Samsung has unveiled the world’s first Cinema LED screen capable of showing 3D films at ISE 2018, a major improvement on its existing technology. This immediately follows a deal which will see Samsung’s displays installed in the world’s largest cinema chain.

Despite many TV manufacturers ditching 3D-at-home technology, many moviegoers will still pay the extra cash required to watch a 3D film at the cinema. That’s why Samsung is including the technology on its Cinema LED technology, in the hope that more cinema chains sign up to install it.

Samsung’s Cinema LED display has already received good reviews from moviegoers, who have praised the extra brightness and detail that is afforded by a screen rather than a projector. The company didn’t want to sacrifice that with the addition of 3D, however.

“The existing 3D cinemas had to compromise between brightness and resolution. The screen is dark as if the viewers are wearing sunglasses in the theatre. The brightness is already halved, and with the 3D glasses that audience must wear, it becomes a one-third level compared to other 2D films. The resolution is halved too. It is inevitable as the videos for the left and right eye are overlapped and reflected,” says Dongsoo Koo, from Samsung visual display division’s enterprise product planning group.

The evident limitation for existing 3D theatre clearly revealed the path for 3D Cinema LED. “The brighter the visual information is, the more our eyes receive the three-dimensional impression. Therefore, we had to develop a new product that delivers the same brightness of Cinema LED, which is 48 nits, even while wearing the 3D glasses. We also could not sacrifice the resolution. It’s clear that lower resolution equals a lower sense of reality.”

Eliminating the dizzy factor

There are some benefits to Samsung’s technology over projection, as the company has worked extremely hard to ensure that viewers aren’t made to feel dizzy when watching a 3D film on the Cinema LED 3D.

Dizziness is often caused by the mismatch between reality and what our brain recognises. So, when viewers are sitting still in the cinema, but the brain is tricked into thinking it’s moving, then it’s quite logical as to why viewers report feeling dizzy or having a headache after watching a 3D film.

Samsung’s solution was to ensure there is no degradation of brightness throughout the film, which reportedly improves the display-related dizziness. While it doesn’t completely eliminate it, it should greatly reduce the effects.

“The left video should be seen only by the left eye and the right video only by the right eye. But there are moments when our eyes receive overlapped imagery. This is called ‘crosstalk,’ and the repetition of crosswalk causes the dizziness and headache. Fortunately, our developers came up with an algorithm for 3D Cinema LED to completely get rid of any crosstalk from happening, therefore dealing with the dizziness and headache issues,” says Dongsoo.

It’s not known whether any cinema chains have shown an interest in Samsung’s 3D Cinema LED, but given the ability to do both 2D and 3D films, it could be the more popular option.

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