CGV 4DX & 4-Sided SCREEN X Project: Innovation in Cinema Screen Technology with Screen Pai ntpam

The Collaboration Between CGV 4DX and Paintpam: A New Paradigm in the Cinema Industry

CGV and CJ 4DPLEX have introduced the 4-sided SCREEN X, incorporating Paintpam’s screen paint, bringing a significant transformation to the cinema industry. On January 23rd, CGV held a press conference and demonstration event at Yongsan I’Park Mall’s Yongsan Theater 4, unveiling the 4-sided SCREEN X to the public, which has garnered significant attention.

The traditional SCREEN X format projected images onto the front, left, and right walls, creating an immersive space by expanding the movie’s background. However, the new 4-sided SCREEN X extends this projection to the ceiling, enhancing spatial perception and delivering an unparalleled sense of immersion. Considering that when reclining in a cinema seat, the ceiling occupies a significant portion of the viewer’s field of vision, the addition of a ceiling projection provides an entirely new level of realism.

With the incorporation of Dolby Atmos, featuring 54 speakers installed within the screens, the auditory experience is now richer than ever. Additionally, ensuring flawless ceiling projection required precise painting of various structures and perforated acoustic panels. The challenge of achieving seamless finishes and preventing unwanted reflections demanded extensive research and technical expertise, ultimately yielding outstanding results.

Both CGV and CJ 4DPLEX have expressed high satisfaction with our product, technology, and cooperation, and they have already incorporated our screen paint into plans for future projects, including international theater expansion. Starting in 2025, Paintpam is expected to be actively involved in global cinema construction projects.

A Five-Year Journey of Development: Overcoming Challenges and Advancing Quality

The success of this project was not without its hurdles. Five years ago, we first engaged with CJ 4DPLEX regarding our product, discussing the feasibility of using paint for cinema walls. Despite multiple product improvements and selection for the initial phase, unforeseen issues prevented final delivery. While this was disappointing at the time, it also highlighted areas where our product needed further refinement, motivating us to intensify our research and development efforts.

Then, late last year, we received a sudden call from CJ 4DPLEX, and discussions progressed rapidly, leading to the final selection of our product for implementation. Fortunately, the product had been stabilized over the past five years through extensive technological advancements, and it passed rigorous testing, paving the way for its successful adoption.

In particular, we had to develop solutions to minimize the inherent issues associated with perforated acoustic boards while ensuring consistent color and brightness across the front, side, and ceiling screens. Given the high level of technical difficulty, this project required precise execution. However, with CJ 4DPLEX’s proactive collaboration and rapid testing procedures, we were able to complete the project within schedule.

Advanced Painting Solutions for Perforated Acoustic Panels

Traditional acoustic panels typically feature 10mm perforations, but for this project, significantly smaller perforations were required, posing additional challenges. Maintaining the structural integrity while achieving optimal visual quality required specific technological adjustments, including:

• Surface painting intricacies: Due to the small perforation size, standard painting methods were not feasible. A novel technique was required to ensure a uniform finish and consistent reflection.

• Optimized projection alignment: Since the projection angle was tilted rather than perpendicular to the screen, precise adjustments were necessary to avoid distortions.

• Texture and surface refinements: Unlike conventional walls, perforated gypsum board surfaces restrict the application of putty. We had to develop a refined application method to create a seamless surface without visual inconsistencies.

To address these issues, we implemented solutions that minimized glare, enhanced viewing angles, and maintained uniform reflectivity, ensuring an optimal viewing experience in the theater environment.

Resolving Color and Brightness Discrepancies

Achieving accurate RGB color reproduction and brightness levels is crucial in cinema environments, as even slight inconsistencies can affect the viewing experience. Differences in color across different sections of the screen could diminish immersion, making color accuracy a priority.

• Screen-by-screen color adjustments: Each screen section (front, sides, and ceiling) underwent multiple calibration tests to ensure uniformity.

• Extensive sample testing: Out of nine iterations of sample tests, only one met the required color range and reflectivity standards, undergoing further refinement through a two-stage optimization process.

• Customized screen paint development: Unique paint formulations were created to align with each screen’s specific lighting and projection conditions, ensuring seamless visual continuity.

This rigorous process was essential to maintain the intended cinematic experience. Even minor discrepancies in brightness or hue could reduce audience satisfaction, making precise calibration and product adaptability critical. Although this level of customization demands extensive research and development, it also establishes a technical barrier that competitors find difficult to surpass.

Future Vision and Expansion Plans

While we continue testing and refining certain aspects before our next cinema installation, the success of the 4-sided SCREEN X validates our technological advancements and industry expertise. This milestone has positioned Paintpam as a leader in next-generation screen technology.

Looking ahead, we aim to expand beyond cinemas and introduce immersive ceiling projection technology into various commercial and residential spaces. This includes integrating high-quality visual displays into retail environments, educational institutions, and even home theaters, allowing users to enjoy professional-grade screens for entertainment and learning purposes.

We extend our deepest gratitude to CJ 4DPLEX for their trust and collaboration. We remain committed to continuous innovation, ensuring our products contribute to the ongoing evolution of the global cinema industry.