CJ group, the South Korean conglomerate that recently introduced 4DX to the American market, is showcasing what it says is the next evolution in theater technology, ScreenX at CinemaCon 2015 in Las Vegas from April 20-23.
ScreenX is a multi-projection system that allows theater goers to go beyond the frame of the movie screen by extending the images onto the theater walls. This creates a fully immersive 270-degree viewing environment that brings the audience even deeper into the scenes, with three sides of the theater used to express more of the story and provide the panoramic experience.
Created in 2012, ScreenX has quickly grown its Asian business, currently operating more than 75 screens in 44 locations in South Korea, and one in Bangkok. With its first-time showcase at CinemaCon, this immersive format is fully ready to expand globally.
CinemaCon attendees will have multiple ways of experiencing ScreenX during the convention including demonstrations at the nearby AMC Town Square 18. In the sessions, a brief business presentation will be followed by demonstrations of ads, concert footage, trailers and clips from Hollywood and Korean feature films. Also, as an exclusive world premiere, footage from Odysseo, a veritable revolution in live entertainment billed as the largest touring production on earth featuring 70 horses and 65 artists, will be screened, providing a sneak peek into an innovative upcoming film featuring never-seen-before marriage of equestrian arts, stage arts and high-tech theatrical effects. Odysseo is produced by Cavalia, the creation of Normand Latourelle, one of the original co-founders of Cirque du Soleil.
“ScreenX has been recognized for its new and innovative way of presenting content in the theatre, particularly on-screen advertising, but over the past few months, and particularly due to the success of 4DX, we have had discussions with Hollywood studios interested in making their titles available in this new format, and with exhibitors about the potential of ScreenX as not only a unique storytelling platform but also a revenue-generator,” said Byung Hwan Choi, CEO of 4DPlex and ScreenX. “We expect that global moviegoers will be soon able to see the biggest Hollywood blockbusters in this 270-degree immersive experience.”