Xinemarte Debuts in Malaysia With Immersive 'The Room Remembers'
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- Xinemarte launched in Malaysia as a special program at the 9th Malaysia International Film Festival, marking its second stop in Asia after Taipei and premiering its thematic chapter 'The Room Remembers'
- SQNXR presented 'Fluid,' a 25-minute audiovisual experience created by Creative Director Ray Tijssen under the alias 0010×0010, using cinematic-scale projection and Dolby Atmos to transform the theater into a sensory environment
- Ray Tijssen described 'Fluid' as depicting 'organic forms adrift in a single current' between deep ocean and deep space, and led a post-screening Q&A where he discussed the concept of the theater itself as the artistic medium
- Jazzy Group of Companies holds the exclusive Asia sales mandate for Xinemarte and organized the MIFFest rollout, with CEO Joanne Goh emphasizing underutilized cinema infrastructure and the platform’s potential to attract non-traditional audiences
- Xinemarte operates in 25-minute cycles with staggered entry, allowing free movement, and will update programming monthly across family-friendly and adult categories, designed specifically for theatrical tech rather than repurposed content
- Xinemarte is set to expand to Singapore, Hong Kong, and other regional markets following its Malaysia run, building on installations Tijssen has previously led in Bangkok, London, and Dubai
Why it matters: Cinema operators gain a new revenue model during idle hours, while experiential art audiences get access to immersive works tailored to theatrical scale. The platform’s monthly content updates and dual audience targeting suggest a sustainable format beyond festival novelty.
