Cinemark appears increasingly uninterested in choosing a single winner in the premium-format race. Within the past week, the circuit announced plans to add 20 ScreenX auditoriums across the U.S. and Latin America while separately expanding Lumma’s 4D E-Motion format into Peru for the first time.

The ScreenX deal will add 17 locations in the U.S. and three in Latin America, with six U.S. auditoriums opening this year and Cinemark’s domestic ScreenX footprint reaching 30 ahead of “Avengers: Doomsday.” In Peru, an 87-seat Lumma 4D E-Motion auditorium will open at Cinemark Jockey Plaza on 20 November, becoming the circuit’s tenth Lumma location across Latin America.

Those are only the latest pieces of a much broader premium strategy.

After all, Cinemark already operates its proprietary XD large-format auditoriums, IMAX screens and what it calls the industry’s largest D-BOX motion-seat footprint, with D-BOX now available in nearly 550 auditoriums worldwide. In 2025, D-BOX sales grew 40% year over year, while Cinemark’s premium large-format screens generated 14% of its global box office from only 6% of its screens.

The formats are not interchangeable. ScreenX extends images onto the auditorium walls. D-BOX adds motion to individual seats. Lumma combines motion seating with effects including wind, water, vibration and scent. XD and IMAX address the premium-large-format end of the market.

This may actually be the point. Rather than making one big bet on what “premium” is supposed to be for its customers, Cinemark is assembling a menu of experiences and deploying them according to market, auditorium and audience.