Moviegoers will soon have a new way to immerse themselves in heart-wrenching and heart-pounding cinema moments.
Korean-based ScreenX demonstrated its 270-degree panoramic view technology at AMC Town Square Sunday afternoon to an intimate crowd of industry leaders.
Three screens and 12 projectors made advertisements and movie trailers come to life during the premier public presentation.
After the first trailer, Angela Killoren, CMO for CJ CGV, the team behind ScreenX, paused, saying “We think that’s pretty spectacular.”
The audience agreed, saying it felt like the auditorium was moving.
Two years ago, the company launched as an advertisement technology, and the peripheral vision-encompassing commercials were brief.
Translating it into a full-length feature will be segmented, because experiencing more than 20 minutes at a time could make you sick, said CEO Brandon Choi.
“It’s like virtual reality without the headset,” Killoren said.
No word on when it will be available in the US. So far, the emerging platform is only available in parts of Asia.
In addition to 75 movie theaters operating the technology in South Korea, ScreenX just opened its first commercial theater in Thailand and a test site in Los Angeles, which is not open to the public.
Once it makes its way to American cinemas, Choi says it will cost about $3 extra.
The company is one of 237 exhibitors in town for the CinemaCon trade show, beginning Monday at Caesars Palace.
About 5,000 people are expected to attend the convention. Premier screenings, networking opportunities and movie industry innovations are just some of the highlights.
A star-studded award show will bring the four-day event to a wrap Thursday evening at the Colosseum inside the casino. Kevin Hart, Julianne Moore, Elizabeth Banks, Amy Schumer and Cara Delevingne are among the award recipients expected to attend.