The cinema road of domestic LED display screen, the LED film screen market

Led movie screen has more advantages in picture display. Since the birth of the film in 1895, projection has occupied the main market of film projection equipment. With the process of industrialization, the technology of film projection equipment is constantly improved and the hardware facilities are constantly strengthened. In 2018, the first LED film screen launched by Samsung was launched in cinemas, which is a milestone achievement of the transformation of film projection technology, breaking the century long monopoly pattern of projectors in the film projection equipment market, marking the entry of films into the era of no projectors, and the application of LED displays in the field of film officially kicked off. Compared with the latest technology in the projector industry – laser projection, led film screen has certain advantages in display technology. Laser projection is greatly affected by environmental factors. Due to the small angle between the laser projection projector and the screen and poor ability to resist the influence of ambient light, it can only be used in scenes with low brightness. Based on the self luminous characteristics of LED display screen, led movie screen has more advantages than laser projection in application scene. In terms of resolution, the laser projection is affected by the projection chip. At present, the resolution can only reach 4K, but the LED display can achieve higher. In recent years, the leading enterprises in the LED display industry have invested in research and development of ultra-high definition display technology. In the future, the resolution of LED display can reach 8K or even higher.

From the domestic market demand, with the improvement of people’s living standards, from material pursuit to spiritual pursuit, China’s entertainment industry is developing rapidly, and the domestic film market can not be underestimated. According to incomplete statistics, 5794 new film screens will be added in China in 2020, and the total number of screens in China will reach 75581. After the epidemic situation is effectively controlled and the market returns to normal order, it will still maintain a rapid growth rate in the future. China is responding to the call of national leaders and striving to build China into a film power and cultural power. Can the LED display screen acting as a medium in the cinema take the “east wind” of the construction of a film power? The answer is inevitable. Although domestic screen enterprises started late compared with Samsung, LG, Sony and other large enterprises that occupy a certain position in the cinema market, in recent years, Chinese screen enterprises have seen that the future market of LED film screens is accelerating the layout. With the support of favorable national policies, they give full play to China’s own technical advantages and strive to realize the localization of LED film screens, Accelerate the LED movie screen to overtake on the curve. In the future, if the LED display screen can replace the projector as a new film projection equipment, it will be a huge blue ocean.
What are the barriers that hinder the popularity of LED movie screens in cinemas?
Facing such a vast market, why did Chinese LED display enterprises delay in entering this field? First of all, to realize the application of LED display in cinemas, screen enterprises must obtain DIC certification. According to DCI standards, all digital film systems and products that want to enter cinemas must first pass DCI certification. The products of LED display industry must also meet the corresponding standards before it is possible to replace the traditional film projection. In other words, DCI certification is a pass for enterprises to enter the cinema market. However, it is not easy to apply for DCI certification. Not only do film systems and equipment meet DCI standards and specifications, but also they have to pay a high cost. However, many domestic enterprises have to temporarily shelve their certification plans.
As long as you get the DIC certification standard, will you have a smooth journey? The answer is No. In order to realize the wide application of LED movie screen in cinemas, advanced technology is also needed to match it. Firstly, technically, highlighting is one of the advantages of self luminous LED movie screen. In terms of brightness, the maximum brightness peak of LED display screen is 146fl, which is 10 times that of the current cinema screen. However, according to relevant data, the best viewing brightness of cinemas is 15-20fl, Then, in the face of 10 times the peak led film screen, is the brightness using this value the best brightness? Moreover, due to the self luminous characteristics of LED film screen, people also question the safety of film viewing. At present, many studies have pointed out that the luminescence of LED will inevitably produce blue light. Blue light does great harm to human eyes, especially in the all black environment. During the two-hour viewing process, will the LED movie screen produce blue light and cause damage to the eyes? In addition, the all black environment of the cinema can enable the audience to avoid the interference of external factors and devote themselves to the film plot. In the face of the LED film screen, it can realize the characteristics of turning on the light to watch the film. Although turning on the light to watch the film provides more possibilities for diversified operation in the cinema, will it affect the audience’s immersive viewing experience?
In terms of cost, led movie screen has higher performance index requirements for pixels and size. In order to meet the requirements of LED movie screen, the material cost will also increase. At present, there are two common screen size ratios in cinemas, 1:2.35 or 1:1.85, which is the specified size, and the pixels of LED display screen should match this size. This match is undoubtedly “rigid”. On this basis, led movie screens can only be used in cinemas, which greatly limits the output of LED movie screens. Led movie screens can not realize standardized production, and the cost advantage of Chinese enterprises can not be reflected.
Compared with projection, LED display has the characteristics of high brightness, high definition and bright image quality; However, LED displays with excellent image quality and continuity are often more expensive than projection products. In today’s poor market environment, many domestic cinemas have no power to introduce it. Some conditional ones only highlight the advanced and high-end cinema facilities. However, for the mass market, whoever has cost advantage can better occupy the market. Facing the cost of tens of millions of LED movie screens, most domestic cinemas are more willing to choose relatively cost-effective projection equipment.
It is understood that led movie screen is a product mainly subject to the cost of LED semiconductor light-emitting components. Its price follows “Moore’s law” to a certain extent, and the decline is an inevitable trend. And with the development of the third generation semiconductor, this process will be accelerated. At the same time, LED display enterprises are also increasing investment in R & D, and LED display technology is developing rapidly. Therefore, we have reason to believe that the price of LED movie screen will come down one day. At that time, led film screen will be a new form of cinema screening and become a new business infrastructure of cinema.
Whether in terms of market space or technical advantages, the entry of LED display into the film field is a direction worthy of attention. Coupled with the unremitting market promotion and technical investment of LED display head enterprises, it has given the industry confidence and power to a certain extent. I believe that in the future, integrating the advantages of the upper, middle and lower reaches of the industrial chain can provide more and better solutions for the application of LED display screen in the film field, reduce the cost, make the LED film screen popularized as soon as possible, let more people enjoy the excellent visual experience brought by LED display technology, and the LED film screen market can be expected.