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World’s First! Introducing the Ultimate 3-Dimensional Experience, ‘3D Cinema LED’

A 3D version of the Cinema LED Screen has been unveiled to the world. Samsung Electronics formally debuted its latest product at ISE (Integrated Systems Europe) 2018, the largest commercial display exhibition in Europe, which began on February 6 in Amsterdam, Netherlands. This is the second time that Samsung showcased a ‘first of its kind’ screen after its first-ever Cinema LED that made its first appearance last March.

 

Samsung Cinema LED Screen has been acclaimed for overcoming the limitations of existing film projectors in theaters. Viewers have praised the screen for making them feel as if they are watching a 3D film, with its crystal-clear 4K (4,096 x 2,160) resolution picture quality, infinite ‘true black’ HDR, and non-distorted visual imagery.

 

In less than a year, Samsung turned the viewers’ ‘feeling’ of watching a 3D film into a reality. The true 3D technology was incorporated into the Cinema LED Screen, which gives the ultimate 3- dimensional experience by utilizing the brightness and quality of Cinema LED as it is. Samsung Newsroom met with Dongsoo Koo, from Samsung Visual Display Division’s Enterprise Product Planning Group, who participated in the whole process of bringing the 3D Cinema LED into the world.

 

Dongsoo Koo, from Samsung’s Enterprise Product Planning Group

 

 

Long History of 3D Films that Began from the ‘Binocular Disparity’

“It is the movie ‘Avatar,’ the box office hit of 2009, that usually comes into people’s minds when thinking of 3D movies. However, 3D technology already existed in the 1890s. In fact, it was in 1832 when the physicist Charles Wheatstone first discovered the principle of 3D, which makes it a more than 180-year-old technology. During the 1950s, about 40 3D films were produced in Hollywood.”

 

The principle of a 3D video is quite simple. There’s a gap between our two eyes, the 65mm disparity between the right and left eye. This ‘binocular disparity’ adds three-dimensional sense to the visual information that our eyes receive. The mechanism of a 3D video is essentially the same. 3D cameras are mounted with two different lenses. For the visual information taken with the two lenses of a 3D camera to be delivered to our two eyes, there should be two screens, too. But since only one screen can be installed, we need a technology to realize 3D video on that screen. Halving the scanline1 to deliver the video to our two eyes respectively can be one way or making the two videos intersect with each other at an extremely high speed can be another.

 

To get a three-dimensional sense, you need separate visuals for each of the left and right eyes and realize the two scenes on a single screen.

 

 

Catching Both Birds: Brightness and Resolution

Likewise, there are various ways of realizing 3D on a screen. However, the number one priority in 3D Cinema LED development was that no matter which method is adopted, the best level resolution of Cinema LED Screen should be maintained. This was what kept Samsung up at night.

 

“The existing 3D cinemas had to compromise between brightness and resolution. The screen is dark as if the viewers are wearing sunglasses in the theater. The brightness is already halved, and with the 3D glasses that audience must wear, it becomes a one-third level compared to other 2D films. The resolution is halved too. It is inevitable as the videos for the left and right eye are overlapped and reflected.”

 

The evident limitation for existing 3D theater clearly revealed the path for 3D Cinema LED. “The brighter the visual information is, the more our eyes receive the three-dimensional impression. Therefore, we had to develop a new product that delivers the same brightness of Cinema LED, even while wearing the 3D glasses. We also could not sacrifice the resolution. It’s clear that lower resolution equals a lower sense of reality.”

 

It was not an easy goal. But Samsung’s know-how on 3D TV and the knowledge of Cinema LED created the synergy for the company to overcome the limitation on brightness and resolution of the existing 3D movie theaters’. 3D Cinema LED’s full and precise color refuses comparison any premium movie theaters.

 

 

 

Less Dizziness in 3D Film Experience

3D technology makes movies to be more immersive, but it can also cause inconveniences such as dizziness and headaches. The 3D Cinema LED screen has significantly improved dizziness that specifically involves 3D.

 

There are two reasons for the dizziness. The dizziness from the content itself occurs due to the mismatch between the reality and what our brain recognizes. That is, our body is sitting still but our brain thinks the body is moving. In addition, when we stare at a certain screen for more than two hours in a dark room, it is natural to develop a headache.

 

However, Koo proudly told that 3D Cinema LED has no degrading of brightness and improves the display-related dizziness by eliminating many of the triggering factors except those coming from the content itself. Therefore, the viewers experience less dizziness. “The left video should be seen only by the left eye and the right video only by the right eye. But there are moments when our eyes receive overlapped imagery. This is called ‘crosstalk,’ and the repetition of crosswalk causes the dizziness and headache. Fortunately, our developers came up with an algorithm for 3D Cinema LED to completely get rid of any crosstalk from happening, therefore dealing with the dizziness and headache issues.”

 

Mr. Koo (right) from Enterprise Product Planning Group and Sandy Kim (left) of Enterprise Marketing Group are introducing the advantages of 3D Cinema LED, which can be enjoyed with the highest picture quality without dizziness.

 

 

Less Distortion, No Matter Where You Sit in the Theater

The 3D Cinema LED has the same viewing angle as the Cinema LED. The 3D Cinema LED provides the opportunity to enjoy the film with less distortion no matter where the viewer is seated, just like the Cinema LED did. “When watching in the conventional 3D theater, the image becomes darker or distorted as people go to the edge of the theater, but 3D Cinema LED has significantly improved the problem.”

 

For theaters to be a space that continuously delivers new experiences, the 3D Cinema LED is expected to play a bigger role. “People say ‘Seeing is Believing.’ One might not believe until seeing something, but once seeing it, there’s no denial. I think this applies to 3D Cinema LED, too. Before experiencing it, some might doubt whether there is an actual difference. But once they experience the new technology of ours, people will believe and understand that it is totally different. This year’s ISE will be the first moment of that unique experience,” said Koo, adding that soon people will be able to enjoy the ultimate 3-dimensional experience through 3D Cinema LED Screen.

 

 

While nothing can compare to actually being there, this video captured the 3D cinema LED screen over 3D glasses. The film is a trailer for “Valerian and the City of a Thousand Planets”.

 

 

1 a line or a row of pixels from a television screen

Samsung Introduces The Wall Professional for Improved Commercial Content Delivery at ISE 2018

At ISE 2018, Samsung Electronics literally will take LED engagement to new heights with the introduction of ‘The Wall Professional’ – a modular, large-format indoor MicroLED display that can extend to hundreds of inches in size while delivering outstanding brightness, contrast and viewing angles. The Wall Professional will serve as the centerpiece of a futuristic Samsung booth (4-S100) experience that welcomes ISE attendees into the future of commercial and professional interaction.

 

Samsung also introduces a host of cutting-edge technologies including 3D Cinema LED that empowers cinemas to deliver fresh, compelling and memorable movie contents to vital movie-goers.

 

“By upgrading to powerful LED displays that blend into all professional environments without space or size restrictions, businesses can deliver a next-level content experience that captivates audiences and ultimately translates to significant growth,” said Seog-gi Kim, Executive Vice President of Visual Display Business at Samsung Electronics. “The Wall Professional is just one component of our broad ISE 2018 lineup that offers futuristic solutions to emerging operational challenges, and we look forward to sharing our vision for what’s next with our customers, partners and peers at this one-of-a-kind pro AV and electronics forum.”

 

 

The Wall Professional: Fully Configurable in Size

A business-ready variation of one of CES 2018’s most talked-about consumer displays, The Wall Professional’s modular design allows for customized configurations beyond or below its 146-inch size standard. Users can add or remove unlimited LED screens to and from The Wall Professional without impacting performance or presentation quality. The display’s self-emitting MicroLED pixel modules produce brilliant imagery free of color filters or backlighting and envelop viewers through elevated peak brightness (up to 1,600nit) and a near infinite contrast ratio.

 

 

The Wall Professional builds upon its consumer counterpart with the integration of Samsung’s MagicInfo content management platform. Within MagicInfo, users can create, schedule and deploy content across a single Wall Professional display or Wall Professional display network from any location. The platform also provides complete display performance visibility for immediate error detection and troubleshooting.

 

 

3D Cinema LED: A Star-Studded Sequel

ISE 2018 attendees will be the first to see the next evolution of Samsung’s pioneering cinema display technology with the debut of the world’s first 3D Cinema LED screen. This enhanced display maintains consistent brightness to deliver subtitle text, images and even minor visual details with unprecedented accuracy, even while viewers wear 3D glasses. Unlike standard 3D cinemas with more limited visual reach, the Samsung 3D Cinema LED screen delivers these quality-enhancing benefits throughout the entire theater, ensuring that all movie-goers enjoy the same immersive viewing experience.

 

 

This 3D film accommodation marks a significant advancement upon the initial Samsung Cinema LED screen model. First introduced in March 2017, Samsung’s High Dynamic Range (HDR) Cinema LED Screen surpasses the capabilities of legacy screen-and-projector operations to deliver superior visual quality, technical performance and reliability for theaters and their guests.

 

 

Intelligent UHD Signage: A Consistent UHD Presentation

Samsung’s new QM (450nit brightness) and QB Series (350nit brightness) Intelligent UHD displays foster a next-level content experience thanks to an integrated conversion engine that automatically upgrades FHD materials to sharper, clearer UHD quality. As a result, business users can achieve bolder and more brilliant message delivery without the need for manual picture presetting. The Intelligent UHD displays’ Optimal Color Mode also intuitively adjusts picture quality to match usage and visibility trends.

 

The QM and QB Series displays also simplify the content delivery and maintenance processes for various forms of implementation. Each enclosed, wall-mounted Intelligent UHD display provides a centralized infrared receiver (Center IR) for user-friendly control and management. For added durability, the Intelligent UHD displays also undergo rigorous IP5x certification to maintain performance even when exposed to dust, dirt and other potentially hazardous environmental variables.

 

 

IF-D Series LED Signage: A Creative and Clear Content Center

Samsung’s fine pixel-pitch IF-D Series LED Signage invites booth visitors to explore new opportunities to deliver stunning and inspiring content within customizable, easy-to-manage formats. The IF-D Series displays align Samsung’s market-best video processing tools with HDR picture refinement to produce visuals that shine even against white or dark backgrounds. This combination elevates peak brightness levels (2,400nit) and initiates scene-by-scene gradation and optimization through Scene Adaptive HDR technology.

 

 

For additional eye-catching impact, businesses can configure the IF-D Series LED displays in a range of traditional and unconventional formats. The IF-D Series’ design flexibility includes curved compositions, with concave and convex implementations.

 

 

Samsung Flip Display: Flip the Future of Collaboration

Fresh off a successful debut at CES 2018, Samsung will also formally introduce its Samsung Flip interactive digital flip chart to the European market at ISE 2018. The Samsung Flip centralizes and expands collaborative capabilities within any business environment, eliminating the frustrations of the modern meeting and fostering more productive interaction.

 

 

The interactive display captured two 2018 Top New Technology (TNT) Awards, emerging victorious in the program’s Commercial Digital Signage Solutions: Hardware and Commercial Digital Signage Solutions: Software categories. Sponsored by CE Pro, Commercial Integrator, Essential Install and TechDecisions, and distributed annually at the start of ISE, the TNT Awards call attention to the top new technologies in the commercial, professional and residential integration spaces.

 

To learn more about ISE 2018, visit www.iseurope.org.

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