Samsung is on a quest to replace projectors with big, beautiful, 4K screens at cinemas across the world. It’s already achieved part of its goal, with many theatre chains opting for Samsung’s Cinema LED screen over traditional projection-based systems, but its lack of 3D-capability proved too great of an omission for some cinemas. That’s why the company developed the 3D Cinema LED screen, which has now had its first installation in the Swiss city of Zurich.

Located at the popular Sihlcity shopping centre is the world’s first cinema with one of Samsung’s new 3D LED displays. It measures a ginormous 10.3m wide by 9.4m high, and features nearly nine million pixels. That means it’s capable of delivering 4K visuals, with a resolution of 4,096 x 2,160.

It’s not too surprising to see the first 3D Cinema LED screen have its installation in this particular cinema. That’s because the location’s owner, Arena Cinemas, has been working with Samsung and Imaculix AG, the company behind the design and installation of the screen, since 2017. In fact, the Sihlcity shopping centre cinema was earmarked to get Samsung’s first European Cinema LED screen, which it has – it just happens to be the new 3D version.

While the screen will be able to play both 2D and 3D films, it’s ability to display the latter that is what’s really exciting about this installation. Samsung has promised big things from its 3D Cinema LED screens, claiming that they should be able to make watching 3D films more enjoyable than ever. That’s because the screens are to eliminate common issues associated with 3D films, such as darkened images and the dizziness that comes with extended 3D viewing.

Samsung’s lofty ambitions are backed up by pretty solid science. The dizziness factor is eliminated by maintaining constant brightness throughout the entire screen. That means the spots in the corners aren’t darker than those in the middle, which is a common issue with projection-based systems. The screen is also significantly brighter than a projection-based system, with peak brightness levels measuring 146fL, as opposed to traditional set-ups achieving just 14fL.

Commenting on the first installation, Seog-gi Kim, executive vice president of Visual Display Business at Samsung Electronics, notes, “Samsung is thrilled to be able to debut the world’s first 3D Cinema LED screen in Switzerland.

“We hope that more movie-goers can experience the Cinema LED screen first-hand as we look to partner with more theatres around the world.”

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