The movie theater business may still be on shaky ground, but Cinemark is doubling down on one thing that’s been working: premium. And it’s doing so with witches, aliens, and a panoramic view that wraps around your seat.
ScreenX Goes Wide—Literally
Cinemark, the third-largest theater chain in the U.S., is adding 20 new ScreenX auditoriums across its footprint, the company said Wednesday. The expansion comes through an extended partnership with South Korea’s CJ 4DPlex, the creators of ScreenX, and signals a fresh push toward premium large format (PLF) experiences that theater operators hope will lure people off their couches.
Eighteen of the new installations will be in the U.S., while two will mark the format’s first entrance into Latin America.
For CJ 4DPlex, that’s a milestone. For Cinemark, it’s a strategic play—positioning their theaters to cash in on two of the year’s most anticipated blockbusters: Wicked: For Good and Avatar: Fire and Ash.
Don Savant, CEO of CJ 4DPlex Americas, called it a “big goal” to get new screens online by the time those films hit theaters later this year.
What Exactly Is ScreenX?
If you haven’t sat in one yet, ScreenX is… a lot.
It’s the world’s first multi-projection cinema format with a 270-degree field of view, achieved by projecting supplemental footage onto the side walls of the auditorium—creating the illusion of peripheral vision.
Instead of watching a movie in front of you, you’re inside it. That’s the pitch.
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Front screen stays active like a normal theater
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Left and right “wing” screens display expanded visuals
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Extra footage is curated by filmmakers or optimized by CJ 4DPlex for each movie
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Currently offered in 47 countries, including South Korea, the UK, France, and now Latin America
Cinemark already had six ScreenX screens before this announcement. Six more are due before year-end. That makes 12 operational before Wicked even rolls out.
Why Cinemark Is All-In on Premium
There’s a reason this isn’t just another gimmick. Premium formats are where the growth is.
According to Comscore, PLF ticket sales accounted for just under 10% of domestic box office revenue in 2024, up from 6.5% in 2019. While overall attendance continues to lag pre-pandemic levels, people are showing a willingness to pay more—for bigger screens, better sound, and something they can’t get at home.
Cinemark has noticed.
In an earnings call earlier this year, Cinemark CEO Sean Gamble said the company’s premium formats—like XD and ScreenX—generate “materially higher revenue per patron” and have seen “consistent performance strength” even as standard formats remain uneven.
“We see this as part of the theatrical value proposition,” Gamble said.
It’s not just higher ticket prices—it’s higher snack and drink sales too. PLF patrons tend to spend more at concessions, stay longer, and return sooner.
Latin America Gets Its First Look
Two of the 20 new ScreenX locations will be placed in Latin America—marking the format’s first expansion into that region.
While specific countries haven’t been disclosed, industry watchers point to Cinemark’s strong presence in Brazil, Argentina, and Chile as likely destinations.
It’s a gamble, but not a blind one.
Latin America’s moviegoing culture remains remarkably loyal, especially for event releases. By adding premium options, Cinemark’s hoping to tap into the region’s growing middle class—many of whom still prefer the communal moviegoing experience over streaming.
It’s not about bigger screens—it’s about deeper immersion.
What This Means for the Fall Box Office
Both Wicked: For Good and Avatar: Fire and Ash are expected to be box office behemoths. And not just because of their stories.
These are spectacle movies. Ones built for big screens and surround sound. Ones that feel different in a theater than they do on a tablet in your lap.
The timing of Cinemark’s rollout is intentional.
By having 12 ScreenX locations open ahead of Wicked’s late November debut—and possibly even more by Avatar’s December release—the chain is preparing to cash in on that “must-see-in-theaters” crowd.
And in an industry where opening weekend is everything, that matters.
A quick comparison of upcoming ScreenX-enabled films:
| Title | Release Date | ScreenX Version Confirmed | Anticipated Box Office (US) |
|---|---|---|---|
| Wicked: For Good | Nov 27, 2025 | Yes | $80M–$100M opening weekend |
| Avatar: Fire and Ash | Dec 18, 2025 | Yes | $150M+ opening weekend |
| Gladiator II | Oct 10, 2025 | Likely | $60M–$80M range |
More titles will follow. CJ 4DPlex is working closely with major studios to tailor more ScreenX versions of tentpole films. Horror, action, fantasy, sci-fi—they all play well in the format.
Looking Ahead: A Format Built for Theaters, Not Living Rooms
The future of moviegoing is still murky. Streaming isn’t going anywhere. Neither are shorter theatrical windows. But what ScreenX represents—and why Cinemark’s leaning in—is a return to physicality. A reason to leave the house.
It’s the kind of thing Netflix can’t offer.
No matter how many original films it produces, your living room still only has one screen.
