two side walls in theaters as broadened “screens” to offer moviegoers a greater experience. The technology was widely used in the advertisement industry in SouthKorea, but is largely untested in the film industry.
The Priest, which was released on Thursday, is the firstKorean feature film on ScreenX. The Ghouls, a fantasy which will premiere in December, will be the first Chinese film to be released in the format.
The ScreenX system has been set up in four cinemas in China: two in Beijing, one in Dalian, Liaoning province, and one inXi’an, the capital of Shaanxi province, according to Choi Byung-hwan, vice-president of CJ Group’s CGV division. The technology will be used in shooting for more Chinese films in the future rather than format-adaption in post-production.
And 4DX, another screening system of CGV, which offers moviegoers multisensory environmental experiences such as wind, bubbles and scents, has also established its network in China.
According to Brandon Choi, the chief officer for 4DX’s marketing team, 45 4DX screens have been set up on the Chinese mainland, and the first 4DX screen outside South Korea opened in Beijing in 2009. It has cooperated with Chinese multiplex giants like UME and Wanda for better promotion.
“4DX naturally fits Hollywood blockbusters with strong visual effects,” Choi says, adding however, that with the growth of Chinese film technology and Sino-Korean productions, using such systems forChinese films will become necessary.
The phenomenal Monkey King: Hero Is Back, for example, was released in 4DX this year in China.
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Cooperations between Chinese and South Korean filmmakers are growing and the ScreenX system (top) is one of the latest examples. Chinese Film Festival recently held in Seoul displayed some of China’s biggest hits of the year, including MonkeyKing:HeroIsBack (above center) and MonsterHunt (above right).