MJR Waterford first to bring ScreenX to Michigan
The MJR Theatres chain has been delivering state-of-the-art cinematic experiences to Michigan audiences for over 40 years and is now boasting new technology that extends the width of the movie screen for a more immersive viewing experience.
Through a partnership with Korean production company CJ 4DPLEX, MJR is now offering ScreenX at its Waterford theater. It’s the only ScreenX offering in Michigan.
ScreenX is the world’s first multi-projection cinema technology that enhances the traditional movie-going experience by extending the screen onto the surrounding walls of the auditorium. Images on the main screen expand to the left and to the right, into one’s peripheral view, in a panoramic 270 degree arc. ScreenX immerses the audience in a way that you become part of the on-screen action.
“We started talking to the guys at ScreenX around this time last year,” said Joel Kincaid, MJR’s vice president of operations. “We were really just seeking different experiences that are unique that we could provide to our guests in the community. And we were excited to be the first to bring this to Michigan and the entire state. It seemed like the demand was there so we wanted to capitalize on it. …
“What ScreenX does is brings a 270 degree field of view, with three projectors, instead of one, that project on the walls. So, you’re still focusing on the big screen like normal movie going. But what it does is brings the action-packed scenes out and surrounds you.”
![Joel Kincaid, MJR's vice president of operations, stands inside MJR Waterford at the premiere of its ScreenX experience. (Eric Harabadian For MediaNews Group)](https://i0.wp.com/www.theoaklandpress.com/wp-content/uploads/2024/07/TOP-L-Arts-ScreenX0728-01.jpg?fit=620%2C9999px&ssl=1)
Featuring a Barco Laser projector, the ScreenX auditorium delivers superior images, exceptional brightness levels and unparalleled vivid colors, officials said. The extended portions of the screen typically aren’t activated for the entire film, but for about an hour.
“We’re the only multi-projection theater system in the world,” explained Duncan MacDonald, senior vice president and head of worldwide marketing and theater development for CJ 4DPLEX. “No one else surrounds the audience with select exclusive imagery for 55-60 minutes of a film. Some have compared the ScreenX experience to 3D, without the glasses, or VR (virtual reality), without the headset. But it’s really about your peripheral vision and filling that out.”
“Twisters” was the first ScreenX movie to show in Waterford. Others in the works are “Deadpool & Wolverine” and “Alien: Romulus.”
The dedicated ScreenX theater at MJR Waterford has about 100 seats. While there’s just one ScreenX theater in one MJR facility at the moment, Kincaid said, more could be added in the future.
For more information on tickets and ScreenX showings, visit mjrtheatres.com/screenx.
![MJR Waterford is the only theater in Michigan offering ScreenX.(Eric Harabadian For MediaNews Group)](https://i0.wp.com/www.theoaklandpress.com/wp-content/uploads/2024/07/TOP-L-Arts-ScreenX0728-02-e1721920274736.jpg?fit=620%2C9999px&ssl=1)