Samsung has an apology to make this Halloween.

As the Official Screen Partner of BAFTA, Samsung knows how much the viewing experience can bring a film to life. After 20 years as the Global No.1 TV brand¹, Samsung has spent two decades making televisions brighter, clearer, more colourful and increasingly lifelike. Now, it may have inadvertently made horror films a little more frightening too.

As Halloween brings viewers back to scary films, spine-chilling series and horror games, Samsung has teamed up with psychologist Emma Kenny to share five simple ways to take the edge off when a film gets a little too intense.

Samsung’s latest innovation, Micro RGB, brings the brand’s widest-ever spectrum of TV colour to life using microscopic red, green and blue LEDs in a backlight precisely controlled by Micro RGB AI Engine². From figures lurking in the shadows to strange colours that make a scene feel unsettling, the technology is designed to bring more of the filmmaker’s vision to the screen – even when viewers might prefer not to see everything.

When ‘scary good’ gets a little too scary

Anticipation, sound, colour and visual detail all help make horror so effective. But when a film feels a little too real, psychologist Emma Kenny explains why we react – and how to take the edge off.

Emma Kenny, psychologist, said: “Part of the fun of horror is allowing ourselves to feel frightened while knowing, underneath it all, that we are safe. Filmmakers deliberately use anticipation, sound, colour and small visual details to keep our brains guessing about what might happen next.

“As televisions become better at reproducing those details, there can be even more for us to notice — which is great for the film, but perhaps less good for anyone watching from behind a cushion.

“The good news is that there are some very simple things we can do when the tension starts becoming a little too convincing.”

Emma Kenny’s five tips for surviving a ‘scary good’ Halloween

1. Don’t be afraid of a little spoiler

Sometimes knowing what’s coming can make a scary film easier to enjoy.

Emma said: “If the suspense is spoiling your enjoyment, reading a short synopsis or asking a friend to warn you about a particularly frightening scene may help you feel more prepared. You are allowed to find out whether the characters make it.”

2. Turn down the terror

Sound is a big part of what makes horror frightening. If it gets too intense, lower the volume and switch on subtitles.

Emma said: “Sometimes the soundtrack is doing just as much frightening as the monster. You can still follow the story while choosing a sound level that feels comfortable. The remote has a volume button for a reason.”

Compatible Samsung sound technologies, including Q-Symphony, Dolby Atmos and Object Tracking Sound+, can help create a more immersive audio experience with supported content and equipment.

3. Don’t be brave alone

Watching with someone else gives you someone to share the scares with – and laugh about them afterwards.

Emma said: “Having somebody beside you can be reassuring. Talking or laughing after a scare can help puncture some of the tension, so Halloween might not be the night to prove you can watch the film alone.”

With Samsung’s 2026 Micro RGB range spanning 55 to 115 inches, there is plenty of screen for everyone to keep an eye on.

4. Give your evening a gentler ending

If frightening scenes tend to stay with you, plan something more comforting after the credits roll.

Emma said: “Leave a little time between the final credits and lights-out. Have a chat, watch something familiar and funny or return to your usual evening routine. The monster has had its moment; now it’s time for something more comforting.”

Samsung’s Filmmaker Mode is designed to preserve a film’s intended presentation, while supported AI picture processing and HDR technologies can help optimise picture quality.

5. And if all else fails… turn the lights on

There is no rule saying a scary film has to be watched in complete darkness.

Emma said: “If the experience is becoming a little too intense, put a lamp on, open the curtains or save the film for daytime. Changing your surroundings is a simple reminder that you are safely at home, not in the world on screen.”

Samsung Micro RGB TVs feature Glare Free technology³, designed to help reduce distracting reflections and maintain a vivid viewing experience in brighter rooms.

If Samsung has accidentally made the monster look a little too realistic, at least horror fans can face it with the lights firmly switched on.

Five horror films to add to your Halloween watchlist

As the Official Screen Partner of BAFTA, Samsung is celebrating the films that bring powerful stories to life on screen. For horror fans, these five titles combine distinctive visual storytelling and sound design with BAFTA recognition, making them worth adding to your Halloween watchlist.

• Under the Skin (2013): BAFTA-nominated for Outstanding British Film and Original Music, Jonathan Glazer’s haunting sci-fi horror is visually distinctive and unsettling. Samsung’s Filmmaker Mode is designed to preserve a film’s intended presentation on compatible TVs.
• Pan’s Labyrinth (2006): Guillermo del Toro’s dark fantasy won three BAFTAs, including Film Not in the English Language, and blends striking colours with extraordinary creatures and unsettling imagery. Samsung Micro RGB’s precise colour reproduction is designed to bring a wide spectrum of colour to life.
• His House (2020): This atmospheric horror film won the BAFTA for Outstanding Debut by a British Writer, Director or Producer for writer-director Remi Weekes. Its use of shadows and carefully composed scenes builds a creeping sense of unease. Samsung’s Glare Free technology is designed to help reduce distracting reflections when watching in brighter rooms.
• A Quiet Place (2018): BAFTA-nominated for Sound, this tense thriller makes silence, subtle noises and sudden sounds central to its storytelling. Compatible Samsung sound technologies, including Q-Symphony, Dolby Atmos and Object Tracking Sound+, can help create a more immersive audio experience with supported content and equipment.
• Saint Maud (2019): Rose Glass’s psychological horror was nominated for BAFTA’s Outstanding Debut by a British Writer, Director or Producer. Its carefully controlled visuals and moments of intense contrast build an unsettling atmosphere. Samsung’s AI picture processing and supported HDR technologies are designed to optimise picture quality across a range of viewing conditions and content.

The technology behind the scares

Behind Samsung’s Micro RGB TVs is technology designed to bring greater precision to colour, contrast and detail – helping viewers experience films as their creators intended.

Samsung’s flagship R95H uses Micro RGB technology, with individually controlled microscopic red, green and blue LEDs measuring less than 100 micrometres for precise colour and light control.

Micro RGB Precision Color 100 delivers VDE-certified 100% coverage of the BT.2020 colour area, while Samsung’s Micro RGB AI Engine Pro optimises elements including colour, contrast, depth, motion and clarity.

On supported models and content, HDR10+ helps balance bright and dark areas of the picture, while HDR10+ ADVANCED brings further picture enhancements⁴. Features and performance vary by model, content and equipment.

Samsung’s advice this Halloween? Choose your film. Gather your bravest friends. Keep the remote close. And if things get a little too scary… remember where the light switch is.

If Samsung Micro RGB means somebody spots what is hiding in the background before everybody else does, Samsung can only apologise.

1. Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia. ︎
2. Micro RGB Precision Color 100 supports 100% BT.2020 colour coverage according to Samsung’s published UK specification. Colour performance varies with content and settings. ︎
3. Glare Free is available on R95H. It reduces reflections; it does not eliminate every reflection under all lighting conditions.  ︎
4. AI picture features require the relevant settings to be enabled. AI picture adjustments are an alternative viewing approach to Filmmaker Mode. HDR10+ and HDR10+ ADVANCED require compatible content and equipment. HDR10+ ADVANCED availability depends on model and software version and is not supported when Filmmaker Mode is enabled. Streaming formats vary by service, subscription, device and connection. Confirm UK firmware availability and settings terminology before publication.  ︎

Today, BAFTA launches the second series of BAFTA Playback sponsored by Samsung, a digital series presented in collaboration with Samsung, the Official Screen Partner of BAFTA. The six-part series delves into the career-defining moments and influences behind some of the most celebrated talents in film and TV, featuring commentary and clips chosen by the actors.

Premiering on BAFTA’s YouTube channel, the series boasts an exceptional line-up of acclaimed actors, with BAFTA winners and nominees including Alex Skarsgard and Olivia Coleman, Jessie Eisenberg, Mahershala Ali, Pedro Pascal and Tom Hiddleston with more to be announced.

The opening episode features Tom Hiddleston reacting to scenes from his latest film, Tenzing, exclusively revealing the challenges of shooting in real conditions on a mountain, including being struck by a falling sheet of ice. Tom also reflects on how playing Loki has “completely changed his life,” and discusses his influences, including Al Pacino and Robert De Niro in Heat, 2001: A Space Odyssey, and Mary Poppins.

Recalling the moment he was struck by a falling sheet of ice while shooting Tenzing, Tom Hiddleston said:

“Right towards the end of our shooting schedule, we were on a crevasse field. I was dangling 50 feet down… something happened where, because of the nature of the drop of my body, the rope on the lip of the crevasse had dislodged a sheet of ice…which came off in real time.

“And I saw this enormous what felt like the size of a bedsheet, a sort of a plate of ice coming towards me. I thought, ‘okay, that’s coming. I can’t move because I have no purchase on the mountain. I’m just suspended here.’ And I could see it getting bigger and bigger, and it crashed over my head and then fragmented and shattered into a million pieces…

“I wasn’t sure if we were rolling yet because I hadn’t heard action, and I just shouted up, into the blue sky. I said, ‘did you get it?’ And I had a radio in my pocket, and Jen Peedom came over and said, ‘we got it. It looked amazing.’”

Read the full transcript here

Filmed in a bespoke, lounge-style set, complete with memorabilia and personalised nods to each guest’s career and influences, each episode sees the actor watch their handpicked scenes on a Samsung TV screen.

Emma Baehr, Executive Director of Awards and Content, BAFTA, said: “Championing the people and the craft behind the screen industries is at the heart of everything we do at BAFTA, so we are thrilled to welcome back BAFTA Playback sponsored by Samsung for a second series. Made possible with the Official Screen Partner of BAFTA, Samsung, it’s a real privilege to give audiences another chance to hear directly from the exceptional people behind some of their favourite performances.”

Zeena Hill, Senior Marketing Director for Home Entertainment and Appliances at Samsung Electronics UK, said: “As BAFTA’s Official Screen Partner, Samsung is proud to help bring audiences closer to the creative process through BAFTA Playback. These intimate conversations explore the defining moments, bold ambitions and influences behind remarkable careers, offering fresh perspectives and inspiring viewers to imagine what’s possible. We believe that inspiration deserves to be experienced in every home. Samsung TVs combine rich picture quality with immersive viewing experiences to help audiences appreciate the detail, emotion and artistry that creators bring to the screen. Together with BAFTA, we’re celebrating the power of storytelling to spark curiosity, connect us and inspire the next generation.”

Full episodes of BAFTA Playback sponsored by Samsung will be available to watch on BAFTA’s YouTube, alongside episode highlight clips across BAFTA and Samsung’s Instagram, TikTok, and Facebook channels.

Tom Cruise reflected on more than four decades at the forefront of global cinema as he joined BAFTA for a special A Life in Pictures event on Monday 21 September.

In an in-depth conversation with Edith Bowman, the award-winning actor and producer looked back across a career spanning 47 films, sharing stories from behind the camera as well as in front of it and discussing the craft, collaboration and creative choices behind some of his most celebrated work.

The conversation explored films including Risky Business (1983), Born on the Fourth of July (1989), Jerry Maguire (1996), Magnolia (1999), Collateral (2004), Top Gun (1986) and Top Gun: Maverick (2022), alongside the Mission: Impossible franchise (1996–2025) and his latest film, Digger (2026).

His latest role in Digger marks his first collaboration with award-winning director Alejandro G. Iñárritu, in a film Cruise has described as unlike anything he’s tackled before.

Reflecting on his experience upon first reading the script for Digger, Tom Cruise said: “It’s the most outrageous character I’ve ever read!… I swear to you, I have never read a movie [like this], it is the most original film, and one of the most moving films I’ve ever seen. And this character, what a joy!“

Later, commenting on the shared experience of creating a film, he added: “The beauty of making movies, and I think the beauty of living is that you don’t do it alone. It’s all of us. And the beauty of making a film, we all know, it’s every single one of us together trying to create this story that we’re going to entertain the world.”

From his breakthrough role in Taps (1981), Tom Cruise has gone on to become one of Hollywood’s most enduring and versatile leading men. Over four decades on screen, he has continually redefined himself – from Oliver Stone’s Vietnam epic Born on the Fourth of July (1989), which earned him a BAFTA nomination for Leading Actor, to Rob Reiner’s courtroom drama A Few Good Men (1992), Thomas Paul Anderson’s Magnolia (1999), Michael Mann’s Collateral (2004) and Doug Liman’s Edge of Tomorrow (2014).

That same commitment to his craft has shaped Cruise’s work as a producer and champion of the theatrical experience. He produced his first film, Mission: Impossible (1996) and has gone on to produce almost every film he has starred in since, including Top Gun: Maverick (2022), which earned four BAFTA nominations and became one of the highest-grossing titles of all time.

In 2005, he was honoured with the Stanley Kubrick Britannia Award for Excellence in Film by BAFTA North America.

The event was supported by BAFTA’s Official Screen Partner, Samsung, the Official Screen Partner to BAFTA.

BAFTA: A Life in Pictures is a long-running series of in-depth interviews in which some of the world’s leading film and television talent share unique career insights into the experiences that helped them hone and develop their craft.

The series has previously hosted figures including Baz Luhrmann, Bradley Cooper, Cate Blanchett, Chiwetel Ejiofor, Daniel Craig, Emma Thompson, George Clooney, Helen Mirren, Hugh Grant, Kate Hudson, Kate Winslet, Keira Knightley, Kristin Scott Thomas, Margot Robbie, Martin Scorsese, Meryl Streep, Penélope Cruz, Quentin Tarantino, Russel T Davies, Sam Mendes, Tom Hanks and Viola Davis.

LONDON, UK – May 7, 2025 – Samsung Electronics UK has unveiled an exciting new partnership with BAFTA (The British Academy of Film and Television Arts), as it continues to expand its commitment to supporting the UK’s vibrant creative industries.

The partnership announcement coincides with the launch of Samsung’s much-anticipated 2025 TV, projector and soundbar line-up, bringing the latest in AI-powered screen and audio innovations to British homes. Available to pre-order from today, the range will ship nationwide from Samsung.com and retail partners^[1] including John Lewis, Currys, Argos, AO and Richer Sounds.

Samsung partners with BAFTA to support UK creative industries

Samsung has become the Official Screen Partner of BAFTA – underlining Samsung’s notoriety for superior picture quality and being at the heart of immersive, home entertainment. BAFTA champions and celebrates the best creative content across the screen arts’ industries – there are clear synergies between the two organisations. This collaboration marks the beginning of a joint initiative that celebrates storytelling, champions British talent, and spotlights innovation across film, games and television.

Samsung is committed to enhancing how audiences experience content, both at home and beyond. This partnership aligns perfectly ahead of the upcoming BAFTA TV Awards this Sunday, as a significant portion of the UK continues to enjoy their favourite shows on Samsung TVs – now in its nineteenth year as the global market leader for TV^[2].

“The UK’s creative industries are thriving, driven by advances in technology, and the rise of digital-first content,” said Zeena Hill, Director of Marketing TV/AV at Samsung UK. “As more people enjoy award-winning entertainment at home, our unrivalled TV technology and innovations continue to lead the industry forwards and ensure that every creative detail is experienced at its best.

“This partnership with BAFTA champions artistic expression and elevated storytelling for a richer, more immersive viewing experience for all to enjoy.”

Jane Millichip, CEO at BAFTA, said: “Samsung’s commitment to innovation and excellence in home entertainment aligns perfectly with BAFTA’s mission to champion creativity and inspire audiences. Together, we look forward to celebrating the very best in screen storytelling and delivering even more engaging experiences to viewers globally.”

Revolutionising TV with Samsung Vision AI

The new Samsung 2025 line-up integrates advanced AI technologies to deliver an unparalleled and more personalised entertainment experience than ever before. Plus customers can claim up to £1000 cashback when you pre-order selected 2025 Samsung TVs and up to £400 on selected soundbars^[3].

Samsung’s 2025 TV line-up introduces groundbreaking innovations in picture quality and smart features. Powered by Samsung Vision AI, the latest Samsung TVs takes the viewing experience to the next level. Advanced AI technologies analyse content and surroundings to automatically optimise the picture and sound.

Samsung is also introducing enhanced Glare-Free technology^[4] on select models, minimising reflections while maintaining deeper blacks and clear images, even in brightly lit rooms. By using a new material, the anti-reflective properties have been greatly improved so that you can enjoy a beautiful image, regardless of the light on the screen. The Glare-Free technology has been expanded to selected Neo QLED and OLED models.

The TV line-up for 2025 includes a wide range of technologies and design, including:

• Neo QLED 8K: With advanced Quantum Matrix Technology and Ultra Viewing Angle Technology for an unprecedented level of detail and contrast.
• Neo QLED 4K: An excellent balance between picture quality and value, with powerful processors and bright, vibrant colours. The new QN90F now also feature Glare-Free technology, and have an improved processor and faster refresh rate.
• The NEW Frame Pro enhances consumer experience by incorporating advanced Neo QLED technology, for enhanced, immersive picture quality alongside its Glare-Free Matte^[5] finish to minimise distractions and compliment your interior with displaying stunning art⁳ when in standby mode.
• In addition, the newly announced and renewed Wireless One Connect box allows the TV to be connected wirelessly from up to 10 metres away, meaning that unsightly cables are a thing of the past.
• The Frame and The Frame Pro also have access to the Art Store^[6], giving consumers access to over 2500+ pieces of art from some of the most well-known museums and art galleries globally.
• OLED 4K: Available in different models (S95F, S90F, S85F) with screen sizes up to 83”. Samsung is continuing to innovate with its 2025 OLED line-up, delivering powerful full-screen brightness, deep blacks, vibrant, Pantone®-validated colours and our most advanced OLED Glare-Free technology – for distraction-free viewing across any environment
• QLED 4K: Bright colours and an excellent viewing angle.
• Crystal UHD: Sharp 4K resolution and vibrant colours at an attractive price.
• NEW – The Premiere 5 is a new full HD touch interactive triple laser, ultra-short throw projector. Providing cinematic visuals and vivid colours that can project a screen up to 100 inches alongside interactive features^[7].

New Soundbar line-up: design with superior sound experience

Samsung’s new Soundbar line-up is designed to work in sync with the new televisions and create an immersive audio experience. The top models, such as the HW-Q990F and HW-Q930F, offer a three-dimensional surround sound with support for Dolby Atmos and DTS:X, giving the audio a next generation experience. The compact subwoofer with dual active drivers of the HW-Q990F ensures a deep and powerful bass without vibrations.

With its sleek, modern design the all new  QS700F Soundbar fits seamlessly into any room, with its new convertible design that can automatically detect the direction of installation through its gyro sensor and will optimise the sound accordingly – providing a perfected Dolby Atmos sound experience no matter how you install it in your home.

AI-driven sound optimisation, such as Q-Symphony together with SpaceFit Sound Pro, analyse the acoustics of the room and the content played to automatically optimize the sound for a clear, balanced and spacious reproduction and intelligible dialogue.

With this new line-up, Samsung is once again setting the standard for home entertainment – ​​smarter, more beautiful and more immersive than ever before.

[1] Currys, John Lewis, Richer Sounds, Argos, AO, Very, Littlewoods, Amazon, Costco, Hughes Electrical and Harvey Norman.

[2] Samsung Electronics Marks 19 Consecutive Years as the Global TV Market Leader.

[3] Disclaimer: Samsung Electronics (UK) Limited. Purchase between 07.05.25 – 27.05.25 from a participating retailer. Claim must be submitted between 30 and 60 days of purchase. Maximum four claims per household, 10 per registered business. To claim, and for full T&Cs, see https://samsungoffers.claims/preorder2025VisionAI.

[4] Measured against Unified Glare Rating (UGR) testing standard, validated as ‘Glare Free’ by UL.

[5] Measured against Unified Glare Rating (UGR) testing standard, certified as glare-free (reflection, discomfort and disability glare) by UL.

[6] Art Store subscription and Samsung Account connection required to access full selection of artwork.

[7] Touch interaction is only available with the Touch Stand connected. Touch interaction support may vary by app, some apps may not support the feature. Some functions may be limited when using the feature.