Screen X Cineworld

Background

ScreenX was created in 2012 by CJ 4DPLEX – part of South Korean conglomerate CJ Group – as one of the company’s cinema formats sitting alongside multi-sensory cinema technology 4DX. Since its global launch in 2015, the proprietary system has increased its international reach, being used for screenings of Hollywood blockbusters and local feature films. Now the technology has been brought exclusively to the UK by Cineworld.

ScreenX is a 270-degree viewing experience that enhances specific pivotal scenes or moments of action throughout a movie by surrounding the audience, making it a truly immersive experience.

Challenges

Using an array of projectors and proprietary software, ScreenX merges multiple images into one seamless image extending from the central frame to the sides of the movie theatre. ScreenX walls are installed with a specially designed fabric to ensure brightness and colour closely match the content on the main screen and extend the length of the auditorium, allowing the colour to blend from the main picture out to the wings.

The panels to be attached to with adhesive and pin nails. This is then modified on site to the angle of the auditorium so the handrail can be retained as per building regulations. Strategically placed audio systems and DCS surround speakers guarantee sound does not compromise the immersive viewing experience.

Solutions

Screen X is the first innovation to combine multi-projection technology such as this to display images on the outside walls. Developed by a specialist team, the integrated system combines hardware and software that synchronises all functions, from image correction through to playback and management, whilst synchronising them with existing digital cinema systems. Christie projectors help realise the experience, with four units projecting on to the side walls and one to the front screen.

The technology is capable of automatic content reconstruction according to different auditorium structures and can be operated simultaneously with the auditorium system. Implementing One Source Distribution, the system allows playback in various auditorium environments through one- time production of contents.

Results

The ScreenX creative process is largely defined by two categories: shooting and conversion. When creating content for ScreenX cinemas pro- duction teams use specialist rig solutions capable of producing optimal panoramic image quality.

“Shot compositions of the scenes are selected in pre-production and shot simultaneously with the production crew. Wing post-production for the content on the two side walls is then focused on enhancing the shot data with VFX and colour grading,” explains Drew. “The team at Cineworld cinemas receive two separate feature, a separate piece of production which is overlaid on to the main content.”