Cinemas can’t lure viewers away from Netflix with large screens, so now they are trying to three large screens.
Movie houses all over the world are increasingly adopting a new gimmick called screenx, around the audience in 270-degrees — a screen on the front, two on each side — for an experience that is supposed to be more impressive than to see the film.
The South Korean technology has been around since 2012, and is now installed on more than 150 theatres all over the world — which recently debuted in the UK’s biggest cinema chain, which eventually plans to roll out at more than 100 locations.
Three cinemas in the US have also screenx — two in California and one in Las Vegas.
Last year is the “Pirates of the Caribbean: Dead men Tell No Tales” is the first film released in the united states to make use of the three screens, and producer Jerry Bruckheimer described the panoramic view as “exciting” at the time.
“Seeing the film span three entire walls of an auditorium, and to be able to get the film to extend outside of the screen is exciting,” he enthuses in a press release.
But a reviewer for Los Angeles Magazine said only “10 percent to 15 percent” of the film is actually the extra visuals, and said that it did not really meet the expectations.
“The most important screen of the same size, but the visuals extended along the walls and in the public’s peripheral vision. Of course, the theatre walls also have things like doors with illuminated “exit” signs, so that they do not have a perfect display surface. Even so, screenx had my attention,” the magazine wrote.
“The extra-large ocean looked good — and then it was gone!”
Since then, the “Black Panther” and “Kingsman: The Golden Circle” were both released in screenx format — but once again, critics were not blown away.
“While some of the African vista shots are nice, the visual quality of the enlarged images projected on the screenx theater walls is not of the same high quality as the main film,” Business Insider wrote of “Black Panther.”
“While we enjoyed some of the extension of the visuals, the overall experience was disappointing.”
It is an expensive experiment — it will cost approximately $400,000 for the suite of projectors and control center necessary for screenx, according to a Variety report.
And some movie buffs note that 3D would offer for an immersive viewing experience to attract customers back to the silver screen — but the interest seems to have faded.
“In 2009, when films like ‘Ice Age’ and ‘Avatar’ are ‘coming out’, [3D] was the big new thing,” says Variety film reporter Robert Mitchell.
“That lasted a couple of years before people started to realize that some movies were made that don’t really make use of the improvements. And it started to go.”
With Post Wires