Samsung, the South Korean electronics giant, has introduced its innovative Cinema Screen technology at CinemaCon 2017 and it looks to pose a serious threat to the motion picture projector as a means of delivering a film in theaters. There has been some technology demonstrated at CinemaCon this year that may re-order the way of things and the new way is being led by Samsung’s new projection technology.
CinemaCon is the official annual trade show event for the National Association of Theater Owners and it took place this week at Caesar’s Palace in Las Vegas and was attended by representatives and visitors from more than 80 countries. The new screen technology suggests using just 4K LED panels placed side by side that can simply be mounted on a wall minus the silver screen. It could quite literally create a wall of enormous size from which the film would be projected. Samsung unveiled the world’s first High Dynamic Range LED theater display, the cinema screen delivers unprecedented picture quality and brings movies and other on-screen contents to life with higher vibrancy and accuracy this week at the theater located at the Orleans Hotel and Casino.
Sang Kim, Vice President of Samsung America stated that, “As the popularity of advanced at-home entertainment systems and streaming platforms increases, theaters must reposition themselves as a destination for an incomparable viewing experience that consumers simply cannot encounter anywhere else. Our new Cinema Screen technology brings a more powerful and high-quality picture to the big screen, creating an environment where viewers feel as if they are part of every scene.”
The 34 foot Samsung Cinema Screen easily accommodates modern theater dimensions. In addition to delivering LED picture quality at 4K (4,096 x 2,160) resolution, the screen also exceeds the highly-esteemed DCI specifications used to ensure a uniform and high level of technical performance, reliability, and quality in digital cinema.
The Cinema Screen’s direct-lit LED technology truly delivers High Dynamic Range (HDR) to the cinema, showcasing on-screen contents at a peak brightness level nearly 10 times greater than that offered by standard cinema projectors (146fL versus 14fL) with improved uniformity and free of optical distortion and interference. This futuristic exhibition also offers a highly accurate and superior color presentation that will capture the viewer’s eye. Complementary ultra-contrast and low tone grayscale settings enable the screen to showcase both brightest colors and the deepest blacks at a nearly infinity:1 contrast ratio.
The Samsung Cinema Screen is currently undergoing the DCI certification process and recently completed compliance test at Keio University in Tokyo.
Samsung’s Vice President of Visual Display Business, Seog-gi Kim, said that, “The launch of our cinema LED display is merely the latest step toward our vision for a complete end-to-end theater experience powered by digital signage. Through modern technologies ranging from touch-screen self-ticketing kiosks to digital concession menu boards and interactive movie posters, Samsung already is helping theaters improve customer engagement and boost operational efficiency. We look forward to continuing to serve as a total solutions provider for the theater industry and finding new and exciting ways to improve the customer experience.”
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