In anticipation of the much-anticipated theatrical debut of “Wicked” on November 22, Apple Cinemas at the City Center in White Plains is set to elevate the movie-going experience with the introduction of ScreenX, an innovative wide-screen system that immerses audiences in stunning 270-degree visuals coupled with immersive surround sound. The excitement surrounding “Wicked” is palpable, as it is projected to be a holiday blockbuster, and the incorporation of the ScreenX technology is aimed at providing a one-of-a-kind entertainment adventure.
The state-of-the-art ScreenX theater utilizes five high-definition projectors to deliver crystal-clear imagery, not only on the main screen located at the front of the auditorium but also across the side walls of the theater, creating a truly enveloping viewing experience. This cutting-edge system is crafted to enhance the cinematic experience significantly, reinforcing the idea that films are best enjoyed in a dedicated theater environment.
Apple’s Director of Operations, Jessica Robitaille, shared insights with the Business Journal, stating, “It’s certainly an experience that you can’t get in your living room, definitely one that’s very unique to movie theaters.” She highlighted how the wraparound visuals are particularly effective for major action sequences and notably amplify the musical performances in “Wicked.” The integration of advanced technology has proven successful for Apple, as it greatly enriches the overall movie experience for cinema-goers.
Siva Shan, the co-founder of Apple Cinemas, expressed enthusiasm for the future, stating, “With our initial locations established, we’re excited to plan a nationwide expansion in the coming years.”
Robitaille conveyed gratitude for the warm welcome from the city, saying, “We have been very pleased and the city has been very welcoming to us and has been supportive in all of our ventures.” She confidently noted, “It’s been a very successful few first months for us and this holiday season is going to see that continue on.”
How did Jon M. Chu describe the emotional impact of seeing the beloved story of “Wicked” come to life on the big screen?
**Interview with Director Jon M. Chu on the Launch of “Wicked” in ScreenX at Apple Cinemas, White Plains**
**Editor:** We are thrilled to have Jon M. Chu here today, the acclaimed director of the much-anticipated film adaptation of “Wicked.” Jon, thank you for joining us!
**Jon M. Chu:** Thanks for having me! I’m excited to chat about this incredible experience.
**Editor:** Let’s dive right in. “Wicked” is finally making its theatrical debut at Apple Cinemas in White Plains today. What does it feel like to see this beloved story come to life on the big screen?
**Jon M. Chu:** It’s exhilarating! “Wicked” is such a beloved tale with rich characters and stunning visuals. Bringing it to life has been a labor of love for everyone involved. I can’t wait for audiences to experience it.
**Editor:** Apple Cinemas is introducing ScreenX for this release. Can you explain what ScreenX is and why you think it enhances the viewing experience?
**Jon M. Chu:** Absolutely! ScreenX is a groundbreaking technology that provides a 270-degree viewing experience, enveloping the audience in the world of the film. Imagine being surrounded by the sights and sounds of Oz; it truly immerses you in the story. When you watch “Wicked” in ScreenX, you’re not just watching a movie — you’re stepping right into it! [[1](https://www.youtube.com/watch?v=FZIdZtQvfWk)]
**Editor:** It sounds fantastic! How do you think this immersive format will impact the audience’s connection to the characters and the story?
**Jon M. Chu:** It amplifies everything! The emotional beats hit harder when you’re physically surrounded by the scenes. You feel the drama, the joy, and the magic of Oz all around you. It’s designed to make you feel like a part of the journey along with Elphaba and Glinda.
**Editor:** With “Wicked” having such a strong fanbase, what message do you hope the audiences take away from this film, especially in this immersive format?
**Jon M. Chu:** I hope audiences leave with a sense of wonder and a renewed belief in the power of friendship and the importance of understanding one another. The themes of “Wicked” resonate deeply, and I believe that experiencing it in such an engaging format can enhance those messages significantly.
**Editor:** Thank you, Jon! It sounds like “Wicked” in ScreenX is a must-see event. We appreciate you sharing your thoughts with us today.
**Jon M. Chu:** Thank you for having me! I can’t wait for everyone to see the film and experience the magic of ScreenX.
