Revolutionary new cinema technology ScreenX arrived at Cineworld Edinburgh on Tuesday, the first of it’s kind in Scotland.
ScreenX is the world’s first multi-projection cinema technology, expanding the traditional cinema screen to the side auditorium walls, creating a 270-degree viewing experience for the audience.
Cineworld Edinburgh at Fountain Park is the latest cinema in the UK to install the new technology, bringing the total number of ScreenX auditoriums to 13. Cineworld Edinburgh’s ScreenX is the first of its kind in Scotland.
By utilizing the side walls of the auditorium and transforming them into an extension of the main screen, the story is conveyed more convincingly, resulting in further audience investment.
ScreenX is able to evolve the moviegoing experience by providing a brand-new canvas with immersive visuals and creative storytelling. Moviegoers can go “beyond the frame” of the movie screen by being at the centre of an expanding image for an expansive viewing experience.
Bringing the ScreenX offering to the UK was born out of a partnership between Cineworld and CJ 4DPLEX, who previously worked together to introduce 4DX to UK in 2015. The first ScreenX in UK opened in 2018, capturing the attention of UK moviegoers since.
Lindsay Cook, General Manager of Cineworld Edinburgh said: “We are excited to be the first cinema in Scotland to launch ScreenX. We are driven by innovation and following the success of 4DX, ScreenX will offer more ways for our customers to experience film.
“We’re opening the screen with Spiderman: Far From Home followed by Annabelle Comes Home and can’t wait to transport movie fans into the onscreen action.”
The state-of-the-art technology uses multiple projectors to extend the film out onto the side walls of the auditorium for a truly atmospheric experience that surrounds you in your seat. And with the film extended beyond your peripheral vision, cinemagoers are promised that ‘every chase, fight and adventure will engulf, surprise and feel closer than ever’.
How was it? I’ll be honest: I was a sceptic. I thought that, rather than enhancing the cinematic experience, the ‘surround-sight’ might prove to be something of a distraction and even spoil my enjoyment. I couldn’t have been more wrong, though.
It’s an exciting experience and creates just the right atmosphere for an action movie like Spiderman: Far from Home. Spidey’s lightning fast travels take on an extra dimension in the new format to the extent that you feel you’re hanging on to his heels as he races through city skyscrapers. It’s truly exhilarating.
Young Peter Parker takes in the sights of Europe on a school trip, but it’s just as well that Aunt May packed his lycra Spidey suit … Fans of the Avengers franchise will love this latest offering – superheroes are even more exciting on ScreenX!
I watched the film with award-winning filmmaker Kevin Pickering, who was able to explain the technical aspects of the ScreenX experience.
He added: “I was impressed with ScreenX, yeah. I would say it adds to the experience, it wasn’t distracting or overly gimmicky. It was good fun and worked well. Screen X could really present all kinds of interesting creative opportunities as the idea and technology develop.
“Can you imagine 2001: A Space Odyssey or something really immersive like that wrapped around you? It could be incredible!”
The new cinematic technology builds on the strong offering already available at Cineworld Edinburgh, including 4DX, IMAX, a Baskins Robbins ice cream counter and a Starbucks. Customers will pay £14.00 (adult ticket price) for ScreenX.
Cineworld Unlimited Card customers will be able to enjoy ScreenX at Cineworld Edinburgh for an additional £3.
Follow @Cineworld and tweet using #CineworldScreenX or search Cineworld Edinburgh on Facebook.
For more information on Cineworld Cinemas, please visitwww.cineworld.com.
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