Sit at the back of the movie theater, and it’s possible to see the appeal of ScreenX, the latest attempt to drag film lovers offthe sofa and away from Netflix.
Instead of one screen, there are three - one at the front, and two on the sides - to add to the immersive experience you can’t get from the home TV.
First adopted in South Korea in 2012, the system is being launched in the U.K. and theater chain Cineworld plans to add over 100 new screens to the worldwide count of 151.
The technology is the latest attempt by cinema operators to attract film viewers amid the growing popularity of online subscription services like Netflix and Amazon Prime. They’ve ranged from 3D screens launched almost a decade ago to ultra-high resolution IMAX projectors and 4DX - which features moving chairs and real-life special effects like snow falling on the audience.
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