Sony Pictures’ “Spider-Man: Brand New Day” became the first Hollywood blockbuster to be Shot for ScreenX, with CJ 4DPLEX collaborating alonside filmmakers from on-set production through theatrical exhibition. Rather than simply extending selected scenes onto the auditorium walls after the film was finished, the 270-degree presentation was considered during production as part of the filmmakers’ creative canvas. The experiment arrived with a rather convincing proof of concept: ScreenX and 4DX generated more than USD $31 million globally during the film’s opening weekend, the biggest debut in CJ 4DPLEX history. Domestic ScreenX alone grossed USD $7 million, 2.6 times its previous opening-weekend record.

The format was also wrapped into the film’s broader event marketing. CJ 4DPLEX, Sony and Kinepolis created seven fully themed ScreenX auditorium takeovers across Europe and North America, while “Spider-Man: Brand New Day” established ScreenX opening records in 34 countries. Regal reported its biggest-ever weekend for ScreenX, 4DX and RPX as the circuit generated more than USD $160 million in worldwide box office and concession revenue. Meanwhile, the film delivered AUD $30.4 million and attracted more than 1.8 million admissions in Australia, giving HOYTS its biggest weekend of 2026. Apparently, surrounding moviegoers with Spider-Man is a reasonably effective way to demonstrate what cinemas can provide that the living-room television cannot.

HOYTS is now adding 12 ScreenX auditoriums across Australia and New Zealand, increasing its footprint from two locations to 14 by 2028—the largest ScreenX deployment by any circuit in the region. The first new site, at HOYTS Broadway in Sydney, opened alongside “Spider-Man: Brand New Day,” joining strong-performing installations at Melbourne Central and Blacktown. The timing is more than a convenient bit of corporate web-slinging. Premium formats expand fastest when distinctive content, studio marketing and exhibitor investment arrive together. For ScreenX, the real breakthrough may not be having more walls on which to show the movie, but giving filmmakers a reason to think about those walls before the cameras begin rolling.