Samsung just stepped into the spotlight at Hollywood's doorstep. The tech giant partnered with the 2025 Asian World Film Festival as the official display technology sponsor, bringing its cutting-edge Onyx Cinema LED screens to the Culver Theater in California. This move positions Samsung's cinema technology directly in front of filmmakers from 30+ Asian countries during the November 11-20 festival.
Samsung is making its Hollywood debut in a big way. The company's partnership with the 2025 Asian World Film Festival isn't just another sponsorship deal - it's a strategic showcase of Samsung's cinema LED technology in one of entertainment's most important cultural crossroads.
The timing couldn't be better. As the festival runs November 11-20 in Culver City, California, Samsung's Onyx Cinema LED screens will be front and center for key screenings, opening and closing films, and the awards ceremony. The Culver Theater, now equipped with four Samsung Onyx auditoriums plus one Samsung The Wall 8K LED auditorium, represents what Samsung calls "one of the most advanced LED multiplexes in the world."
"Samsung is proud to support the Asian World Film Festival and celebrate filmmakers who are redefining storytelling on the global stage," Hoon Chung, Executive Vice President of Samsung's Visual Display Business, told Samsung's newsroom. "Through Samsung Onyx, audiences can experience cinema with a level of precision and realism that mirrors the director's true intent."
But this isn't just about prettier pictures. Samsung's Onyx represents a fundamental shift in how movies get displayed. As the world's first DCI-certified cinema LED display, according to Samsung's announcement, Onyx ditches traditional projection systems entirely. Instead, it uses advanced LED technology delivering what the company describes as "vivid color, true black levels and exceptional brightness."
The festival's executive director Georges N. Chamchoum sees the partnership as elevating the entire viewing experience. "Partnering with Samsung allows us to deliver the next-generation viewing experience that elevates the artistry and visual storytelling of every film we present," he said in the official announcement.
Samsung's cinema push goes deeper than this single festival. Earlier this year at CinemaCon 2025 in Las Vegas, the company unveiled the latest Onyx ICD model, packing 300 nits peak brightness, frame rates up to 120Hz in 4K, and precise DCI-P3 color accuracy. The scalable design comes in 5-, 10- and 14-meter sizes, letting theaters maximize screen real estate without sacrificing image quality.
