Kuwait National Cinema Company (KNCC) has reached an agreement with South Korea's CJ 4DPlex to set up the Middle East's debut ScreenX - the world's first multi-projection system that provides a 270-degree panoramic film viewing experience within a theatre setting - in the country.
KNCC was established in 1954 as the first cinema operator in the GCC region. It currently operates under the Cinescape brand, which is renowned for its high quality ambience.
CJ 4DPlex is the world’s first 4D cinema company, headquartered in Seoul with international offices in Los Angeles and Beijing. The company's 4DX technology for feature films provides moviegoers with an immersive cinematic experience that utilizes all five senses, allowing the audience to connect with movies through motion, vibration, water, wind, snow, lightning, scents, and other special effects that enhance the visuals on-screen.
The new ScreenX theatrical format involves specific sequences on the screen expanding onto a second and third screen on the left and right of the middle screen to provide a 270-degree viewing experience.
An agreement was signed by the two companies on the sidelines of four-day CineEurope expo in Barcelona, Spain.
KNCC said the partnership with CJ 4DPlex to introduce ScreenX in Kuwait pushes its vision forward "by offering guests a revolutionary cinematic experience that they won't soon forget."
This tie-up follows KNCC bringing CJ 4DPlex's 4DX technology to the Middle East in 2016, it stated.
Khaled Al Marzooq, the business development manager of KNCC, commented at the signing "We are proud to once again join forces with CJ 4DPlex, whose efforts have been key in the success of 4DX in Kuwait."
"This new and exciting ScreenX partnership not only solidifies an already strong relationship but paves the way to many more collaborations in future market-leading innovation. We are beyond excited to see what the future holds," he added.
Byung-Hwan Choi, the chief executive of CJ 4DPlex, said: "Through this new partnership, the ScreenX footprint continues to expand into new markets, following earlier rollouts from Asia and Europe to the Americas."
"This expansion of ScreenX into the Middle East builds on the region's positive momentum, and positions it strongly as the cinema industry moves into the future," added Choi.