Cinemark, the third-largest cinema chain in the U.S., is gearing up for a surge in moviegoers by expanding its premium theater offerings. The company announced it will add 20 new ScreenX theaters to its locations across the U.S. and Latin America, marking ScreenX’s first entry into the Latin American market. Of these new screens, 18 will be installed in the U.S.
ScreenX is an innovative film format that uses additional sidewall displays to create a 270-degree panoramic viewing experience, enhancing the traditional screen with extended imagery on both the left and right walls of the auditorium. Cinemark currently operates six ScreenX locations and plans to open six more by the end of the year.
This expansion is timed to coincide with the release of anticipated blockbusters such as “Wicked: For Good” and “Avatar: Fire and Ash,” both expected to draw large audiences eager for immersive viewing experiences. The partnership between Cinemark and CJ 4DPlex, the South Korean company behind ScreenX, began with a six-theater pilot in 2022. Growth was slower than expected due to delays in movie production and release schedules caused by writers’ and actors’ strikes.
Industry trends show that moviegoers are increasingly seeking premium large format (PLF) screens that offer bigger displays, enhanced sound systems, and upgraded seating. These venues provide an elevated cinematic experience that differentiates theater-going from home streaming options.
CJ 4DPlex also develops 4DX theaters, which include motion seats and sensory effects like wind and scent, further immersing viewers in the film.
Despite representing a smaller share of the total box office, PLF screenings are growing steadily. Audiences have demonstrated a willingness to pay premium prices for these enhanced experiences, with PLF tickets accounting for 22% of domestic box office sales so far this year. The average ticket price for premium large format screenings has risen to $17.61, nearly a dollar higher than the same period last year.
By investing in these technologies, Cinemark aims to offer moviegoers compelling reasons to return to theaters, providing experiences that cannot be replicated by home entertainment systems or streaming platforms.
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