We're getting under the skin of the big screen experience, examining its ability to lift us out of reality and into extraordinary worlds. With a little help from Gru and the Minions, critic and broadcaster Victoria Luxford dives into the world of ScreenX.
Cinema is a form of entertainment that has been around for over a century and yet it’s always evolving. In my time as a film fan, I’ve marveled at the introduction of surround sound, digital projection and formats like 4DX, all of which added something new to the cinematic experience.
During my career as a film critic, I've witnessed the sharp end of the 3D revolution, having talked to James Cameron about the innovations he made for the groundbreaking first Avatar movie.
I also remember vividly my first time excitedly sitting in a 4DX chair, having heard rave reviews about the new format, before seeing 2016’s Rogue One: A Star Wars Story. That familiar feeling of anticipation was in my stomach as I travelled to witness the cinematic innovation named ScreenX.
A special format unique to Cineworld cinemas in the UK, ScreenX utilises a stunning 270-degree effect, projecting the film onto the side walls of the cinema to put the audience at the centre of the action. I recently experienced it for the first time at a special preview screening of Despicable Me 4 at Cineworld O2 in London.
The fourth Gru adventure, which sees the reformed villain (voiced by Steve Carell) tackle fatherhood and old enemies, is only the second film to be presented in ScreenX (following this year’s Migration).
However, it wasn’t just me jumping up and down like an excited Minion in the lead-up to the screening. “I’m excited to see it!” enthused movie influencer Cozzer P (@Cozzerfilms on TikTok). “I’m a big fan of the Despicable Me films. The second one has to be my favourite but the Minions movies are also great. Minions 2: The Rise of Gru is fun. I’m looking forward to seeing what comes next”.
Dressed, appropriately enough, in Minion cosplay, he was also gearing up for his ScreenX experience. “I haven’t seen it before, I’m looking forward to the experience” he enthused. “I think it’s going to add something to the cinema experience, it’s going to be special to see it for the first time”.
Watch the highlights of the Despicable Me 4 ScreenX event in the following event.
Before long, all of us were heading to our seats. I love the build-up to a movie as much as anything else: moving down the corridors past the posters for upcoming films, balancing my popcorn, finding one’s seat in just the right position, and settling down. Upon entering the screening, an introductory film showed us what is possible when cinema chooses to break its limits.
“Experience the next evolution in cinema” the narrator, with a deep trailer voice, announced as beams of light burst onto the walls surrounding us. There were gasps, shouts of delight, and a lot of people saying “wow” as streetlights and sparks flew past us. My eyes were already as big as the screens in front of me, and the movie hadn’t even started yet.
ScreenX’s impact on the frenetic world of Despicable Me was evident from the first scene when Gru speeds along a mountainside highway in a sports car, like a scarf-wearing 007. I could almost feel myself dodging trees (and the occasional startled mountain goat!) as Gru races to confront villain Maxime Le Mal (Will Ferrell), before being surrounded by party guests at the big showdown.
Of course, what would a Despicable Me film be without the Minions? Gru’s loyal sidekicks have become the stuff of movie legend, and of course, there’s no end of mayhem when they’re around. This time, they have been separated from their beloved leader Gru as he and his family go into witness protection, meaning they are cared for by the Anti-Villain League (AVL).
This leads to some hilarious slapstick moments that are enhanced by ScreenX, including their first time in the AVL lab where a hapless Minion is chased by a dog before the Mega Minions are born in one of the film's comic highlights. All of this comic chaos is extended beyond our peripheral vision via 270-degree projection.
There’s a sense of being taken along for the ride as Gru begrudgingly flies a hot air balloon through mountains and rubble flies past your ears as Maxime Le Mal bursts to freedom in his ingenious flying machine. Of course, the Mega Minions return and we soar past skyscrapers as the group attempts to use their powers for good, with mixed results.
In the following chat with Cineworld, Despicable Me 4 director Chris Renaud recaps his first experience with ScreenX, and his thoughts on what the format adds to the film.
The Despicable Me franchise has remained so popular over the years because of the colourful world that these characters inhabit, and ScreenX allows us to appreciate it in a vivid new light.
The applause went up as the credits rolled, and I walked away stunned by my first ScreenX experience. I left with the familiar smile a Despicable Me movie can bring, but also a new notion of what a movie can look like. I felt immersed in the movie in a way I hadn't experienced before, with my eyes drawn to different details and sequences that felt like they were surrounding me.
Considering it was a new experience, I was also amazed at how easy it was to become immersed in the action. The 270-degree field of vision meant that while I was in a packed cinema screen full of fellow movie fans, I felt like I had walked into the story.
We often hear about great movies deserving “the biggest screen possible”, and this relatively new way of enjoying movies has to be seen to be believed.
Despicable Me 4 is released at Cineworld on July 12th. Purchase your Despicable Me 4 cups and toppers before heading into the cinema and remember you can be more childish together by using Cineworld Family Ticket.
Victoria Luxford is a film critic and broadcaster. She is Film Editor for City AM and has written about film for The Guardian, Radio Times, and Empire Magazine. You can find more of her work on Instagram @VLFilm.
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