IMAX, Dolby, and ScreenX to debate cinema technology at EXPOCINE 2026

Representatives from IMAX, Dolby, and ScreenX will participate in a panel titled ‘Telas em Disputa: Tecnologia, Tendências e Experiência do Cliente’ during EXPOCINE 2026 in São Paulo. The discussion, scheduled for September 30, focuses on the evolution of premium cinema halls and the technologies used to enhance spectator immersion.

Each company presents a distinct approach to the theatrical experience: IMAX emphasizes large-scale screens and proprietary projection standards; Dolby focuses on spatial audio through Dolby Atmos and visual quality via Dolby Vision; and ScreenX utilizes three-surface projection to extend imagery beyond the traditional front screen. The panel aims to address how these technological advancements can drive audiences back to theaters in competition with mobile devices and streaming platforms.