Khaberni - In a strategic move aimed at regaining audiences from home streaming platforms, Hollywood studios and global cinema chains have embarked on a new wager based on the concept of "Screenmaxxing" (maximizing the screen experience), by launching new generations of massive display technologies that surpass the capabilities of even the highest-quality smart TVs.
During the "CinemaCon" conference, Disney unveiled InfinityVision, which is not a project or a screen per se, but a brand and a quality certificate granted to premium large format (PLF) cinemas, with the aim of ensuring supreme standards in screen size, sound clarity, and image brightness.
The strategic reason for this is to provide a reliable alternative for the audience when "IMAX" halls are booked for competing films, as is the case with the film Avengers: Doomsday, which will be released simultaneously with Dune 3.
Reports indicate that about 300 screens around the world have already received InfinityVision accreditation, although no official list has been published yet, at a time when different display technologies such as Dolby Cinema and RPX and other luxurious cinemas are competing.
On the technical side, the market is also expanding in modern display technologies, such as the HDR by Barco system which focuses on enhancing contrast, color depth, and image brightness.
This system aims to provide a visual experience closer to reality, improving the clarity of details in dark scenes, especially in horror films or works with low lighting.
The technology has proven its field effectiveness in films like The Mummy, where it revealed precise details in dark scenes that would appear faded on regular screens, thereby enhancing Barco's brand value as a leading provider of future technology.
Despite the variety of names and experiences between Imax, Dolby, Disney, and Barco, the ultimate goal for all these companies is to convince viewers that paying an additional amount will provide them with a visual experience far superior to the best home television screen (HDR TV), a goal these technologies achieve by raising visual standards.
According to experts, Hollywood’s move towards "Screenmaxxing" is not just a technological luxury, but rather is the last line of resistance against digital streaming platforms.
By merging "quality certificates" like InfinityVision with "solid technologies" like HDR by Barco, cinemas hope to transform going to the movies from just "watching" to a "visual event" worth leaving the house for.
