Not long ago, according to Korean media reports, LG is entering the LED film screen Market and will compete with Samsung. According to the news in April, LG has registered a trademark for its LED film screen on March 31, 2020, is ready to carry out relevant business, and plans to launch LED display screens using the trademark for cinemas. It is said that LG originally planned to launch its LED products for cinemas at cinemacon 2020. However, affected by the outbreak of New Coronavirus pneumonia, CinemaCon 2020 has been cancelled. However, LG has installed several sets of super large LED displays in Korea. In fact, earlier, Samsung’s Onyx led movie screen has been landing in many parts of the world. Led movie screen is a niche market for display screen manufacturers, and relevant manufacturers have rushed into the market to improve the market share of display screen.

Korean media reported that LG entered the LED film screen Market and will compete with Samsung

The scale of the film market continues to rise, which is worth looking forward to

According to the statistical data released by the state film administration, 1074 new cinemas were added in 2019. At present, there are more than 14000 cinemas in China, with a total of 79900 screens. Compared with the market capacity of 60000 screens at the beginning of 2018, there has been an increase of nearly 20000. As early as the beginning of 2018, the total number of screens in mainland China ranked first in the world with 60000 pieces. North America (the United States and Canada), as the second largest film market, has 42000 screens. After surpassing North America, the development of mainland China’s film market is still in a state of high speed. Nearly 20000 screens are added this year, and the total number of nearly 80000 screens is superior to the world, which is also a new high in the history of Chinese films. In the past seven years, the growth scale of 6800 screens per year on average, if calculated according to the investment of millions of projection equipment per screen, this is already a big market of 7 billion – for special display equipment, this is not a small number. In this regard, the LED display industry is also aware of this.

However, it is bound to be asked whether such growth can be sustained and whether the market will decline after saturation? In this regard, industry insiders believe that, on the one hand, the film culture in the third and fourth tier cities and rural markets has not been fully developed, there are still many gaps in the market, and the number of screens per capita is significantly lower than that in North America and Europe – if the per capita value reaches 70% of that in the United States, our total number of screens will double. On the other hand, movie screens are not “longevity assets”. Even if the paper life is 10 years, the number of screens to be updated in China will be between 5000-10000 every year. Therefore, the film projection equipment market, with an annual scale of 5-10 billion yuan, is very worthy of expectation. Therefore, if some enterprises have some new technology and can enter the film screening market, these enterprises will always work very hard: for example, led film screens of Samsung and LG. Led movie screen, as a new LED screen application segmentation scene, is very worthy of attention.

Competition of display manufacturers at home and abroad

LED has inherent advantages in large screen display technology and is not limited by size. In the face of such a huge market, LED display enterprises can’t turn a blind eye. From the perspective of Samsung, it is undoubtedly the international leader in the LED industry. At the same time, it “lags behind the market layout of many domestic brands” in the application of small spacing LED indoor screen. This makes Samsung expect to break through the market bottleneck through “high-end market and high-end technology” to overtake on the curve. High end technology mainly refers to micro led and mini led, and in the high-end market, the film screening screen is one of the important breakthrough points selected by Samsung. Samsung said that by the end of 2020, it will install led movie screens in cinemas that account for 10% of the world, including the United States, China, Europe and Southeast Asia. In addition to Samsung and LG, Sony is also developing LED displays for cinemas.

Now, the cinema system dominated by laser projection has been torn open by Samsung, which has proved the feasibility of applying LED display screen to cinema system. The huge market behind it will become the goal of Chinese LED display enterprises. Domestic manufacturers lyade, Zhouming technology and Alto electronics are also accelerating the pace of layout and vigorously expanding the LED film screen market. Among them, one of the large enterprises disclosed that the screen design, proofing and debugging of the company’s film screen specifically for the cinema market have been completed, and the company is communicating with its partners on technology docking, and preparing for the review of plans and materials with DCI laboratory. However, in the first quarter, cinemas were affected by the epidemic, and their revenue and cash flow fell sharply. In this regard, the enterprise said that the company obtained the qualification in the first half of the year. If the epidemic situation is controlled, the company will start to promote it in the second half of the year. If the epidemic control continues to the second half of the year, the entry of the cinema market will be delayed.

From the perspective of the overall pattern, the global film projection projectors are basically monopolized by Barco and CTV. In addition, the share of Sony, NEC and other brands is far from it. This pattern is not “very favorable” for the purchase of cinema lines – the competition between the two leaders has limited options. Therefore, from this perspective, cinema line enterprises hope to have a “competitive product”, and the emergence of LED film screen brings them hope. Facing the invasion of “outsiders”, the main attitude of the projection industry towards the attempt of LED display screen in the film projection market focuses on two views: on the one hand, the projection product camp is full of self-confidence and does not think that this market has fundamentally shaken; On the other hand, it is believed that once the LED display breaks through the bottleneck of cost, effect and reliability, there will be a “hard battle” between projection and LED screen.

Cost has become a “stumbling block” hindering the large-scale attack of film screens

In fact, the current attitude of the cinema market towards led film screen is not “starting from the technology of LED screen and focusing on the publicity characteristics such as brightness, HDR and color”, but starting from “competitive choice” and trying new technology products on the premise of controllable cost and risk. Therefore, the key to truly determine whether the film field can develop on a large scale is the “system cost”: a large LED screen system with excellent picture quality, delicacy and continuity is often higher than the price of projector products. This is not a problem for the benchmark model projection hall, but for the popularization Market, who can occupy the cost advantage can really occupy the market.

From the perspective of the whole film industry, at present, there are not a few newly-built or upgraded cinemas in China. Facing many advantages of LED film screen, most of them are conservative on the issue of specific introduction. A cinema manager also said that “the current price is a great obstacle to the popularization and application of LED film screens. If domestic brands can enter the market, the price should decline, and we also look forward to the entry of our own domestic brands.” some technicians said that they are cautious about the popularization and Application of LED film screens. If the price can be reduced significantly, it is estimated that the space is not small, If it can be close to the current cost of projector + screen, I believe many cinema owners will choose led film screen.

As we all know, led film screen, which is mainly subject to the cost of semiconductor light-emitting components such as LED, its performance and price follow the “Moore’s law” to a certain extent. The improvement of performance and the decline of price are the law. At the same time, with the entry of Chinese manufacturers, this process will be accelerated. We have reason to expect that the LED film screen will be a new screening form of cinemas and an infrastructure for the innovation of new business formats of cinemas.

The emergence of LED movie screen has opened a new door, which is undoubtedly a huge emerging market. However, any new thing needs to grow in all kinds of doubts. Many times, questioning is not a negation of this thing, but a hope for its further development. On the issue of LED movie screen, it is full of action factors of different camps such as “watching, trying and trying”. How far the final led movie screen can go depends on the “practical test” of effect, cost and stability. Samsung, LG and other domestic and foreign manufacturers have entered the film market on a large scale, which is a good start, but there is still a lot of market and technical work to be completed after the beginning. The LED film screen still has a difficult journey to cross before it really threatens the projection projector.

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