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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
The future of displays is here! Earlier this month at ISE 2025, Samsung Electronics showed off its latest commercial display innovations. From the energy-efficient Samsung Color E-Paper and AI-powered Interactive Display to Transparent MICRO LED and HoloDisplay, the company captivated attendees with its expansive lineup of display solutions and their limitless applications.
Check out the videos below for a closer look at how Samsung is transforming the industry in 2025.
Samsung Color E-Paper: A Signage Solution Ready To Replace Traditional Posters in Storefronts
Samsung Color E-Paper is a paper-thin, ultra-low power and lightweight display serves as an energy efficient alternative to traditional analog and paper-based promotional materials. This solution consumes near-zero power while displaying static images by leveraging ambient light to illuminate the content. A dedicated app and Samsung VXT makes it easy to manage.
AI-Powered Interactive Display: A Smarter, more connected Screen for Classrooms
The Samsung’s 2025 Interactive Display is redefining the classroom with AI-powered learning tools that make education smarter and more connected. From instant answers with Circle to Search to AI-generated lesson recaps and real-time transcriptions, students and educators get seamless AI support — right on the screen.
2025 Hotel TV Lineup: An Entertainment Experience Tailored to Every Guest
Samsung’s latest hospitality display solutions eliminate the need for extra cables or a complicated setup. Guests can instantly stream content from their devices with AirPlay and Google Cast. With SmartThings Pro, they can enjoy seamless in-room control, while LYNK Cloud enables easy access to dining, concierge services and check-out — right from the TV.
The Wall IWC: Uninterrupted Display for Command and Control in Mission-Critical Environments
In mission-critical environments like command-and-control centers, every second counts. Incorporating Samsung’s MICRO LED technology, The Wall IWC ensures uninterrupted operation with seamless visuals and fast, modular maintenance — delivering clarity and reliability when it matters most.
The Wall IVC: An Advanced Display Optimized for Content Creation in Corporate Broadcast Studios
The Wall for Virtual Production (IVC model) is revolutionizing corporate broadcasting. At ISE 2025, Samsung unveiled the first-ever broadcasting bundle with ARRI and Realtime Department — designed for seamless workflows, stunning MICRO LED visuals and effortless content creation.
Transparent MICRO LED and HoloDisplay: Cutting-Edge Display Solutions for Unforgettable Museum Exhibits
These two futuristic solutions captivate and engage visitors in new ways. The Transparent MICRO LED can transform exhibits into seamless, bezel-less interactive experiences with 360-degree viewing experiences by showing content on the showcase. The HoloDisplay immerses viewers by projecting sharp and high-contrast floating 3-dimensional images.
Samsung Electronics received a total of 12 awards, including five Best of Show awards at ISE 2025, demonstrating its industry dominance. While Samsung continues to push the boundaries for commercial display, the future is already here with its 2025 lineup. For more information, visit: http://smsng.co/B2Bsolutions.
* Availability and features may vary by model and are subject to change without prior notice.
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By Samsung Newsroom
Integrated Systems Europe (ISE) 2025 kicked off on February 4 in Barcelona, highlighting the latest advancements in commercial display technology.
Samsung Electronics welcomed guests with a striking 462” The Wall media facade at the entrance to its booth — while inside, the company showcased its energy-efficient Color E-Paper display alongside AI-powered upgrades to the SmartThings Pro platform. The supersized 115” 4K Smart Signage display captivated visitors with its immersive visuals as well.
Samsung Newsroom explored the booth firsthand and captured these innovations leading the future of commercial displays.
▲ Visitors marvel at The Wall’s stunning visuals powered by MICRO LED technology.
▲ (From left) Hoon Chung, Executive Vice President; SW Yong, President and Head of Visual Display (VD) Business; and Seong Cho, Executive Vice President of Europe Office, from Samsung Electronics admire The Wall.
▲ The ultra-low power Samsung Color E-Paper boasts a slim, lightweight design.
▲ Visitors examine Samsung VXT, a comprehensive cloud-based content management solution (CMS) platform.
▲ Visitors crowd around the SmartThings Pro wall to see how the B2B management platform has expanded to include enterprise-grade IoT devices.
▲ Visitors interact with the Google Cast feature newly added to Samsung’s 2025 hotel TV lineup.
▲ SW Yong, President and Head of Visual Display (VD) Business at Samsung Electronics, tries out the 2025 Interactive Display equipped with Samsung AI Assistant.
▲ The 115” (16:9) 4K Smart Signage display boasts an ultra-large screen optimized for office spaces, retail stores and other business environments.
▲ A visitor observes the 105” (21:9) 5K Smart Signage display‘s various innovative features that make it the perfect option for video conferences.
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By Samsung Newsroom
Samsung Electronics’ The Premiere is back and more powerful than ever, after revolutionizing the premium projector market with its 2020 debut. Apart from its celebrated home cinema capabilities, The Premiere lineup has been enhanced with an array of new lifestyle features to broaden functionality beyond mere video viewing.
Samsung Newsroom met with developers Jaeyoung Park, Seonbin Jang and Jonguk Shin from the Visual Display Business at Samsung Electronics to discuss The Premiere’s new features and next steps for the projector.
▲ (From left) Jaeyoung Park, Seonbin Jang and Jonguk Shin
Ultra-Short Throw: Embracing a New Era of Home Cinema
Within a year of its launch in 2020, The Premiere ascended to the top of the premium projector market in North America — achieving this feat by delivering an unparalleled home cinema experience to users.
The true value of The Premiere’s home cinema features became evident during the COVID-19 pandemic. As more people stayed at home, the online streaming industry expanded and brought projectors into the spotlight. The ultra-short throw projector segment, a category that includes The Premiere, represented just 7.2%1 of the premium home cinema projector market in 2019. However, following the pandemic, this share grew to 22.5% by 2023.
▲ The Premiere 9
The Premiere’s biggest advantage lies in its convenience. Utilizing ultra-short throw technology with an aspherical mirror, the projector eliminates the need for ceiling mounts or a separate shelf to achieve an optimal projection distance. Users can simply place The Premiere directly in front of the desired wall, much like a TV, and screen adjustments can be made effortlessly via a remote control or mobile device. The Premiere 9 and The Premiere 7 are ideal for creating a personal movie theater, offering immersive screen sizes of up to 130 and 120 inches, respectively.
Color Wheel: Rotates rapidly in sync with the video signal to ensure images display the correct colors. Typically features 3 to 8 color sections.
Digital Micromirror Device (DMD): Precisely adjusts millions of tiny mirrors mounted on a microchip according to the video signal. This part is crucial in creating high image quality and resolution on projectors.
Triple Laser Technology: Fires lasers of the three primary colors of light — red, green and blue — to produce bright, sharp images. Contributes to brighter projections by reducing light loss in steps such as the color wheel.
Aspherical Mirror: Allows for ultra-short throw projection. Following numerous simulations, Samsung engineers came up with the optimal curvature and applied it to the new The Premiere projector.
▲ A simplified conceptualization of two major Digital Light Processing (DLP) beam projector types
“The remarkable thing about ultra-short throw projectors is their ability to create a large screen with minimal space between the device and wall,” said Shin, who led development for The Premiere. “The Premiere 9, for instance, creates a 100-inch screen with just 9.4 inches of space between the wall and device.”
▲ The Premiere 9 can project screens up to 130 inches. (Note: Screen sizes in column A measured diagonally, not vertically)
“Home cinema projectors are all about delivering the best possible screen experience within a given space.”
– Jonguk Shin, Visual Display Business, Samsung Electronics
Upgrading With a Focus on Lifestyle
Following a successful debut, the team wanted more. They were resolute in transforming The Premiere into a comprehensive lifestyle product with value extending beyond home cinema.
“Our goal was to offer a wider range of use for The Premiere users,” explained Jang, who led product planning for The Premiere.
▲ Customize your space and set the right mood by projecting photos, color effects, background scenes and themes on your wall with The Premiere.
Custom Ambient, one of the newly added features, allows users to freely edit photos and videos through the SmartThings app on their smartphone and project them onto the wall. Users can even place widgets like a real-time clock onto the wall for everyday décor or use an animated effect like waves to make a splash during a party.
“Custom Ambient draws inspiration from The Freestyle’s Ambient Mode which is frequently used to upload social media posts,” he continued. “With The Premiere, users can create their own personalized space, even when they’re not watching videos.”
▲ Jaeyoung Park discusses The Premiere’s new lifestyle features of The Premiere.
Now with Samsung Gaming Hub installed, the projector’s entertainment capabilities have been significantly enhanced. Users can enjoy games from the cloud on the big screen without connecting a PC or gaming console. Of course, there are also plenty of HDMI slots (three) for those who want to connect PCs or gaming consoles, too.
“I often play racing games with my kids at home, and The Premiere’s 100-inch screen is perfect for the four of us to play on via split-screen without feeling cramped,” said Park.
▲ There are notable aesthetic differences between the first (left in each picture) and new (right) versions of The Premiere. The 2024 version features a more compact front with a warmer shade of Kvadrat fabric to better match home décor.
When turned off, The Premiere can also function as a smart speaker.
“The Premiere 9 features a built-in 40W 2.2.2 channel up-firing speaker that delivers powerful sound,” he added. “The Premiere 9 features front-firing units like a soundbar along with ample space for audio to resonate for deeper, richer acoustics compared to other form factors. Bixby can help users to enjoy immersive audio without turning on the screen with voice commands to stream music or launch podcast apps.”
Brighter With Advanced Laser Technology
Unlike TVs in which users view light directly from the panel, projectors reflect light off the projection surface. As a result, the right components and software technology are necessary to achieving high image quality. Advanced laser technology also contributes to The Premiere’s large crystal-clear screen. The Premiere 9 utilizes triple laser technology, leveraging laser light sources from the three primary colors red, green and blue. In contrast, The Premiere 7 employs single laser technology with a blue light source, supporting a wider color gamut and higher color accuracy compared to lamp-based or LED projectors.
The Premiere 9 and The Premiere 7 deliver up to 154% and 100% of the DCI-P32 color gamut, respectively, and both models support HDR10+ to ensure crisp, vibrant images even in bright environments.
▲ The Premiere 9 features triple laser technology for brighter, sharper images.
Another key strength of The Premiere lineup is the abundant brightness offered.
“The Premiere 9 delivers a peak brightness of up to 3,450 ISO lumens3 with triple laser technology, while The Premiere 7 offers up to 2,500 ISO lumens with single laser technology,” said Shin. “The higher maximum brightness provides clearer picture quality and a more comfortable viewing experience compared to previous models. The laser light source also boasts a long lifespan and consumes less power than traditional lamp-based projectors. In other words, maintenance costs may actually be lower.”
Smarter, AI-Powered Home Cinema
Despite its numerous usability features, the essence of The Premiere remains centered on watching videos.
“In an internal survey of The Premiere users, 90% of respondents indicated that they purchased the device to watch movies,” said Jang.
“Samsung’s robust hardware and AI technology, long recognized as No. 1 in TVs, have enhanced the picture and sound quality of The Premiere.”
– Jaeyoung Park, Visual Display Business, Samsung Electronics
To deliver a premium home cinema experience, the developers focused on elevating picture and sound quality. Automation through AI technology was key. With 4K AI Upscaling, The Premiere delivers vibrant 4K resolution and significant improvements in picture quality. The Vision Booster leverages a light sensor to automatically detect and adjust ambient brightness in real time and calibrate color and contrast using an algorithm for optimal picture quality.
“The Premiere is smarter than ever before,” said Park. “Samsung’s robust hardware and AI technology, long recognized as No. 1 in TVs, have enhanced the picture and sound quality of The Premiere.”
▲ Jonguk Shin explains the advantages of ultra-short throw technology.
While Samsung has retained the acclaimed built-in speakers from The Premiere’s predecessor, the 2024 lineup has introduced a variety of new AI features for audio as well. In addition to Dolby Atmos technology, an essential for immersive movie-watching, several AI-driven sound technologies have been incorporated including:
Active Voice Amplifier (AVA) Pro, a feature that distinguishes voices from ambient noise and adjusts the voice volume accordingly. Object Tracking Sound (OTS), a feature that synchronizes sound with movements on screen. Adaptive Sound, a feature that automatically optimizes audio based on the surrounding environment.
Additionally, Q-Symphony allows users to connect wireless speakers for a more holistic listening experience.
▲ The Premiere projectors feature a minimalist, warm white design with rounded edges and a premium fabric finish from Kvadrat, a Danish textile design company that seamlessly blends in with any home decor. In the back, there is a Digital Audio Out (Optical) port and three HDMI ports, a LAN port as well as ex-Link and IR ports for better remote control
Transcending the Limits of Space for Immersion
What started as a movie projector for theaters, the modern projector has thrived due to its unique ability to transcend space — overcoming the physical constraints of screen size and location. Now, the advent of ultra-short throw technology has significantly mitigated the issues of space and passer-by shadows traditionally associated with beam projectors.
▲ Seonbin Jang describes the appeal of projectors.
As The Premiere continues to lead the way in the premium home projector market, what is next for this innovative device?
“Our goal is to seamlessly integrate projector screens to more spaces, such as walls and ceilings in homes,” said Park.
“The unique beauty of projectors is their ability to project beyond the physical confines of frame,” Jang reiterated. “In the future, we hope to evolve this into a spatial display that transcends the limitations of projection space — ultimately achieving a truly immersive screen experience, everywhere and anywhere.”
“Home cinema projectors are all about delivering the best possible screen experience within a given space,” concluded Shin. “We are committed to overcoming physical constraints to maximize the consumer experience.”
1 Mainstream & High-end Home Cinema category, excluding China, based on revenue. <Projector Reports> by PMA Research, March 2023
2 The Digital Cinema Initiatives (DCI) standard color gamut
3 Brightness level based on the International Organization for Standardization (ISO)
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