Thanks to Detroit News for this:
ScreenX is coming to MJR Waterford, and operators are hoping theatergoers are blown away.
ScreenX is a premium theatrical format that uses movie screens to create an immersive, 270-degree theater experience. It essentially turns the walls on the left and right side of the theater screen into screens and projects images across all three surfaces for a panoramic, ultra-widescreen view of the action.
The 16-screen MJR Waterford will be the first theater in Michigan to carry to technology, and it will debut on one of its screens in time for “Twisters,” the sequel to 1996’s tornado-chasing action adventure “Twister.” The movie, which stars Glen Powell of “Top Gun: Maverick” and “Anyone But You,” opens July 19, 2024.
“We are thrilled to bring ScreenX to our MJR Waterford Cinema location and to be the first cinema in Michigan to offer this groundbreaking technology,” said Joel Kincaid, vice president of operations for MJR Theatres, in a release.
“Our commitment to enhancing the moviegoing experience is unwavering, and the introduction of ScreenX reflects our dedication to delivering the latest and most exciting advancements in cinema. We can’t wait for our guests to experience movies in a whole new way.”
ScreenX was developed by CJ 4DPLEX, a subsidiary of South Korean multiplex chain CJ CGV. It was introduced in 2012 and is used on nearly 400 screens in 43 countries.
While the North American box office is down about 28% this year compared to 2023, premium large format (or PLF) offerings — including IMAX, 4DX and ScreenX — have been a bright spot for the industry, offering a twist on traditional theatergoing options at a premium cost for moviegoers.
ScreenX showings typically utilize the extra screens for portions of the film — in a movie like “Twisters,” likely the key action scenes — and not the entire presentation.
“Deadpool & Wolverine,” which opens July 26, also is slated for ScreenX showings.
MJR Waterford Cinema 16
7501 Highland Rd.
Waterford Twp, MI
Homepage
https://www.mjrtheatres.com/theatres/x027e-mjr-waterford-cinema/
