Moviegoers in Sterling Heights, Michigan, are set to immerse themselves in the latest in cinematic technology, as the MJR Marketplace Cinema 20 prepares to launch its 270-degree ScreenX theater. According to WXYZ, this addition makes it the second location in Michigan to feature the technology, with its grand opening slated for the releases of "Wicked" and "Gladiator II" on November 22.
The ScreenX experience, which originally hails from South Korea, was developed by the cinema technology company CJ 4DPLEX and was introduced back in 2012. It has been designed to notably extend the standard movie viewing canvas onto the left and right walls of the theater, providing an encompassing visual adventure that fills the viewer's peripheral vision. The MJR Waterford was the first to debut the ScreenX screen in Michigan earlier this year with the premiere of "Twisters".
MJR Theatres' Vice President of Operations, Joel Kincaid, expressed excitement about the expansion. "We are thrilled to expand the innovative ScreenX format to our Sterling Heights location this November," he said, as per Boxoffice Pro. The success at their Waterford location has paved the way, as Kincaid added, "Our launch of Michigan’s first ScreenX at our Waterford location this past July was met with resounding success, and the reaction from our guests have been overwhelmingly positive."
