Sydney cinephiles will soon be surrounded by the action as HOYTS brings its panoramic 270-degree SCREENX format to its Broadway location.
HOYTS Cinemas is expanding its premium SCREENX footprint with the upcoming launch of a new auditorium at HOYTS Broadway, bringing the multi-projection blockbuster experience to one of Sydney’s premier inner-city entertainment destinations.
The addition joins existing SCREENX locations at HOYTS Blacktown and HOYTS Melbourne Central, building on what the exhibitor says is strong audience demand for immersive cinema formats.
SCREENX, developed by Korean technology company CJ 4DPLEX, uses multi-projection technology to extend key scenes beyond the traditional cinema screen and onto the side walls of the auditorium. The result is a 270-degree panoramic field of view designed to place audiences directly within the film’s environment.
HOYTS Group CEO and President Damian Keogh said the expansion to Broadway represents a natural evolution for the format in Australia.
“The strong performance of SCREENX at our existing locations demonstrates the growing demand for premium, innovative cinema experiences,” Keogh said. “Expanding the format to HOYTS Broadway is a natural next step as we continue to invest in elevating the moviegoing experience for our guests.”
“Blockbusters are meant to be experienced, not just seen. With panoramic visuals extending beyond the main screen, SCREENX immerses audiences in the story like never before.”
Don Savant, Chief Business Officer and Chief Marketing Officer of CJ 4DPLEX, said the technology delivers a level of immersion that home viewing cannot replicate.
“As the cinema industry continues to evolve, moviegoers are increasingly seeking premium entertainment experiences that deliver a level of immersion, scale, and emotional impact that simply cannot be replicated at home,” Savant said.
“We are proud to continue our partnership with HOYTS to bring this next-generation cinema experience to audiences across Australia.”
The expansion comes as cinemas continue to invest in premium formats to differentiate the theatrical experience from streaming. According to CJ 4DPLEX, there are now more than 370 SCREENX auditoriums operating across 40 countries worldwide.
HOYTS currently operates more than 500 screens across Australia and New Zealand, making it the largest single-brand exhibitor in the region.
An opening date for the HOYTS Broadway SCREENX auditorium has not yet been confirmed.
Hopefully the SCREENX will be open for Spider-Man : Brand New Day which is shot specifcally for the SCREENX format. Check out the trailer below, and keep it locked on Novastream for an opening date for Broadway.
