Samsung just proved cinema tech can honor artistry instead of overwhelming it. The company's Onyx Cinema LED screens at the 2025 Asian World Film Festival delivered what filmmakers rarely see - their work exactly as intended, with deep blacks and vibrant colors that made directors do double-takes at their own films.
Samsung didn't just sponsor the 2025 Asian World Film Festival - it quietly revolutionized how filmmakers see their own work. The company's Onyx Cinema LED displays turned the Culver Theater into something filmmakers hadn't experienced before: a screening room that actually respected their creative choices. Al Chang, director of the short film "Cindy," captured the moment perfectly after his screening. "I've had short films screen in a lot of theaters, and there's always some variation - washed-out blacks or colors that don't translate the way we graded them," he told the festival organizers. "Here, it was like watching it on my own TV." That consistency struck filmmaker after filmmaker at this year's festival. Executive producer Kira T. Bixby, whose film "Rooftop" tells a Korean American story rooted in LA, emphasized the emotional impact: "Everything really popped for us - the colors, the compositions, the details we worked so hard to craft. Film is such a visual language, so how you're able to see it really matters." The technology's impact went beyond established filmmakers. Directors from the Korean Parallel Smartphone Film Festival - a program empowering creators with disabilities to make films using smartphones - found their work transformed on the large LED screen. Director Byun Seung Chae, known for color-driven storytelling, recalled her reaction: "What struck me right away was how unbelievably clear the image was. The colors were beautiful, and I was amazed that a film could look that sharp on such a large screen." But the real test came from audiences experiencing Onyx for the first time. New York attendees Jack Joyce and Matthew Gallopo noted how the presentation shaped their viewing: "Those darker colors - and not having that graininess - kind of put you in the moment a little bit," Joyce said. Entertainment lawyer Jesse Weiner, who watches films professionally, described the immersive quality: "It looked very lifelike - almost like being immersed in the action of the film." Samsung's approach at AWFF 2025 reflected a broader shift in cinema technology. Instead of adding flashy features, the Onyx screens focused on fundamental image quality - deeper blacks, accurate colors, and consistent presentation. The company also hosted a panel discussion titled "Redefining the Cinema Experience with Samsung Onyx," featuring industry voices including Glenn Gainor from Hollywood Ventures Group and Steven Poster from the International Cinematographers Guild. The conversation centered on HDR's expansion of creative possibilities. "We had the ability to capture the darkest of dark and the brightest of bright on film, but not to project it - until now," Gainor explained during the . Steven Poster highlighted how listened to creators: "Samsung was one of the first to listen to creators with filmmaker mode - and that really mattered. Motion interpolation destroyed suspension of disbelief, and now we can have that back." Philip Holland, a digital cinema specialist, pointed out the emotional impact of technical precision: "Because this tech can achieve such deep black, you don't get milky shadows. In a room like this, there were moments when you couldn't see the edge of the frame - you felt like you were there." Festival leadership recognized the partnership's significance beyond technology. Executive Director Georges N. Chamchoum noted: "AWFF has always been about cultural exchange, introducing Asian filmmakers to the world and giving their stories the visibility they deserve. support strengthens that mission." Co-Founder Asel Sherniyazova emphasized the respect factor: "Seeing movies presented with this level of precision gives filmmakers confidence that their work is being treated with respect." The 11th annual festival showcased how premium display technology can serve storytelling rather than overshadow it. As streaming and home entertainment continue evolving, AWFF 2025 demonstrated that theatrical experiences remain powerful when the technology elevates rather than competes with the narrative.
