Sterling Heights, MI, November 30, 2024 – Detroit-based cinema chain MJR Theatres now boasts two auditoriums offering ScreenX, a three-screen, 270-degree viewing experience. This second installation at its Marketplace location solidifies the operator’s commitment to premium exhibition. MJR’s Waterford debuted its ScreenX over the summer with the launch of “Twisters,” and was the first screen in Michigan to feature the technology.
The newest ScreenX auditorium at the Sterling Heights location opened within a clock’s tick of the release of “Wicked,” the highly anticipated screen adaptation of the hit Broadway musical. ScreenX was developed by South Korean cinema technology company CJ 4DPLEX and introduced in 2012. The future-ready format expands the standard screen onto the theater’s left and right walls, filling moviegoers’ peripheral vision at key moments.
The Scope
ES&T teams assisted MJR with installing the panoramic screen and the surrounding renovations. The project began with modifications to the auditorium’s front-end presentation area, including enlarging the existing screen frame and installing a new screen optimized for the enhanced format. Along both side walls, our teams supplied and installed specialized screen fabric that allows ScreenX content to extend into the audience’s peripheral vision.
To support the expanded presentation, ES&T installed new surround speakers throughout the auditorium and completed the physical installation of the side-wall projection systems. In addition to the auditorium technology upgrades, ES&T designed and constructed a new entry portal inspired by the theater’s existing Laser Ultra experience. The updated entrance creates a distinct visual identity for the auditorium and helps establish a premium experience from the moment guests arrive at the doorway.
ScreenX enhances select scenes of a movie by extending imagery beyond the main screen onto the auditorium’s side walls. The side-wall screens do not project continuously, but are designed to enhance immersion during key moments in a film. The format has gained popularity among exhibitors looking to draw audiences in with experiences that go beyond traditional formats. As the cinema industry invents new ways to lure audiences off their collective couches, installations of ScreenX presentations are growing rapidly across the Big Ten and regional chains.
Combining Premium Formats with Enhanced Comfort
In addition to the ScreenX presentation system, the auditorium features laser projection technology that delivers improved brightness, contrast, and color performance compared to traditional projection systems. Guests enjoy fully powered reclining seating throughout the auditorium, with select rows offering MJR’s VIP seating experience. Select rows offer loveseats with heated recliners, personal tables, storage compartments, and privacy enclosures designed to create additional personal space and comfort.
Continuing Investment in Premium Moviegoing
With more than 160 screens across Michigan, MJR Theatres continues to expand its portfolio of premium offerings, including luxury seating, laser projection, immersive sound, and specialty auditorium concepts. As exhibitors look for new ways to attract audiences and elevate presentation quality, formats such as ScreenX perform well at the box office and demonstrate the continued demand for a viewing experience that can’t be replicated at home.
In a statement to local press, MJR’s Joel Kincaid called the ScreenX at the Waterford location a “resounding success” and described guest reaction as “overwhelmingly positive.”
Considering a PLF upgrade?
Are you planning a new auditorium, premium-format installation, seating upgrade, or a technology refresh? ES&T has helped exhibitors, universities, museums, and entertainment venues bring more than 6,500 screens to life. To discuss your next project, contact our team at [email protected] or call our corporate office at (813) 960-1646.
About ES&T
About Entertainment Supply & Technologies
Entertainment Supply & Technologies is a leading provider of design, procurement, and installation services for the entertainment industry. With a focus on creating immersive environments, ES&T delivers top-tier solutions that redefine the standard for movie theaters and other entertainment venues.
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