Cineworld ups tech game with third UK venue offering ‘fully immersive’ ScreenX experience

Cineworld has confirmed plans to introduce new cinema technology at its White Rose venue in Leeds.

The tech, called ScreenX, uses a multi-projection system to expand the screen to the side walls and create a 270-degree viewing experience.

Cineworld Leeds will be the third in the UK to install the new technology, which was developed and launched in South Korea three years ago.

The side walls in a ScreenX-equipped auditorium are covered with fabric to ensure the brightness and colour closely match the content on the central screen.

It’s not the first time Cineworld has sought to take a lead on high-tech customer experiences. In 2015, the operator was the first in the UK to offer 4DX – an immersive sensory experience.

Byung-Hwan Choi, chief exec of CJ 4DPLEX, the tech company behind 4DX and ScreenX, said: “We know cinema is all about the experience and for this reason our technology is designed to connect cinemagoers more closely with the action.

“ScreenX mimics how the human eye interprets a visual by appealing to both our front and peripheral vision.”

He added: “It honours our commitment to break cinematic boundaries and create amazing cinema experiences.”

Cineworld Leeds’ general manager, Steve Petersen, commented: “We look forward to welcoming cinemagoers in Leeds to the ScreenX experience next month.

“We are driven by innovation and this fully immersive experience will transform the way our customers experience film. With a great lineup of films such as The Meg and The Nun, ScreenX will truly transport movie fans into the on-screen action.”

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