The movie studios and theater chains would really like us all to stop watching Netflix and start going out to watch movies, as well as buying expensive beverages and popcorn to enjoy while the trailers roll. But large 4K TVs in the home, cupboards full of cheap snacks, and cheap movie streaming, make visiting the theater a much harder sell. Maybe Samsung can entice us back?
At Cinemacon 2017 in Las Vegas this week, Samsung revealed a new display it would like to see installed in movie theaters. It's called the Samsung Cinema Screen and aims to bring movie viewing in theaters bang up to date. The 34-foot (408-inch) direct-lit LED display boasts a 4K resolution (4,096-by-2,160) combined with High Dynamic Range (HDR). Samsung claims brightness is 10x that of a standard cinema projector and that is "exceeds" DCI specifications for "a uniform and high level of technical performance, reliability, and quality."
The combination of a screen this big and a 4K resolution with HDR should convince theater owners to consider the upgrade. Samsung is also continuing its collaboration with Harman Professional Solutions to offer an audio system to match the visuals of the Cinema Screen.
- BenQ Launching 4K THX Certified Home Cinema Projector BenQ Launching 4K THX Certified Home Cinema Projector
Pricing has yet to be revealed for the Cinema Screen, but it won't be cheap. The top-of-the-range 88-inch Samsung Q9 display costs around $40,000, so you can imagine how much Samsung wants for a 408-inch display, and then add on the cost of the Harman audio system.
The Cinema Screen is being previewed at the Cinemark Century Orleans 18 and XD Theatre inside The Orleans Hotel & Casino. Availability is currently unknown as DCI certification is still ongoing following a compliance test carried out at Keio University in Tokyo. Hopefully we'll get to experience it before 2017 comes to an end.