Samsung Elevates Cinema Experiences at CinemaCon 2026

• Newly launched 14-meter Samsung Onyx brings Cinema LED to larger premium auditoriums
• Star Cinema Grill shared how Samsung Onyx complements its hospitality experience, while driving revenue and operational benefits
• Samsung showcased its latest display innovations, including Spatial Signage and Color E-Paper, that help exhibitors enhance audience engagement

Since 2011, CinemaCon has served as the premier gathering for the worldwide motion picture industry, bringing together exhibitors, studios and technology providers from more than 80 countries.

At this year’s event, Samsung welcomed attendees to its immersive booth to experience how the latest display technology is shaping the future of cinema, from creating premium auditorium experiences to enhancing guest engagement. On the first day of CinemaCon, Samsung also announced the debut of its new 14-meter Onyx Cinema LED screen¹ optimized for larger premium auditoriums.

Samsung Onyx enhances the Star Cinema Grill experience

As part of its showcase, Samsung hosted a fireside chat with Star Cinema Grill, the first exhibitor in the United States to adopt Samsung Onyx at its Richmond, Texas, location in 2019. Blake Zaugg, Manager of Content and Programming, Star Cinema Grill, joined Christopher Simpson, Senior Business Development Manager for Cinema LED, Samsung Electronics America, to discuss how Onyx has empowered the exhibitor to deliver a differentiated moviegoing experience.

Star Cinema Grill’s dine-in concept centers around hospitality, offering heated recliner seating, restaurant-quality food and full in-seat ordering for moviegoers. In this elevated setting, the Onyx screen upholds the same high standards, presenting films with true black levels, infinite contrast and exceptional color accuracy.

“When that first trailer plays, especially content that features deep blacks and bright whites, our guests recognize right away that they’re in for something special,” said Zaugg. “There’s simply nothing else like that level of contrast, and it really complements Star Cinema Grill’s hospitality experience.”

The positive response from audiences has translated into measurable business results. The Richmond location’s Onyx auditorium consistently performs as its most profitable screen, supported by a premium ticket upcharge and strong attendance across showtimes, including early and late screenings that typically see lower demand on standard screens.

“The customer feedback from Star Cinema Grill reinforces that once people watch a film on the Samsung Onyx Cinema LED screen, it becomes the benchmark for theatrical presentation,” added Simpson. “Since being installed in 2019, Samsung Onyx has consistently proven its value and made a lasting impact on audiences.”

Operational reliability also emerged as a key advantage during the discussion. Without the need for lamps, cooling systems or ongoing projector maintenance, Onyx provides a more streamlined and reliable setup. Individual components can be serviced quickly, reducing downtime and allowing staff more time to focus on guest service.

The flexibility of cinema LED further expands how Star Cinema Grill uses its Onyx auditorium. Without the projection booth or light path required for traditional projectors, the space can support a wider range of content and lighting conditions. In Richmond, Zaugg and his team have been able to offer the auditorium for corporate presentations and private events, creating new revenue opportunities beyond film screenings.

The conversation closed with a look toward the future of moviegoing and the role of cinema LED in reinforcing what makes the theater special. As Simpson noted, “Going to a theater is inherently social. It’s about seeing and experiencing something together. The higher the quality of visual performance, the more it enhances that shared feeling, which is something you can only truly get in a movie theater.”

He added that this shift toward premium cinema experiences is especially important as younger audiences rediscover the magic of the big screen, underscoring the broader industry need to engage the next generation of moviegoers.

New 14-meter Onyx expands Samsung’s leadership in Cinema LED

As cinema LED gains traction, exhibitors are increasingly looking to scale offerings to larger auditoriums. Following the introduction of its 5-meter (16-feet) and 10-meter (33-feet) Onyx models for boutique and premium auditoriums, Samsung announced a new 14-meter (46-feet) standard size designed for Premium Large Format (PLF) environments.

The new model offers the core Onyx performance and reliability as its predecessors, while introducing enhancements tailored to larger screens. A 3mm pixel pitch ensures sharp, consistent image quality across the display. Flexible scaling also allows exhibitors to expand the screen up to 20 meters (66 feet) to accommodate different auditorium configurations without compromising presentation quality.

Display innovations engage audiences throughout the theater

Beyond the auditorium, Samsung’s booth featured new display technologies to enhance customer engagement in the entire theater.

Among the highlights was Samsung Spatial Signage, a glasses-free 3D display ideal for high-traffic areas. Using Samsung’s patented 3D plate technology, the display creates a sense of depth directly on the slim two-inch screen, allowing content to appear three-dimensional without the need for specialty eyewear or large, bulky enclosures.

The 85-inch Spatial Signage display, shown in a portrait format, is optimized for poster-style content, enabling studios and exhibitors to present trailers, promotions and showtimes in a new, visually dynamic way for moviegoers.

Samsung also showcased its 13-inch Color E-Paper, a compact, ultra-low-power digital alternative to traditional printed signage. Using advanced digital ink technology, the display delivers vivid, paper-like visuals while enabling theaters to update content in real time without the costs associated with constant printing and distribution.

Similarly sized to an A4 sheet of paper, the 13-inch Color E-Paper’s lightweight form factor and integrated battery make it easy to deploy across concession counters, ticketing areas and wayfinding locations where printed materials are typically used. By replacing static signage with dynamic, digital displays, exhibitors can streamline operations and keep messaging timely and consistent throughout the theater.

Together, these technologies demonstrate how Samsung is helping exhibitors create more engaging and memorable experiences from the lobby to the auditorium, elevating every moment at the movies.

For more information, please visit www.samsung.com.

1 All measurements in meters and feet refer to screen width, while all measurements in inches denote diagonal