Immersive theater technology has been an exciting idea (and little more) for several years- and now it could be becoming a reality. Cinemark, in partnership with CJ 4DPLex are looking to outfit select auditoriums with their ‘ScreenX’ immersive exhibition format. By the end of the year, it is hoped that the tech will be live in at least 6 cinemas. Blake & Wang P.A entertainment lawyer, Brandon Blake, walks us through these developments.
California and Texas Cinemas
While additional locations should receive the tech in time, the initial rollout will focus on 6 sites across California and Texas. The ScreenX technology gives a 270-degree field of view for some film sequences. CJ 4DPlex has its own visual effects studio in Korea, where it will partner with studios and filmmakers to introduce exclusive imagery to the screenings with the aim of increasing viewer engagement. The company is part of the CJ group, operating one of the largest circuits in Korea, and also responsible for bringing us Parasite, the little Oscar Best Picture that could.
Building on Existing Rollouts
This ScreenX technology is also live now in 38 countries, across 380 global locations. It has already been leveraged in some locations for releases of Thor: Love and Thunder, Doctor Strange in the Multiverse of Madness, Bullet Train, Elvis, and, of course, Top Gun: Maverick.
Here its premium experience seeks to further differentiate theatrical viewings from what people can get in-home through streaming. Hopefully it will help continue the notable theatrical recovery we’ve seen from 2022.
It’s an exciting new expansion in the wider theatrical concept, so while the rollout will be understandably limited for now, and a Cinemark exclusive domestically, it’s still exciting to see this kind of next-gen theater experience start its introduction to the wider cinematic world.
Film and Television 