Samsung Electronics, Harman, and CJ CGV have signed a strategic business agreement to advance “AI Cinema Innovation” and establish next-generation movie theaters. The agreement aims to construct futuristic AI-driven cinemas. The signing ceremony, which took place at CGV Yongsan I Park Mall’s SCREENX 4 on March 17, included the presence of Lim Seong-taek, Vice President of Samsung Electronics Korea, Jung Jong-min, CEO of CJ CGV, and Amar Subash, Vice President of Harman Asia-Pacific and India.
These next-generation theaters will feature Samsung’s Onyx Cinema LED screens and Harman’s customized audio solutions, offering an immersive viewing experience. In addition, various Samsung climate control devices like system air conditioners and air purifiers will be installed, alongside the low-power “Samsung Color E-Paper” digital displays that could replace traditional movie posters.
The equipment within the theaters will be controlled by Samsung’s AI B2B solution “SmartThings Pro,” which can adjust lighting based on screen brightness and modify temperature and humidity according to the audience. Unlike traditional projectors, the Onyx screen delivers bright, uniform visuals directly from the screen with excellent color reproduction and brightness up to six times greater than conventional projectors.
Harman’s surround sound solution is expected to enhance the movie-watching experience. These advanced theaters can host not only movie screenings but also live concerts and dining cinema events. Initially, two theaters will serve as pilot projects, with plans to expand to CGV premium locations both domestically and internationally.
Vice President Lim said, “The introduction of AI B2B solution ‘SmartThings Pro’ to CGV theaters is expected to offer customers a novel cinema experience. Samsung Electronics will continue to strengthen collaborations across various fields with its distinctive products and solutions.”