Exhibition Archives - Celluloid Junkie

The Movie Poster Gets a Makeover: Samsung’s Spatial Signage Wants to Stop You in Your Tracks

J. Sperling Reich — Thu, 09 Apr 2026 16:15:00 +0000

Samsung is bringing glasses-free 3D display technology to the cinema lobby — and betting that immersive visuals could help exhibitors make the case for a more compelling night out.

Walk past the right display at CinemaCon this April, and something might make you stop cold. It won’t be a trailer, or a touchscreen kiosk, or even an unusually well-designed paper poster. It’ll be an 85-inch screen mounted flush to a wall — two inches deep — showing content that appears to float in three-dimensional space, without glasses, without a headset, and without so much as an awkward lean to catch the effect.

That’s the pitch Samsung is making with Spatial Signage, a new product in the company’s commercial display portfolio that the manufacturer officially launched in February and is bringing to CinemaCon for its first major exhibition industry showcase. The SMHX series — currently available as the SM85HX, an 85-inch portrait-orientation display — uses what Samsung calls a patented 3D Plate, which applies lenticular lens technology to create the impression of depth and dimension in standard content without any special viewing equipment.

“Think of the movie poster, but in a three-dimensional form,” said Christopher Simpson, Samsung’s Senior Business Development Manager – Cinema LED. “And then there’s the ability to have interactive where somebody could be standing in front of it, and there’s a camera embedded in the display, and they’re interacting with that piece of content, and they might have a takeaway piece for themselves that they can then use on social media. That in itself kind of becomes free advertising for the studio.”

From the Baseball Card to the Lobby Wall
The underlying technology behind the new display is older than it might appear. Lenticular printing, the process of layering an image with tiny cylindrical lenses to create the illusion of motion or depth, has been used in novelty products for decades. Samsung has effectively miniaturized and digitized the concept, embedding a lenticular layer into its 3D Plate and combining it with AI-driven processing to enhance depth and motion in real time.

Simpson offered a straightforward analogy: those baseball cards from the early 2000s — the ones that shifted slightly when you tilted them — created depth the same way. The difference now is that the technology has been scaled to an 85-inch commercial display, thinned to a 2-inch profile, and made capable of rendering full-motion video content.

“The real differentiator compared to the other technologies that were out there prior is the depth of the display,” Simpson explained. “Those were very, very deep, maybe three to four feet in depth, and looked mostly like a giant box with somebody standing inside of it. This has shrunk all that down to only a two-inch size. So you can mount it onto a wall instead of just having it on the floor.”

That last point matters more than it might seem. For most cinema lobbies, floor square footage is premium real estate; concessions, ticketing kiosks, merchandise, and foot traffic all compete for the same finite space. A display that mounts flush to the wall like a standard flatscreen, rather than requiring a dedicated footprint and structural rigging, changes the calculus of where and how a technology like this could realistically be deployed.

Samsung has embedded a lenticular layer into the 3D Plate in its Spatial Signage, combining it with AI-driven processing to enhance depth and motion in real time. (Source: Samsung Electronics)

The Lobby Problem
Samsung is entering a cinema market that’s increasingly focused on the question of what happens before and after the movie. Post-pandemic, exhibitors have invested heavily in the auditorium experience — laser projection, premium large format screens, upgraded seating — but the lobby has remained comparatively static. Paper posters still hang in many theatres. Flat digital signage displays cycle through the same promotional loops they always have. The lobby experience, for most moviegoers, is something to pass through, not linger in.

That calculus is increasingly under scrutiny. The global digital signage market was estimated at roughly $28.8 billion in 2024, with projections pointing toward $45.9 billion by 2030, and much of that growth is being driven by a push to make displays more immersive and more interactive in high-traffic public venues. In the U.S., digital out-of-home (DOOH) advertising hit a record-high third quarter in 2025, with DOOH accounting for roughly a third of total out-of-home (OOH) revenue and growing at 11.6% year over year.

Simpson sees cinema lobbies as a natural extension of that trend, and one that has remained underpenetrated. “When we think about how the theatre environment has changed post pandemic, it’s more important to get more people to go to the theatre than ever before” he said. “Not only are exhibitors thinking about how to make a premium experience for the auditorium, but how do they improve the overall entertainment value when you come into the theatre? And the studios seem to be embracing that as well.”

The core argument for dwell time is blunt but familiar to anyone in exhibition: the longer an audience lingers in the lobby, the more money they spend. Exhibitors have long wrestled with the audience member who arrives 15 minutes late to skip the pre-show and leaves the moment credits roll. A lobby compelling enough to keep people engaged early — or prompt them to arrive early to experience it — becomes, in effect, a revenue driver.

“Their worst case scenario is somebody coming into the movie theatre 15 minutes late, seeing the movie, and leaving,” Simpson noted. “What they want is for people to hang out longer, spend more time, so they’ll buy things.”

Who Makes the Content — and Who Pays for It?
The perennial challenge with lobby technology isn’t the hardware. It’s the content, and it’s the money.

Samsung’s answer to the content problem — historically where technologies like this stall — is a two-track approach. For exhibitors and studios with resources, the display supports custom 3D content created through third-party production pipelines — provided creators adhere to Samsung’s technical specifications for the format. For everyone else, Samsung has built AI Studio into its VXT cloud content management platform: upload an image, write a prompt, and the system converts it into a 3D-optimized video asset ready for the display.

“For somebody, maybe a smaller theatre chain that doesn’t have the resources or budget of a bigger one, they can still take the assets they have and turn them into a really effective experience with Spatial,” said Esther Kim, Samsung’s Head of Integrated Marketing for the Display Division.

That flexibility matters, because the economics of content production have historically been a sticking point. Studios spend enormous sums on physical lobby materials — even the standalone cardboard cutouts represent a non-trivial line item — but are rarely enthusiastic about absorbing costs for new display formats they don’t own. Exhibitors, for their part, tend to expect studios to fund the visibility. The result is a negotiation that has played out, in various forms, over every major lobby technology of the past two decades.

Samsung is clear-eyed about the fact that those conversations are just beginning. “We believe the potential is there, but it’s too soon to tell,” Simpson said, when asked whether exhibitors might be able to charge studios for placement on Spatial Signage displays.

The more immediate revenue hypothesis centers on advertising. As lobby ad networks — think NCM, Screenvision, and the programmatic DOOH ecosystem — continue to expand within theatres, a 3D display capable of running dynamic, glasses-free ads could command a meaningful premium over standard flat signage.

“If it’s a premium placement, a premium execution, advertisers are willing to pay more,” said Kim. “Our hypothesis currently is that, yes, if we can help build a premium advertising experience, then yes, advertisers should be willing to pay a premium for that.”

The display supports programmatic advertising out of the box; units are geotagged upon installation, which allows them to be entered into programmatic exchanges that pull demographic and traffic data based on location. A Coca-Cola or Mars Snacking campaign running on a 3D display in a cinema lobby would draw from the same DOOH infrastructure already in use for outdoor and transit advertising, just moved inside.

A diagram of the lenticular lens assembly embedded in the 3D Plate in Samsung’s Spatial Signage. (Source: Samsung Electronics)

Built to Scale
Historically, eye-catching lobby technology has struggled to get past the pilot phase. The list of products that generates genuine excitement at trade shows and then quietly disappears from theatre lobbies is a long one. Samsung, aware of this history, is aiming to make adoption easier.

“Spatial Signage was designed with scalability in mind,” Simpson said. “Rather than functioning as a standalone solution, it integrates into existing digital signage ecosystems through centralized content and device management with Samsung’s VXT platform. Exhibitors can manage these displays alongside their current network without introducing new workflows.”

Operationally, the installation requirements are minimal; power and a network connection. The display works with Samsung’s VXT software for remote monitoring and content management, but it also integrates with third-party cinema-focused CMS platforms and digital signage networks already in use at many exhibitors. It doesn’t require a new support relationship: Samsung sells through channel partners, and service support routes operate through those same partners. VXT also includes remote monitoring capabilities, so issues can be diagnosed and often resolved without a site visit.

A smaller 32-inch version of the display is expected later this year, which would open up additional use cases — countertop retail fixtures, concession stands, smaller lobby configurations — beyond the flagship 85-inch wall unit. Whether larger sizes are in development remains unclear, though is surely dependent on uptake of the current displays.

For CinemaCon, Samsung will be running two Spatial Signage units in its suite; one positioned in the corridor outside the entrance to stop foot traffic, and a second inside the suite itself aimed at something more interactive, content permitting. The company is also bringing its latest Onyx Cinema LED configuration, which will occupy a separate room in Samsung’s CinemaCon trade show suite.

The Bigger Picture
Skeptics will note, reasonably, that no cinema deployments have been announced yet, and that the product is in early discussions with studios and partners rather than rollout. That would likely be true of any product that is a few months old, and Samsung acknowledges as much.

But the argument Kim makes for it is less about novelty than about what exhibitors need to be in the business of delivering. “Every technology investment must deliver a clear business return, especially as cinemas seek new ways to differentiate and attract audiences,” she said. “By introducing dynamic 3D visuals into high-traffic areas, Spatial Signage extends storytelling beyond the auditorium and engages guests from the moment they enter the theatre. Stronger engagement has a direct impact on revenue, where capturing attention at key decision points, such as ticketing and concessions, can influence purchasing behavior.”

The theatrical exhibition industry has spent the better part of a decade making the case that the cinema experience is something television cannot replicate. That argument has mostly been made in the auditorium. Samsung is, in effect, proposing that it needs to start in the lobby.

Whether exhibitors are ready to make that investment, particularly smaller circuits and independents who don’t have the same capital headroom as the major chains, remains an open question. Simpson suggested that revenue-share advertising models could eventually make the technology accessible to operators who can’t absorb an upfront hardware cost. But the business model is still being developed, and the content ecosystem around it is still being built.

What Samsung has done is solve the physical problem that has held this category back: a glasses-free, 3D display that doesn’t require a room of its own. Whether the industry can solve the business case is the question that comes next.

The post The Movie Poster Gets a Makeover: Samsung’s Spatial Signage Wants to Stop You in Your Tracks appeared first on Celluloid Junkie.

CinemaCon 2026 Product Preview: Attractions, Arcade & Alternative Revenue

J. Sperling Reich — Thu, 09 Apr 2026 07:15:00 +0000

Even before the Covid pandemic shuttered cinemas for nearly two years, exhibitors had begun to expand beyond traditional auditorium models; attractions and location-based entertainment are playing an increasingly important role in driving attendance and revenue.

At CinemaCon 2026, amusement companies are showcasing a range of experiences designed to complement the moviegoing journey — from arcade games and bowling concepts to immersive entertainment environments and interactive installations. These offerings are not only extending dwell time within cinema venues, but also creating new reasons for audiences to visit outside of peak film releases.

For operators, the focus is on flexibility and integration. Many of these systems are designed to fit within existing lobby or adjacent spaces, allowing cinemas to activate underutilized areas while introducing repeatable, social experiences that go beyond a single screening.

Together, these solutions highlight how cinemas are evolving into broader entertainment destinations, where film remains central but is increasingly supported by a wider mix of attractions and revenue streams.

Sponsored by Vista Group
This post is part of Celluloid Junkie’s 2026 CinemaCon Product Preview series, sponsored by Vista Group.

Betson Enterprises

Location: Julius Ballroom — Booth 715J

Top Gun: Maverick Arcade Cabinet (Raw Thrills & Play Mechanix)

What’s New:
Betson is showcasing the “Top Gun: Maverick” arcade system from Raw Thrills and Play Mechanix, bringing a large-format, motion-based flying experience tied to the well-known film franchise to cinema and entertainment venues.

What It Is:
The attraction is a flight-based arcade game featuring a motion platform, dual 65-inch displays, and a cockpit-style setup with flight stick and throttle controls. The system supports linked cabinets — up to four units — enabling multiplayer gameplay built around competitive missions and score-based progression.

Why It Matters:
For cinema operators, large-format arcade attractions offer a way to increase dwell time and drive incremental spending in lobbies and adjacent spaces. Recognizable IP, particularly tied to theatrical releases, can further enhance visibility and engagement.With its combination of motion simulation, multiplayer capability, and familiar branding, “Top Gun: Maverick” is positioned as a high-impact attraction designed to draw attention and encourage repeat play, particularly in locations already incorporating family entertainment centers (FEC) or experiential elements.

Brunswick Bowling Products

Location: Julius Ballroom — Booth 920J

Spark Immersive Bowling & Sync Platform

What’s New:
Brunswick is highlighting ongoing updates to its Spark immersive bowling experience and Sync operating platform at CinemaCon, including new interactive content and continued refinements driven by operator feedback.

What It Is:
Spark adds projection-based gameplay and dynamic visuals to bowling lanes, turning them into interactive environments with themed experiences and social features. Sync is Brunswick’s integrated platform for scoring, POS, and venue management, incorporating tools such as mobile ordering and payments.

Why It Matters:
For operators incorporating location-based entertainment alongside cinema, keeping attractions fresh while maintaining operational efficiency is an ongoing challenge. Content updates and interactive features help sustain repeat engagement, while integrated systems can simplify day-to-day management across attractions and food and beverage.

By combining an evolving experience layer with a unified operating platform, Brunswick is positioning its offering as a connected system that supports both guest engagement and backend operations.

Delta Strike

Location: Julius Ballroom — Booth 331J

Laser Tag & Delta Matrix LED Game Floor

What’s New:
Delta Strike is showcasing its Delta Matrix LED game floor, a recently introduced attraction, alongside the latest generation of its laser tag system at CinemaCon.

What It Is:
The Delta Matrix is an interactive LED floor featuring a library of games designed for both competitive and social play, suitable for a range of age groups and venue types. It is complemented by Delta Strike’s laser tag system, a scalable, arena-based attraction built for high-throughput gameplay with customizable formats and layouts.

Why It Matters:
For operators exploring ways to expand beyond traditional exhibition, combining different types of attractions can help create a more flexible use of space. Open-format experiences like interactive floors can accommodate quick-turn play, while structured attractions such as laser tag support longer, group-based sessions.

Together, these formats allow venues to cater to different audience segments and visit patterns, offering a mix of experiences that can encourage repeat visits and broaden overall appeal.

Intercard

Location: Julius Ballroom — Booth 732J

Impulse Plus Hybrid Payment Reader

What’s New:
Intercard is introducing the Impulse Plus, a hybrid payment reader that allows arcade games to accept both traditional coin-based play and modern cashless payment methods, including credit cards.

What It Is:
The Impulse Plus is designed for entertainment venues operating a mix of legacy and updated systems, enabling operators to support multiple payment types within the same environment. It also provides real-time reporting on transactions, allowing operators to track performance across both cash and card-based activity.

Why It Matters:
As more cinemas incorporate arcade and location-based entertainment elements, payment flexibility becomes an important consideration. Many venues still operate coin-based equipment while also looking to accommodate card and mobile-first consumers.

Hybrid systems like the Impulse Plus offer a way to bridge that gap, allowing operators to modernize payment options without fully replacing existing equipment. This approach can help reduce friction at the point of play while giving operators better visibility into spending patterns across their entertainment offerings.

QubicaAMF

Location: Augustus Ballroom — Booth 2504A

Fly’n Ducks Duckpin Bowling & Neoverse Entertainment Environment

What’s New:
QubicaAMF is showcasing a compact bowling and immersive entertainment setup at CinemaCon, combining its Fly’n Ducks duckpin lanes with the Neoverse digital environment.

What It Is:
Fly’n Ducks is a smaller-footprint duckpin bowling system designed for venues where traditional lanes are not practical. The format simplifies operations by removing requirements such as specialized footwear and lane conditioning, making it easier to integrate into mixed-use entertainment spaces.

Paired with it is Neoverse, a venue-wide visual system built around large-format LED displays, synchronized lighting, audio, and interactive content. The platform is designed to transform bowling areas into more dynamic environments, with the ability to display branded content and live video feeds alongside gameplay. The setup is supported by QubicaAMF’s BES NV system, which introduces a more intuitive, streaming-style interface for guests.

Why It Matters:
Cinemas continue to figure out ways to extend dwell time in their venues while diversifying revenue. Thus, compact attractions that fit within existing footprints are becoming more attractive. Bowling, particularly in smaller formats, offers a familiar, repeatable activity that can complement the cinema experience.

At the same time, the integration of large-scale visuals and digital content reflects a broader shift toward more immersive, multi-use entertainment spaces. Systems like this aim to bring together physical activity and visual engagement, aligning more closely with the expectations audiences have for premium, experience-driven venues.

Shaffer Distributing

Location: Julius Ballroom — Booth 226J

Arcade Game Portfolio – ICEE Slush Rush, Star Wars Coin Pusher, Smurfs Goal Champs

What’s New:
Shaffer Distributing is highlighting a selection of arcade and redemption games at CinemaCon, including licensed and brand-driven attractions designed for high-traffic entertainment environments.

What It Is:
The lineup includes ICEE Slush Rush, a multiplayer skill game where players race to fill cups under time pressure, as well as a Star Wars-themed coin pusher developed with Lucasfilm and Disney. Also featured is Smurfs Goal Champs, a soccer-based redemption game built around quick-play mechanics and repeat engagement .

Together, the portfolio reflects a mix of recognizable IP and simple, accessible gameplay formats commonly used in arcade and family entertainment settings.

Why It Matters:
When it comes to cinema lobby entertainment and adjacent attractions, arcade games remain a straightforward way to increase dwell time and generate incremental revenue. Licensed content, in particular, can help draw attention and connect with audiences already engaged with theatrical brands.

Short-session, repeatable gameplay formats are also well suited to cinema environments, where guests may be looking for quick activities before or after a screening.

Explore more in the 2026 CinemaCon Product Preview series on Celluloid Junkie.

The post CinemaCon 2026 Product Preview: Attractions, Arcade & Alternative Revenue appeared first on Celluloid Junkie.

CinemaCon 2026 Product Preview: Seating & Auditorium Design

J. Sperling Reich — Thu, 09 Apr 2026 00:30:00 +0000

As cinemas continue to differentiate the in-theater experience, seating and auditorium design remain central to how audiences perceive value.

At CinemaCon 2026, exhibitors are highlighting a range of seating solutions and structural upgrades designed to improve comfort, flexibility, and overall presentation quality. From premium recliners and boutique-style seating to retrofit systems that simplify renovations, the focus is on balancing guest experience with operational efficiency and return on investment.

At the same time, innovations in materials, modular design, and installation approaches are helping operators upgrade auditoriums more quickly and cost-effectively — allowing cinemas to modernize existing spaces without the need for full-scale rebuilds.

Together, these developments reflect an ongoing shift toward more intentional auditorium design, where comfort, aesthetics, and functionality work together to enhance the moviegoing experience.

Sponsored by Vista Group
This post is part of Celluloid Junkie’s 2026 CinemaCon Product Preview series, sponsored by Vista Group.

Atom Seating

Location: Julius Ballroom — Booth 227J

Love Seat (Electron Shell)

What’s New:
Atom Seating is showcasing its Platinum Love Seat in the Electron Shell configuration at CinemaCon, highlighting new developments in smart seating integration and alternative materials aimed at improving sustainability.

What It Is:
The Platinum Love Seat is a premium cinema recliner designed for luxury and dine-in auditoriums, featuring integrated tables, privacy panels, and a paired seating layout. The Electron Shell adds an enclosed structure intended to enhance comfort and reduce distractions within the auditorium environment.

Why It Matters:
As cinemas continue to invest in premium formats, seating is increasingly expected to deliver more than comfort alone. Atom Seating’s approach combines physical design with operational considerations, including features that support maintenance, diagnostics, and overall seat management.

At the same time, the company is exploring alternative materials derived from natural fibers as a way to reduce reliance on traditional components such as PVC and foam. Together, these developments reflect a broader shift toward seating that balances guest experience, operational efficiency, and environmental considerations.

Encore (Palliser)

Location: Julius Ballroom — Booth 241J

U-Series Recliner (Quantum Motor) & Privacy Pod Configuration

What’s New:
Encore, part of Palliser, is showcasing updates to its U-Series recliner platform at CinemaCon, including a new Quantum Motor designed to improve retrofit flexibility, alongside a Privacy Pod seating configuration focused on more individualized viewing environments.

What It Is:
The U-Series recliner incorporates a motor system that increases egress space when fully extended, allowing existing auditoriums to be upgraded to recliner seating while maintaining aisle clearance requirements. The Privacy Pod configuration introduces a more enclosed, console-centered layout intended to create a lounge-style seating experience. Additional features include wireless charging, in-seat service controls, and integrated lighting elements.

Why It Matters:
When installing premium seating, retrofit constraints, particularly around spacing and accessibility, remain a key consideration. Solutions that allow operators to upgrade seating without major structural changes can help accelerate adoption across existing auditoriums.

At the same time, seating design is evolving beyond comfort alone, with increased emphasis on privacy, personalization, and differentiated experiences within the same auditorium. Configurations like the Privacy Pod reflect a broader shift toward creating more tailored viewing environments that align with premium ticket offerings.

EOMAC

Location: Julius Ballroom — Booth 721J

KWIK Acoustic Pod

What’s New:
EOMAC is introducing its KWIK Acoustic Pod to the North American market at CinemaCon, expanding a product already used in other regions into cinema and entertainment venues across the U.S.

What It Is:
A self-contained acoustic pod designed to create a quiet, private space within high-traffic environments such as cinema lobbies and family entertainment centres.

Why It Matters:
As cinemas evolve into broader entertainment destinations, not every guest interaction fits a high-energy environment. The KWIK Pod provides a practical way to offer privacy for phone calls, remote work, or short breaks without requiring guests to leave the venue. Its standalone design also makes it relatively easy to integrate into both new builds and existing locations.

Ferco Seating

Location: Augustus Ballroom — Booth 927J

Verona Zero Wall Zero Gravity Recliners

What’s New:
Ferco Seating is bringing the Verona Zero Wall Zero Gravity recliner to CinemaCon, combining space-saving motion with a comfort-focused seating position in a single integrated design.

What It Is:
The Verona recliner uses a Zero Wall mechanism that allows the seat to fully recline within its own footprint, making it suitable for auditoriums with limited row depth or wall-adjacent layouts. This movement is paired with a Zero Gravity position designed to distribute weight more evenly and support extended viewing comfort.

Why It Matters:
For exhibitors upgrading to premium seating, balancing capacity with comfort remains a central challenge. Recliners typically require additional space, which can reduce seat count and impact overall layout efficiency.

By integrating a space-efficient reclining motion with an ergonomically focused seating position, designs like the Verona offer a way to introduce premium seating while maintaining tighter auditorium configurations. This approach allows operators to improve comfort without fully sacrificing capacity — a trade-off that continues to shape seating decisions across the industry.

IMERSA Theaters

Location: Meetings by appointment

IMERSA Theaters Branding

What’s New:
IMERSA Theaters is being introduced at CinemaCon as the new international branding for the ICE Theaters premium format, reflecting its broader rollout beyond its initial European deployments.

What It Is:
IMERSA is a premium auditorium concept that extends the on-screen image into the theater environment using synchronized LED side panels and dynamic lighting. The system creates a wider field of peripheral vision while maintaining focus on the main screen. It is typically combined with laser projection or LED displays, immersive audio formats, and premium seating. The format currently offers a catalog of more than 300 titles created specifically for the immersive format.

Why It Matters:
Differentiating premium cinema formats increasingly relies on how the auditorium environment itself enhances the presentation. Formats that extend visual elements beyond the screen aim to create a more immersive experience without requiring entirely new projection technologies or changes to existing projection infrastructure.

By combining lighting, screen technology, and content adaptation into a unified format, IMERSA represents one approach to expanding the scope of the cinematic experience, particularly for exhibitors looking to position select auditoriums as event-driven or premium destinations within their circuit.

Infinity Seating

Location: Roman 1 & 2

Storm Sofa

What’s New:
Infinity Seating is introducing the Storm Sofa, a boutique-style seating option designed for premium and design-led cinema environments.

What It Is:
The Storm Sofa is a cinema seating solution that draws from residential furniture design, offering a more relaxed, lounge-style alternative to traditional recliners. Designed in the UK and manufactured in the United States, it features a clean, contemporary profile with a range of upholstery and finish options that allow operators to tailor installations to specific branding and interior concepts.

Built for extended viewing, the seating focuses on comfort and support, with cushioning and ergonomics suited to longer dwell times. The modular approach allows cinemas to configure layouts for boutique auditoriums, VIP screens, or smaller-format venues where design and differentiation are key.

Why It Matters:
As cinemas continue to invest in premium formats, seating is increasingly part of the overall brand and experience rather than just a functional component. Options that move beyond traditional recliner formats can help operators create more distinctive environments, particularly in boutique or high-end auditoriums where atmosphere and design play a larger role in attracting audiences.

Irwin Seating Company

Location: Julius Ballroom — Booth 203J

Spectrum Aura Seating

What’s New:
Irwin Seating is introducing Spectrum Aura at CinemaCon, a seating design focused on simplifying auditorium cleaning and maintenance.

What It Is:
Spectrum Aura incorporates a motorized mechanism housed within the arm casing, allowing the area beneath the seat to remain clear of obstructions. This design reduces the need to clean around complex recliner components and helps eliminate hard-to-reach areas where debris typically accumulates.

Why It Matters:
While much of the focus in cinema seating has been on comfort and premium features, day-to-day maintenance remains a significant operational consideration. Cleaning between shows — particularly in high-capacity auditoriums — can be time-consuming and labor-intensive.

Designs that simplify access to floor space and reduce hidden debris zones can help improve turnaround times and consistency of presentation. For operators managing staffing constraints and tight scheduling, even small efficiencies in cleaning workflows can have a meaningful impact over time.

Light Tape

Location: Julius Ballroom — Booth 432J

Climax Duo Profile with Light Tape

What’s New:
Light Tape is highlighting its Climax Duo stair-nosing profile at CinemaCon, combining its electroluminescent lighting technology with an updated dual-illumination design for step-edge visibility.

What It Is:
The Climax Duo integrates two lighting elements within a single aluminum profile: a top-edge light that clearly defines the step boundary, and an angled downlight that illuminates the tread surface. The system uses Light Tape’s electroluminescent technology to produce a uniform, low-glare line of light designed for direct viewing in dark environments .

Unlike traditional point-source lighting, the system delivers continuous illumination along the step edge, helping guide foot placement without casting light toward the screen or into the audience’s line of sight.

Why It Matters:
Step-edge visibility is a critical safety consideration in auditoriums, particularly in low-light conditions where slips and missteps are more likely. Lighting that clearly defines edges without introducing glare can help improve navigation while maintaining presentation quality.

Solutions that integrate both safety and low-light performance are especially relevant as cinemas continue to upgrade auditoriums without overhauling their entire lighting infrastructure. By combining edge delineation and tread illumination into a single system, products like the Climax Duo aim to simplify installation while addressing both safety and viewing environment concerns.

Lumma 4D E-Motion

Location: Augustus Ballroom — Booth 2204A

4D E-Motion Interconnectable Modules

What’s New:
Lumma is introducing a new modular version of its 4D E-Motion system at CinemaCon, designed to simplify installation and reduce the cost of converting auditoriums to 4D.

What It Is:
The updated system is built around interconnectable, self-contained modules that house all motion and environmental effects within each unit. These modules can be linked via daisy-chain connectivity, allowing for faster deployment and more flexible auditorium configurations .

The design reduces the need for complex pre-installation work and enables integration with both new and existing seating layouts, including recliner configurations without structural modifications. Lumma is marking the 10th anniversary of its 4D E-Motion platform, which is currently deployed in approximately 100 auditoriums across 18 countries.

Why It Matters:
While 4D formats have been available for years, installation complexity and cost have limited broader adoption. Systems that reduce infrastructure requirements and simplify deployment can make these formats more accessible to a wider range of exhibitors.

By shifting toward a modular architecture, Lumma’s latest update reflects a broader trend in cinema technology: lowering the barrier to entry for premium experiences while improving operational efficiency and long-term maintenance.

Mobiliario Seating

Location: Julius Ballroom — Booth 303J

Cloud Riser & Hypnos Riser

What’s New:
Mobiliario Seating is showcasing its Cloud Riser and Hypnos Riser models at CinemaCon, designed to allow exhibitors to upgrade to premium recliner seating without requiring major structural changes to existing auditoriums.

What It Is:
The seating systems are engineered to fit within current auditorium layouts, enabling cinemas to retrofit existing spaces with recliner-style seating rather than undertaking full-scale renovations. Both models focus on ergonomic comfort and integrated tray-table functionality, aligning with premium and dine-in formats.

Why It Matters:
Upgrading to premium seating has become a key revenue driver for many exhibitors, but traditional retrofits can involve significant downtime, construction costs, and layout changes. Solutions like the Cloud and Hypnos Riser are aimed at reducing those barriers by allowing operators to modernize auditoriums more quickly, with minimal disruption to ongoing operations.

By lowering the complexity of installation while still delivering a higher-end seating experience, these systems offer a potential pathway for cinemas looking to introduce premium pricing tiers without committing to a full rebuild.

Promenaid Handrails

Location: Julius Ballroom — Booth 833J

Sprocketlock Pro Handrail System

What’s New:
Promenaid is introducing Sprocketlock Pro at CinemaCon, an enhanced version of its modular handrail system designed for higher load-bearing applications.

What It Is:
Sprocketlock Pro builds on Promenaid’s prefabricated handrail platform, using reinforced components to support use in high-demand areas such as auditorium aisles, guardrails in front of tiered seating, and elevated spaces within entertainment venues.

The system is designed to assemble from modular parts without the need for on-site welding or finishing, allowing it to adapt to existing structures and installation conditions.

Why It Matters:
As cinemas renovate auditoriums or introduce new seating and layout configurations, structural elements such as handrails must meet both safety requirements and installation constraints. Systems that can be installed quickly and adjusted on-site can help reduce project complexity, particularly in retrofit scenarios.

By combining modular construction with higher load capacity, solutions like Sprocketlock Pro are positioned to support safety and compliance while simplifying the installation process for contractors and operators.

Telescopic Seating Systems

Location: Julius Ballroom — Booth 1015J

ROAR – Recliner-On-A-Riser & Knee Wall System

What’s New:
Telescopic Seating Systems (TSS) is showcasing its ROAR (Recliner-On-A-Riser) system, an integrated approach to auditorium retrofits designed to simplify installation and reduce renovation timelines.

What It Is:
ROAR combines recliner seating, riser structures, and knee wall systems into a single, factory-built solution for stadium-seating auditoriums. By consolidating multiple construction elements into one system, it reduces the number of trades required on-site and streamlines the retrofit process.

The platform is designed to accommodate a range of riser heights and can be deployed with pre-engineered components to support faster installation. Operational features include open-under-seat construction for easier access and cleaning, along with integrated lighting and system tracking designed to support maintenance workflows.

Why It Matters:
Auditorium renovations can be complex, time-consuming, and costly, particularly when multiple contractors and construction phases are involved. Integrated systems that reduce installation complexity and downtime can help exhibitors complete upgrades more quickly while minimizing disruption to operations.

With countless cinema operators continuing to transition to recliner seating, solutions that simplify retrofits — while maintaining flexibility across different auditorium configurations — are becoming increasingly relevant.

Explore more in the 2026 CinemaCon Product Preview series on Celluloid Junkie.

The post CinemaCon 2026 Product Preview: Seating & Auditorium Design appeared first on Celluloid Junkie.

CinemaCon 2026 Product Preview: Projection, Sound & Presentation Technology

J. Sperling Reich — Wed, 08 Apr 2026 14:25:00 +0000

While much of the focus at CinemaCon is on the business of cinema, the core theatrical experience still depends on how a film looks and sounds on screen.

At CinemaCon 2026, cinema equipment manufacturers and providers are highlighting advances across projection, LED cinema displays, immersive audio, and presentation monitoring — technologies designed to improve image quality, enhance sound performance, and ensure consistent playback across auditoriums. Alongside premium large format systems, there is also a growing emphasis on tools that help operators maintain presentation standards through automation, diagnostics, and remote monitoring.

Together, these solutions reflect an ongoing shift toward more precise, data-informed control of the theatrical experience, where consistency and quality are as important as innovation.

Sponsored by Vista Group
This post is part of Celluloid Junkie’s 2026 CinemaCon Product Preview series, sponsored by Vista Group.

Adaptive Technologies Group

Location: Julius Ballroom — Booth 138J

Pro-Lift Scissor Lifts & Digital Controllers

What’s New:
Adaptive Technologies Group has expanded its Pro-Lift scissor lift range to support larger format projection setups, introducing additional lifting heights and controller options to accommodate evolving cinema and immersive auditorium designs.

What It Is:
The Pro-Lift system is a ceiling-mounted projector lift designed to safely position and service digital cinema projectors. Now available in field-adjustable lifting heights of 8, 16, and 24 feet, the system supports payloads up to 600 pounds and can be paired with Adaptive’s P-Box 15 hush box for enclosed installations.

Why It Matters:
As cinemas move toward larger screens, booth-less designs, and premium formats such as 4DX, projector installation and maintenance are becoming more complex. Lift systems like Pro-Lift are designed to simplify access while maintaining safety and minimizing disruption during servicing.

With options for multiple preset positions — including show, maintenance, and stow — as well as network-compatible controllers, the system allows operators and technicians to manage projection equipment more efficiently in increasingly technical environments.

CES+

Location: Meetings by appointment

Audio IQ

What’s New:
CES+ Cinema is introducing Audio IQ at CinemaCon, an automated audio monitoring system designed to detect and diagnose sound issues in real time.

What It Is:
Audio IQ is an AI-enabled system that continuously monitors in-auditorium audio performance, analyzing sound output across the full surround configuration without requiring manual checks. The platform identifies issues such as failing speakers, dead channels, or level inconsistencies and delivers alerts through a cloud-based dashboard.

Designed to integrate with existing cinema sound systems, Audio IQ provides remote diagnostics and ongoing performance monitoring, allowing technical teams to identify and address issues before they impact the audience experience.

Why It Matters:
Audio issues are often difficult to detect in real time and may only surface after impacting multiple screenings. Systems that provide continuous monitoring and early fault detection can help operators maintain consistent presentation quality while reducing reliance on manual testing and reactive troubleshooting.

As cinemas continue to invest in premium sound formats, maintaining audio performance across all auditoriums — not just flagship screens — is becoming an increasingly important part of the overall guest experience.

Christie

Location: Milano 1 & Milano 5 (Offsite demonstrations available)

CP4410m-RGBH (CineLife+ Phazer Series)

What’s New:
Christie is introducing the CP4410m-RGBH at CinemaCon, expanding its CineLife+ Phazer lineup with a lower-lumen projector that incorporates RGB laser-phosphor hybrid illumination.

What It Is:
The CP4410m-RGBH is a 10,000-lumen projector designed for smaller screens, boutique cinemas, and boothless environments. It uses a hybrid RGB laser-phosphor light source intended to reduce speckle and color variation on high-gain screens while maintaining image clarity and color performance.

Why It Matters:
Exhibitors are transitioning from Xenon to laser projection, however cost and screen size have remained barriers for smaller auditoriums. Lower-lumen solutions can help make that transition more accessible without requiring the scale of premium large-format installations.

By introducing a hybrid illumination approach and positioning the unit for compact and boothless setups, Christie is targeting a segment of the market where flexibility, footprint, and upgrade pathways are increasingly important.

VDR (Variable Dynamic Range)

What’s New:
Christie is officially launching VDR (Variable Dynamic Range) at CinemaCon, a software-based upgrade designed to improve contrast and energy efficiency in existing RealLaser projection systems.

What It Is:
VDR uses interframe analysis to dynamically adjust laser output based on the requirements of each scene, enhancing contrast while optimizing power usage. The feature is delivered as a software license and can be enabled on compatible CineLife+ RealLaser projectors without requiring new hardware.

Why It Matters:
For exhibitors, improving image quality has traditionally required significant capital investment in new projection systems. Software-based upgrades offer an alternative path, allowing operators to enhance performance while extending the life of existing equipment.

In addition to increasing perceived contrast, tools like VDR also aim to reduce energy consumption and operational costs — two factors that are becoming increasingly important as cinemas manage long-term infrastructure investments.

CinemaNext

Location: Julius Ballroom — 311J

PAA40+ Automation Adapter

What’s New:
CinemaNext is highlighting its PAA40+ Automation Adapter at CinemaCon, designed to expand automation and energy management capabilities within cinema projection booths.

What It Is:
The PAA40+ acts as a control layer that translates commands from cinema servers or TMS systems into automated actions for booth equipment, including projection, HVAC, and audio systems. It enables operators to schedule and manage when systems are powered on or off, while also monitoring energy usage across multiple circuits (including support for multiple relay outputs, programmable macros, and real-time reporting).

The system can also be deployed as a retrofit for existing installations, allowing cinemas to upgrade booth automation without replacing core infrastructure.

Why It Matters:
As energy costs rise and operational efficiency becomes more critical, managing when and how equipment is used inside the projection booth is gaining importance. Automation tools can help reduce unnecessary power consumption by aligning system usage more closely with actual show schedules.

Solutions like the PAA40+ are positioned to deliver a relatively short return on investment by reducing energy waste and minimizing manual intervention, while also giving operators greater visibility into booth performance — an area where small inefficiencies can add up over time.

Digital Light Sources (DLS)

Location: Julius Ballroom — Booth 433J

Cine LEDMAX Acoustically Transparent Cinema LED Screens

What’s New:
Digital Light Sources is continuing to demonstrate its Cine LEDMAX acoustically transparent LED screens at CinemaCon, with a focus on sound transmission technology designed to address one of the key challenges of LED cinema installations.

What It Is:
The Cine LEDMAX lineup consists of DCI-compliant direct-view LED screens available in a range of sizes, designed for both retrofit and new-build auditoriums. Developed in partnership with LED manufacturer LOPU Tech, the system incorporates a patented approach to sound transparency, allowing audio to pass through the screen without the need for traditional speaker placement compromises.

Why It Matters:
While LED cinema screens have gained attention for their brightness, contrast, and long service life, audio integration has remained a limiting factor in wider adoption. Solutions that address sound transmission more effectively can help make LED a more viable option across a broader range of auditoriums.

By combining high dynamic range visuals with an acoustically transparent design, systems like Cine LEDMAX are aimed at reducing the trade-offs traditionally associated with LED installations, giving exhibitors another pathway to evaluate as the market continues to evolve beyond projection.

Dolby Laboratories

Location: Meetings by appointment

Dolby Vision + Dolby Atmos (Combined Premium Offering)

What’s New:
Dolby is expanding access to its combined Dolby Vision + Dolby Atmos offering at CinemaCon, positioning the technologies as a more broadly available premium solution beyond traditional Dolby Cinema installations.

What It Is:
Dolby Vision is a high dynamic range projection system designed to deliver enhanced contrast, brightness, and color performance, while Dolby Atmos is an object-based audio format that places sound throughout the auditorium, including from the ceiling. Together, they form a premium presentation package that integrates image and sound technologies developed and refined through Dolby Cinema deployments.

Why It Matters:
Premium large-format experiences have become a key differentiator for exhibitors, but not all cinemas can accommodate fully branded, turnkey concepts. Offering Dolby Vision and Atmos as a more flexible combination gives operators another way to deliver a high-end presentation without adopting the full Dolby Cinema model.

By making this pairing more accessible, Dolby is effectively extending its premium ecosystem to a wider range of auditoriums, allowing exhibitors to align with filmmaker-preferred formats while tailoring implementation to their own spaces and business models.

GDC Technology

Location: Milano 2

Tricorne LED Screen & HDR LED Media Server

What’s New:
GDC Technology is showcasing its Tricorne LED cinema screen alongside its HDR LED Media Server at CinemaCon, highlighting a fully acoustically transparent LED solution designed to improve both image and sound integration.

What It Is:
The Tricorne LED is a direct-view cinema screen featuring a perforated design that allows speakers to be positioned behind the display, addressing one of the key challenges associated with LED installations. It is paired with GDC’s HDR LED Media Server, a DCI-compliant system designed to support HDR and high frame rate playback for LED cinema environments.

Why It Matters:
As LED cinema screens continue to develop as an alternative to projection, integrating audio without compromising sound placement has remained a core limitation. Acoustically transparent designs aim to resolve this by restoring traditional speaker positioning while maintaining the visual benefits of LED.

By combining display technology with a dedicated media server, GDC is positioning its solution as a more complete LED ecosystem, giving exhibitors a way to evaluate both image and playback infrastructure as part of a single deployment strategy.

AIB-4000 DTS:X for IAB Cinema Processor

What’s New:
GDC is introducing the AIB-4000, a new immersive audio processor designed to support the SMPTE IAB standard at CinemaCon.

What It Is:
The AIB-4000 is a 64-channel audio processor that supports DTS:X for IAB and integrates with DCI media servers. It is compatible with networked audio protocols such as Dante and AES67, enabling flexible audio system configurations within modern cinema environments.

Why It Matters:
With immersive audio formats continuing to evolve, standardization around IAB is becoming increasingly important for interoperability across cinema playback systems. Processors that support these standards can help simplify installation and integration while maintaining flexibility for future upgrades.

For exhibitors investing in next-generation audio, solutions like the AIB-4000 reflect a shift toward more scalable, network-based architectures that align with broader industry direction.

Harkness Screens

Location: Salerno Room

HSG Labs QA Monitoring System

What’s New:
Harkness Screens is introducing its HSG Labs quality assurance monitoring devices at CinemaCon, designed to provide continuous remote oversight of image and audio performance across auditoriums.

What It Is:
The HSG Labs range includes monitoring tools that track presentation parameters such as brightness, focus, image alignment, and sound. The system can deliver alerts via email, text, or integration with theatre management systems, allowing operators to identify and address issues without requiring manual inspection.

Why It Matters:
Maintaining consistent presentation quality across multiple screens can be challenging, particularly for circuits operating at scale. Issues such as brightness drift or sound imbalance can go unnoticed until they impact the audience experience.

Monitoring systems that provide real-time feedback and alerts offer a more proactive approach, helping operators identify problems earlier and reduce the need for reactive maintenance. As expectations around presentation quality remain high, tools like these reflect a broader shift toward continuous performance monitoring rather than periodic checks.

MAG Cinema

Location: Augustus Ballroom — Booth 2304A

ERA SUB 321 Cardioid Subwoofer

What’s New:
MAG Cinema is introducing the ERA SUB 321, a cardioid subwoofer designed to improve low-frequency control within cinema auditoriums.

What It Is:
The ERA SUB 321 features a three-driver (21-inch) configuration built around passive cardioid technology, allowing the system to direct bass energy toward the audience while reducing rearward output. The design is intended as a drop-in replacement for conventional subwoofers, requiring no additional processing or amplifier channels to achieve directional performance .

Why It Matters:
Low-frequency sound bleed between adjacent auditoriums has long been a challenge in cinema design, particularly in multiplex environments. Controlling bass energy, rather than simply increasing output, is becoming an increasingly important consideration as sound systems evolve.

Solutions that improve directionality and reduce unwanted spill can help maintain audio clarity within each auditorium while minimizing interference between screens. For exhibitors and integrators, this shifts the focus from raw power to precision, supporting more consistent sound experiences across the circuit.

Meyer Sound

Location: Augustus Ballroom — Booth 2104A

USW-121P Self-Powered Cinema Subwoofer

What’s New:
Meyer Sound is introducing the USW-121P, a self-powered subwoofer that brings networked audio and onboard processing into a single cinema sound component.

What It Is:
The USW-121P is a compact, high-power subwoofer built around a 21-inch driver, designed to deliver extended low-frequency performance while minimizing system complexity. It integrates amplification, digital signal processor (DSP), and networked audio (including AES67 connectivity) directly within the enclosure, reducing the need for external processors and additional hardware.

Its cabinet design supports flexible installation in space-constrained environments — including behind screens and along walls — while maintaining airflow and acoustic performance.

Why It Matters:
With cinema sound systems now more advanced than ever, system design and integration are becoming increasingly complex. Solutions that consolidate amplification, processing, and networking into fewer components can simplify installation, reduce rack space, and streamline ongoing maintenance.

For exhibitors and integrators, this reflects a broader shift toward fully networked, self-powered audio systems, where more of the signal chain is handled within the speaker itself — potentially improving efficiency while maintaining consistent performance across auditoriums.

Moving iMage Technologies

Location: Augustus Ballroom — Booth 427J

DCS Digital Cinema Series Loudspeakers

What’s New:
Moving iMage Technologies (MiT) is showcasing the DCS (Digital Cinema Series) loudspeaker platform at CinemaCon following its recent acquisition of the long-established cinema audio brand from QSC.

What It Is:
The DCS platform is a full-range cinema audio solution, including screen channels, surrounds, subwoofers, and monitoring systems, designed to support configurations from traditional 5.1 and 7.1 setups through to immersive audio environments. Originally developed over more than two decades and deployed in thousands of auditoriums worldwide, the system is positioned as a scalable, cinema-focused solution.

With the acquisition, MiT has taken over manufacturing relationships, inventory, and global distribution, while positioning DCS as an open platform available through integrators and partners across multiple markets.

Why It Matters:
As exhibitors continue to invest in premium presentation formats, control over key technology components — such as the DCS loudspeaker platform — is becoming increasingly strategic. For integrators, expanding into owned or managed product lines can help ensure supply continuity and provide greater flexibility in system design.

MiT’s move into cinema audio reflects a broader trend toward vertical integration within the exhibition technology ecosystem, where companies are looking to offer more complete solutions across projection, sound, and installation.

Samsung Electronics

Location: Roman Ballrooms 1–2

Spatial Signage (Glasses-Free 3D Display)

What’s New:
Beyond the latest generation of Onyx Cinema LED screens, Samsung is introducing its Spatial Signage at CinemaCon, a glasses-free 3D display designed for use in cinema lobbies and other high-traffic areas.

What It Is:
Spatial Signage uses a patented optical layer to create the perception of depth directly within the display, allowing content to appear three-dimensional without requiring special glasses. The system is designed for commercial environments and can be used to present film marketing, showtimes, and promotional content in a more visually dynamic format.

The 85-inch display features 4K resolution in a portrait configuration, making it suited for poster-style content and digital signage applications within cinema spaces.

Why It Matters:
As exhibitors and studios look to extend engagement beyond the auditorium, attention-grabbing displays in lobbies and concession areas are becoming increasingly important. Technologies that add depth and motion to traditional signage can help differentiate promotional content in busy environments.

Glasses-free 3D displays like Spatial Signage represent one approach to enhancing pre-show engagement, offering a way to bring elements of cinematic storytelling into the broader venue without requiring changes to projection systems.

Severtson Screens

Location: Augustus Ballroom — Booth 2310A

SēVision 3D GX Giant Electric Motorized Screen

What’s New:
Severtson is introducing its SēVision 3D GX Giant Electric motorized projection screen at CinemaCon, designed for large-format venues that require retractable screen solutions.

What It Is:
The system is a large-scale motorized cinema screen that can be raised and lowered, making it suitable for multi-purpose auditoriums where the screen cannot remain permanently deployed. It is available in a range of materials, including acoustically perforated options that allow for speaker placement behind the screen.

Severtson’s folded screen technology and coating system are designed to withstand repeated rolling without damaging the projection surface, enabling use in applications where large-format screens need to be deployed frequently .

Why It Matters:
While most cinema screens are fixed installations, some venues — including multi-use auditoriums, event spaces, and certain premium formats — require greater flexibility. Motorized large-format screens address this need by allowing spaces to transition between different uses without permanent structural changes.

As cinemas and adjacent venues explore more flexible programming and shared-use environments, solutions that support adaptable screen configurations may become more relevant, particularly outside traditional multiplex settings.

Sharp

Location: Neapolitan 1

Projector Lineup Refresh

What’s New:
Sharp is marking the final phase of its transition from the NEC brand during this year’s CinemaCon, with plans to begin selling its first Sharp-branded digital cinema projectors later this year.

What It Is:
At CinemaCon, the company is previewing updates to its cinema projection lineup, including a refreshed 4K range and a new 2K projector featuring enhanced dynamic range (EDR) and a 12,000-lumen brightness option. Sharp also indicated that a smaller, low-noise projector is in development, aimed at environments where footprint and acoustics are key considerations.

Alongside its cinema projection roadmap, Sharp will showcase a broader portfolio of display technologies, including large-format displays, ePaper solutions, and dvLED screens, reflecting its wider positioning across commercial display applications.

Why It Matters:
The transition from NEC to Sharp represents a notable shift in one of the industry’s long-standing projection technology providers. For cinema operators, continuity in product development and support is critical, particularly as the market continues to evolve toward laser projection and alternative display technologies.

The introduction of Sharp-branded projectors signals an effort to maintain that continuity while positioning the company for the next phase of cinema technology development.

Timewaying (HeyLED)

Location: Augustus Ballroom — Booth 2226A

Front-Access DCI HDR LED Cinema Screen

What’s New:
Timewaying (HeyLED) is introducing a front-access LED cinema screen at CinemaCon, designed for wall-mounted installation in space-constrained environments.

What It Is:
The screen features a structural design that enables both installation and maintenance from the front, eliminating the need for rear access. Available in sizes ranging from 4 to 10 meters, it is positioned for smaller auditoriums, private cinemas, and specialty installations. The system supports DCI-compliant HDR presentation and uses advanced panel packaging to improve surface uniformity and durability .

Why It Matters:
One of the practical challenges with LED cinema installations is the space required for access and servicing. Designs that allow front-only installation can make LED a more viable option in locations where depth is limited or retrofitting is required.

By focusing on compact formats and simplified installation, solutions like this open up LED deployment to a broader range of venues, including premium small-screen environments where space efficiency is critical.

Explore more in the 2026 CinemaCon Product Preview series on Celluloid Junkie.

The post CinemaCon 2026 Product Preview: Projection, Sound & Presentation Technology appeared first on Celluloid Junkie.

CinemaCon 2026 Product Preview: Business, Marketing & Operational Platforms

J. Sperling Reich — Tue, 07 Apr 2026 07:25:00 +0000

Beyond ticketing and concessions, a growing layer of systems is shaping how cinemas operate, connect with audiences, and make decisions.

At CinemaCon 2026, numerous companies are showcasing platforms that sit behind the scenes of the moviegoing experience; spanning theatre management, content delivery, marketing, data analytics, and customer engagement. While these systems are less visible to audiences, they play a critical role in how cinemas run day to day, from managing content and workflows to driving attendance and optimizing performance.

Increasingly, these functions are no longer handled by separate tools. Instead, exhibitors are moving toward a more connected approach, where operational systems, marketing platforms, and data layers work together to provide a more complete view of the business. This shift reflects the growing complexity of cinema workflows as operators look to improve efficiency, respond more quickly to changing demand, and better understand their audiences.

The companies in this section highlight how cinemas are building that connected infrastructure — bringing together content, operations, and customer data into systems designed to support a more flexible and data-driven approach to exhibition.

Sponsored by Vista Group
This post is part of Celluloid Junkie’s 2026 CinemaCon Product Preview series, sponsored by Vista Group.

Arts Alliance Media — A Qube Cinema Company

Location: Meetings by appointment

Screenwriter TMS & Trailer Exchange 1.5 Upgrades

What’s New:
Arts Alliance Media is introducing updates to its Screenwriter TMS and Trailer Exchange 1.5 platform, with enhancements focused on compatibility, scheduling precision, and pre-show optimization.

What It Is:
Screenwriter is a theatre management system (TMS) designed to manage scheduling, content synchronization, and playback across cinema circuits. Recent updates expand support for newer operating systems and a wider range of projection hardware, while improving scheduling workflows and synchronization performance.

Trailer Exchange 1.5 extends this capability into pre-show management, enabling more advanced scheduling of trailers and advertising, with new tools for content targeting and reporting.

Why It Matters:
TMS platforms are deployed in ever more complex cinema environments today, requiring support for a broader range of cinema hardware while maintaining reliability and control. Improvements in scheduling visibility and synchronization can help reduce operational delays and ensure consistent playback across sites.

At the same time, greater control over pre-show programming reflects the growing importance of advertising and commercial optimization within the cinema business.

CinemaNext

Location: Julius Ballroom — Booth 311J

CinemaNext TMS Upgrades

What’s New:
CinemaNext will be featuring updates to its TMS with enhancements focused on energy management, expanded device integration (including with IMAX), and improved scheduling precision.

What It Is:
CinemaNext TMS is a web-based platform designed to centralize content management, scheduling, and booth control across cinema operations. Installed on a dedicated server such as the CinemaNext BOX, the system enables operators to ingest and manage DCPs, manage KDMs, automate playlist creation, and synchronize everything across multiple auditoriums.

Recent updates include deeper integration with the CinemaNext EcoBooth system, allowing power usage in the booth to be aligned with show schedules. The platform also expands support for a wider range of projection and audio systems, alongside features such as start markers for more precise show timing, improved handling of live events, and enhanced integration with premium formats.

Why It Matters:
With technology environments inside cinemas becoming far more complex, TMS platforms are evolving beyond scheduling tools into broader operational control systems. The ability to coordinate playback, monitor equipment, and manage energy usage from a single interface can help reduce manual intervention while improving consistency across sites.

For operators balancing rising energy costs and increasingly diverse programming, tighter integration between scheduling, equipment, and power management is becoming an important part of day-to-day operations.

Gofilex

Location: Meetings by appointment

E-delivery & Live Events – Portal 2.0 Update

What’s New:
Gofilex is preparing to roll out updates to its E-delivery and live events platform at CinemaCon, including a redesigned web-based portal and companion app aimed at improving visibility and control over delivered content.

What It Is:
Gofilex operates a global network for electronic film delivery and live event distribution, supporting approximately 12,000 cinemas worldwide. The upcoming Portal 2.0 and updated mobile app are designed to provide exhibitors with a centralized interface to track incoming content, manage orders, and access live event workflows.

Why It Matters:
Cinemas are handling an increasing mix of feature films, alternative content, and live events, making managing delivery and scheduling across multiple sources more complex. Tools that provide clearer oversight of what content has been delivered, and what is scheduled to arrive, can help reduce operational friction and improve coordination between distributors and exhibitors.

By focusing on workflow visibility and centralized access, updates like Gofilex’s Portal 2.0 reflect a broader shift toward more transparent and trackable content delivery systems within the exhibition ecosystem.

CINEsync

Location: Augustus Ballroom — Booth 2516A

AI-Driven Cinema Operations Upgrades

What’s New:
CINEsync is emphasizing its AI-driven capabilities at CinemaCon, alongside an expanded restaurant module designed to better support dine-in cinema operations.

What It Is:
A cloud-based platform that integrates ticketing, concessions, marketing, loyalty, and analytics into a single system for cinema operators.

Why It Matters:
Many exhibitors still operate across multiple disconnected systems, particularly when managing both ticketing and food and beverage. By consolidating these functions — and layering in AI tools for scheduling, pricing, and recommendations — platforms like CINEsync aim to improve operational efficiency while helping cinemas better respond to audience demand and maximize revenue.

The platform also integrates with third-party providers including comScore, Numero, and MACCSBOX, as well as payment and ticketing partners, positioning it as a central operating layer for cinemas looking to streamline workflows and expand food and beverage offerings.

Mobile Moviegoing

Location: Julius Ballroom — Booth 726J

Website Platform 3.0 & TeleTimes

What’s New:
Mobile Moviegoing is introducing Version 3.0 of its website platform at CinemaCon, alongside new tools including TeleTimes, a phone-based showtime service, and a network monitoring system for cinema operations.

What It Is:
The updated platform focuses on improving the path from movie discovery to ticket purchase, with a redesigned interface built around user behavior and performance optimization. TeleTimes extends access to showtime information through a voice-based system, allowing moviegoers to retrieve listings without using an app or website.

On the operational side, Mobile Moviegoing is also rolling out a monitoring system designed to track on-site equipment, connectivity, and POS performance in real time, helping operators identify and address issues proactively.

Why It Matters:
As cinema operations become increasingly dependent on digital infrastructure, both the customer-facing experience and back-end reliability play a critical role in overall performance. Improvements to website usability can directly impact conversion, while monitoring tools help ensure that systems supporting ticketing and concessions remain operational.

By expanding beyond traditional web services into a broader platform that includes access, engagement, and system oversight, providers like Mobile Moviegoing are positioning themselves as more integrated partners in day-to-day cinema operations.

OneCinema

Location: Augustus Ballroom — Booth 2109A

OneCinema Enterprise Signage Platform

What’s New:
OneCinema is introducing Enterprise Signage at CinemaCon, a cloud-managed digital signage platform designed to extend its existing cinema operations ecosystem.

What It Is:
Enterprise Signage is a cloud-managed platform that allows cinema operators to centrally control digital displays across their circuit, from lobby screens to concessions and wayfinding.

Built into the OneCinema Enterprise Cloud interface, it operates alongside TMS and automation tools within a single environment, sharing film, content, and trailer workflows. This enables signage content to be dynamically generated from live programming data, automatically aligning messaging with the films and genres playing at each location.

Content can be scheduled and deployed across one site or an entire circuit within minutes, while still allowing local flexibility for events and promotions.

Why It Matters:
Most exhibitors operate across multiple locations, which makes maintaining consistent and accurate messaging across digital displays a real challenge. Systems that connect operational data with customer-facing displays help reduce manual processes while ensuring that information remains up to date.

By linking signage directly to cinema systems, platforms like OneCinema’s Enterprise Signage reflect a broader move toward more connected environments, where operational data can be surfaced across the guest journey in real time.

Qube Cinema

Location: Meetings by appointment

Slate & iCount

What’s New:
Qube Cinema is highlighting recent enhancements to its Slate campaign management platform and iCount audience measurement system, with updates focused on greater control over pre-show programming and improved real-time attendance visibility.

What It Is:
Slate is a centralized platform for managing advertising and pre-show content across cinema circuits. Recent updates introduce greater control over playlist boundaries at the theatre level, allowing operators to define maximum durations for pre-show and intermission segments while maintaining consistency across sites.

iCount is Qube’s real-time audience measurement system, designed to track attendance at the screen level with automated reporting. The platform enables operators to compare ticket sales with actual headcount, identify discrepancies, and monitor performance across locations through a unified dashboard, while incorporating privacy features such as real-time anonymization.

Why It Matters:
Pre-show advertising and alternative content have long been important revenue streams for exhibitors who are now looking for better control over scheduling and more transparency in campaign delivery. At the same time, reliable audience measurement remains a longstanding challenge in cinema, particularly for validating advertising performance.

Tools that combine scheduling control with verified attendance data can help operators manage inventory more effectively, improve reporting to partners, and strengthen the commercial case for cinema as an advertising medium.

Qube Wire

Location: Meetings by appointment

Qube Wire Platform & WireTAP Upgrades

What’s New:
Qube Cinema is highlighting enhancements to its Qube Wire platform, including expanded deployment, automated Key Delivery Messages (KDMs) workflows, and new browser-based delivery capabilities, as well as upgrades to its WireTAP hardware.

What It Is:
Qube Wire is a scalable electronic content delivery platform that manages content distribution and KDM workflows across cinema networks. Recent updates introduce features such as direct holdover KDM requests and the Qube Wire network of connected theatres has grown to nearly 1,300 sites in North America alone.

WireTAP, Qube’s on-premise delivery device, has also been updated with deeper integration into TMS and playback systems, enabling more automated ingest workflows and improved real-time visibility into content status.

Why It Matters:
Content delivery remains a critical operational layer, particularly as cinemas manage higher volumes of digital distribution across multiple locations. Improvements in automation and visibility can reduce reliance on manual processes while ensuring content is delivered, verified, and ready for playback.

As distribution continues to shift toward fully networked workflows, platforms that support both centralized and flexible delivery options are becoming increasingly important.

Showtime Analytics

Location: Meetings by appointment

AI-Enabled Data Platform for Cinema Operations

What’s New:
Showtime Analytics is introducing an expanded AI-enabled data platform at CinemaCon, focused on unifying cinema data and making it accessible for real-time analysis and decision-making.

What It Is:
The platform connects data from across cinema operations — including ticketing, concessions, loyalty programs, and online transactions — into a single, structured system. This unified data layer is designed to support analytics, forecasting, marketing, and operational insights without requiring manual data aggregation.

Building on its existing product suite — including tools such as Insights, Engage, Forecasting, and SurvAi — Showtime is adding AI-driven capabilities that allow operators to query performance, generate reports, and identify trends more dynamically. This includes tools for campaign creation, scheduling optimization, and customer analysis, all operating on live, connected datasets rather than static exports.

Why It Matters:
Many cinema operators continue to work with fragmented data across multiple systems, limiting their ability to generate timely insights. Platforms that consolidate and structure this data can improve visibility into performance and support faster, more informed decision-making.

As AI tools become more widely adopted, the ability to access clean, connected data is becoming a prerequisite. Solutions that focus on data organization as much as AI functionality may play a key role in how exhibitors translate data into practical business outcomes.

Theater Toolkit

Location: Julius Ballroom — Booth 1011J

Integrated Ordering, Web, and Affiliate Marketing Platform

What’s New:
Theater Toolkit is introducing expanded capabilities across its digital platform at CinemaCon, including a new affiliate marketing feature alongside enhancements to its food and beverage ordering and mobile commerce tools.

What It Is:
The upgraded platform combines in-seat ordering, ticketing, and digital engagement into a unified system designed to streamline both operations and the customer journey. Its F&B module enables guests to order directly from their seats via QR code, with integrated payment and real-time POS connectivity. This reduces manual order-taking and allows staff to manage larger seating areas more efficiently while maintaining service quality.

Theater Toolkit also offers a mobile-first website and app platform focused on improving ticket conversion. Features such as simplified checkout, integrated loyalty, and built-in upsell opportunities for concessions.

A new addition is affiliate program support, which enables cinemas to partner with influencers and third-party promoters through trackable links, incentives, and rewards. The feature allows operators to experiment with referral-driven marketing strategies while maintaining visibility into performance and customer acquisition.

Why It Matters:
Cinema operators are always looking to increase per-cap spending and improve conversion across digital channels, thus platforms that connect ordering, ticketing, and marketing into a single ecosystem are gaining traction in the market.

The addition of affiliate and influencer-driven marketing introduces a newer approach to audience acquisition, reflecting broader trends in how consumers discover and engage with entertainment. For exhibitors, this opens up additional channels to drive attendance beyond traditional email and loyalty programs.

Unique X

Location: Meetings by appointment

RosettaBridge TMS Upgrades

What’s New:
Unique X is highlighting ongoing enhancements to its RosettaBridge Theatre Management System (TMS), with recent updates focused on automation, energy management, and expanded integration with advertising and device control systems.

What It Is:
RosettaBridge TMS is a theatre management platform designed to centralize cinema operations, including scheduling, playlist creation, and device monitoring. Integrated with RosettaNet CMS, it enables automated show and playlist workflows that reduce reliance on manual intervention.

Recent updates include support for programmatic advertising through real-time bidding (RTB) integrations, alongside expanded operational tools such as Eco power control, live energy monitoring, remote firmware updates, and automated issue detection during playback. Additional features provide improved visibility across sites, including device-level reporting, maintenance tracking, and enhanced integration with premium formats such as IMAX.

Why It Matters:
For exhibitors operating at scale in multiple sites and formats, reducing manual workflows and improving system visibility have become key priorities. Platforms that automate scheduling, monitor equipment performance, and centralize control can help operators maintain consistency while reducing the risk of errors that impact presentation or uptime.

The addition of programmatic advertising integration also reflects a broader shift toward connecting cinema inventory with digital advertising channels, offering exhibitors new ways to manage and potentially monetize on-screen advertising within existing workflows.

Usheru

Location: Meetings by appointment

MovieSite Campaign Platform

What’s New:
Usheru is highlighting MovieSite at CinemaCon, a campaign platform designed to improve conversion from marketing engagement to ticket purchase.

What It Is:
MovieSite functions as a dedicated campaign destination that evolves alongside a film’s release cycle. In the lead-up to opening, it supports awareness and audience capture through trailers, content, and sign-ups. Once tickets are available, the experience shifts to prioritize showtimes and direct users to exhibitor ticketing sites, aligning with increased purchase intent.

The platform is supported by integrated analytics that track engagement and conversion in real time, providing studios and distributors with visibility into campaign performance. MovieSite can operate as a standalone destination or as part of Usheru’s broader Connect platform.

Why It Matters:
As theatrical marketing spans more channels and touchpoints, converting audience interest into ticket sales remains a persistent challenge. Tools that focus on the final step of the journey — connecting intent with purchase — can help improve the efficiency of marketing spend.

By adapting to audience behavior across the campaign lifecycle, platforms like MovieSite reflect a shift toward more performance-driven theatrical marketing, where success is measured not just by reach, but by conversion.

Venue Valet

Location: Meetings by appointment

CallConnect Operations Management Platform with New Guest Experience Tools

What’s New:
Venue Valet is introducing several new features within its CallConnect platform, including Seat Inventory tracking, Real-Time Survey Processing and VIP Budget Manager, all designed to enhance the guest experience by improving service responsiveness and operational visibility.

What It Is:
CallConnect is an operations management platform that combines in-seat call buttons, mobile F&B ordering and service requests, and real-time reporting into a single system for managing guest service. It aggregates data from ticketing POS, food and beverage POS, employee time management systems and staff activity to provide live visibility into service performance and areas of operational efficiency and focus.

New features extend this capability. Seat Inventory tracking allows staff to log and prioritize maintenance issues at the individual seat level to ensure the ideal guest experience at the seat, while real-time survey processing surfaces guest feedback as it is submitted as they exit the venue. A new VIP budgeting and guest reward tool enables operators to manage service-based compensation, such as concessions or return visits, within defined parameters, helping standardize how guests are rewarded for being loyal customers to ensure more repeat and satisfied guests.

Why It Matters:
As cinemas continue to invest in dine-in and premium formats, maintaining service quality at scale has become increasingly complex. Platforms that combine service requests, operational data, and guest feedback into a single system can help operators respond more quickly and consistently.The ability to identify issues at the seat level, act on guest feedback in real time, and standardize real-time VIP guest rewards reflects a broader shift toward more data-driven guest experience management — particularly in environments where service is a key part of the overall value proposition.

Explore more in the 2026 CinemaCon Product Preview series on Celluloid Junkie.

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CinemaCon Product Preview 2026: Concessions, Food & Beverage

J. Sperling Reich — Mon, 06 Apr 2026 19:50:00 +0000

Concessions remain one of the most important drivers of revenue for cinema operators — [referring to my comment on the previous piece, maybe em-dash is just house style?]and one of the areas seeing the most visible evolution.

At CinemaCon 2026, exhibitors are showcasing a mix of new products, formats, and service models designed to increase per-cap spending while improving speed, consistency, and ease of execution. From limited-time offerings and brand partnerships to equipment and self-serve concepts, the focus is on creating compelling food and beverage experiences that align with changing consumer expectations.

The products in this section highlight how cinemas are expanding beyond traditional concession stands, introducing new menu options, flexible service models, and operational efficiencies that help maximize both revenue and guest satisfaction.

Sponsored by Vista Group
This post is part of Celluloid Junkie’s 2026 CinemaCon Product Preview series, sponsored by Vista Group.

American Licorice Company

Location: Julius Ballroom — Booth 320J

Sour Punch Filled Straws — Blue Raz Lemonade (5oz Hanging Bag)

What’s New:
American Licorice Company is introducing Sour Punch Filled Straws in a Blue Raz Lemonade flavor, adding a filled format to its existing Sour Punch lineup.

What It Is:
The product combines a sour-coated straw candy with a flavored filling, packaged in a 5oz hanging bag designed for concession display and grab-and-go purchases.

Why It Matters:
For exhibitors, novelty and flavor extensions remain key drivers of impulse concession sales. Products that build on familiar brands while introducing new formats can help refresh the candy mix without requiring major changes to merchandising.

The combination of a recognizable Sour Punch profile with a filled center offers a variation on a well-known product, giving cinemas an additional option to capture attention at the point of sale.

Sour Punch Sip-N-Chew — Blue Raspberry (Individually Wrapped)

What’s New:
American Licorice Company is also showcasing Sour Punch Sip-N-Chew, a new individually wrapped format designed for portability and portion control.

What It Is:
The product features blue raspberry Sour Punch straws packaged as individually wrapped pieces within a multi-pack format, allowing for easier distribution and on-the-go consumption.

Why It Matters:
Individually wrapped formats can provide exhibitors with more flexibility in how products are sold and bundled, particularly in environments where portability and sharing are factors. They also support alternative merchandising approaches, including combo integration or secondary placement outside traditional candy racks.

By adapting an established product into a more flexible format, Sip-N-Chew reflects a broader trend toward packaging that aligns with evolving consumption habits inside and outside the auditorium.

C. Cretors & Company

Location: Julius Ballroom — Booth 315J

Self-Serve Poppers & Warmers (2 ft. & 4 ft.)

What’s New:
As C. Cretors and Company marks its 140th year, the company is introducing new 2 ft. and 4 ft. self-serve poppers and warmers designed to support customer-led concessions while improving efficiency and sanitation in high-traffic environments.

What It Is:
The units feature a customer-controlled conveyor system that dispenses popcorn directly into containers, reducing the need for staff handling. An integrated recirculating conditioning system maintains consistent temperature and airflow to preserve freshness throughout the day. The poppers are available in multiple sizes, including 12 oz. and 32 oz. kettle configurations, with warmer-only options also offered.

Why It Matters:
As operators look for ways to manage labor costs while maintaining service speed, self-serve formats are becoming a more viable option in concession areas. Systems that allow customers to serve themselves can help reduce staffing pressure while keeping lines moving during peak periods.

At the same time, limiting direct contact with food aligns with ongoing expectations around hygiene and cleanliness. For cinemas offering refills or high-volume popcorn sales, self-serve solutions provide a potential way to streamline operations without sacrificing product consistency.

Frazil (Freezing Point)

Location: Julius Ballroom — Booth 114J

Café Tango Frozen Coffee Program

What’s New:
Frazil is highlighting Café Tango, a newer frozen coffee program and brand extension, at CinemaCon, expanding its beverage offering beyond traditional slush products into coffee-based drinks.

What It Is:
Café Tango is a frozen coffee platform featuring a range of flavors such as espresso, caramel macchiato, mocha, and seasonal varieties. The program is designed as a turnkey solution, with equipment, service, and product bundled together, allowing cinemas to introduce the offering without upfront capital investment. The beverages are dairy-free and designed for both concession and bar applications, including use in frozen cocktails.

Why It Matters:
As concession strategies evolve, exhibitors are looking beyond traditional soda and popcorn to higher-margin, specialty beverages. At the same time, consumer preferences, particularly among younger audiences, are shifting toward cold and frozen coffee drinks served throughout the day rather than limited to morning occasions .

Programs like Café Tango are positioned to address both trends, offering a category that can sit alongside existing concessions while also opening up opportunities in dine-in and bar environments. With a bundled deployment model and existing installations across multiple circuits, the approach lowers the barrier to entry for exhibitors looking to test and expand premium beverage offerings.

Gold Medal

Location: Julius Ballroom — Booth 709J

Dual Zone Elite Merchandiser

What’s New:
Gold Medal is introducing the Dual Zone Elite Merchandiser at CinemaCon, a concession display unit designed to hold and showcase multiple types of hot food within a single footprint.

What It Is:
The Dual Zone Elite Merchandiser is a glass-front display unit with two independently controlled temperature zones, allowing cinemas to hold different food items — such as popcorn, pizza, and hot sandwiches — in the same unit. The design supports both front-facing merchandising and rear access for restocking, making it suitable for high-traffic concession areas.

Why It Matters:
Grab-and-go food offerings are becoming more common at movie theatres, particularly in locations looking to increase throughput during peak periods. Equipment that can both hold and visually present a wider range of items can help support that shift.

By combining dual temperature control with a high-visibility display format, units like the Dual Zone Elite Merchandiser are positioned to help operators streamline service while encouraging impulse purchases, particularly in busy lobby environments where speed and visibility are closely linked.

The Hershey Company

Location: Julius Ballroom — Booth 727J

Movie Exclusive Product Assortment

What’s New:
The Hershey Company is introducing a Movie Exclusive confectionery assortment at CinemaCon, timed to support an upcoming 2026 theatrical release of “Hershey,” a major motion picture celebrating the authentic origin story and enduring legacy of one of America’s most iconic brands.

What It Is:
The offering brings together Hershey’s Milk Chocolate and Hershey’s Kisses in movie-exclusive packaging. The assortment is positioned as a cross-promotional product, linking established confectionery brands with a film centered on the company’s origin story.

Why It Matters:
Studios and concession partners continue to look for ways to extend film marketing into the theater environment. Themed or co-branded products allow operators to refresh well-known items without adding operational complexity, while creating promotional touchpoints that align with the release calendar and encourage incremental purchases.

Sour Strips Rainbow Candy Peg Bag, 3.4oz

What’s New:
Hershey is showcasing Sour Strips Rainbow Candy in a 3.4oz peg bag format at CinemaCon, expanding its presence within cinema concession offerings.

What It Is:
The product features multi-flavored sour candy strips coated for a high-intensity sour profile, packaged in a peg bag format suitable for retail-style display and grab-and-go purchase.

Why It Matters:
Sour candy continues to perform strongly among younger audiences, particularly in formats that emphasize bold flavor and shareability. For cinemas, adding or rotating recognizable sour brands can help diversify confectionery offerings beyond traditional chocolate and support impulse purchases at the concession stand.

Products like Sour Strips reflect a broader trend toward more flavor-forward snack options that appeal to evolving consumer preferences.

J&J Snack Foods

Location: Julius Ballroom — Booth 418J

Limited Time Offer Concessions & Branded Collaborations (ICEE, Dippin’ Dots)

What’s New:
J&J Snack Foods is showcasing a range of limited-time offerings (LTOs), branded collaborations, and new menu concepts at CinemaCon, spanning its ICEE, Dippin’ Dots, and foodservice snack portfolios.

What It Is:
The lineup includes cross-brand collaborations such as a Dippin’ Dots flavor developed with Dr Pepper, as well as movie-themed LTOs tied to upcoming releases, including Dippin’ Dots Galaxy Pop and ICEE “Star Powered” flavors inspired by the Super Mario franchise. Additional beverage concepts include customization options such as candy mix-ins and cream-based variations.

On the food side, J&J is introducing new snackable items designed for concession environments, including Birthday Cake Flavored Filled Churro Bites and the SuperPretzel Protein Pretzel, alongside a cookie program that allows operators to bake fresh products on site.

Why It Matters:
Concession strategies are increasingly focused on creating novelty and variety through limited-time offerings and recognizable brand partnerships. These types of promotions can generate repeat visits and provide exhibitors with opportunities to refresh menus without permanently expanding SKU counts.

Customization and fresh-prepared options also reflect a broader shift toward more flexible, experience-driven concession programs, where variety and visual appeal play a larger role in driving guest engagement and incremental spend.

Mars Snacking

Location: Julius Ballroom — Booth 727J

Skittles Gummies Fuego, Twix Bits & M&M’S Caramel POP’d

What’s New:
Mars is bringing a range of new confectionery formats at CinemaCon, including Skittles Gummies Fuego, Twix Bits, and M&M’S Caramel POP’d, each designed around evolving snacking preferences in theaters.

What It Is:
The lineup reflects a shift toward alternative textures and formats beyond traditional boxed candy. Skittles Gummies Fuego combines fruit flavors with a sweet-and-spicy profile, while Twix Bits reimagines the brand’s cookie-and-caramel structure in a smaller, poppable format. M&M’S Caramel POP’d introduces a freeze-dried variation of the brand, creating a lighter, airy texture compared to standard offerings .

Together, these products emphasize portability, shareability, and varied textures, aligning with how audiences increasingly consume snacks during a cinema visit.

Why It Matters:
Concession trends continue to move toward formats that are easier to handle, share, and consume throughout a film. Bite-sized and lightweight products can reduce mess, improve convenience, and encourage repeat purchasing during a single visit.

By expanding beyond traditional formats, manufacturers are giving exhibitors more flexibility in how products are merchandised and positioned, particularly in grab-and-go environments where variety and visual differentiation can influence impulse decisions.

Smart Bar USA

Location: Meetings by appointment

Self-Serve Cocktail System with DraftServ Integration

What’s New:
Smart Bar is introducing a self-serve cocktail system at CinemaCon, developed in partnership with DraftServ, that allows cinemas to offer automated beverage service with controlled access and tracking.

What It Is:
The system enables guests to purchase drinks in advance — either online, at the concession stand, or through in-seat ordering — and access them at a self-serve station using a QR code, RFID, or barcode. Each transaction is tied to a predefined number of pours, allowing the system to track and limit usage based on what has been purchased.

By integrating with existing ordering workflows, the platform supports bundled offers (such as tickets combined with food and beverage), while also allowing staff to direct orders to self-service stations instead of preparing drinks manually.

Why It Matters:
Alcohol service in cinemas can be operationally complex, requiring staffing, infrastructure, and compliance controls. Systems that automate dispensing while maintaining oversight of each transaction offer a way to expand beverage programs without significantly increasing labor or buildout requirements.

Pre-purchasing and bundled offers also shift revenue earlier in the customer journey, while self-service options can help reduce peak-time congestion and improve throughput in high-traffic environments.

Explore more in the 2026 CinemaCon Product Preview series on Celluloid Junkie.

The post CinemaCon Product Preview 2026: Concessions, Food & Beverage appeared first on Celluloid Junkie.

CJ Tech: RGB Laser vs Phosphor Laser – Understanding the Difference

Tim Collins — Wed, 25 Mar 2026 14:55:58 +0000

Back when xenon lamps ruled the booth, life had a certain rhythm to it. You’d climb the ladder, unscrew the lamp housing, feel the residual heat radiating through your gloves, and carefully extract a bulb that had given its last flicker somewhere during the third act. The replacement cost stung, the downtime hurt worse, and if you were unlucky enough to have a bulb blow mid-screening, you’d hear about it from management, the audience, and occasionally the local press.

When laser projection arrived, most of us thought the debate was settled. Laser beats xenon. Job done. No more bulbs to change, no more sudden failures, no more watching the brightness fade week by week like a tired old streetlamp.

But, as with everything in the booth, things are never quite that simple.

There isn’t just one type of laser projector. There are two main breeds: phosphor laser and RGB laser. And while they might look identical from the outside, bolted to the same ceiling mounts and fed by the same digital cinema servers, what’s happening inside the light engine couldn’t be more different.

Choosing between them isn’t about brand loyalty or chasing buzzwords. It’s about matching the technology to your site’s screen size, content mix, and long-term operating budget. If Part 1 of this series was about deciding whether to go laser at all, this part is about deciding which laser to go for.

How Laser Projectors Actually Work
Let’s strip it back to basics. How does each type produce light?

Phosphor laser projectors use a blue laser diode to excite a spinning phosphor wheel, usually coated in yellow phosphor material. The blue laser hits the wheel, which converts some of that blue light into yellow. The yellow is then split into red and green components using dichroic filters, while the remaining blue passes through untouched. The result? A full RGB spectrum, indirectly created.

Think of it as laser-assisted light. The laser isn’t directly creating all the colours; it’s generating one (blue) and chemically converting the rest via phosphors.

RGB laser projectors, on the other hand, use three separate laser sources: one red, one green, one blue. Each operates at a specific wavelength, and they’re combined optically to create a full-spectrum image directly on the DLP (digital light processing) chip or SXRD (Sony’s Silicon X-tal Reflective Display) panel.

Think of it as pure laser light. No wheels. No conversion. Each colour is its own dedicated laser channel.

So while both carry the “laser” badge on the spec sheet, one’s a hybrid workaround (phosphor), and the other is the full monty (RGB).

Barco’s Series 4 Laser Phosphor projectors are modular and widely used in standard auditoriums while their RGB flagship laser series, SP4K, offers full-spectrum colour. (Photo: Barco)

Colour Performance: Where RGB Earns Its Keep
Here’s where RGB systems start to flex. Colour accuracy, saturation, and brightness consistency are noticeably different.

RGB laser systems produce spectrally pure colours because each laser operates at a very narrow wavelength. Red is red. Green is green. Blue is blue. No mixing, no approximation. That translates to a much wider colour gamut, often exceeding the DCI-P3 standard used in digital cinema and edging into Rec. 2020 territory, which is what HDR content is mastered for.

You’ll notice it most in animation, high-contrast scenes, and HDR playback. Reds are deeper, greens are more vibrant, and skin tones look natural even in tricky lighting. The image has a clarity and punch that’s hard to describe until you’ve seen it. It’s like lifting a veil you didn’t know was there.

Phosphor laser, by comparison, produces a broader, less precise spectrum. The colours are still strong and stable, far better than xenon ever was, but they lack the depth and saturation of RGB. Blacks can look slightly elevated, especially on large or high-gain screens. Phosphor is perfectly adequate for most 2D content on smaller screens, but it starts to show its limits in premium environments where colour fidelity matters.

If you’ve ever seen an RGB projector side-by-side with a phosphor one, you’ll know that the difference is immediately clear.

Brightness, Longevity, and the Reality of Maintenance
Brightness is where the two technologies start to diverge in practical terms.

Phosphor laser systems typically top out around 30,000 to 35,000 lumens, depending on the model and configuration. They’re efficient, certainly more so than xenon, but the phosphor wheel creates some inherent light loss. The conversion process isn’t perfect, and over time, the phosphor material degrades. You won’t notice it day-to-day, but after a few years, the colour output can drift slightly, especially in the yellows.

RGB laser systems can scale well beyond that, reaching 60,000 lumens and higher for giant screens or premium large format (PLF) auditoriums. Because there’s no phosphor wheel to lose light through, more of the laser energy ends up on the screen. That means brighter images, even at lower power settings.

Lifespan is another key difference. Both technologies claim long operational hours, 20,000 to 30,000 hours for phosphor, and 30,000 to 50,000-plus hours for RGB, but the fine print matters.

Phosphor systems experience gradual colour drift as the phosphor wheel ages. It’s not catastrophic, but it does mean occasional recalibration or, in some cases, phosphor wheel replacement. The cooling systems are simpler, usually air-cooled with a sealed light engine, but filters still need cleaning and fans still wear out.

RGB systems are extremely stable. Because each colour channel is independent, there’s no drift caused by phosphor degradation. The trade-off? The cooling systems are more complex, often using multi-loop liquid cooling to keep the laser diodes stable. That adds to the upfront complexity and cost, but in a controlled environment, RGB projectors are effectively maintenance-light once installed.

For a busy multiplex running back-to-back screenings or a 24/7 venue, that predictability is invaluable. Fewer service calls, fewer unexpected shutdowns, and more consistent image quality over the projector’s lifespan.

Christie offers the CP2306-RGBe, as an affordable RGB option for smaller sites, and the CineLife+ RGB Pure Laser for large-scale applications. (Photo: Christie)

Heat, Dust, and the Little Things That Add Up
Here’s something that doesn’t always make it into the glossy brochures: dust sensitivity.

Phosphor laser projectors have moderate dust sensitivity. The phosphor wheel is a moving part, and dust can accumulate on the filters or settle inside the light engine over time. It’s not a deal-breaker, but it does mean regular filter changes and occasional cleaning, especially in older booths with poor air filtration.

RGB laser systems, particularly the sealed-module designs, have low dust sensitivity. The laser modules are often hermetically sealed, meaning dust can’t get in. That makes them ideal for sites where maintenance windows are tight or where the projection booth doubles as storage for half of the cinema’s spare kit.

Power efficiency is another quiet win for RGB. Phosphor systems are more efficient than xenon, no question, but RGB lasers are typically the most efficient of all, especially at higher brightness levels. You’re getting more usable lumens per watt, which adds up over thousands of operating hours.

Cost and Suitability: Horses for Courses
Let’s talk money. Because while we’d all love to fill every booth with top-spec RGB projectors, the reality is that budgets exist and choices have to be made.

Phosphor laser systems are the more affordable option. They deliver laser reliability, improved efficiency over xenon, and excellent image quality for most standard applications, all without the premium price tag of RGB.

They’re ideal for small to mid-size screens, up to 12 to 14 meters wide. Perfect for independent cinemas, community venues, and arthouse sites where the content is mostly 2D and the audience isn’t expecting HDR wizardry. Upgrades from xenon are often straightforward, reusing existing power supplies and HVAC systems without major infrastructure changes.

RGB laser systems sit firmly in the premium category. They’re designed for large-format screens, PLF auditoriums, and sites where HDR, 3D, and colour accuracy are non-negotiable. The upfront cost can be more than double that of a phosphor equivalent, but the long-term operational costs are lower. Fewer maintenance visits, longer lifespan, and better energy efficiency mean the total cost of ownership starts to look more attractive over a 10-year period.

Here’s a rough rule of thumb: if you’re running a 12-meter screen showing 2D content four times a day, phosphor laser will likely hit the sweet spot. But if you’ve got a 20-meter screen running dual 3D, HDR, and back-to-back showings, RGB becomes the clear winner.

It’s not about one being “better” in absolute terms. It’s about matching the tool to the job.

Sharp (formerly NEC) offers a line of laser projectors which includes the NC3541L, a high-output RB laser for premium large-format screens. (Photo: Sharp)

Real-World Examples: What’s Actually Out There
Most major manufacturers now offer both phosphor and RGB lines, and knowing which is which can save you from expensive surprises.

Barco has been a dominant player in both camps. Their Series 4 Laser Phosphor projectors are modular, efficient, and widely used in standard auditoriums. On the RGB side, their flagship laser series, SP4K, offers full-spectrum colour with sealed optics and extended gamut performance.

Christie offers the CP2306-RGBe, an affordable RGB option for smaller sites, and the CineLife+ RGB Pure Laser for ultra-bright, large-scale applications. Their phosphor models, like the CP2320, remain popular for mid-size venues.

Sharp (formerly NEC) provides the NC1202L, a compact phosphor laser ideal for small independent cinemas, and the NC3541L, a high-output RB laser for premium large-format screens. These projectors sit somewhere between phosphor and full RGB, using dedicated red and blue laser diodes while keeping a phosphor wheel for green channel generation.

If you’re unsure what’s in your booth, check the projector label or model number. “Phosphor” will usually be listed in the specs, or you’ll see “RGB pure laser” clearly marked.

The Technical Comparison: Side by Side
Let’s lay it out in plain terms:

	Phosphor	RGB
Laser Lifespan	20,000 to 30,000 hours	30,000 to 50,000+ hours
Colour Stability	Can drift slightly over time due to phosphor ageing	Extremely stable across the projector’s lifespan
Cooling System	Simple, fewer moving parts, typically air-cooled	Complex, multi-loop cooling, often liquid-cooled
Dust Sensitivity	Moderate, requires filter changes	Low, sealed modules reduce contamination
Service Requirements	Occasional phosphor wheel or filter changes	Minimal, if ambient temperature is stable
Contrast and Black Levels	Moderate, adequate for most content	High, excellent for HDR and premium formats
Maintenance	Filters, phosphor wheel, regular checks	Minimal ongoing maintenance required
Power Efficiency	High, better than xenon	Very high, best-in-class
Cost	Affordable, strong value proposition	Premium pricing, long-term savings
Best For…	Small to mid screens, 2D content, independent venues	Premium screens, HDR, 3D, PLF auditoriums

*Note: Hybrid laser systems (like the NEC NC3541L) sit between these two categories, offering most of RGB advantages, particularly in performance and lifespan or keeping cost closer to phosphorus systems. For the purpose of this comparison, they lean closer to RGB in performance characteristics.

What This Means for Your Site
If you’re running a single-screen independent cinema, phosphor laser will likely deliver everything you need. It’s reliable, efficient, vastly superior to xenon, and won’t require a complete electrical or HVAC overhaul to install.

If you’re operating a flagship auditorium, multiplex, or PLF screen, RGB laser becomes the obvious choice. It delivers superior image fidelity, true HDR support, and future-proof colour performance, exactly what modern premium audiences expect and are willing to pay for.

And if you’re still unsure? Many integrators now recommend phosphor for screens under 14 meters and RGB for anything larger, or where HDR and 3D are key revenue drivers. It’s a sensible guideline, though every site has its quirks.

The Bottom Line
Laser technology has come a long way since its early days, when it felt more like science fiction than projection reality. What started as a “wow factor” at trade shows is now the industry standard, and the question isn’t if you’ll go laser, it’s how far you’ll go.

RGB gives you the full canvas. Purer light, wider colour gamut, and future-proof brightness. Phosphor, meanwhile, is the workhorse: practical, affordable, and perfectly capable for the vast majority of everyday cinema.

Either way, both represent a massive step forward from xenon, and both can deliver stunning results when properly calibrated and maintained.

Because at the end of the day, whether you’re running phosphor or RGB, the mission stays the same. The audience sits down, the lights fade, and the screen comes to life. They don’t see the cooling loops or the laser modules. They don’t care about wavelengths or phosphor wheels.

They see the story. And that’s what we’re here for.

The post CJ Tech: RGB Laser vs Phosphor Laser – Understanding the Difference appeared first on Celluloid Junkie.

Can Cinema LED Scale? Samsung Bets Trilith Cinemas Can Help Prove It

J. Sperling Reich — Wed, 25 Mar 2026 03:55:08 +0000

There is something almost too tidy about the geography of Samsung’s latest cinema showcase. Directly across the street from Trilith Studios in Fayetteville, Georgia — one of the largest production facilities in the United States outside Hollywood — sits Trilith Cinemas, a new nine-screen luxury complex where Georgia Theatre Company has made a substantial bet on Samsung’s Onyx direct-view LED technology.

On one side of the road, content is made. On the other, Samsung would very much like the industry to believe it is showing exhibitors and filmmakers how that content should be seen.

The theater quietly began operating in December 2025 with a grand opening in February as part of the broader Trilith Live entertainment development, bringing a premium multiplex to a community increasingly associated with film and television production. But the real story inside the complex is not the recliner seating or the luxury lounge. It is Samsung’s direct-view LED cinema technology installed across multiple auditoriums — including a flagship 14-meter (approximately 46-foot) Onyx screen — representing one of the most ambitious deployments of the format in the United States.

For Samsung, the point is not simply that Onyx looks impressive. That argument has been made before. The more important message is that the company believes cinema LED has moved from an intriguing premium outlier toward something that can scale in more practical ways across exhibition.

Samsung first introduced Onyx in 2017, positioning the system as the world’s first cinema LED display designed to replace traditional projection entirely. Instead of projecting an image onto a reflective surface, the screen itself produces the picture through millions of LED pixels. The result is striking — higher brightness, deeper blacks and color reproduction that conventional projection systems struggle to match.

But the earliest installations also revealed the challenges. The systems were expensive, installation requirements were complex and the industry had yet to develop technical standards tailored specifically to LED cinema screens. In practice, the technology often appeared as a technological showcase rather than a realistic platform for widespread exhibition.

Nearly a decade later, Samsung believes the equation has changed.

Trilith offered Samsung a particularly fitting proving ground. The cinema sits within the broader Trilith development, a rapidly growing production hub that has hosted major film and television projects ranging from Marvel productions to independent features. For Georgia Theatre Company, the proximity to working filmmakers made the idea of showcasing a next-generation presentation format especially appealing. If cinema LED is meant to represent the future of theatrical image quality, there are few places where that argument carries more symbolic weight than across the street from where many of those images are created.

The entrance to Georgia Theatre Company’s Trilith Cinemas located at Trilith Live in Fayetville, Georgia. (Photo: Samsung)

From Showcase Screen to Multiplex Platform
When Onyx first appeared in cinemas, it was often installed as a single flagship screen intended to demonstrate what LED presentation could achieve. But multiplex operators rarely have the luxury of designing a theater around a single technology.

Auditoriums vary widely in size, layout and structural limitations. A premium format that can only function in a narrow set of circumstances will struggle to move beyond niche installations.

That reality is one reason Samsung redesigned the Onyx platform in recent years. The latest generation is offered in standard configurations — including 5-meter, 10-meter and 14-meter screens — but now extends beyond fixed sizes. The new scalable options allow exhibitors to fit screens from 5 to 20 meters and adapt the technology to different auditoriums within the same complex.

Samsung says that flexibility was a direct response to what the company learned from early installations.

“We started with Onyx about six or seven years ago,” said Jonathan del Rosario, Head of Product for Display Solutions at Samsung Electronics America. “What we learned is that installations have very different requirements depending on the space. With the newer generation we made it more scalable and lighter weight so it can be installed in more theaters.”

The approach reflects a subtle shift in Samsung’s strategy. Instead of positioning Onyx as a singular “hero screen,” the company increasingly frames the technology as a platform that could operate across multiple auditoriums within a multiplex.

Trilith Cinemas offers a glimpse of what that might look like in practice.

The Standards That Made It Possible
Another development quietly reshaping the cinema LED conversation is the emergence of Digital Cinema Initiatives (DCI) specifications tailored precisely to the technology.

When the first direct-view LED screens arrived, they were evaluated using standards designed for projection systems — an imperfect fit that created uncertainty among exhibitors and studios alike.

In recent years, however, DCI introduced formal requirements for cinema LED displays, bringing the format into closer alignment with the technical framework governing digital cinema distribution.

Tony Adamson, senior vice president of strategic planning at GDC Technology, says the lack of standards was a major barrier in the early years.

“There were no specifications for this screen when they first came out,” Adamson said. “Now there are very strict specifications that Samsung needs to meet.”

Samsung’s latest Onyx systems meet those requirements, something exhibitors increasingly view as a prerequisite for serious consideration.

Bo Chambliss, president of Georgia Theatre Company, said that factor was critical when evaluating the technology.

“We wanted the LED screen, if we were going to put it into a cinema, to be DCI compliant,” Chambliss explained.

From a technical standpoint, the current Onyx platform delivers performance specifications consistent with modern digital cinema, including a DCI-P3 color gamut and standard brightness levels of 14 foot-lamberts. The system is also capable of significantly higher brightness levels for high dynamic range presentation meeting the HDR-1 specification..

More importantly, the technology now operates within the same standards framework that governs traditional projection.

For many exhibitors, that shift marks the point where cinema LED begins to move from curiosity to legitimate alternative.

(From Left) Bo Chambliss, President of Georgia Theatre Company, William J. Stembler, Founder and Chairman of Georgia Theatre Company, Jonathan del Rosario, Head of Product for Display Solutions at Samsung Electronics America, Actress Isabella Amara at Trilith Cinemas in Fayetville, Georgia on 12 February 2026. (Photo: Samsung)

Rethinking the Projection Booth
Beyond image quality, cinema LED may eventually influence the architecture of movie theaters themselves.

Traditional projection systems require a dedicated booth positioned above or behind the auditorium. Direct-view LED displays generate the image directly on the screen surface, eliminating the need for a projector altogether.

For William J. Stembler, founder and chairman of Georgia Theatre Company, that change carries implications that extend beyond the picture itself.

“The booth does not have to be as elaborate as it once was,” Stembler said, reflecting on how new presentation technologies are beginning to reshape the physical design of cinemas.

The impact is not necessarily immediate. Existing buildings were designed around projection systems, and LED installations can require significant infrastructure of their own.

Christopher Simpson, senior business development manager at Samsung Electronics America, says the installation process remains more involved than simply swapping out a projector.

The infrastructure to put it in is a little more extensive and the time to install it is longer,” Simpson said. “But once installed, the product’s longevity is strong and maintenance needs and cost are minimal, helping reduce the total cost of ownership over time.”

Samsung points to early Onyx installations that have operated for years with minimal maintenance as evidence that the technology could eventually offer operational advantages over traditional projection systems.

For exhibitors accustomed to lamp replacements and projector servicing cycles, that durability could become a meaningful factor in the long term.

The Sound Question That Won’t Go Away
For all the progress Samsung has made with Onyx, one issue continues to generate debate within the industry: audio.

Traditional cinema screens are perforated, allowing speakers to sit directly behind the image. Direct-view LED screens are solid structures, meaning speakers must be positioned around the display instead.

That difference has led to ongoing discussions among engineers and exhibitors about how best to maintain accurate sound localization.

Del Rosario acknowledges that this remains an area of active development with growing interest.

“We continue to work closely with our partners to refine how high-quality audio can be delivered alongside the LED screen to provide a more immersive experience,” del Rosario said.

Exhibitors have addressed the challenge in different ways, typically through specialized speaker placement and careful acoustic design.

For most audiences the difference may be subtle, but for filmmakers and sound designers accustomed to traditional cinema audio layouts, the question of acoustically transparent LED displays remains unresolved.

The ribbon cutting at the grand opening of Georgia Theatre Company’s Trilith Cinemas in Fayetville, Georgia on 12 February 2026. (Photo: Samsung)

The Economics of a Premium Experience
The debate around cinema LED is unfolding at a moment when exhibitors are increasingly focused on premium experiences as a way to differentiate theatrical presentation from streaming. Across the industry, formats that offer brighter images, larger screens or more immersive environments have become central to cinema operators’ efforts to bring audiences back into theaters.

Ultimately, the adoption of any new exhibition technology comes down to economics.

Despite the cost decreasing by over 50% since first being introduced, Samsung is not presenting Onyx as a cheaper alternative to projection. Instead, the company positions the technology as a premium format capable of generating additional revenue through enhanced presentation and differentiated experiences.

That strategy aligns with a broader shift across the exhibition industry. As streaming platforms continue to compete for audiences at home, cinemas have increasingly leaned into premium formats that offer something viewers cannot easily replicate in their living rooms.

Chambliss believes the technology could eventually play a role in that evolving landscape.

“I do believe that other exhibitors are going to want to do direct-view LED once they see what this experience offers,” he said.

Samsung tends to frame the opportunity in similar terms.

“It’s less about the savings for Onyx and more about the excitement and revenue generation for the theater,” del Rosario said.

In other words, the company views LED not as a replacement for projection in every auditorium, but as another tool for exhibitors seeking to differentiate the theatrical experience.

A Showcase, If Not Yet a Verdict
The installation at Trilith Cinemas represents an important milestone for Samsung’s cinema ambitions. It places Onyx inside a modern multiplex environment, across multiple auditoriums, and in a market closely tied to film production.

But one installation does not define a technological future.

Cinema LED remains expensive, installation can be complex and the installed base worldwide remains small compared with the tens of thousands of projection systems currently operating in theaters.

What Trilith demonstrates, however, is that the conversation around the technology is beginning to shift.

Direct-view LED is no longer confined to experimental showcases or trade-show demonstrations. It is starting to appear inside real multiplex environments, positioned alongside established premium formats and competing directly for audience attention.

Whether cinema LED ultimately becomes a widespread replacement for projection remains uncertain. The industry has seen many technologies arrive with similar promises.

But if Samsung succeeds in turning installations like Trilith into repeatable models for exhibitors, the company may finally have moved the format beyond novelty.

And for a technology that has spent nearly a decade searching for its moment, that shift may matter more than any single installation.

The post Can Cinema LED Scale? Samsung Bets Trilith Cinemas Can Help Prove It appeared first on Celluloid Junkie.

A Quiet Player Makes a Big Move: Qube Cinema Acquires Arts Alliance Media

J. Sperling Reich — Tue, 24 Feb 2026 05:42:40 +0000

When London-based Arts Alliance Media entered administration in November 2025, it sent a quiet but genuine shockwave through the global cinema industry. Quiet, because AAM is not exactly a household name among general audiences, or even among many cinema professionals who depend on its products every day without necessarily thinking about them. Genuine, because the company’s footprint is enormous.

Arts Alliance Media describes itself as the global leader in cinema software and services and that is not mere marketing copy. Its software reaches more than 42,000 digital screens worldwide. Its Network Operations Centre supports several thousand more. Its clients include some of the largest and most recognizable cinema chains on the planet: AMC, Regal, Cineworld, HOYTS, National Amusements, Alamo Drafthouse, Cinema City and others.

When a company of that scale enters administration, operators, distributors and technology partners across the industry find themselves asking a very uncomfortable question: what happens now?

For some, the anxiety was about continuity of service. For others — particularly exhibitors already running AAM’s Theatre Management System (TMS) — it was more existential: what does this mean for the long-term viability of the software that keeps their cinemas running?

The answer has now arrived and it comes from a company few industry observers initially had at the top of their shortlist of potential acquirers: Qube Cinema.

What Is a TMS, and Why Does It Matter?
For those less familiar with the operational side of cinema technology, a Theatre Management System is exactly what it sounds like: the software backbone that ties a cinema’s digital operations together.

A TMS communicates with digital cinema servers and projectors to automate show scheduling and playback, manages content ingestion and key delivery for DCP titles, monitors equipment health, and, in more sophisticated implementations, coordinates everything from screen automation (lights, curtains, audio) to reporting and circuit-wide analytics.

In the early years of digital cinema, when the industry was transitioning away from 35mm film, TMS platforms were deeply embedded in the Virtual Print Fee (VPF) infrastructure. When VPFs wound down, the category commoditized somewhat, but the operational dependency never disappeared.

Today, a modern multiplex without a functioning TMS is a significantly more labor-intensive operation. For cinema chains managing dozens or hundreds of sites remotely, it is essentially non-negotiable.

AAM’s flagship TMS product, Screenwriter, has long been considered one of the most capable in the market. Its enterprise-level counterpart, Producer, enables cinema chains to manage and monitor their entire circuit from a single head-office interface.

Arts Alliance Media’s flagship TMS product, Screenwriter, has long been considered one of the most capable in the market. (Photo: Arts Alliance Media)

The Monopoly Concern
One of the more acute anxieties that ran through the industry following AAM’s administration was the question of who might acquire it and what that would mean competitively.

The TMS market is not crowded. AAM and Unique X are the two dominant global players in cinema operations software, with GDC holding meaningful share in certain territories.

Had Unique X acquired AAM, it would have consolidated an uncomfortable proportion of the global cinema software market under a single owner. That scenario, effectively reducing meaningful choice for exhibitors running at scale, made operators nervous.

When one provider becomes too dominant, innovation tends to slow. Pricing leverage shifts. Upgrade negotiations begin to feel less like partnerships and more like inevitabilities. In exhibition technology, monopolies age about as well as milk left under a xenon lamp.

Other names circulated as potential buyers, including Vista Group and GDC. In the end, the company that stepped forward and prevailed was one few observers would have predicted: Qube Cinema.

Meet (or Re-Meet) Qube Cinema
Here is the honest truth about Qube Cinema: it has been building one of the most comprehensive end-to-end digital cinema technology stacks in the world for over two decades and in recent years has steadily expanded its global presence through platform scale, partnerships and acquisitions. They have done this so quietly that a significant portion of the global cinema industry isn’t even aware.

Qube Cinema is an Indian company in the fullest sense. It was not a Western brand that relocated operations to India for cost reasons. It was conceived, built and scaled from India, a distinction that Rajesh Ramachandran, Qube’s Chief Technology Officer, is quick to make.

“We started from India, and then we took it out to the world,” Ramachandran told me. “This is a brainchild of our team in India. For us, engineering from India is not outsourcing, it is insourcing. It is our natural posture.”

Today, Qube employs over 1,000 people globally. It manufactures DCI-compliant digital cinema servers — now in their fourth-generation Qube XP line — and operates what it believes is the largest mastering service in the world by volume, processing roughly 2,000 titles per year. Under its EPIQ brand, the company has entered the premium large format (PLF) space, while JusTickets serves as its cloud-based SaaS ticketing platform and Moviebuff operates as a widely used movie information service in India. This is also where Qube operates one of the country’s largest digital cinema advertising networks — Qube Cinema Network (QCN) — powered by its proprietary Qube Slate platform, giving it centralized control of on-screen advertising across thousands of screens.

Most notably, Qube runs Qube Wire; a global content delivery platform that services 135 countries. In the United States, Qube Wire is now directly connected to more than 1,200 theatres, and globally, Qube Wire reaches over 6,200 theatres. That translates to a distribution footprint touching over 33,000 screens around the world.

“Box selling can only get you so far,” Ramachandran acknowledged. “What you really want to be is in a service business, because that’s where you have recurring revenue and a network. It means that with one API you can reach over 33,000 screens. You have to be very precious about that customer base and screen base, and build upon it.”

Qube Cinema manufactures DCI-compliant digital cinema servers — now in their fourth-generation of the Qube XP line. (Photo: Qube Cinema)

The Missing Piece
For all of Qube’s breadth, there was one conspicuous absence: a Theatre Management System.

That absence reflected the market reality Qube grew up in. In India, and in many high-growth markets where Qube first established its server business, the labor economics of cinema operations did not create the same urgency for automation seen in Western circuits. As Ramachandran explained, “For the license price of a TMS, you could get a human being to operate.”

Qube compensated with clever engineering. Its servers were among the first to feature a web-based user interface, eliminating the need for a dedicated monitor at every screen. Central, browser-based control substituted for some of what a TMS would otherwise provide.

Qube Wire, meanwhile, was built on a fundamentally different architectural assumption than most legacy TMS products. Early digital cinema systems were designed for a disconnected world. Qube Wire assumed connectivity as a given.

“You can’t blame Arts Alliance or Unique for building the way they did,” Ramachandran said. “Ten or twenty years ago, that was a very practical model. But the connected scenario we are in today changes a lot of things.”

Rather than build a conventional TMS from scratch in an already crowded category, Qube began layering TMS-like functionality into its Qube Wire exhibitor portal, moving toward the space without formally entering it. The AAM acquisition gives Qube something far more efficient: established IP, a proven product, active contracts, and a global installed base.

One of Ramachandran’s more telling observations was not about cloud or AI, but about priorities.

“An exhibitor only has one model of server and one model of projector,” he said. “They’re looking for depth, whereas the typical TMS manufacturer is busy building breadth.”

Compatibility matrices matter. But exhibitors ultimately care about reliability, responsiveness, reporting flexibility and how quickly their vendor can adapt to operational realities.

If the TMS category has felt stagnant in recent years, it is not because it lacks features. It is because the pace of meaningful workflow innovation has lagged.

Platform Vision, Not Just Product Rescue
The current TMS buying and implementation experience remains remarkably heavy for what is fundamentally a software product. Hardware procurement, compatibility validation, site configuration and extended implementation timelines make it feel more like enterprise ERP deployment than modern SaaS.

Qube’s ambition is to change that trajectory.

“Somebody just goes on the website, just like you would get any SaaS product — that’s the direction we want to go,” Ramachandran said.

More ambitious still is the platform layer.

“Regal has a need for a different kind of report than AMC,” he said. “Today, that means negotiating a custom development project. If they are working on a platform where they can describe the report they want in plain language, and the platform has all the underlying data to support it, the report generation code can be generated.”

This is not about closing ecosystems. Digital cinema operates within established DCI and SMPTE interoperability standards, and that open architecture is not going anywhere. The opportunity is not vertical lock-in. It is workflow acceleration inside a connected framework.

Stability, Structure and What Comes Next
Technically, Qube acquired AAM’s intellectual property, contracts and operating personnel rather than the corporate entity itself. The Arts Alliance Media name will be retained, at least for the time being, to preserve continuity for clients.

Approximately 19–20 people are coming with the acquisition — roughly 14 in the UK and about five in the US — who will now operate under the Qube umbrella. Qube’s US operations are based in Hawthorne, California, just outside Los Angeles.

For exhibitors, the immediate message is stability. Support teams remain in place. Contracts remain intact. The platform remains operational.

Innovation, however, is the longer-term test.

Over the next 6–12 months, the signals that matter most will be:

Release velocity: Are meaningful updates arriving faster?
Implementation simplicity: Does deployment become lighter and less resource-intensive?
Workflow innovation: Are reporting, analytics and integration capabilities materially improving?
Communication clarity: Are exhibitors getting transparent roadmaps and consistent support messaging?

“Beyond stability and continuity, there is a lot of innovation that needs to come into this space,” Ramachandran said. “That is what we are excited about. That is the real story here.”

Qube Cinema has spent two decades building cinema infrastructure quietly in the background. Servers. Mastering services. Content delivery. A PLF format. A ticketing platform. One of the widest-reaching cinema technology networks on the planet.

Now the company that was always there has just made itself impossible to ignore.

The post A Quiet Player Makes a Big Move: Qube Cinema Acquires Arts Alliance Media appeared first on Celluloid Junkie.

Pearl & Dean Partner Emirates with Everyman for a First-Class Experience

James Mottram — Thu, 05 Feb 2026 17:26:19 +0000

Some partnerships feel like a match made in advertising heaven. Certainly, that was the feeling when Catherine Ferguson, Head of Strategic Partnerships at Pearl & Dean, took a call last June with a chance to pair up Emirates and Everyman Cinema. Contacted by Emirates’ media agency Universal McCann, Ferguson was faced with an intriguing proposal. “Emirates were going live in September with a brand new campaign all around business class, and they wanted to explore Everyman as a potential partnership opportunity,” she explains.

Ferguson, who has worked at Pearl & Dean for 14 years, has a wealth of experience partnering cinema chains with luxury brands like Jaguar and Range Rover. “We had previously proposed Everyman proactively to the agency in the previous year, but the timings weren’t quite right,” she adds. Yet now the flight times were spot on. As part of its ‘Fly Better’ campaign, the premium airline Emirates was looking to align itself with another quality brand.

“Essentially, Emirates was looking to shift perceptions so that people could think that Emirates was worth paying more for,” says Ferguson. “It’s all about quality perception. They wanted people to really feel the difference in quality. And you can see these things in advertising, but to really shift that consideration, they wanted people to really feel the difference.”

The front of Everyman at The Whiteley on the evening of the Emirates: World Class Cinema screening of Sentimental Value (photo credit: Max Event Photography)

Shared Values
A partnership with Everyman seemed just the ticket, with Ferguson stressing the brands boast “shared values”. “They’re very much experience-led. It’s all about attention to detail, luxurious surroundings, customer focus.” After initial conversations, Pearl & Dean was presented with a budget, target audience and timings. “Really the brief was: How can we get Everyman customers to see and feel the quality of Emirates and believe that it’s a brand worth paying more for?” Ferguson notes. “That was essential.”

Emirates is no stranger to sponsorship – whether it’s a long-standing relationship with Arsenal Football Club or as the Official Airline Partner of the Wimbledon tennis championships. Yet aligning itself with the world of movies, and a boutique cinema like Everyman, was a natural step. “They’re very renowned for their in-flight entertainment system. It’s award-winning. It’s exceptionally great quality,” notes Ferguson. “And if you think about when people fly long haul flights, for a lot of people, the way that they experience travel is they’re just watching films back-to-back at 30,000 feet.”

Still, why did Ferguson feel like cinema was the perfect medium to tie with Emirates? “Cinema…it’s such a special thing, isn’t it? If we think about cinema as a medium, it’s a place that we go to spend time, not waste time. Our phones are stealing our attention every day with the internet, but actually, cinema is a place where we go, either solo or with our loved ones, and for brands to be part of that experience, it can be a very special thing,” she says. “There’s so much you can do to take the brand off the screen and really bring them into the experience for the audience and add value and enhance it.”

After an eight-week period of initial consultation and exploration, Ferguson joined forces with Adam Reynolds, Head of Brand Partnerships for Everyman, to pitch to the Dubai-based Emirates an idea geared around the upcoming awards season. Titled ‘World-Class Cinema’, the concept was to offer Everyman audience members the chance to enjoy nationwide preview screenings of awards-worthy films with an added touch of Emirates-style luxury.

Key to this was the offer of a complimentary glass of Moët & Chandon champagne upon arrival, echoing the experience of stepping on board an Emirates aircraft and into business or first class. “We always have to think with a partnership, how can the brand enhance the audience experience?” says Ferguson. “We don’t want to interrupt it. We want to enhance. So people going to an Emirates screening and having a glass of complimentary Moët is just a really nice, simple, elegant thing to bring into the mix.”

Champagne for the first class experience at the Everyman x Emirates Sentimental Value screening (photo credit: Max Event Photography)

The Right Priorities
In a first for Everyman, a 48-hour members-only presale was also introduced, a nod to priority boarding that gave loyal audiences early access to tickets. “Sometimes it doesn’t need to be all singing or dancing. It can be quite subtle,” says Ferguson. Audience members were also presented with their own bespoke popcorn in a bright red Emirates-Everyman co-branded box. The finishing touch was a premium competition: the chance to win two nights at The Grove hotel in Hertfordshire, complete with spa treatments and fine dining.

“Everyman has been partnered with The Grove for several years now,” says Ferguson. Previously, the cinema has staged its ‘secret garden’ pop-up inside the hotel’s walled garden, a blend of films, dining and entertainment held over the summer months. Here, the lucky prize winners would be collected by the Emirates chauffeur service, wherever they lived in the UK, and whisked to The Grove. “Just like you would if you fly Emirates business class.” Once there, they would enjoy complimentary meals and spa treatments.

As this brand partnership began to take shape, Ferguson and co. needed to create a bespoke campaign identity. With awards season fast approaching, the time crunch was felt by all. “Ideally we’d have twelve weeks. We did it in five,” she says. Emirates was presented with three potential routes to go down. The first was an illustrative look, using what Ferguson calls “a “Catch Me If You Can”-Saul Bass look”, with graphics recalling the renowned visuals created by Bass. The second was showcasing beautiful interior shots of both Emirates aircrafts and Everyman venues. “And then the third route was a bit more co-branded, a bit safer,” she adds.

Ultimately, Emirates went for option two, “bringing the two worlds together in terms of the interiors”. Meanwhile, the search was on to find the right films to complement this partnership. “Everyman had discussions with the distributors,” explains Ferguson, who notes how the choice of movie was crucial to the success of ‘World-Class Cinema’. “It’s not about filling seats,” she adds. “It’s about picking films that Emirates want to be associated with and shining a spotlight on those films as well.”

The first nationwide preview screening took place on November 19, 2025, with those that booked treated to a preview of the Netflix-made, Noah Baumbach-directed comedy “Jay Kelly”, starring George Clooney. Given the film sees Clooney play a Hollywood A-List star, the film’s baked-in luxury was perfectly tailored to the experience. “It felt very fitting,” says Ferguson. “The assets for that, it just made so much sense. ‘World Class Cinema’…you’ve got the lovely image of George Clooney…it looked really, really classy.”

Added Value
The second preview arrived in December, with Joachim Trier’s “Sentimental Value” being selected to screen for audiences. Already a winner at the Cannes Film Festival, where it received its world premiere and claimed the Grand Jury Prize, it dovetailed perfectly with the awards-season theme. The day after negotiations with the film’s distributor MUBI were completed, the film received eight nominations at the Golden Globes (and later won Best Supporting Actor for Stellan Skarsgård, who plays a celebrated film director).

A special launch event was organised at Everyman at The Whiteley in Bayswater, London, with the film screened and guests greeted by not only complimentary champagne but also something else to reflect the Emirates experience. “Emirates sent all these amenity kits… just like you get on board in Business class. You opened it, there was Bulgari soaps in there and things like that. So it was a very nice touch,” says Ferguson, who would love to expand that idea in the future. “I think, budget-depending if we continue the partnership, maybe we could look at doing more of that.”

In-flight goodie bags and popcorn at the Everyman x Emirates World Class Cinema preview screening of Sentimental Value (photo credit: Max Event Photography)

In the run up to Valentine’s Day, the third act of the Emirates-Everyman partnership comes on February 11^th – an invite-only “special screening” of Emerald Fennell’s anticipated take on Emily Brontë’s “Wuthering Heights”, starring Jacob Elordi and Margot Robbie. This one has the feel of something ultra-exclusive. “Everyman have sent invitations to some of their members for that,” says Ferguson. “And then Emirates have an allocation for Emirates VIPs and some media.”

Undoubtedly, it’s a unique way for a premium brand like Emirates to reach new heights, although Ferguson is careful to add a caveat: “I definitely don’t want to downplay the impact of normal cinema advertising, because it definitely is very effective. It can do a lot.” For Pearl & Dean, it’s a continuation of work in this arena, what Ferguson calls “these deeper, more involved partnerships”, bringing brands together. “We’re always looking to do more. And we’re really proud of this partnership. We think it’s been a really great team effort.”Although Emirates has since switched media agencies to Havas, Ferguson is hopeful the partnership with Everyman can return. “We’ll have to see what 2026 holds. But we would love to continue working with them in some way.” Could there be a chance to take the Emirates-Everyman partnership into the skies, with an on-board experience? “That would be a great thing to ladder up to,” she says, noting that “integrating the partnership and Everyman in the sky would obviously be a dream going forward”.

For the moment, the teams are concentrating on shepherding the World-Class Cinema season into the world, although with one eye on the future. “We’re conducting a second wave of research next month. So we did an initial dip pre-Christmas, and we have some quite good results, even just from having been live for a month,” reveals Ferguson. “I think Everyman and Emirates does feel like a very natural fit. And so hopefully there’s potential to do more.” Or to quote from “Casablanca”, “I think this is the start of a beautiful friendship.”

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