[Photo] An Inside Look at ISE 2025: Samsung Presents Color E-Paper and the Future of Commercial Displays
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By Samsung Newsroom
▲ Samsung Onyx was the highlight of the company’s exhibition at CinemaCon 2025.
Samsung Electronics reaffirmed its leadership as a pioneer in cinema LED technology at CinemaCon 2025, the ‘largest and most important gathering of movie theater owners from around the world,’ held in Las Vegas, Nevada from March 31 to April 3. At this event, Samsung unveiled the latest Samsung Onyx cinema LED screen with its unmatched picture quality, industry-leading reliability, and expanded scalability to meet the evolving needs of theaters worldwide.
With nearly 6,000 industry professionals from more than 80 countries coming together to celebrate the moviegoing experience, CinemaCon is essential for companies that serve the cinema industry. Samsung invited industry professionals to its immersive booth to discover the latest in premium theater technology and watch films from leading studios.
▲ Attendees arriving at CinemaCon 2025 at Caesars Palace, Las Vegas; Inside Out 2 displayed on Samsung’s QMD supersized 105” signage
Redefining Luxury Theater Experiences with Samsung Onyx
At the booth, theater owners and industry leaders had a chance to experience films, including Elio (2025) on the new Samsung Onyx screen, showing attendees a cinematic experience that is unmatched with true black levels, infinite contrast ratio, and exceptional color accuracy.
▲ Pixar’s Elio screened on Samsung Onyx at CinemaCon 2025
The new Samsung Onyx screen supports frames up to 4K 120Hz1 to deliver ultra-smooth motion and razor-sharp quality that brings out more details on screens. Further, Onyx can reach peak brightness levels of 300 nits (86.7fL), six times brighter than traditional cinema standards, which means the brightest details on the screen remain visible to the audience.2
While traditional projectors often appear dim in larger theaters and struggle with washed-out colors in bright scenes, Samsung Onyx maintains exceptional brightness to reveal rich details in shadows, intense highlights and stunning color accuracy across the spectrum.
“The color and vibrancy are very rich,” said Cynthia Lusk, Director of Creative Film Services and International Production at Pixar Studios. “On the Onyx display, there are details of the characters shown that I haven’t seen on a screen before.”
▲ A colorful scene from Pixar’s Inside Out 2 during a screening on Samsung Onyx at CinemaCon
This year’s Onyx offers theater owners four standard sizes3 – 5 meters (16 feet), 10 meters (33 feet), 14 meters (46 feet), and 20 meters (66 feet) – with additional flexible scaling options to accommodate a variety of theater dimensions.
Cannon Beach, a mixed use development blending lifestyle and adrenaline in Mesa, Arizona, will be the first location in the United States to introduce the latest generation of Samsung Onyx in its movie theater, LVL 11 Entertainment.
▲ Opening in Fall 2025, LVL 11 Entertainment at Cannon Beach will be the first cinema in the United States to introduce the latest generation of Samsung Onyx in an auditorium with a balcony, creating a unique viewing experience built around the Cinema LED screen.
“We chose to partner with Samsung because its commitment to innovation and cutting-edge technology aligns perfectly with our vision for LVL 11 Entertainment. By premiering the Samsung Onyx Cinema LED Screen in Arizona, we will be offering an entirely new experience, not just a movie,” said Adam Saks, Chief Operating Officer, LVL 11 Entertainment. “Samsung’s ability to push the boundaries of entertainment technology ensures that LVL 11 at Cannon Beach remains at the forefront of the industry.”
Digitizing In-Theater Movie Promotion with Color E-Paper
▲ Floor maps showcased on Samsung Color E-Paper displayed at the Samsung booth, demonstrating the screen’s paper-like display and slim depth.
Outside the theater, Samsung introduced new digital signage to help theater owners transform the entire moviegoing experience.
Samsung Color E-Paper is an ultra-low power, lightweight and slim display that can replace traditional analog and paper-based promotions while delivering the high visibility and functionality. A dedicated mobile app allows theater owners to seamlessly operate the display remotely, and schedule wake-up and sleep times. With Samsung VXT managing the content of Color E-Paper, updating is simplified as theaters change displays to promote the next upcoming blockbuster.
Immersive Theater Lobbies with Cinematically Designed Signage
▲ Information about Elio(Pixar, 2025) displayed on Samsung’s QMD supersized 105” signage with a Samsung kiosk
Samsung’s QMD series 105-inch supersized screen delivers a unique viewing experience, immersing moviegoers with a large screen before they step into the auditorium. Featuring a cinematic 21:9 ratio, the QMD is designed to captivate the audience, enhance brand visibility and enhance the overall theater environment.
Transforming Menu Boards with Appetizing Visuals
▲ Samsung QMC signage displayed at CinemaCon, showcasing its vivid colors and dynamic content to captivate attendees before they enter the Onyx theater
Samsung QMC signage will immediately draw movieogers upon arrival, showcasing one billion shades of color and allowing theaters to display their food and beverage offerings in a more engaging manner. The QMC’s slim profile enables theaters to optimize their space, seamlessly blending the display into any theater environment.
▲ CinemaCon 2025 official poster contest winners
Samsung’s participation at CinemaCon underscores its pioneering excellence and continued legacy in cinema LED display. Industry experts, theater owners, and studios witnessed how Samsung is ushering in the future of cinematic innovation and leadership to build excitement for the future of films.
1 Based on the screen’s internal data bandwidth. Actual frame rates may vary depending on the connected IMB. 4K resolution support applies to Onyx’s four standard sizes.
2 Peak brightness supported when using DCI-HDR supported IMB.
3 All measurements in meters and feet refer to screen width, while all measurements in inches denote diagonal; The 10-meter Onyx screen is now available for order, with other models arriving in a phased rollout.
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By Samsung Newsroom
Samsung Electronics today announced the latest Onyx (ICD model) cinema LED screen at CinemaCon 2025, marking a new era for cinema display technology. Building on its legacy as a cinema LED pioneer, which began in 2017, Samsung is setting new standards with unmatched picture quality, industry-leading reliability and expanded screen scalability to meet the evolving needs of theaters worldwide.
“The cinema industry is shifting its focus towards delivering a more immersive and visually captivating experience,” said Hoon Chung, Executive Vice President of Visual Display Business at Samsung Electronics. “With Onyx, Samsung delivers not only the highest-quality visuals but also the flexibility that allows theaters to redefine the movie-going experience and cater to evolving audience expectations.”
Brighter, Bolder and More Immersive: The Future of Cinema Is Here
As the world’s first DCI-certified1 cinema LED display, Samsung Onyx delivers an unparalleled cinematic experience with true black levels, infinite contrast ratio and exceptional color accuracy. The screen is capable of supporting frame rates up to 4K 120Hz,2 delivering ultra-smooth motion and razor-sharp details.
Every auditorium has unique dimensions, and screen size requirements vary from theater to theater. To accommodate this, Onyx offers four standard sizes3 and additional flexible scaling options, allowing theaters to maximize their available space and present films in the largest possible format without compromising image quality:
5 meters (16ft) — Ideal for boutique and smaller-format theaters (Pixel pitch: 1.25mm) 10 meters (33ft) — The industry standard for premium cinemas (Pixel pitch: 2.5mm) 14 meters (46ft) — A versatile format that delivers an impressive, large-scale cinematic experience (Pixel pitch: 3.3mm) 20 meters (66ft) — A large-format solution for premium auditoriums (Pixel pitch: 5.0mm)
Samsung Onyx cinema LED screens natively support both scope (2.39:1) and flat (1.85:1) aspect ratios, ensuring films are displayed in their intended formats without the need for additional adjustments. When scaling beyond standard sizes, Onyx maintains both aspect ratios while maximizing the screen size, allowing content to expand proportionally without distortion.
Unlike traditional projectors, which can appear dim in larger theaters and struggle with washed-out colors in bright scenes, Onyx’s enhanced brightness ensures richer details in shadows, more intense highlights and superior color accuracy across the entire spectrum. Powered by Samsung’s HDR technology, Onyx reaches peak brightness levels of 300 nits (87.6fL) — six times brighter than conventional cinema standards — allowing even the brightest details to remain clear and visible.4 As a result, high-brightness scenes retain their full impact, rather than appearing washed out or overexposed.
With its industry-leading brightness and precision, Onyx enables clear and vivid playback even in brightly lit environments, making it ideal for alternative content such as live sports, concerts, gaming events and corporate presentations. This allows theaters to deliver a premium viewing experience beyond traditional movie screenings.
Built for Reliability and Seamless Integration
Onyx is built for long-term performance, offering the industry’s first and longest 10-years warranty for cinema LED,5 setting a new benchmark for reliability in cinema display technology. This extended coverage helps reduce total cost of ownership and ensures a future-proof investment for theater owners.
To maintain optimal picture quality, Samsung provides an auto calibration solution that enables theaters to easily calibrate their screens during installation and routine maintenance.
Designed for seamless integration, Onyx is compatible with both Dolby and GDC media servers, making it easier for theaters to transition from traditional projection systems. Because of this, theater networks can enjoy seamless content playback and efficient management.
Onyx is fully compatible with leading cinema audio solutions, including Dolby Atmos, Meyer Sound, QSC and custom-designed sound systems, providing theaters with the flexibility to customize their sound experience to meet their specific needs. For theaters using HARMAN’s JBL surround sound technology, Onyx also offers seamless integration to ensure optimized audio performance.
A Proven Legacy With Global Recognition
Samsung Onyx is one of the most widely adopted cinema LED screens in theaters worldwide — setting a new industry standard for premium cinema display technology. As it expands its presence, Onyx continues to showcase its unmatched reliability, versatility and ability to elevate the cinematic experience.
One of the most recent installations is at Pathé Palace in Paris, where Onyx was selected to enhance the premium viewing experience in one of the world’s most visually stunning cinemas.
“At Pathé, we are committed to delivering the highest-quality cinematic experience for our customers,” said Laure de Boissard, Managing Director, Pathé Cinéma France. “Samsung Onyx allows us to achieve stunning visuals with exceptional brightness and contrast, ensuring that every film is presented exactly as intended.”
Samsung Onyx is redefining how movies are experienced through its collaboration with the film industry as well. One such example was Samsung partnering with Pixar Animation Studios to master films like “Elemental,” “Inside Out 2,” and this summer’s “Elio” in HDR for Onyx, which led to the films being shown with exceptional brightness, contrast and color accuracy. Through close collaboration with filmmakers, Onyx continues to push the boundaries of display technology, ensuring that creative visions are brought to life with unmatched precision and clarity.
“At Pixar, we believe cinema can be a grand, shared experience — a place where stories feel larger than life and memories are made with friends. That’s why we’re driven to bring something truly new to the big screen with our pioneering HDR-1 theatrical releases,” said Dominic Glynn, Senior Scientist, Pixar Animation Studios. “In rising to meet this ambition, the ONYX screen technology delivers astonishing brightness, clarity and color — an image so clear and uniform it elevates every moment of the story. Even the casual moviegoer will feel the difference. It’s about creating that unforgettable ‘Wow!’ — the kind of experience that reminds us why cinema is, and always should be, special.”
CinemaCon attendees can experience the next-generation Onyx firsthand at Samsung’s booth at Caesars Palace, where the company will showcase its latest advancements in cinema display technology. Running March 31-April 3 in Las Vegas, CinemaCon is the largest annual gathering for the motion picture theater industry, bringing together theater owners, filmmakers, studio executives and industry professionals from all over the world.
For more details, visit samsung.com.
1 Digital Cinema Initiatives (DCI) is a consortium of major studios formed to establish specifications for an open architecture for digital cinema systems.
2 Based on the screen’s internal data bandwidth. Actual frame rates may vary depending on the connected IMB.
3 All measurements in meters and feet refer to screen width, while all measurements in inches denote diagonal;
The 10-meter Onyx screen is now available for order, with other models arriving in a phased rollout.
4 Peak brightness supported when using DCI-HDR supported IMB.
5 Based on internal research and publicly available information. Onyx includes a standard three-year warranty, with options to extend coverage up to 10 years.
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By Samsung Newsroom
March 2025 New Revenue Share Model for Galaxy Store
From May 15, 2025, Galaxy Store will introduce a new, developer-friendly revenue share model. Developers and publishers of paid games, applications, themes, and in-app items (both consumable and non-consumable) will earn 80% of the sales proceeds generated through the Galaxy Store, with Samsung retaining 20%. For subscriptions, the revenue share will be 85% for developers and 15% for Samsung. Get ready to boost your revenue potential with Galaxy Store!
Visit the Samsung Developer Portal for more details on these exciting changes. Samsung Health Data SDK 1.0.0.b2 Has Been Released!
The latest Samsung Health Data SDK release introduces new write capabilities for select Samsung Health data types. Previously, developers could only read or aggregate data using the SDK APIs. With this update, developers can now insert, edit, and delete data for specified data types*. We're excited to offer this opportunity to developers to access and utilize more Samsung Health data in their applications.
*Data types supported: Body composition, blood glucose, blood pressure, heart rate, nutrition, water intake
Learn More [MWC 2025] Explore AI-Powered Innovation in Mobile, Health, Home, and Networks with Samsung
Samsung Electronics stole the spotlight at Mobile World Congress (MWC) 2025, held in Barcelona and opening on March 3 (local time.) Samsung showcased new AI-powered mobile experiences and next-generation network solutions centered around the Galaxy S25 series. Visitors experienced Galaxy's vision for the future, through a dedicated Galaxy S25 zone featuring AI, camera, and gaming experiences, as well as AI-customized healthcare and smart home solutions. Samsung also shared advancements in security, sustainability, and network innovation technologies.
Discover more about the AI-driven mobile innovations and connected experiences unveiled at MWC 2025 at the Samsung Electronics Newsroom.
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One UI 7 provides an intuitive UX and options for personalized settings. For added convenience, the Now Bar provides personalized, real-time updates directly on the lock screen. Additional AI features, including AI Select, Writing Assist, Audio Eraser, and Drawing Assist, have been added for a more intuitive experience.
Adjusting preferences is now easier. Users can simply navigate to Settings, tap the magnifying glass icon, and say, “My eyes are feeling tired.” Recommended options like adjusting brightness or enabling Eye Comfort Shield instantly appear. The update rollout begins in Korea and will gradually expand to global markets. Learn more in the Samsung Electronics Newsroom.
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Samsung Electronics announced its continued commitment to leading global standardization and development efforts for the 6G era, while incorporating lessons learned from 5G commercialization and adapting to evolving market requirements. Learn more at the Samsung Electronics Newsroom.
Learn More Philips Hue Uses New Developer Tools for WWST Certification
SmartThings is excited to announce that Philips Hue has certified 155 lighting products as “Works with SmartThings!” As a leader in smart lighting, Philips Hue continues to expand consumer choices by introducing more connected lighting products, showcased directly in the SmartThings application and website. Leveraging tools like Certification by Similarity in the Developer Center, Philips Hue efficiently certified their entire product lineup.
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Interested in certifying your products with SmartThings? Fill out this form to learn more and reach over 380 million users worldwide. Samsung Receives 58 Accolades at iF Design Awards 2025
Samsung Electronics is pleased to announce it has received a total of 58 awards at the International Forum (iF) Design Awards 2025, a prestigious German international design competition, including two Gold Awards.
"Ballie," an AI companion robot for the home, and "BOJAGI," an advanced concept package design for small portable projectors, were presented with Gold Awards. The 58 awards span various design and product categories, including the Bespoke AI Laundry Combo, Galaxy Ring, Neo QLED 8K, UX/UI, and service design.
Samsung Electronics announced its commitment to continuing to lead the customer experience with AI-driven innovation and sustainable design, striving to provide designs that harmonize with consumers’ evolving lifestyles and contribute to society and consumers lives.
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By Samsung Newsroom
Samsung Electronics, the world’s leading TV manufacturer for 19 consecutive years, is kicking off the 2025 Tech Seminars in Frankfurt, Germany, from March 18–19, giving media and industry professionals an exclusive first look at its most advanced AI-powered TV and audio innovations before they hit the market.
Now in its 14th year, the seminar provides field experts with hands-on experiences of Samsung’s latest TV lineup ahead of its official release. This year, the seminar will be showcasing technologies related to AI-powered picture quality, immersive sound, and next-generation viewing experiences.
Revolutionizing the Screen Experience With AI
Samsung’s 2025 TVs will feature powerful AI-driven features designed to enhance the user experience. At the heart of this innovation is Vision AI, an advanced platform that personalizes and simplifies the way users interact with their screens. Features such as Click to Search allows viewers to instantly access relevant information about on-screen content, while Live Translate provides real-time audio translations for seamless global viewing. Quick Remote transforms a smartphone into a control hub, offering a more intuitive and connected experience.
Samsung has also introduced a seamless multi-device experience, enabling effortless content sharing and control across Samsung devices. Features like Storage Share, which allows easy file transfers between Galaxy devices and TVs, and Multi Control, which lets users operate multiple Samsung devices with a single keyboard and mouse, create a more connected and streamlined ecosystem.
Next-Generation OLED & Neo QLED Picture Quality
Samsung’s 2025 OLED TVs introduce Glare Free 2.0, minimizing reflections for a crystal-clear and immersive experience. Powered by the NQ4 AI Gen3 Processor and 128 neural networks, AI Upscaling sharpens details with remarkable precision, while OLED HDR technology boosts brightness and contrast.
The 2025 Neo QLED 4K lineup features advanced local dimming for deeper blacks and enhanced HDR accuracy. AI Motion Enhancer, previously exclusive to 8K models, is now available in 4K TVs, delivering ultra-smooth visuals ideal for sports and action-packed content.
Expanding the Lifestyle TV Portfolio
Samsung’s Lifestyle TV lineup continues to push boundaries of design and innovation, blending cutting-edge technology with personalized home aesthetics.
The Frame Pro redefines both entertainment and home décor, now featuring Mini-LED Local Dimming for enhanced brightness and lifelike picture quality. With access to over 3,000 digital artworks via Samsung Art Store, users can instantly transform their TV into a stunning personal gallery. The addition of Wi-Fi 7 ensures seamless installation, reducing cable clutter for a cleaner, more sophisticated setup.
Meanwhile, The Premiere 5 offers a compact yet powerful projection experience with touch interaction, making it ideal for gaming, education, and immersive home entertainment. Designed for versatility, it delivers immersive visuals in a range of environments, from classrooms to home theaters and much more.
Introducing the Next Era of Immersive Sound
Samsung is redefining audio innovation with Eclipsa Audio, the industry’s first IAMF 3D sound technology developed in collaboration with Google. This advanced system optimizes spatial sound by analyzing environmental reflections, delivering a deeply immersive surround sound experience.
At the 2025 Tech Seminar, attendees will be among the first to experience Eclipsa Audio firsthand and see its seamless integration with Samsung’s latest soundbars for a next-level home theater experience.
“At Samsung, we’re committed to making all the devices you use smarter and more connected,” said Benjamin Braun, Samsung Europe’s Chief Marketing Officer. “Whether it’s using Vision AI to automatically optimize your TV settings or AI-powered services to make activities such as search or home management simpler, we’re showing how technology can feel more personal and tangible than ever before.”
Following the Frankfurt event, Samsung will bring the Tech Seminar series to key regions including Southeast Asia and Latin America, providing more industry professionals with exclusive hands-on previews of its AI-powered display and audio innovations ahead of their market launch.
▲ Kevin Cha from Samsung’s Picture Quality Solution Lab explains how Glare Free 2.0 technology and OLED HDR technology enhance viewing comfort.
▲ Haylie Jung from Samsung’s Picture Quality Solution Lab highlights advanced local dimming and AI-powered enhancements in the 2025 Neo QLED 4K, featuring the NQ4 AI Gen3 Processor.
▲ Steffen Greb from Samsung’s ECSO demonstrates Vision AI and seamless multi-device connectivity across Samsung products.
▲ Deokhwan Kim from Samsung’s Picture Quality Solution Lab demonstrates The Premiere 5’s touch capabilities.
▲ Hyungwoo Kim from Samsung’s Sound Device Lab showcases Eclipsa Audio, Samsung’s 3D audio technology, allowing users to enjoy immersive three-dimensional sound experience.
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By Samsung Newsroom
February 2025 Certify your Matter Products with SmartThings – Fast & Easy
Showcase your Matter products to over 380 million SmartThings users. Getting Works with SmartThings (WWST) certification is easier than ever. Our Developer Center offers many tools to help you certify, including Test Suite. Leverage the Test Suite to easily test your products; many products can even be self-tested without sending them to a lab. Once certified, you can display your products in the SmartThings application and on our website and unlock opportunities for co-marketing.
Want to learn more? Fill out this form, and we’ll share more details on certifying your Matter products with SmartThings. Samsung Mobile Advance Applications Are Now Open!
Call for innovators: Applications for our Samsung Mobile Advance Startup Incubation Program are now open. Turn your idea into reality with our 6-month Proof-of-Concept project with Samsung. Visit us for more information.
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To address this, Samsung Research proposes an AI-based One-Sided CSI Feedback method. This approach applies a deep learning model solely at the base station, reducing feedback overhead and protecting data privacy. This solution enables operation without collaboration among vendors. Learn more about the innovative potential of AI-based CSI feedback on the Samsung Research blog.
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With the Samsung Galaxy S24 Plus models adopted as the Reference Devices for the FiRa 3.0 Certification Program, Samsung Electronics will demonstrate strong interoperability with devices featuring enhanced UWB chipsets. Learn more about the advancements in the UWB technology ecosystem and UWB Core Specification 3.0 certification program, both of which Samsung Electronics are actively involved in.
Learn More Samsung Instant Plays: Off-Policy Selection for Optimizing Advert Display Timing in Mobile Games
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To address this, Samsung R&D Institute Poland has adopted an Off-Policy Selection (OPS) method. OPS aims to select the best policy available from a set of policies trained using Offline Reinforcement Learning, remedying the reliability issues in the existing Off-Policy Evaluation (OPE) methods. Find out more about optimizing advert delivery timing using OPS and its results on the Samsung Research blog.
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