From sports events to music shows, CGV’s SCREENX is now transforming conventional movie theaters into hubs of immersive experiences
What is the future of movie theaters?
Today’s theaters are evolving beyond simple movie-watching; they are becoming hotspots for broader immersive experiences. Good news for live sports fans: these spaces now offer a communal experience, combining the thrill of being part of a crowd with the comfort of avoiding expensive tickets and the limitations of watching on a tiny screen at home.
Theaters are transforming into versatile entertainment hubs that breathe new life into all kinds of content, including sports events and music shows. Learn how CJ CGV is leading this transformation, pioneering cinematic innovations like “SCREENX” that elevate the traditional movie-going experience to the next level.
What Is SCREENX?
SCREENX is an innovative theater technology featuring a 270-degree panoramic view that extends projections to the front and side walls on both the left and right. Developed in 2012, this proprietary multi-projection system enriches various content styles, offering a viewing experience unmatched by traditional movie formats.
SCREENX Brings You to the Stadium: Live Sport Broadcasts
Sports fans can now enjoy live events in theaters, thanks to SCREENX’s groundbreaking format. The 2024 Shinhan SOL Bank KBO Korean Series, the world’s first live baseball broadcast in a SCREENX format, was made possible through a partnership between CJ and the Korea Baseball Organization. The middle screen displayed the game field, while the side walls showed roaring fans, cheerleading squads and other stadium views, creating a VIP seat experience. The electric atmosphere, booming music, team songs and intense cheering, brought the energy of the stadium to the theater
SCREENX Brings Musicals to Light
Beyond movies and sports, SCREENX elevates musicals with expanded visuals and immersive sound, creating an experience akin to attending a live Broadway show. For “Bohemian Rhapsody,” which was released in Korea in 2018, SCREENX producers collaborated with the Bohemian Rhapsody team in the U.K. to meticulously select B-roll footages for the side walls and enhance concert scenes with audience reactions – clapping and stomping – making fans feel like part of the crowd. Similarly, the smash-hit “Wicked” used SCREENX to draw viewers deeper into the world of Oz. “We thought about how to pull the audience further and further into Oz. In SCREENX, we’re using every inch of the screen and beyond, providing a sensory experience that is bigger than life,” said director Jon M. Chu. Skies extending across the screens enabled viewers to feel as if they were flying alongside the characters.
SCREENX Takes You to the Show Without the Long Lines
With SCREENX, concerts find a new stage. Once limited to TV screens, tour documentaries now combine live footage with exclusive behind-the-scenes content, transforming theaters into concert venues. In September, at CGV Yongsan I-Park Mall, South Korean singer Lim Young-woong’s “I’m Hero: THE STADIUM” brought fans together in matching light blue t-shirts, waving light sticks and singing along as if at a live show. The event was perfect for those who could not attend his concerts or want to feel the same rush they felt when they went to the concert last time. CJ CGV enhanced the experience with banners, photo zones and fan-centric touches that extended the concert atmosphere beyond the screen.
Taylor Swift, Queen and Lim Young-woong are not the only artists to take their tours and create new content for the world to see. Korean icons like BLACKPINK and SEVENTEEN have also released tour films, turning theaters into communal spaces where fans can relive performances or celebrate their favorite artists together.
Movie theaters have evolved into vibrant spaces offering immersive experiences, with CJ CGV emerging as a global pioneer in cinema. Through technologies like SCREENX, theaters transcend traditional movie viewing, hosting concerts, sports events and more. CJ CGV’s commitment to pushing boundaries continues to redefine entertainment and how audiences engage with their favorite content.
