The LED movie screens and image quality are good, the visual impact is strong, and people feel immersed in the scene. This is the common experience brought to us by movie viewing in the cinema. Up to now, people have regarded projection playback as the main way to watch movies.
Laser projection has also become an important technical symbol of the theater. However, development is the last word.
The projection technology, which has been in the dominant position for many years, is now facing a strong enemy, the LED display screen, which has become in jeopardy.
In March of this year, LED display giant Samsung launched a new LED movie screen specially designed for cinemas.
Samsung’s LED movie screens embrace cinemas
In July, Samsung put this product into the cinema, the playback screen will no longer need to receive the projected picture, but transformed into a large 4K resolution display with bright colors, and HDR technology into the large screen, With a resolution of 4096×2160 (Ultra-HD 4K) and a peak brightness of 146fL, it is 10 times stronger than standard projector technology.
It brings a new immersive cinema experience to moviegoers in cinemas. Therefore, since its release, it has won the headlines of major media around the world, and many film directors and film lovers have said that Samsung Cinema LED screens will be the future of cinema technology.
The stereotype of “it’s dark in theaters” may be shattered. The brightest colors, the deepest darkness, and the cleanest pure white, here, the color is no longer troubled by distortion…
In fact, not only Samsung but many LED display companies independently developed products that have this effect.
For example, the well-known LED display has stable operation, wide viewing angle, convenient disassembly and assembly, and excellent display effects. Among them, the adaptive brightness adjustment function can effectively relieve visual fatigue under long-term viewing. It’s just that there is no way to enter the theater yet.
Samsung said: “The company aims to achieve 10 percent of the global cinema screen market share by 2020, which is equivalent to having 20,000 monitors worldwide.
However, in the current cinema, projectors and screens are still the cheapest and most stable projection technology.
But Samsung’s move into theaters shows that even if its market share falls short of expectations, it will have an impact on projection technology.
In recent years, with the development of LED display technology, LED movie screens have gradually entered the public’s field of vision.
High definition makes for an extraordinary experience
At the recent Belt and Road Forum for International Cooperation, Chinese and foreign journalists were invited to the Capital Cinema to experience the world’s largest LED screen.
The new screen is a 14-meter Onyx LED movie screen provided by Samsung Electronics,
Supports 4K HD display and HDR dynamic HD movie source playback. The super clear display effect is stunning.
Although LED movie screens look good, and the domestic LED display industry is no worse off,
it has obvious advantages in terms of product performance and cost performance,
so far, the real LED display It seems that there are still only Samsung and Sony in the cinema market.
LED movie screen penetration rate is not a high reason
Cost is limited
One of the most important reasons is cost. Obviously, using LED displays as a movie screen must have higher requirements on the performance indicators of all aspects of the product. Few companies could afford such a huge cost.
At the same time, LED movie screens have high requirements for products, especially in terms of pixels and size.
There are two common movie screen size ratios, 1:2.35 or 1:1.85, which is a prescribed size. Pixels are meant to match this size. The same is true for pixels.
Cinema LED displays need to be specially customized, which limits the output of the display, and the cost advantage cannot be reflected.
DCI – Hollywood Digital Cinema Creation and Guidance Organization, its certification is the most concerned and influential in the development of global digital cinema.
For theaters, if you want to play Hollywood movies, DCI certification is essential. When LED movie screens are used in theaters, manufacturers must also pass DCI certification.
This also requires LED display manufacturers to invest a lot of cost and energy.
The business model of domestic screen companies
The domestic LED display industry has a decisive advantage in both technology research and development and market resources. At present, domestic LED display manufacturers have tested the water in this regard.
For Samsung, the entry into the LED movie screen is not enough to become a profit point for Samsung.
Its intention is to use its achievements in the high-end display field to prove its brand influence and overall strength in the display field.
Opening other product lines and market space brings a good advertising effect. The same is true of Dolby Cinema as we know it.
However, domestic LED display companies are relatively lacking in this business model of “expanding influence by entering high-end public places”.
However, despite the difficulties, it is undoubtedly a good opportunity for domestic LED display manufacturers to enter the cinema.
Just like a laser light source, the popularity of LED screens in cinemas will also be a trend.
Therefore, although these difficulties in development are unavoidable, choosing to take the initiative in adversity is more opportunity!