Creative technology company SQNXR is bringing its Xinemarte film art platform to Asia, transforming underutilized movie theater spaces into premium immersive audiovisual experiences.
The rollout will begin in Taiwan, Hong Kong and South Korea in May and the rest of the year, before expanding to Malaysia, Vietnam, Singapore, Indonesia, the Philippines and China.
Malaysia-based Jazzy Group of Companies has been appointed as Xinemarte’s exclusive distributor across Asia. The company is led by CEO Joanne Goh, who is also the founder of Malaysia Airlines International. Film Festival (MIFFest).
“Cinema infrastructure is underutilized for a significant part of the day,” Goh said. “Xinemarte allows operators to activate these spaces by offering premium experiential content that appeals to audiences who have never attended a traditional movie screening. We see great potential across the region.”
The platform is designed as a turnkey solution for movie theater operators looking to increase off-peak attendance without major capital investments. Presentations run on 20-25 minute cycles, with clear entry points to allow for fluid movement of viewers, and content is updated bi-weekly with both family and adult programming.
Xinemarte is the work of SQNXR Creative Director Ray Tijssen. Ray Tijssen is a Dutch-born audiovisual artist based in Los Angeles who goes by the alias 0010×0010. His previous installations have been exhibited at MOCA Bangkok, W1 London and TODA Dubai, and have utilized technologies such as Samsung wall display systems and acoustic avant-garde sound equipment. Xinemarte is built specifically around theatrical movie screens, Dolby Atmos, and surround sound systems.
“Movie theaters offer something unique: a dedicated space for collective audio-visual immersion,” said Thyzissen. “Xinemarte has been designed from the ground up to exploit its full potential.”
In select markets, Jazzy Group will host “Algorithmic Organisms 2.0 × Xinemarte”. This is a comprehensive exhibition featuring Tijssen’s generative audiovisual art projects alongside the platform.
