The cinema is finally open! Is it time to restart the LED movie screen market?

After the epidemic consumption rebounded, the cinema line bear the brunt

• On April 29, the National Film Administration held a video conference on the work of the film system in response to the epidemic. The meeting analyzed the huge impact and profound impact of the epidemic on the film industry. At present, it is estimated that the box office loss for the whole year will exceed 30 billion yuan, which is only for box office losses. Estimates, and more conservative estimates. So far, more than 40,000 enterprises engaged in the production, distribution, and screening of films and films have been revoked or cancelled. As one of the earliest industries to suspend business and resume work lately, the film market continues to suffer from the impact of the epidemic. The film market bears the brunt of the movie theater line. Now, after more than half a year of waiting, the cinema line has finally ushered in a restart moment. The film and television industry is optimistic about the future of the cinema line: "After staying at home for a long time, once the new coronary pneumonia epidemic passes, movies will become the main entertainment consumption channel. Fans' desire to watch movies may usher in a rebound." This shows that the cinema line is very likely to become the key market for the rebound in consumption in the second half of the year.

• After the epidemic, the suspended film and television industry still needs a period of recovery. However, the display companies that have chosen the LED movie screen market have never stopped developing. According to Korean media reports, LG’s latest LED movie display officially entered China. The Taiwan market is also the first commercialization of LG's movie display products. Previously, Samsung, as an enterprise that entered the LED theater market earlier, its Onyx LED movie screen has been applied in many places around the world. The cooperation between Ming Technology and Barco Electronics is proceeding in an orderly manner, and screen companies are also accelerating the layout of the LED theater market.

Significant market increase, LED display performance dominates

• According to the data released by the National Film Administration, as of November 30, 2019, there were 1074 new theaters in the country. At present, there are more than 14,000 theaters in the country, with a total of 79907 screens, compared with the market capacity of 60079 screens in early 2018. There has been an increase of nearly 20,000 yuan. With an increase of nearly 20,000 yuan a year, the total number of screens in mainland China will enter the 80,000 yuan era. In addition, the film culture in third- and fourth-tier cities and rural markets has not yet been fully developed, and there are still many gaps in the market. The number of screens per capita is significantly lower than that of North America and Europe. If the per capita value reaches 70% of the United States, our total screen The amount will double. Such a huge amount of growth is definitely a very impressive number for LED display companies that constantly want to eat the "cake" of the movie market.

• From a technical point of view, in terms of brightness, the performance of the LED display is unmatched by traditional projectors. The self-luminous characteristic of the LED display makes its brightness higher, and after the light of the projector is refracted and projected, the brightness will inevitably decrease. Moreover, compared with the latter's natural disadvantage of strict control of the cinema light and avoiding the influence of screen brightness, LED screens are almost no problem even when used outdoors, not to mention indoor use; while in terms of color performance, traditional screens are probably only It can be expected to be based on different light-emitting principles. The LED screen has a wide color gamut, with 1024-4096 levels of grayscale control, and clear and vivid colors. With the implementation of the ultra-high-definition display industry and the 4K/8K development plan, LED movie screens require screen resolutions to achieve At the 4K level, comprehensive improvements in picture detail, frame rate, color, depth of field, dynamic range, etc., make the audience feel immersed and bring a truly attractive viewing experience.

• The excellent display performance of the LED display screen also provides better possibilities for the diversified operation of the theater. Such as the "movie + catering" model. The food and beverage here is not a traditional movie + popcorn/drink form. It's a real diet. In the past, when the movie began to show, the entire movie theater was black. It was not easy to find your own seat, but in the LED display room, you can avoid this situation. The LED display is self-luminous and The highlight feature, the entire movie theater will not be too dark, under this condition, the theater can fully provide the audience with "film + catering" services, in addition to better 3D screening, non-film content screening, Such as e-sports, concerts, event broadcasting, etc.

Overcome cost and other factors, LED movie screen can be expected in the future

• From the perspective of the entire movie industry, there are not a few new theaters in China that need to be upgraded or rebuilt, facing the many advantages of LED movie screens, but most of the attitudes on the specific introduction of this issue are relatively conservative. Indeed, the current price of LED movie screens is relatively Compared with the projector, the cost of building a hall is much higher. In today's poor market environment, many domestic cinemas have no incentive to introduce it. Some of them have more conditions to highlight the advanced and high-end of their cinema facilities. However, some insiders said that if domestic LED display brands can enter the cinema market The price is expected to drop significantly, and try new technology products under the premise of controllable costs and risks. Therefore, the key to truly deciding whether the film industry can develop on a large scale is input cost.

• Nonetheless, the performance and price of LED movie screen, which is mainly subject to the cost of semiconductor light-emitting components such as LED, follow the "Moore's Law" to a certain extent. The improvement of performance and the decline of price are regular. Entering will speed up this process. We have reason to expect that the LED movie screen will be used as a new form of theater projection and become the infrastructure of the theater's new business format.

Conclusion

• In summary, in the post-epidemic era, the opening of the cinema market by the National Film Administration is an important step in promoting economic recovery, which will greatly promote the development of the cinema market including hardware facilities such as LED movie screens. In the background, an LED display theater as a "differential experience marketing point", its future development is worth looking forward to, and how fast and how far the LED movie screen can go depends on the practical test of display effect, cost and stability . The big screen of 4K/8K technology and ultra-small pitch application has been opened, and it is only a matter of time before the LED movie screen market breaks out.

• With the rise of the “outdoor” digital signage market, can LED displays become the overlord of display terminals in this field?

Sunrise LED Display factory