Insider Spotlight
The launch signals a new era for Filipino moviegoers hungry for next-level entertainment. ScreenX transforms traditional theaters by extending visuals beyond the main screen onto side walls, creating a 270-degree, panoramic experience designed to fully immerse audiences.
The details
Partnership: CJ 4DPLEX and SM Cinema signed the deal to roll out SCREENX at the Philippines’ largest mall.
The format: ScreenX is the world’s first multi-projection cinema technology, with more than 435 auditoriums already running across 40 countries.
SM’s edge: With 76 sites nationwide and more than 300 screens, SM Cinema is the country’s No. 1 film exhibitor.
“Launching ScreenX in the Philippines with SM Cinema—the country’s No. 1 exhibitor—is a major milestone in our mission to innovate cinematic storytelling,” said Jun Bang, CEO of CJ 4DPLEX.
Don Savant, chief business officer of CJ 4DPLEX, added: “Bringing our immersive 270-degree format to the Mall of Asia, one of Southeast Asia’s most iconic destinations, allows us to offer Filipino audiences a bold new way to experience film.”
Steven T. Tan, president of SM Supermalls, echoed the sentiment: “We are proud to bring ScreenX to the Philippines through our partnership with CJ 4DPLEX. At SM Cinema, we continue to push the boundaries of entertainment by introducing world-class innovations that elevate the moviegoing experience for our customers.”
The big picture
For CJ 4DPLEX, the expansion into Manila underscores its aggressive global push. Beyond SCREENX, the company also operates 4DX and Ultra 4DX, which combine motion-based seating with environmental effects like wind, rain, and scents.
For SM Cinema, the move strengthens its position as the Philippines’ leading entertainment hub, adding another premium format to its portfolio alongside IMAX and Director’s Club. —Ed: Vanessa Hidalgo
