Now in its 11th year, AWFF continues its mission of elevating Asian filmmakers onto the global stage. This year, Samsung’s participation added something quietly meaningful: not a new layer of technology, but a new level of care in how each story meets its audience.

Filmmakers See Their Stories in a New Light

For many directors premiering work at AWFF, seeing their films on an Onyx Cinema LED screen was more than a technical upgrade, it was a moment of recognition. With traditional projection, even subtle variations in brightness, shadow or color can shift the experience away from how a film should have felt. But inside the Onyx auditoriums, filmmakers found the version of their film that most closely resembled what they created in the grading suite.

For Al Chang, director of the short film “Cindy,” the difference was immediate. After screening films in a wide range of theaters, he was struck by the consistency and clarity: “I’ve had short films screen in a lot of theaters, and there’s always some variation — washed-out blacks or colors that don’t translate the way we graded them. Here, it was like watching it on my own TV.”

Executive producer Kira T. Bixby, whose film “Rooftop” tells a Korean American story rooted in Los Angeles, emphasized how much the image supported the story’s emotion. “Everything really popped for us — the colors, the compositions, the details we worked so hard to craft,” she said. “Film is such a visual language, so how you’re able to see it really matters.”

“Seeing movies presented with this level of precision gives filmmakers confidence that their work is being treated with respect.”

— Asel Sherniyazova, Co-Founder and Managing Director, AWFF

The experience resonated with filmmakers from the Korean Parallel Smartphone Film Festival (KPSFF) as well — a program that empowers creators and performers, including those with disabilities, to make films using smartphones. Seeing their work on a large LED cinema screen was both unexpected and affirming.

Director Byun Seung Chae, known for her color-driven storytelling, recalled the moment the film began: “What struck me right away was how unbelievably clear the image was. The colors were beautiful, and I was amazed that a film could look that sharp on such a large screen. I turned to the person next to me and said, ‘I didn’t expect it to look this good!’”

LA-based filmmaker Zenon Samuels, who attended the festival and works extensively with nighttime visuals and neon-heavy palettes, echoed that sentiment after experiencing an Onyx screening for the first time. “The blacks are super dark, and with a film that’s so bright and colorful, the high dynamic range made the colors really pop and helped bring the energy and nighttime aesthetic to life.”

Together, these voices reflected a consistent theme: Onyx didn’t alter their films — it respected and faithfully recreated the choices behind them. For directors and performers seeing their work in this format, the experience felt both cinematic and deeply personal.

Audiences Rediscover What Cinemas Can Be With Samsung Onyx

Festivalgoers — many encountering Onyx for the first time — described a level of clarity and contrast that felt distinct from traditional projection.

New York attendees Jack Joyce and Matthew Gallopo noted how the presentation shaped their experience: “Those darker colors — and not having that graininess — kind of put you in the moment a little bit. It was cool,” Joyce said. Gallopo added, “The color certainly popped, and a lot of it was pretty crisp.”

For some, the impact was emotional as much as technical.

Entertainment lawyer Jesse Weiner, who watches films professionally as part of his work, noted how the detail and richness altered the way he connected with the narrative unfolding onscreen. “Watching this film on Samsung Onyx, the picture was bright, rich… about as good as I can imagine seeing a film with that kind of quality and texture,” he added. “It looked very lifelike — almost like being immersed in the action of the film.”

Others reflected on what experiences like this might mean for the future of theaters. As streaming, gaming and home entertainment rapidly evolve, festivalgoers were struck by how an elevated cinema environment can bring people together again.

“Innovations in the cinema industry should help audiences truly see the story, and Samsung’s Onyx screens do just that.”

— Georges N. Chamchoum, Executive Director, AWFF

Across ages, backgrounds and filmmaking experience, the audience conversations pointed to the same conclusion: cinema remains powerful — and when the screen elevates rather than competes with the storytelling, the theatrical experience becomes even more compelling.

A Thoughtful Dialogue on the Future of Cinema

At this year’s festival, Samsung also hosted the panel discussion “Redefining the Cinema Experience with Samsung Onyx,” bringing together leading voices shaping the craft and technology of modern filmmaking. The panel featured:

• Glenn Gainor, CEO & Producer, Hollywood Ventures Group
• Steven Poster (ASC, CSC), Board Member, 6P Color; President Emeritus, International Cinematographers Guild Local 600
• Philip Holland, Director, Cinematographer, Digital Cinema Specialist & Color Scientist
• Craig German, Former C-Suite Executive, Amazon Studios and Paramount

Over the hour-long conversation, the panelists explored how advancements in HDR, color accuracy and display technology are reshaping both creative possibility and audience expectation. Much of the discussion focused on how deeper blacks, wider color gamuts and consistent presentation can reinforce cinematic emotion rather than alter it.

“We had the ability to capture [the darkest of dark and the brightest of bright] on film, but not to project it — until now.”

— Glenn Gainor, Head of Production, Hollywood Ventures Group

Gainor reflected on the shift in audience expectations as viewing environments improve across the board, noting, “Clearly, I work in the movie business, so my home system is probably pretty good. [But it’s] never going to be as good as what we just saw. This is an entirely different, immersive experience.”

Steven Poster spoke to how companies and the technology they develop can support — not interfere with — creative intent. “Samsung was one of the first to listen to creators with filmmaker mode — and that really mattered,” he said. “Motion interpolation destroyed suspension of disbelief, and now we can have that back.”

Holland pointed out how emissive displays strengthen emotional immersion by revealing details often lost in projection. “Because this tech can achieve such deep black, you don’t get milky shadows,” he said. “In a room like this, there were moments when you couldn’t see the edge of the frame — you felt like you were there.”

That depth and precision became a larger theme as the panel discussed the creative range made possible by HDR. Gainor described it as an expansion of storytelling itself: “The art of storytelling allows us to get the darkest of dark and the brightest of bright.” Poster added: “We had the ability to capture it on film, but not to project it — until now.”

AWFF 2025: Where Art and Technology Meet

During the festival, one theme echoed across screenings, hallways and panel rooms alike: when the viewing experience respects the filmmaker’s intent, the connection between audience and story becomes stronger. That idea also shaped how AWFF leadership reflected on this year’s partnership with Samsung.

Executive Director Georges N. Chamchoum — an Emmy and multiple award-winning film director and producer — said, “AWFF has always been about cultural exchange, introducing Asian filmmakers to the world and giving their stories the visibility they deserve. Samsung’s support strengthens that mission.” He added that “innovations in the cinema industry should help audiences truly see the story, and Samsung’s Onyx screens do just that.”

Co-Founder and Managing Director Asel Sherniyazova highlighted the responsibility of presenting films with care: “A film may travel across continents before reaching our stage. Seeing it presented with this level of precision gives filmmakers confidence that their work is being treated with respect.”

Samsung’s role at AWFF 2025 reaffirmed that technology can amplify the heart of a story when used with care. By helping films reach audiences exactly as their creators intended, this year’s festival offered a promising look at how cinemas can continue to inspire, connect and bring stories to life.

Now in its 11th year, the Asian World Film Festival brings together acclaimed filmmakers and award-contending titles from across more than 30 Asian countries, serving as a cultural bridge between East and West. By supporting AWFF, Samsung underscores its commitment to advancing cinematic innovation and empowering creators through technology that enhances visual storytelling.

“Samsung is proud to support the Asian World Film Festival and celebrate filmmakers who are redefining storytelling on the global stage,” said Hoon Chung, Executive Vice President of the Visual Display Business at Samsung Electronics. “Through Samsung Onyx, audiences can experience cinema with a level of precision and realism that mirrors the director’s true intent.”

Elevating the Cinema Experience With Samsung Onyx

Samsung’s Cinema LED Onyx screen will take center stage at AWFF, transforming how audiences experience films at the Culver Theater. Key moments — including the opening and closing films and the awards ceremony — will be presented in Onyx auditoriums, where the festival’s cinematic artistry meets Samsung’s cutting-edge innovation.

As the world’s first DCI-certified cinema LED display,¹ Samsung Onyx redefines the moviegoing experience by replacing traditional projection-based systems with advanced LED technology that delivers vivid color, true black levels and exceptional brightness. The result is a brilliantly immersive HDR viewing experience that faithfully preserves each filmmaker’s creative vision, ensuring every detail is seen just as it was meant to be.

“The Asian World Film Festival is dedicated to showcasing the highest standards of cinematic excellence,” said Georges N. Chamchoum, AWFF Executive Director. “Partnering with Samsung allows us to deliver the next-generation viewing experience that elevates the artistry and visual storytelling of every film we present.”

The Culver Theater features four Samsung Onyx Cinema LED auditoriums and one Samsung The Wall 8K LED auditorium, making it one of the most advanced LED multiplexes in the world.

Leading Industry Dialogue on the Future of Cinema

As part of its ongoing commitment to advancing cinematic innovation, Samsung will host a panel discussion, “Redefining the Cinema Experience With Samsung Onyx,” in collaboration with the Asian World Film Festival on Saturday, November 15, 2025, at the Culver Theater.

The session — featuring a panel of leading filmmakers, cinematographers and industry experts — will explore how LED display technology, including Samsung Onyx, is redefining the creative and technical frontiers of filmmaking. Discussions will focus on how advancements in color accuracy, contrast and dynamic range are empowering directors and cinematographers to bring their stories to life in new and immersive ways.

A Shared Commitment to Innovation and Artistry

Beyond the festival, Samsung continues to drive innovation across the global cinema industry as well. Earlier this year, the company introduced the new Onyx (ICD model) — the latest evolution of the world’s first DCI-certified LED cinema display — at CinemaCon 2025 in Las Vegas.

The upgraded Onyx combines brilliant HDR performance with peak brightness of 300 nits, frame rates up to 120Hz in 4K² and precise DCI-P3 color accuracy, delivering ultra-smooth motion and lifelike visuals in every frame. Its scalable design, available in 5-, 10- and 14-meter sizes, allows theaters to maximize screen size without sacrificing image quality, while an industry-first 10-year warranty ensures reliability and long-term value.³

Through these innovations, Samsung is redefining the cinematic experience — empowering filmmakers, exhibitors and audiences to experience the emotion, color and detail exactly as it was envisioned.

1. Digital Cinema Initiatives (DCI) is a consortium of major studios formed to establish specifications for an open architecture for digital cinema systems. ︎
2. Based on the screen’s internal data bandwidth. Actual frame rates may vary depending on the connected IMB. ︎
3. Based on internal research and publicly available information. Onyx includes a standard five-year warranty on parts, with options to extend coverage up to 10 years. ︎