Screen X provides viewers with 270-degree angle of view [Courtesy of CJ CGV]
CJ CGV, CJ's cinema entertainment group is targeting the US and Chinese cinema and exhibiting market with their latest technology-infused "Screen X". Screen X is a 270-degree cinema, which has two more screens added to both sides of a conventional screen, providing a wider angle of view and immersing viewer experience.
The Korean cinema brand CGV is to take the Screen X to CinemaCon convention scheduled to be held in Las Vegas next week, and is targeting not only the cinemas in the US but Chinese cinema industry which is increasing by thousands of new cinemas opening each year.
Screen X, the 270-degree panoramic screen system is ideal for playing films which are made fit for the format at its filming stage, but normal films can be easily adapted to the special screen system through the post-editing process. The special technology's goal, as stated by CGV, is operating 10,000 screens worldwide by 2020.
"We hope the format become better known so that the filmmakers acknowledge its possibilities and increasingly shoot original material in the Screen X format at the time of principal photography," said Choi Byung-hwan, Screen X's executive Vice President.
Before Screen X, CGV had shocked the world with "4DX", a cinema system with moving seats and environmental effects such as wind blowing against viewers' faces, water spraying out to match what's happening on the screen, and special gimmicks installed in the back of the seats to pound on the viewers' backs. 4DX gained phenomenal popularity over blockbuster films- "The Avatar" and "The Pacific Rim".
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