With the continuous improvement of our country's material life, the requirements for spiritual and civilized life are also constantly improving, and entertainment consumption has risen sharply. Among them, the stage art and the movie market are the main consumer objects. Moreover, large-screen display equipment is of course indispensable for movie screenings in theaters. In order to seize this huge blue ocean market, LED display manufacturers have begun to deploy small-pitch LED displays and continue to improve their products in response to the requirements of cinemas for displays. How much room does the small-pitch LED display have in the cinema market?
So far, the traditional film market is still dominated by DLP projections. Since Samsung successfully introduced high-definition LED displays to the movie market, many LED display manufacturers have been paying attention to this huge blue ocean market. At present, the technology of small-pitch LED display such as MiniLED, MicroLED and COB developed by LED display manufacturers has been greatly developed. Major LED display manufacturers are no longer limited to traditional indoor LED displays and outdoor LED displays, but have begun to occupy various market segments, and the cinema market is one of them.
According to data from the Motion Picture Association of America, in 2018 alone, the number of global screens increased by 190,000, an increase of 7%, and this was mainly driven by the 13% growth in the Asia-Pacific region. In China, the number of screens exceeded 60,000, an increase of 18.3% over last year, making it the number one in the world. In the future, the number of screens in the movie market will continue to grow. It can be said that there is still a lot of room for development in this segment, and major LED display manufacturers are deploying early.
Assuming that the probability of the small-pitch LED display replacing the traditional screen is 10%, if the cost of each screen is about 1 million yuan, and the market stock is 60,000, the domestic small-pitch LED display replacing the screen can reach 6 billion. Yuan. This huge market is a huge cake for the LED commercial display market. If any LED display manufacturer can seize this huge market share in advance, then who will have the right to speak first. Moreover, Samsung has successfully entered the film market and has already mastered part of the right to speak. Domestic LED display manufacturers should not rush to it. After all, the domestic film market is a huge stock market. It is a good breakthrough for the current domestic LED electronic large-screen market, which is becoming saturated, and low-price competition, homogenization deadlock, and Sino-US trade wars.
Small pitch LED display
Now, the small-pitch LED display industry faces two major obstacles in the film market: DCI certification and the cost and quality of LED high-definition displays, both of which exceed the existing screen technology. In fact, the small-pitch LED displays produced by domestic LED display manufacturers have already met the needs of the cinema market in terms of product quality, technology and performance, but Chinese companies are unable to meet the requirements of certification. In order to solve this problem, the plan adopted by the leading companies is to carry out strategic cooperation with the companies that set the standards, so as to develop a small-pitch LED display solution that meets the DCI certification standards and conduct joint promotion. If this plan can be realized, as long as one screen can pass the certification, more companies will follow suit in the future to seize the huge blue ocean market of movie theaters.
Therefore, domestic LED display manufacturers set up a special laboratory, mainly to establish the technical standards of "China LED Screen Movie Broadcasting System", and pass international certification to obtain the digital movie source of "China LED Screen Movie Broadcasting System" at home and abroad. Show permission to promote the commercialization of "China LED Screen Movie Broadcasting System". While solving cost and quality problems, the price of small-pitch LED displays still has room to drop. As the cost of chips drops, the price of screens will also drop, and the price of movie screens will naturally also drop.
In order to occupy this huge market share, some large-scale LED display manufacturers have begun to conduct horizontal and vertical cross-border integration, continuously occupying the film market through the company or its subsidiaries, and even basically completed the overall solution of LED theaters in the first half of this year. Program development and internal testing. Although the small-pitch LED display developed by domestic LED display manufacturers has reached the requirements of cinema high-definition display, DCI certification and market promotion are still required, which requires a long process. If it is only the development and layout of domestic LED display manufacturers, including solutions, customer needs, product knowledge, etc., this process may take 5 years. And in these 5 years, it is very likely that the domestic film market has already been occupied by Samsung or other display companies.
Of course, this is not to say that domestic LED display manufacturers are hopeless. The four-color MiniLED, Micro and COB technologies developed by domestic LED display manufacturers are still at the world's leading level. They can also be equipped with self-developed 4k and 8k ultra-high-definition video control systems, which can provide more refined and more realistic large-area displays. At the same time, LED display manufacturers continue to improve HDR technology on the basis of small-pitch LED displays, which promotes the application of small-pitch LED displays in the cinema market.
In addition, compared with traditional DLP digital movie projection equipment, the small-pitch LED display has the advantages of HDR high imaging technology, high contrast, wide color gamut, high color accuracy, high brightness and high frame rate. Previously, the LED movie screens installed by Samsung in Shanghai Wanda Cinemas relied on the advantages of high brightness, high HDR technology and high contrast, which caused great repercussions in the movie market and set off an upsurge for LED screens to enter the movie market.
In short, the development space of small-pitch LED displays in the film market is very broad. For LED display manufacturers, it is both an opportunity and a challenge. The small-pitch LED display itself has the characteristics of high HDR imaging technology, high contrast, wide color gamut, high color accuracy, high brightness and high frame rate, which can fully meet the needs of the film market. The current issues that need to be resolved are DCI certification and cost issues. If these two issues can be resolved, the small-pitch LED display will replace the DLP digital cinema market position in the future.
