Samsung Electronics is partnering with its subsidiary Harman and cinema operator CJ CGV to develop AI-enhanced movie theaters featuring next-generation display and audio technologies.
The companies signed a memorandum of understanding on March 17 in Seoul, laying groundwork for a collaboration that will outfit theaters with Samsung’s “Onyx” Cinema LED screens and Harman’s customized audio solutions.
The initiative will replace traditional paper posters with Samsung’s low-power “Color E-Paper” displays and implement climate control systems including air conditioners and purifiers. All theater technologies will be integrated through Samsung’s SmartThings Pro, an AI business solution that controls environmental settings and facilities.
Samsung Korea’s vice president Lim Seong-taek said the system would provide moviegoers with a novel viewing experience. The concept will debut in two pilot locations before potentially expanding to CGV premium theaters domestically and internationally.
The partnership represents a digital transformation effort for the cinema industry, which continues to face pressure to innovate following pandemic-related disruptions and competition from streaming services. By incorporating AI management systems, the theaters aim to improve both viewer experience and operational efficiency.
