Of cinema experiences, and raising money through toys

Two events I attended the other week may seem to come from different ends of the Lifestyle spectrum, but they’ re united via the serious business of making life and experiences more enjoyable, meaningful, and rewarding.

- PHILIP CU UNJIENG

SM SUPERMALLS President Steven Tan, SM Engineering Design and Development Corporatiom Hans Sy Jr., CJ 4DPLEX CEO Don Savant and Managing Director for APAC Jamil Valiiyev, and SM Cinema Senior Assistant Vice-President for Cinema Management Karen Zabaljauregui, at the ScreenX launch.

SM Supermalls, and its subsidiary SM Cinema, have always been pushing the envelope in terms of elevating the cinema experience in their malls. They have the most extensive network of IMAX cinemas; and just the other week, in time for the box office hit Wicked: For Good, they unveiled their latest version of cinema format “magic,” ScreenX.

ScreenX at the Mall of Asia is located on the second floor of the Entertainment Hall, and is apartner-ship with CJ 4DPLEX, an established global leader in premium film formats and innovative cinema technologies. ScreenX is a revolutionary, multi-projection, 270-degree panoramic theater format that expands the film beyond the main screen, and onto both side walls of the theater. This results in a more immersive experience, so the audience feels they’re ‘surrounded’ by the exciting visuals and heightened realism. To date, there are over 435 ScreenX auditoriums around the world in 40 countries — but the one that can be found at the Mall of Asia is the very first here in the Philippines.