Press Release: Samsung Electronics reaffirmed its leadership as a pioneer in cinema LED technology at CinemaCon 2025, the ‘largest and most important gathering of movie theater owners from around the world,’ held in Las Vegas, Nevada from March 31 to April 3. At this event, Samsung unveiled the latest Samsung Onyx cinema LED screen with its unmatched picture quality, industry-leading reliability and expanded scalability to meet the evolving needs of theaters worldwide.
With nearly 6,000 industry professionals from more than 80 countries coming together to celebrate the moviegoing experience, CinemaCon is essential for companies that serve the cinema industry. Samsung invited industry professionals to its immersive booth to discover the latest in premium theater technology and watch films from leading studios.
Redefining Luxury Theater Experiences with Samsung Onyx
At the booth, theater owners and industry leaders had a chance to experience films, including Elio (2025) on the new Samsung Onyx screen, showing attendees a cinematic experience that is unmatched with true black levels, infinite contrast ratio and exceptional color accuracy.
The new Samsung Onyx screen supports frames up to 4K 120Hz1 to deliver ultra-smooth motion and razor-sharp quality that brings out more details on screens. Further, Onyx can reach peak brightness levels of 300 nits (86.7fL), six times brighter than traditional cinema standards, which means the brightest details on the screen remain visible to the audience.2
While traditional projectors often appear dim in larger theaters and struggle with washed-out colors in bright scenes, Samsung Onyx maintains exceptional brightness to reveal rich details in shadows, intense highlights and stunning color accuracy across the spectrum.
“The color and vibrancy are very rich,” said Cynthia Lusk, Director of Creative Film Services and International Production at Pixar Studios. “On the Onyx display, there are details of the characters shown that I haven’t seen on a screen before.”
This year’s Onyx offers theater owners four standard sizes3 — 5 meters (16 feet), 10 meters (33 feet), 14 meters (46 feet) and 20 meters (66 feet) — with additional flexible scaling options to accommodate a variety of theater dimensions.
Cannon Beach, a mixed use development blending lifestyle and adrenaline in Mesa, Arizona, will be the first location in the United States to introduce the latest generation of Samsung Onyx in its movie theater, LVL 11 Entertainment.
“We chose to partner with Samsung because its commitment to innovation and cutting-edge technology aligns perfectly with our vision for LVL 11 Entertainment. By premiering the Samsung Onyx Cinema LED Screen in Arizona, we will be offering an entirely new experience, not just a movie,” said Adam Saks, Chief Operating Officer, LVL 11 Entertainment. “Samsung’s ability to push the boundaries of entertainment technology ensures that LVL 11 at Cannon Beach remains at the forefront of the industry.”
Digitizing In-Theater Movie Promotion with Color E-Paper
Outside the theater, Samsung introduced new digital signage to help theater owners transform the entire moviegoing experience.
Samsung Color E-Paper is an ultra-low power, lightweight and slim display that can replace traditional analog and paper-based promotions while delivering the high visibility and functionality. A dedicated mobile app allows theater owners to seamlessly operate the display remotely, and schedule wake-up and sleep times. With Samsung VXT managing the content of Color E-Paper, updating is simplified as theaters change displays to promote the next upcoming blockbuster.
Immersive Theater Lobbies with Cinematically Designed Signage
Samsung’s QMD series 105-inch supersized screen delivers a unique viewing experience, immersing moviegoers with a large screen before they step into the auditorium. Featuring a cinematic 21:9 ratio, the QMD is designed to captivate the audience, enhance brand visibility and enhance the overall theater environment.
Transforming Menu Boards with Appetizing Visuals
Samsung QMC signage will immediately draw movieogers upon arrival, showcasing one billion shades of color and allowing theaters to display their food and beverage offerings in a more engaging manner. The QMC’s slim profile enables theaters to optimize their space, seamlessly blending the display into any theater environment.
Samsung’s participation at CinemaCon underscores its pioneering excellence and continued legacy in cinema LED display. Industry experts, theater owners and studios witnessed how Samsung is ushering in the future of cinematic innovation and leadership to build excitement for the future of films.
1 Based on the screen’s internal data bandwidth. Actual frame rates may vary depending on the connected IMB. 4K resolution support applies to Onyx’s four standard sizes.
2 Peak brightness supported when using DCI-HDR supported IMB.
3 All measurements in meters and feet refer to screen width, while all measurements in inches denote diagonal; The 10-meter Onyx screen is now available for order, with other models arriving in a phased rollout.
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