CGV, South Korea’s biggest movie theater chain, has launched the world’s first four-sided ScreenX theater. This new format builds on the existing ScreenX technology, which uses screens on the front and both side walls, by adding a screen on the ceiling. The 200-seat theater also features fully reclining chairs and a Dolby Atmos surround sound system for an upgraded viewing experience.
On Jan. 23, CGV Yongsan I’Park Mall held a preview screening of the concert film “IU CONCERT: The Winning,” which officially opens on Jan. 24. During the film, IU’s performance on the main screen was paired with a stunning drone show above the audience and fireworks displayed on the ceiling screen.
The four-sided setup makes viewers feel like they’re inside a concert hall. However, there are some downsides. The ceiling screen has lower resolution compared to the main screen, and visible fixtures like ventilation systems can break the immersion. Oh Yoon-dong, a Chief Content Officer at CJ 4DPLEX, a CGV subsidiary, said the company plans to upgrade the ceiling projectors later this year. He added, “Currently, it’s best to focus on the main screen while letting the side and ceiling screens enhance the overall experience.”
ScreenX, first developed in 2013 by CGV and KAIST (Korea Advanced Institute of Science and Technology), is a technology that extends a movie onto the side walls for a panoramic, three-screen experience. Today, there are 423 ScreenX theaters in 46 countries.
Despite last year’s downturn in the global movie industry, ScreenX theaters earned $94 million at the box office in 2024, setting a record high. Hits like “Dune: Part Two” contributed to this success, as 17 of the year’s top 20 films were released in ScreenX format.
CJ 4DPLEX plans to increase its investment in ScreenX-specific content by joining film productions early on and handling 50% of the visual effects (VFX) in-house. Oh also revealed that they are in talks to release five Hollywood movies in ScreenX format this year.
The first film in the four-sided ScreenX theater is a 13-minute short called “Unexpected Journey.” This interactive movie lets viewers scan QR codes on the screen to enjoy augmented reality (AR) content on their phones and take pictures.
Tickets for the short film are priced at 3,000 won ($2.10). Afterward, the concert film “IU CONCERT: The Winning” and the animated movie “Toemarok” will also be released in the new format. Tickets for these feature-length films are priced at around $15.37 on weekends, similar to IMAX screenings.
