Tak­ing cinema to the next level

The Star Malaysia - Star2 - - Technology - By SHARMILA NAIR bytz@thes­tar.com.my

HIGH qual­ity vi­su­als and a su­perb sound sys­tem are the two top things on ev­ery movie­goer’s list. Hop­ing to pro­vide that for a more ex­cit­ing movie-go­ing ex­pe­ri­ence, Golden screen Cin­e­mas has part­nered with sam­sung Malaysia Elec­tron­ics to use its Cinema LED screen.

Mea­sur­ing 10.3m, it has a peak bright­ness that’s nearly 10 times greater than those of con­ven­tional the­atre pro­jec­tors, al­low­ing the dis­play to il­lu­mi­nate de­tails that would go un­no­ticed on typ­i­cal screens, sam­sung claimed.

It has a res­o­lu­tion of 4K (4,096 x 2,160 pix­els) and sup­ports HDR (high dy­namic range). HDR al­lows for a more vi­brant and im­mer­sive view­ing ex­pe­ri­ence, as the im­age you see on the screen is claimed to look ex­actly as they would if you were in the scene your­self.

The screen is ex­pected to be in­stalled at GsC’s the­atre in Mid val­ley Mega­mall in Kuala Lumpur this year, fol­low­ing suc­cess­ful im­ple­men­ta­tions in south Korea, China and Europe.

“The Cinema LED screen ex­pands our of­fer­ings, en­abling us to de­liver new and en­rich­ing cinema ex­pe­ri­ences to cus­tomers,” said Golden screen Cin­e­mas chief ex­ec­u­tive of­fi­cer Koh Mei Lee.

“We in­tend to change how au­di­ences across the coun­try look at the tra­di­tional cinema-go­ing ex­pe­ri­ence, and this is the next step for the fu­ture of cinema.”

speak­ers from JBL by Har­man Pro­fes­sional so­lu­tions bor­der the screen and prom­ise an ex­panded au­dio “sweet spot” through­out the the­atre’s seat­ing area.

“Through the part­ner­ship with GsC, we hope to pro­vide the best au­dio-vis­ual en­joy­ment and we strive to con­tin­u­ously re­de­fine cine­matic tools to stand out and be a part of cre­at­ing cinema his­tory,” said sam­sung Malaysia Elec­tron­ics pres­i­dent, yoon­soo Kim.

For more in­for­ma­tion, visit GsC’s web­site at www.gsc.com.my.

Kim (left) and Koh an­nounc­ing the part­ner­ship which will see GSC us­ing Sam­sung’s gi­ant 10.3m Cinema LED Screen. — Golden Screen Cin­e­mas

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