At the City Center in White Plains, with the movie “Wicked” opening Nov. 22, Apple Cinemas is introducing ScreenX, a widescreen system that actually envelops the audience in 270-degrees images along with surround sound. “Wicked” is expected to be a holiday season blockbuster, and the addition of the ScreenX facility is intended to create a unique entertainment experience.
The ScreenX system uses five projectors that create crystal clear images not only on a main screen in the front of the auditorium but on the side walls of the theater as well. The system is designed to enhance the movie-going experience while convincing people that movies deserve to be seen in a theatrical setting.
Apple’s Director of Operations Jessica Robitaille told the Business Journal, “It’s certainly an experience that you can’t get in your living room, definitely one that’s very unique to movie theaters.”
She said that the wraparound visual impact plays well when showing major action pictures and even enhances musical numbers in “Wicked.” She said that Apple has found that advanced technology does well from a business standpoint because it enhances the movie-going experience for theater patrons.
ScreenX and its related visual surround system 4DX have been used with movies such as “Top Gun Maverick,” “Avatar The Way of Water,” and “Spider-Man: Across the Spider-Verse.” In some cases, the movie is photographed using three cameras, one for the front and one for each side. In other cases, a film is adapted for the surround visual format after shooting has been completed. As of February, there were more than 370 ScreenX theater auditoriums around the world in 40 countries. Apple has signed with ScreenX developer CJ 4DPLEX for four ScreenX theaters. In addition to White Plains, Apple currently has a ScreenX installation in Warwick, Rhode Island. Its other three ScreenX installations are expected to be completed by 2026.
Siva Shan, co-founder of Apple Cinemas said, “With our initial locations established, we’re excited to plan a nationwide expansion in the coming years.”
Robitaille said that Apple has been very pleased with its operations in White Plains so far. It opened on May 16 in the City Center space where National Amusements’ Showcase Cinemas had operated. Apple Cinemas is not related to the computer company. The company was founded in 2010. It promotes itself as offering a wide range of films, from family entertainment to art house and foreign films.
“We have been very pleased and the city has been very welcoming to us and has been supportive in all of our ventures,” Robitaille said. “It’s been a very successful few first months for us and this holiday season is going to see that continue on.”
