Set to bring another level of viewing experience to the public.
Earlier in the week, premium cinema technology giant CJ 4DPLEX announced that it has entered a partnership with Philippine movie theater chain SM Cinema.
Together, the two firms will deliver the very first SCREENX auditorium in the country, which will open at the SM Mall of Asia, one of the biggest malls in Southeast Asia.
Jun Bang, CEO of CJ 4DPLEX, expressed the group’s excitement and told in his statement, “Launching SCREENX in the Philippines with SM Cinema—the country’s No. 1 exhibitor—is a major milestone in our mission to innovate cinematic storytelling.”
SCREENX is currently available in over 435 theaters across 40 countries.
The upcoming theater’s key feature will be the 270-degree panoramic screen, which will extends visuals onto the side walls of the theater and ultimately offer an immersive viewing experience to moviegoers.
“Bringing our immersive 270-degree format to the Mall of Asia, one of Southeast Asia’s most iconic destinations, allows us to offer Filipino audiences a bold new way to experience film,” noted Don Savant, Chief Business Officer of CJ 4DPLEX.
As for SM Supermalls President Steven Tan, “We are proud to bring SCREENX to the Philippines through our partnership with CJ 4DPLEX. At SM Cinema, we continue to push the boundaries of entertainment by introducing world-class innovations that elevate the moviegoing experience for our customers.”
CJ 4DPLEX, a company under Korean global conglomerate CJ Group, is also the creator of 4DX, a format that combines motion seats and environmental effects like wind, water, and scent.
Some of its sister companies include CJ CGV, the world’s fifth-largest cinema chain, and CJ ENM, producer of the Oscar-winning film ‘Parasite’.
Meanwhile, SM Cinema has 76 branches nationwide and is one of the leading chains in the local movie industry. Its other products include the Director’s Club and the first dedicated IMAX Theater in the country, which is also located at the Mall of Asia.