Report Suggests Samsung and LG Pushing Wider Adoption of LED Wall Displays at Cinemas

[T0@st]

Samsung and LG are among an number of tech companies reportedly pushing for radical changes in the cinema viewing experience. In a piece published by the Hollywood Reporter last week, new behind-the-scenes information has come to light about an effort to replace the (some will say tried and true) traditional cinema theater projection system with LED walls. The vast majority of international theater chains rely on a front projection method (via a back of the booth), and very few locations have a more state-of-the-art LED display-based system in place. The Culver Theater (naturally located in Culver City, CA) is one of a hundred cinemas worldwide to possess a Samsung Onyx LED display - although the tech on show is said to be of an older standard. Industry insiders have been invited to attend demonstrations of a newer generation LED wall technology destined for cinemas in the future, and early impressions are purported to be mixed.

A cinema-based LED wall display functions in a similar way to how a modern LED-based flat screen TV works - although on a much greater massive scale - with particular benefits of the technology resulting in fantastic performance in terms of high dynamic range and peak brightness. The main downside of having a tightly packed array of large LED panels is the resultant heat output - critics of the technology state that it will be difficult to implement an adequate cooling system (through air conditioning) to tame the wall's temperature increasing properties. The power required to operate the LED panel array (plus required cooling solution) is said to be much higher than that of an old-fashioned projector's relatively modest draw from the electricity supply. An LED wall will also completely negate the traditional placement of loudspeakers behind a cinema's front-placed screen - and sound engineers will need to explore a different method of front audio channel output within the context of a next generation LED theater room.



Samsung and LG are reported to have already acquired DCI certification for their latest display technologies from the Digital Cinema Initiatives. The studio consortium had decided upon a standardized technical specification (aka technical blueprint) for direct view display late last year. Samsung touts their "Onyx" system as the "Cinema of the Future", the official blurb reads: "Sensing the need to transcend the outdated projector-based systems that have been the industry standard over the past 120 years, Samsung is prepared to play a starring role in delivering the most advanced graphics and refined production techniques and defining the "cinema of the future" with its new Cinema LED Technology called "Onyx". By bringing the visual power of LED picture quality to the big screen, Samsung Onyx offers viewers more powerful, compelling and memorable content. Inspired by the gemstone of the same name, the Samsung Onyx brand alludes to the display's ability to showcase cinematic content with true black colors. Backed by brilliant LED picture quality and an infinite contrast ratio, Samsung Onyx ensures movie content like never before."



LG Electronics announced the launch of its new LED screen brand for cinemas, Miraclass, earlier this year: "Ideal for theater operators eager to present moviegoers with new, premium services and immersive viewing experiences, LG's latest lineup of LED screens delivers realistic images with natural colors and deep blacks. The name "Miraclass"...means incredible image quality that can enhance audiences' sense of immersion. Thanks to their advanced LED technology, LG Miraclass displays help bring movies to life, improving the theater-going experience and offering new value to venue owners and operators."

LG's marketing pitch continues: "Employing self-emissive LED pixels, each LG Miraclass model delivers 24-bit color processing and outstanding contrast to give on-screen images depth and vibrancy. They also boast strong, consistent brightness with no corner dimming and produce clear, distortion-free pictures. What's more, LG Miraclass is capable of displaying 68.7 billion color variations, enabling viewers to experience movies just as their creators intended them to be seen. LG Miraclass also provides easy management for movie theater operators thanks to its intuitive software and facilitates greater space efficiency through eliminating the need for projection rooms. Additionally, the screen brightness of LG Miraclass can be adjusted across five stages, from 48 to 300 nits, offering suitability for various use scenarios - from playing 2D/3D movies to delivering content for company presentations or special ceremonies."

View at TechPowerUp Main Site | Source

 

[FreedomEclipse]

And the price of a cinema ticket will now increase by 50%.

 

[SAL9000]

I haven't been to the theater since 2019. The only reason to go is a new star wars movie, I've seen every one in the theater since 1977

 

[trsttte]

I don't think this makes that much sense, cinemas simply don't need a hole lot of brightness and, even though this will certainly have much better contrast, I doubt it's anywhere near able to justify the price increase over conventional projectors

 

[HOkay]

I can see how this would be superior to a projector in pretty much every way...but I still feel like I want a projector in a cinema! The more I think about it though, the harder it is to think of a logical reason why.
I love a cinema trip, & after seeing the quality of the 3D in Avatar 2 in an IMAX 3D I'm once again excited for big screen 3D! I think it's a real shame that most people's cinema 3D experiences are in "standard" 3D cinemas as I'm sure it'd be more popular if it was only IMAX 3D or no 3D.

 

[Luke357]

I haven't been to the theater since 2019. The only reason to go is a new star wars movie, I've seen every one in the theater since 1977

The last few have been... Disappointing.

 

[LabRat 891]

I'm torn in my opinion, but I'm not sure it really matters; public cinema is (effectively) dead.

Considering even 'film' movies are digital/ized creations, I think moving to digital display-walls is 'logical'.

Conversely,
it makes cinema even more of an experience 'you can just have at home'.

Anyone can buy an OLED 4K set, put together a decent sound system, and make popcorn.
Very few were willing to or capable of building a home cinema room, for an actual film projection.

 

[bobsled]

I agree with the sentiment this will make colours too bright... in a cinema the average brightness is low (and needs to be to keep your eyes relaxed).

The chance of pixels failing on LED walls is still extremely high, and to have a bright red pixel in the middle of a white scene will be a massive issue.

Couldn't see the expense being worth it at all - double stacked projectors (for redundancy) makes infinitely more sense.

 

[ThrashZone]

Hi,
Movie theaters that are still open are already stupid priced for crappy movies overpriced concessions... plus all the idiots everywhere lol
So raising admission price 1-200% people just aren't going to pay for the privilege.

So I don't see this happening much further than rich people theater rooms good luck though I went sometime in the 90's

 

[HisDivineOrder]

Imagine having to replace an entire screen instead of a bulb. It's hard to imagine anyone with a brain making that trade.

 

[mrnagant]

I'd love to see IQ get better. I feel like all the theatres around here, which don't have anything fancy or unique for a theater, have meh IQ. Rather just be blown away at home on the OLED.

 

[Minus Infinity]

I'd prefer more cinemas upgraded to 4K projection, most are still 2K. Admittedly cinema 2K is high quality with very high bit rates.

 

[Daven]

Imagine having to replace an entire screen instead of a bulb. It's hard to imagine anyone with a brain making that trade.

The ‘screen’ is made up of dozens of little panels connected together like a puzzle. Thats what the pictures in the article are showing. One should only have to replace one or more of those panels every now and then.

 

[Punkenjoy]

I find current cinema projector to not be enough powerful for the very large screen they have to drive, there is a lack of brightness, lack of deep black level and lack of general contrast. If the movie is in 3D that is really worst.

I can see why this would really improve the visual quality of a movie. Seeing an ultra bright, with deep black level and huge contrast to be a game changer for cinema. The last movie i saw at a cinema was Dune part one in IMAX and i was like: "i feel my TV at home have much better image quality than this"

At least the sound system was incredible. Nothing i could reproduce at home without getting deft or annoying my neighbors.

 

[Camm]

4K projection in Cinema's in my area is pretty good, and whilst I'm sure this would be 'better', neither would I want to pay more for a ticket for the experience. Also being in a closed off room with that many screens producing heat sounds like fresh hell.

 

[Eva01Master]

Just been to the cinema yesterday to watch Renfield, my local cinema is Sony 4K certified, and the picture quality and refresh rate flows pretty smoothly, however, the brightness, the washed blacks and the contrast could be massively improved by this new proposition, although, are the benefits tangible enough to shoulder the unavoidable ticket price increase? Will the people, which is already forsaking the cinema as an experience, continue to go and support the business? I, personally, think not.

 

[Punkenjoy]

4K projection in Cinema's in my area is pretty good, and whilst I'm sure this would be 'better', neither would I want to pay more for a ticket for the experience. Also being in a closed off room with that many screens producing heat sounds like fresh hell.

In the end, it depend really on screen size. Cinema grade projector are good up to a certain screen size in my opinion. After that they don't have enough lumens to make the screen really shine.

A good quality Cinema projector is few hundred thousands. I am not sure if this technology would be cheaper or more expensive. But these things are also not easy to run. It's just that Cinema are more used to it.