Samsung just landed a high-profile partnership that puts its cinema LED technology front and center at Hollywood's doorstep. The tech giant is sponsoring the 2025 Asian World Film Festival running November 11-20 in Culver City, California, with its Onyx Cinema LED screens powering key screenings at the Culver Theater. It's a strategic move that positions Samsung's display tech directly in the path of filmmakers and industry decision-makers.
Samsung is making its biggest play yet for the cinema market, and it's happening right in Hollywood's backyard. The company just announced its partnership with the Asian World Film Festival as the official display technology sponsor, putting its Onyx Cinema LED screens at the center of one of the industry's most prestigious cultural events.
The timing couldn't be better. The festival runs November 11-20 at the Culver Theater in Culver City, California - practically next door to major studios and production companies. "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 the company's newsroom. "Through Samsung Onyx, audiences can experience cinema with a level of precision and realism that mirrors the director's true intent."
What makes this partnership particularly strategic is the venue itself. The Culver Theater now houses four Samsung Onyx Cinema LED auditoriums plus one Samsung The Wall 8K LED auditorium, making it one of the world's most advanced LED cinema complexes. That's a serious statement about where Samsung thinks the industry is headed.
The festival's Executive Director Georges N. Chamchoum sees the partnership as validation of LED's growing influence. "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 same announcement.
But Samsung isn't just providing screens - it's positioning itself as a thought leader. The company will host a panel discussion called "Redefining the Cinema Experience With Samsung Onyx" on November 15, featuring filmmakers, cinematographers, and industry experts. The conversation will dive into how LED display technology is changing the creative process itself, focusing on color accuracy, contrast, and dynamic range capabilities that weren't possible with traditional projection.
