Cinemark to add 20 ScreenX locations in push for premium moviegoing

CNBC

6 days ago

Singing witches and blue aliens are set to hit the big screen before the end of the year and bring in droves of moviegoers. Cinemark is preparing for the high demand by adding more unique premium screens to its U.S.- and Latin America-based locations.
On Wednesday, the third-largest U.S. cinema chain announced it's adding 20 new ScreenX theaters to its portfolio, expanding its partnership with the South Korea-based CJ 4DPlex. Eighteen of those screens will be built in the U.S.
The expansion marks ScreenX's first foray into Latin America.
ScreenX is a premium film format that utilizes additional displays on the right and left walls of the auditorium, called wings, to create a 270-degree panoramic field of view. Cinemark already has six ScreenX locations and expects to open six more before the end of the year.
"That's been a big goal for us, to get as many theaters open for the last part of the year for 'Wicked: For Good' and, of course, 'Avatar: Fire and Ash,' which is such a seminal movie for all of the industry," Don Savant, CEO of CJ 4DPlex Americas, told CNBC.
CJ 4DPlex and Cinemark entered into a six-theater beta test together in 2022, but with the dual writers and actors strikes delaying production and theatrical releases, it took longer to expand the number of locations domestically, Savant said.
"They just needed to see a consistent flow of content," he said.
The investment from Cinemark in adding more ScreenX theaters is part of a wider trend in the theatrical industry. In the wake of the pandemic, moviegoers have gravitated more and more toward seeing films on premium large format screens. These locations, often referred to as PLFs, offer an elevated viewing experience and charge higher ticket prices. The physical screens are often bigger than traditional movie screens or have auditoriums that feature higher-quality sound systems or seating options.
CJ 4DPlex is also the company behind 4DX movie theaters, auditoriums with motion seats, practical effects and sensory elements to immerse viewers in a movie.
Savant said the company is focused on "differentiating cinema" and providing audiences with experiences they can't get from streaming offerings or in-home entertainment systems.
While PLF receipts still represent a small portion of the overall box office, it's a growing segment of the business. And moviegoers have demonstrated they're willing to pay more for these experiences.
So far this year, premium tickets have represented 22% of domestic sales, according to movie data firm EntTelligence. The average cost of an adult ticket year to date for a PLF is $17.61, nearly a dollar higher than the same ticket during the end of 2024.