Samsung Electronics announced on the 13th that it will officially sponsor the '11th Asian World Film Festival (AWFF)' held at the Culver Theater in Los Angeles (LA), USA, from the 11th to the 20th. This year's festival, including the opening and closing film screenings and other major events, will be held in theaters equipped with Samsung Electronics' cinema LED 'Onyx' screens.

Onyx is a theater-specific LED screen first introduced by Samsung Electronics in 2017, featuring a structure where the LED itself emits light, unlike conventional projector methods. It significantly improves screen distortion, brightness imbalance, and contrast ratio limitations that occur in the projector light source projection method, enhancing clarity and immersion. Samsung Electronics explained that the uniform brightness across the screen and the distinct black-and-white boundaries allow for accurate color expression and detail as intended by the filmmaker.

Particularly, Onyx is evaluated as the next-generation standard of cinema LED technology among cinematographers and producers because it allows the same quality of video to be viewed from any seat in the theater. Through this sponsorship, Samsung Electronics plans to directly introduce the technological excellence of Onyx and the new viewing experience to industry stakeholders such as filmmakers and cinematographers.

During the film festival, Samsung Electronics will host a panel session titled 'Samsung Onyx: Redefining the Cinema Experience' on the 15th to discuss the changes cinema LED technology will bring to the film industry. The panel will cover how LED-based screens enhance perceived quality in terms of color accuracy, contrast ratio, and viewing angle, and how they may impact future theater operations and content production environments.

Jung Hoon, Vice President of Samsung Electronics' Visual Display Business Division, stated, "We hope that film industry participants and audiences at the festival will experience the maximized immersion possible only with Onyx screens," adding, "We will expand our collaboration with the global film industry centered around Onyx."

George Chamchoum, Executive Director of AWFF, said, "The festival strives to provide the best viewing experience for the audience," and added, "With collaboration with Samsung, we have been able to present a higher level of visual storytelling."

The introduction of Onyx in domestic theaters began in 2017 at Lotte Cinema World Tower. It has since expanded to a total of six Lotte Cinema locations, including Busan and Suwon. The new Onyx product (model name ICD), unveiled at 'Cinemacon' in April this year, was installed for the first time in Korea at Lotte Cinema Sillim's 'Gwang-eum LED' hall.

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