Samsung Electronics debuts world’s first cinema LED theater

The Samsung cinema LED, a light-emitting-diode display developed specifically designed for theater, will make inroads into overseas markets for the first time.

Samsung Electronics announced on Monday that a supply contract for cinema LEDs was signed in Bangkok on Thursday by Thai Samsung Electronics President Jo Yong-chul and Major Cineplex CEO Vicha Poolvaraluck. Boasting 668 screens in 110 branches across Thailand, Major Cineplex is the country’s single largest theater chain operator. The cinema LED to be installed at Siam Paragon Complex theater is 10.3 meters wide and 5.4 meters tall. Featuring 4K resolution (4096×2160), the theater display presented by Samsung also supports high dynamic range (HDR) content. The operation of the theater will start in February of 2018.

Differentiating itself from the typical projectors, the Samsung cinema LED plays movies by emitting lights like a television. This is an unprecedented type of screening in history of theater, which spans about 120 years. The South Korean electronics giant had unveiled the technology for the first time in March, announcing its plan to enter theater screening business.

LED screening is not only brighter and clearer than the typical theater screens but also capable of achieving perfect black color. Thanks to the self-radiation, the ambience of screening does not necessarily have to be dark. This suggests a possibility of starting a new theater business model where the moviegoers can dine more freely while watching movies and bring their children to day care centers installed inside the theater. In Korea, there are two screens presenting cinema LED screening technologies: Lotte Cinema’s Jamsil World Tower branch in Seoul and the Super S theater at its Centum City branch in Busan.

The signing of a contract with Thailand is significant in that it can lead to other export markets for the new screening technology.

“We will actively cooperate with Samsung Electronics to provide a better environment for our customers,” said the Major Cineplex CEO. Samsung Electronics is planning to make a proactive effort to venture into global market including the rest of the Asian region, the United States and Europe.

Sung-Gyu Kim sunggyu@donga.com