CCTV pays attention! The application market of LED screens has achieved new breakthroughs

Recently, the fourth issue of the "China Film Report" series exclusively planned by CCTV Film Channel focuses on domestic LED projection systems and explains the application of LED movie screens in a comprehensive and detailed manner. It also points out that with domestic manufacturers 'continuous determination in LED screen technology, the degree of localization has been significantly improved in terms of LED movie screen projection, opening a new chapter in the film projection model. So, as a segmented application field of LED displays, what stage has LED movie screen applications developed to? What innovations and breakthroughs have been made in domestic LED movie screens?

Advantages are more widely recognized and technologies are constantly innovated

As the market recovers, the film market is booming again, and the theatre-related application market has also been further developed. In recent years, China's film projection technology has been continuously updated and innovated. Among them, LED film screens have broken the limitations of traditional projection technology and provided the audience with advantages such as high contrast, high brightness, and high dynamic range. feast their eyes. This time, CCTV Film Channel has dedicated a special topic to explain LED movie screens, which also shows that LED movie screens have been recognized by the industry on a broader level.

So why did CCTV have a special column and say that LED movie screens have opened a new chapter of screening? This has to mention the advantages of LEDs in the film application market. In terms of color hierarchy, LED screens have the characteristics of high contrast and high brightness, which makes them fully enrich the color of the picture compared with other projection methods and achieve bright, highly saturated full-color pictures. Secondly, the LED display can also achieve naked-eye 3D visual effects. Without wearing auxiliary glasses, the human eye can directly view multi-dimensional pictures. In addition, the LED screen can also fully solve many shortcomings in previous projection methods, such as the full viewing angle problem. The traditional projection method is susceptible to environmental impacts. After exceeding the ideal distance, it is prone to distortion or pixel failure of the picture. The LED display adopts a self-luminous display method, which is less affected by the environment, effectively avoiding this problem.

It is precisely because LED movie screens have many application advantages. Many manufacturers are constantly innovating in LED movie screen technology in order to achieve a higher level of development. Take the optical mask that improves the viewing experience as an example. Although the LED movie screen solves the current display effect problem in theater displays, it also causes another problem because of its self-illumination and high contrast: the highlight screen brightness, which can easily lead to eye strain after observation for a long time. Faced with this dilemma, domestic manufacturers have independently developed an optical mask that covers the surface of the LED display screen. It can soften the light and transform it from dazzling point light to surface light, so that you can watch for a long time without feeling glasses fatigue. In addition, LED screen manufacturers are also making continuous efforts to expand the application market of LED movie screens. In terms of DCI certification for entry barriers for LED movie screens, currently 6 domestic screen companies have passed DCI international certification. In addition to movie screenings, LED movie screens can also achieve breakthroughs in a wider range of fields, including diversified development of applications such as talk shows, concerts, e-sports events, movie restaurants, and live conferences, all of which are inseparable from technology. Innovation. Whether it is the independently developed optical mask or the continuously obtained DCI certification, these are constantly innovating the technology of LED movie screens, demonstrating the determination and strength of manufacturers in exploring the LED movie screen market. CCTV Film Channel's attention to LED movie screens is undoubtedly recognition of LED screens, and it also reflects that LED screens can serve as a new generation of driving force to promote film projection technology.

Gradually break monopoly and achieve market growth

In CCTV special programs, the localization of LED movie screens was also emphasized. In fact, since the development of LED movie screens, domestic manufacturers have always been in a monopoly position in the application of LED movie screens due to limitations in core technologies and film certification. With the continuous innovation of technology, domestic manufacturers 'market say in LED movie screens is slowly increasing, which can also be seen from the successful export of LED movie screens by Huaying at the beginning of the year. This phenomenon reflects the activity of the domestic and international film market, and also demonstrates the advantages of the domestic LED display industry's global leading position.

From the perspective of the film market, the domestic film market has successively become the world's largest independent screening market at the box office, and ranks first in the world in terms of the total number of theater screens and annual increase. The huge demand in the film market has driven the application of LED movie screens. Continuous development, large LED display screens can effectively meet the needs of film screening. The continuous development and breakthrough of LED movie screens are a reflection of the leading role of the market. From the perspective of the LED display industry, it is not difficult to see why LED movie screens are gradually breaking the monopoly. After years of precipitation, the development of the domestic LED display industry has become relatively mature, and there is sufficient potential to achieve further leaps in all levels such as the industrial chain, technology, and enterprise. The LED movie application market belongs to the mid-to-high-end application field of LED displays and has sufficient blue ocean momentum. For LED screen companies, actively deploying LED movie screens is one of the measures that their layout has more market development potential and ensure their long-term development.

In addition, in recent years, the audio-visual industry chain has developed towards ultra-high definition, and 5G+8K standards and interactive intelligence have become inevitable trends. The LED large-screen system has sufficient advantages in achieving 8K and higher resolution of movie screens. In terms of technological development, combined with the traditional huge industrial chain of domestic LED large screens, LED movie large screens may gain dual competitiveness of performance advantages and cost advantages in the future. This also shows to a certain extent that the development of LED movie large screens in my country is both at the right time and the right place. At present, the number of movie theater screens in China continues to increase every year. This will also be a huge incremental market space for the LED large-screen industry and a cornerstone market for its growth. The gradual breaking of overseas monopolies has given a strong boost to the development of domestic LED movie screens.

The market is promising, and manufacturers still need to make efforts from all parties

It is foreseeable that taking advantage of the recovery of movie theaters, the future development of LED movie screens may accelerate. However, the commercialization progress of this market still awaits breakthroughs in the LED display industry in many aspects such as technology, products and costs. For example, the continuous implementation of LED movie screens still requires simultaneous price reductions with its supporting systems, while ensuring high quality of the products. At the same time, theaters are extending towards multiple ecological scenes, and more development needs have been put forward for LED displays.

From the perspective of application market positioning, the LED movie screen application market belongs to the mid-to-high-end application market. For enterprises, they need to expand according to the market positioning of their own products. At present, in addition to technical problems, the biggest obstacle to large-scale application of LED movie screens is a cost issue. Compared with traditional theater projection methods, the product cost, installation and subsequent maintenance of LED display screens require higher costs. This is also an important reason why LED movie screens currently only exist in a few pilot projects. For screen companies, to achieve a balance between cost and technology and apply LED movie screens to a broader market, it still requires a long period of early precipitation and development. Taking DCI certification as an example, in the application market of LED movie screens, DCI certification is only a small start. To realize the recognition of the LED large-screen movie projection system, we must not only prove that it can be achieved, but also demonstrate unique advantages. In this way, when the LED movie screen application market becomes bigger and bigger, it is possible to get your own unique share from it.

With the recovery and activity of the film market, people's demand for better results in theaters will gradually pick up, which has also brought a new round of development opportunities to the development of LED movie screens. In the continuous upgrading of ultra-high definition video technologies such as 5G+8K and naked-eye 3D, the application of LED movie screens has continued to make new progress. I believe this will also provide useful reference for the LED display industry to find new growth points.