Immersive Art Platform Xinemarte is set to revolutionize the cinema experience in Asia by transforming traditional theaters into experiential venues. This innovative platform, developed by SQNXR, aims to breathe new life into underutilized cinema spaces, offering audiences dynamic audiovisual engagements. With a rollout beginning in Taiwan, Hong Kong, and South Korea in May, Xinemarte plans to expand across several Asian countries, including Malaysia, Vietnam, and China. As an immersive art platform, it promises a fresh take on the cinematic landscape, blending technology with art for an unforgettable viewer experience.
Cinematic Revolution Across Asia
Creative technology firm SQNXR is behind the launch of the Xinemarte platform, which aims to transform underused cinema spaces into immersive art experiences. Kicking off in May, this ambitious initiative will initially target Taiwan, Hong Kong, and South Korea, with future expansions slated for Malaysia, Vietnam, Singapore, Indonesia, the Philippines, and China. The goal is to utilize these spaces during off-peak times, providing a unique, audiovisual treat for audiences.
Strategic Partnerships and Regional Expansion
The Malaysia-based Jazzy Group of Companies has been named the exclusive sales representative for Xinemarte throughout Asia. CEO Joanne Goh, who also established the Malaysia International Film Festival (MIFFest), leads the company. Goh believes there is tremendous potential in revitalizing cinema spaces with Xinemarte, inviting new audiences who may not typically attend traditional screenings.
“Cinema infrastructure is underutilized for significant portions of the day,” noted Goh. “Xinemarte allows operators to activate those spaces with premium experiential content that appeals to audiences who might never attend a traditional film screening.”
Innovative Art and Technology Integration
The Xinemarte platform serves as a turnkey solution for cinema operators, enabling increased attendance during off-peak hours without requiring substantial capital investment. With presentations lasting 20–25 minutes, audiences can enjoy seamless entry and movement, while the content is refreshed every two weeks to offer both family-friendly and adult-oriented programming.
Developed by SQNXR’s creative director, Ray Tijssen, an audiovisual artist from the Netherlands based in Los Angeles, Xinemarte incorporates cutting-edge technology to utilize existing cinema infrastructure. With works previously displayed at major venues like MOCA Bangkok and TODA Dubai, Tijssen has designed Xinemarte to leverage Dolby Atmos and surround sound systems for an unparalleled immersive experience.
“Cinemas offer something unique: purpose-built spaces for collective audiovisual immersion,” said Tijssen. “Xinemarte is designed from the ground up to exploit that potential.”
Tijssen’s Generative Art Project
In select markets, Jazzy Group will showcase “Algorithmic Organisms 2.0 × Xinemarte,” integrating Tijssen’s generative audiovisual art alongside the platform. This exhibition highlights the creative prowess behind Xinemarte and offers a glimpse into the future of cinema as a convergence of technology and art, providing audiences with a new dimension of entertainment.
