Waterford Twp., MI – July 18, 2024– Entertainment Supply & Technologies (ES&T) proudly announces the completion of a groundbreaking ScreenX installation at the MJR Theatres location in Waterford, Michigan. The cutting-edge technology offers moviegoers a 270-degree movie-viewing experience that immerses audiences like never before.
The ScreenX Tech
The revolutionary technology consists of a three-sided screen that expands the standard view to the left and right walls, creating unparalleled images. The presentation requires three complete screens and three projectors, and MJR Waterford is the only theater in the state to offer this novel format.
“The ScreenX experience is something that can’t be replicated at home, and that’s what makes it truly special,” Joel Kincaid, Vice President of MJR Theatres told The Detroit News. “We’re thrilled to bring this unique cinematic experience to Michigan moviegoers.”
Developed by South Korean cinema technology company CJ 4DPLEX and introduced in 2012, ScreenX is designed to engage viewers’ peripheral vision, enhancing the emotional impact of key scenes. However, the extended screens are only used for select portions of a film, typically 55 to 60 minutes of the runtime.
The Project
The physical transformation took just eight weeks due to the use of existing infrastructure. In addition to helping install the ScreenX framing, ES&T outfitted the auditorium with new privacy pod recliners from seating partner Irwin, along with new wall fabric, aisle lighting, and carpet.
ScreenX’s debut at MJR Waterford coincides with the release of “Twisters,” the highly anticipated sequel to the 1996 film “Twister” starring Helen Hunt. With a limited seating capacity of about 100, the experience promises to be both exclusive and accessible, with ticket prices matching those of other MJR premium large-format showings.
About Entertainment Supply & Technologies
Entertainment Supply & Technologies (ES&T) is a premier provider of comprehensive cinema solutions specializing in turnkey design, supply, and installation.
About MJR Theatres
MJR Theatres is a Michigan-based cinema chain dedicated to delivering high-quality entertainment experiences. With a commitment to innovation, MJR Theatres continues to elevate the movie-going experience for audiences across the region.