivery version of the movie to be played.
An opportunity to examine the new system is coming. At CinemaCon, all attendees will have multiple ways of experiencing ScreenX during the convention, including demonstrations at the nearby AMC Town Square 18. In an exclusive world premiere that calls together the largest and most important movie theater owners around the world, CJ will give a brief business presentation with demonstrations of ads, concert footage, trailers, and clips from both Hollywood and Korean feature films.
This year, the 4DX 4D cinema system was nominated for the Edison Awards Media and Visual Communications, and ScreenX was chosen by the Korean government for its “New Growth Engines Flagship Project.”