Samsung Electronics officially launched its new Onyx brand for Cinema LED screens at this year's CinemaCon event, and said that all venues featuring Samsung's screen will operate under the "Samsung Onyx Theater" name moving forward.

The Samsung Onyx brand alludes to the display's ability to showcase cinema content with "true, deep and realistic black colors," according to the company.

"By aligning brilliant, uniform color presentation with LED picture quality and crystal-clear audio, the Samsung Onyx screen invites movie enthusiasts into the most immersive and memorable viewing arena available and repositions the theater as an entertainment haven," said Seog-gi Kim, Executive Vice President of Visual Display Business at Samsung Electronics. "We are thrilled to deliver a new and exciting theater experience to operators, managers and consumers around the world, and we look forward to working further with leading decision-makers in the movie industry to usher in the next generation of cinema."

Available in variations extending between 5 and 10.3 meters (16.4-33.8 ft.) in width, the Samsung Onyx display accommodates any venue configuration while delivering visual quality, technical performance and reliability beyond that of traditional projector-based operations. With the 4K model earning validation as the first Digital Cinema Initiatives (DCI)-certified theater display, the Samsung Onyx translates the combination of LED and High Dynamic Range (HDR) picture quality to lifelike big screen content.

CinemaCon 2018 attendees are among the first to experience the Samsung Onyx's multi-sensory viewing environment. Each Samsung Onyx screen features HARMAN Professional's JBL Sculpted Surround technology. This integration eliminates rearward bias by expanding the audio "sweet spot" within Onyx theaters, and ensures that all attendees can enjoy the same presentation regardless of seat location.

Samsung will also preview the Onyx's ready-made sequel at CinemaCon 2018. The 3D Onyx Cinema LED screen makes 3D movie content more realistic through enhanced brightness and consistent color amplification.

Last week, Samsung and partner Moving Image Tech (MIT) opened the first U.S. Onyx theater at Hollywood's Pacific Theatres Winnetka w/XD. Samsung also recently announced partnerships with Golden Screen Cinemas - the largest cinema company in Malaysia, with 35 venues and 328 screens throughout the nation - and Cineplexx Cinemas - the largest cinema company in Austria, with 171 screens nationwide - to bring the Onyx screen to movie-goers in each country. The first locally revamped Samsung Onyx theaters are expected to open in Kuala Lumpur and Vienna, respectively, later this year.

Samsung is working with cinema content developers to ensure that the display can optimize upcoming films. Samsung will collaborate with cinema technology services provider Ymagis Group and its Eclair content development business unit to deliver EclairColor HDR-compliant pictures that shine on the Onyx screen.

CinemaCon is the official convention of the National Association of Theater Owners and is taking place April 23-26, 2018 at Caesar's Palace in Las Vegas.