For more than a century, cinemas have shaped how we experience stories. The lights dim, the sound swells, and we’re transported somewhere else. Yet while cameras, sound and screens have evolved dramatically, the way we watch films — especially at home — has remained largely unchanged.
Now, that’s about to change.
The Cinema Is Evolving
Global cinema admissions are rebounding strongly, with more than 4.8 billion tickets sold worldwide in 2024, worth around $28 billion. People still love the magic of the big screen — but they also crave new, more immersive ways to enjoy it.
Commercial cinema experiences, such as ScreenX are already pushing the boundaries. Their 270° format extends the picture across the front and side walls of the auditorium, creating a panoramic, wrap-around field of view.
Some films are shot natively in this format, while many are transformed in post-production proving there’s growing demand for experiences that place audiences inside the story.
The Rise of Super-Prime Immersive Homes
There are now over 600,000 Ultra-High-Net-Worth Individuals (UHNWIs) globally — each with multiple homes and a growing appetite for private, high-end experiences.
Their properties are being fitted with film-studio-grade media installations — once reserved for commercial theatres. But even these ultra-luxury cinemas mostly use the 2048 × 1080 (2K) format. In a world of 8K displays, 360° video and immersive projection, that feels increasingly outdated.
At the same time, the most forward-thinking homeowners and developers are moving beyond single-use “cinema rooms.” Instead, they’re creating multi-purpose immersive rooms where you can:
- Watch films and streaming content in cinematic scale,
- Play console and VR games,
- Stream live sport and concerts,
- Practise yoga or Pilates,
- Explore immersive wellness apps or virtual travel.
These are no longer “home theatres” — they’re multi-media living environments, designed for experience, connection and transformation.
From 270° to Infinite Possibilities — Introducing imersU SKIN
At imersU, we believe immersion shouldn’t stop at the edge of the screen.
That’s why we created SKIN, a revolutionary feature on the imersU Immersive Media Platform that transforms your environment while you watch — not by changing the film, but by changing the world around it.
With SKIN, your main wall and side walls become dynamic, living canvases.
🎬 Watching Dune? Step into a sci-fi desert world.
🎞️ Watching Casablanca? Relax in a Moroccan riad.
🎭 Watching Gladiator? Transport yourself to Palatine Hill in Rome.
👧 Kids’ film? Choose a magical forest, castle or underwater wonderland.
With a simple touch on the imersU UI, you can watch your film from inside a New York penthouse, a beachfront villa, or even inside a famous cinema itself.
Soon, AI will allow users to generate any environment instantly, creating personalised cinematic worlds that evolve with every story.
The imersU Immersive Media Platform
The imersU Platform supports everything from 360° content over multi-wall immersive display, integrated sound, lighting, scent and interact features.
It’s already being used in property marketing suites, fitness studios, corporate hospitality spaces, hotel spas and high-end residential projects, where it enables dynamic spaces that adapt from work to play to wellness.
With SKIN, imersU now redefines what “watching a movie” means. It’s not just a screen — it’s an environment that moves with the story.
The Future of Film Is Personal
While true 270° and 360° films are still rare in private homes, the desire for immersive storytelling is growing fast. The imersU SKIN feature bridges that gap today — offering an experience that’s instantly transformative, emotionally rich and endlessly customisable.
Because the future of cinema won’t just be about what you watch —
it will be about where you watch it from.
From 2K to 360°. From watching a movie, to living inside it.
Welcome to the next chapter of film.
Welcome to imersU SKIN.
