ScreenX Wins Gold at Edison Awards

As published in Digital Cinema Report.


ScreenX, the innovative 270-degree panoramic movie-going format by CJ 4DPlex was awarded Gold in the Media, Visual Communications & Entertainment category at this year’s Edison Awards.

“We are incredibly honored to be receiving recognition from the Edison Awards for ScreenX,” said CJ 4DPlex CEO JongRyul Kim. “In the last few years, ScreenX has grown exponentially in footprint and content, screening more than 12 Hollywood films a year and reaching new heights of innovation to a wider global audience. We thank our partners in the exhibition and studio space and the entire global ScreenX team across offices in Seoul, Beijing and Los Angeles for their hard work and efforts.”

Among the entries from some of the best products, services, and businesses in innovation for the year 2020, the innovative cinema format was chosen as a winner by a panel of more than 3,000 leading business executives from around the world. “After a thorough review, the Edison Awards judges recognize ScreenX as a game-changing innovation standing out among the best new products and services launched in their category,” said Frank Bonafilia, Executive Director of the Edison Awards.

ScreenX is the world’s first multi-projection theatre technology that allows a 270-degree panoramic movie watching experience, allowing the audience to go beyond the frame of the traditional movie screen, utilizing a proprietary system to expand the center screen image to the side walls, surrounding audiences with imagery and providing a sense of being inside the movie. To date, the format is available in 326 auditoriums and 36 countries worldwide.


Motivate Val Morgan represents two cinema chains in the Middle East offering the Screen X experience – Reel Cinemas (The Dubai Mall) and Muvi Cinemas (Mall of Arabia and U Walk).



SourceDigital Cinema Report

4DX – The Record-Breaking Cinema Format in 2019

4DX had its best year yet at Global Box Office in 2019, with CJ 4DPLEX – the company behind multi-sensory 4DX cinema technology, announcing it had a record-breaking year, grossing more than £246 million ($320 million) for 4DX worldwide.

Marking a 12% increase from 2018’s record of $286 million, it was the best year yet for the groundbreaking format. The uptick is partly credited to booming revenues in the U.S., where 4DX Box Office increased by 73% from 2018, while European markets grew by 17% from the previous year.

The announcement was further proof that a rising tide lifts all boats, after the global box office hit a record high in 2019, surpassing $42.5 billion. Overseas revenues also soared to new heights, topping $30 billion for the first time.

The trend toward premium and immersive cinema formats is helping to fuel this growth.

4DX provides cinema audiences a variety of special effects in cinemas, such as vibrating chairs, blowing winds, fog, and splashing water, through the use of specially designed in-theater technology.


Listed below are the 7 highest movies that smashed 4DX Box Office Records in 2019:


Avengers: Endgame – $34.4M

Avengers- Endgame 4DX



Aladdin – $25.9M

Aladdin 4DX



The Lion King – $23.2M

The Lion King 4DX



Frozen 2 – $18.8M

Frozen II 4DX



Fast & Furious Presents: Hobbs & Shaw – $16.9M

Fast & Furious Presents- Hobbs & Shaw 4DX



Captain Marvel – $14.0M

Captain Marvel 4DX



Spider-Man: Far From Home – $13.2M

Spider-Man- Far from Home 4DX


The top 4DX markets – Japan, China, Korea, France, U.S, Mexico and United Kingdom – together account for more than 66% of the format’s total global box office takings in 2019. These markets broke records in attendance and global box office, surpassing the top seven record of 2018. Most of all, U.S. became the biggest grosser among seven countries as 4DX box office grew more than 73% in comparison to 2018.


The multi-sensory format and Cinema Advertising

4DX engages audiences to be part of the adventure whilst experiencing the entirety of virtual reality, and also offers advertisers an exciting format of cinema advertising – guaranteed to create greater brand impact.

Here’s an article with example 4D cinema campaigns booked through MVM:

Achieve Greater Brand Impact with 4D Cinema Advertising

Break through the confines of advertising and explore the possibility of aligning your brand with a movies scheduled to release in 4DX format across the Middle East.





No Time to Die


Black Widow




Wonder Woman 1984


Top Gun: Maverick


Ghostbusters: Afterlife


Jungle Cruise


The King’s Man


Contact us for 4D cinema advertising opportunities across the Middle East.



Sources: Digital Cinema Report and PR News Wire

Reel Cinemas | The Dubai Mall | New Platinum Suites and Screen X

Platinum Suites:

A new luxury cinema experience awaits movie-goers at Reel Cinemas – The Dubai Mall. A never-before concept has been unveiled, offering cinemagoers a new experience that raises industry benchmarks.

Set to personally pamper every filmgoer, with several upscale amenities, the ultimate movie-star experience awaits at the Platinum Movie Suites of Reel Cinemas – The Dubai Mall!

With luxurious pod-style seating, guests can enjoy unrivalled privacy, together with savoring five-star gourmet choices – all fresh and made to order – Reel Cinemas new Platinum Movie Suites are the perfect venue for those looking for a deluxe experience.



Screen X:

The partnership between Reel Cinemas and CJ 4DPLEX, has resulted in the launch of Screen X at The Dubai Mall – a new and mind-blowing kind of cinema experience.

Screen X is the first multi-projection system in the world to provide cinemagoers with a 270-degree panoramic view, and The Dubai Mall venue is now one of a select few in the Middle East, with just 142 currently existing around the world.

Projected onto three walls, specific sections of the footage being shown are expanded to produce an immersive image that brings new meaning to the term ‘widescreen’.


For more information, visit the Reel Cinemas website.

Contact a member of our sales team for cinemas advertising opportunities at Reel Cinemas – The Dubai Mall, Dubai Marina Mall, Jebel Ali Recreation Club and Rove Downtown.



Sources: albawaba (Business) and The National (Lifestyle)

ScreenX is Coming to Reel Cinemas – The Dubai Mall

ScreenX is the new immersive theatre experience with 270 – degree views over three walls promises to bring a new dimension to UAE Cinema!


A new partnership between Reel Cinemas – Dubai entertainment company operated by Emaar – and CJ 4DPLEX, has resulted in the announcement that a new kind of cinema experience is to open at The Dubai Mall later this year.

Known as ScreenX, it’s the first multi-projection system in the world to provide cinemagoers with a 270-degree panoramic view, and The Dubai Mall venue will become one of a select few in the Middle East, with just 142 currently existing around the world.

The concept was created six years ago by CJ CGV, a South Korean tech company, as one of a new wave of sensory cinematic experiences, such as 4DX, which incorporates motion and environmental effects, like being splashed with water or your seat moving in tandem with the action on screen.

Projected onto three walls, specific sections of the footage being shown are expanded to produce an immersive image that brings new meaning to the term ‘widescreen’.



Reel Cinemas already runs the first dine-in cinema concept in the UAE, at Dubai’s Jebel Ali Recreation Club, as well as what it refers to as a ‘Boutique Cineplex’ at Dubai Marina Mall.

An opening date for ScreenX at Reel Cinemas – The Dubai Mall is yet to be announced.



Sources: The National (Lifestyle) and TheScreenX (YouTube Channel)