UK cinema chain Cineworld has introduced cinemagoers to a what it describes as a revolutionary new cinema technology called ScreenX at Cineworld Greenwich O2.
ScreenX is the world’s first multi-projection cinema technology expanding the traditional cinema screen to the side auditorium walls, creating a 270-degree viewing experience for the audience. Developed and originally launched in South Korea, Cineworld Greenwich O2 is the first UK cinema to install the new technology along with newly-opened Cineworld Speke. Cineworld Leeds White Rose will launch ScreenX in September 2018.
The technology uses an array of projectors and with proprietary ScreenX software, blends multiple images into one seamless image extending from the central screen out. ScreenX walls are installed with a fabric to ensure brightness and colour closely match the content on the main screen and extend the length of the auditorium. Strategically placed audio systems and speakers ensure that sound does not compromise the immersive viewing experience.
In 2015, Cineworld were the first cinema chain in the UK to introduce 4DX, an immersive sensory cinema experience created by CJ 4DPLEX. ScreenX will be the second CJ 4DPLEX technology that will be available exclusively at Cineworld in the UK.
Since launching globally in 2015, ScreenX has quickly and effectively increased its international reach, successfully screening both Hollywood blockbusters and local feature films alike. Past titles from major Hollywood studios to be released include: King Arthur: Legend of the Sword, Pirates of the Caribbean: Dead Men Tell No Tales and Black Panther. Upcoming films that movie fans can experience in ScreenX include The Meg and The Nun.
“We know cinema is all about the experience and for this reason our technology is designed to connect cinemagoers more closely with the action,” explained Byung-Hwan Choi, CEO of CJ 4DPLEX. “ScreenX mimics how the human eye interprets a visual by appealing to both our front and peripheral vision. It honours our commitment to break cinematic boundaries and create amazing cinema experiences.”
“We are delighted to be the first to bring ScreenX to film fans in the UK,” declared Kelly Drew, Cineworld Operations Director. “We are driven by innovation and this fully immersive experience will transform the way our customers experience film. With a great line-up of films such as The Meg and The Nun, ScreenX will truly transport movie fans into the on-screen action.”
Cineworld will be installing ScreenX technology in 100 theatres across the UK, US and eight other international locations. There are currently 151 ScreenX auditoria in existence, with the global expansion seeking to increase this number by 30 per cent by the end of 2018 alone.