Previews reached $72M and the weekend is tracking above $330M. Shut out of IMAX, Sony built its lineup from ScreenX, 4DX, Dolby Cinema and HDR by Barco. In a market where premium formats take 15.6% of the North American box office, the vendor holding the specification sets the price

Two of the four are Korean. In a market where premium formats take 15.6% of the domestic box office, whoever owns the spec sets the price.

Formats supported

ScreenX (first “Shot for ScreenX” title) · 4DX · Ultra 4DX · Dolby Cinema · HDR by Barco · RealD 3D · exhibitor PLF brands (Marcus UltraScreen DLX, Cinemark XD, Regal RPX and others) / Not booked: IMAX

K-MovieTech — Korea's cinema-format and exhibition-technology sector, spanning CJ 4DPLEX's ScreenX and 4DX and Samsung's Onyx cinema LED.

A scene from “Spider-Man: Brand New Day.” The swing across the New York skyline is one of the sequences selected for ScreenX expansion. Photo: Sony Pictures

Sony Pictures and Marvel Studios’ “Spider-Man: Brand New Day” took $167 million to $173 million in North America on opening day including previews. That breaks the $157.4 million set by “Avengers: Endgame” in 2019. Previews accounted for $72 million.

아이맥스 없이 세운 첫날 1억 6,700만 달러…‘스파이더맨’이 고른 ‘K-무비테크’
스파이더맨: 브랜드 뉴 데이‘, 아이맥스 상영관을 한 곳도 확보하지 못한 채 개봉 첫날 북미 1억 6,700만 달러(약 2,400억 원)를 벌어. ‘어벤져스: 엔드게임’의 7년 묵은 기록을 갈아치워. 소니, 스크린X·4DX·돌비 시네마·HDR by Barco로 아이맥스 공백을 메웠고, 스크린X에는 촬영 현장부터 인력을 붙여. 프리미엄 포맷은 작품마다 별도 공정을 요구하고 그 대가로 반복 매출 발생. 규격을 먼저 쥔 쪽이 단가와 편성을 정하는 구조
K엔터테크허브 (K-EnterTech Hub)Jung Han

The record was set without IMAX. Christopher Nolan’s “The Odyssey” has held a four-week domestic IMAX exclusivity since July 17, so Sony assembled its premium large format lineup from CJ 4DPLEX’s ScreenX and 4DX, Dolby Cinema and HDR by Barco.

PLF auditoriums accounted for 15.6 percent of the North American box office in 2024. At Cinemark, 6 percent of screens produced 14 percent of global box office. Each format demands its own preparation: IMAX needs its cameras or an aspect-ratio conversion, Dolby Cinema and HDR by Barco each need a grade to their specification, 4DX needs an effects pass. ScreenX went further this time and put a crew on set. Which formats a release secures, and what it prepares for them, shapes the composition of its opening weekend.

Two of the formats used here come from Korea’s CJ 4DPLEX: ScreenX and 4DX. In the projection layer, Samsung’s Onyx LED and Belgium-based Barco’s HDR by Barco are competing with IMAX and Dolby.


The formats “Brand New Day” actually played

Sony prepared every format except IMAX. It took a ScreenX crew on set, ran a separate grade for HDR by Barco, and completed a Dolby Vision grade and a 4DX effects pass. CNBC reported that “Brand New Day” played ScreenX, 4DX, Dolby Cinema and HDR by Barco alongside the proprietary premium brands of AMC, Regal, Cinemark and regional operators. Preparation and opening results by format are below.