XINEMARTE Set for Asia Rollout in 2026

SQNXR has announced the Asia launch of XINEMARTE, a new immersive cinematic art platform that aims to redefine the use of traditional movie theaters by transforming them into curated audiovisual art environments. The rollout is scheduled to begin in Q2 2026, with initial launches expected in Taiwan, Hong Kong, and South Korea from May onwards, before expanding to Malaysia, Vietnam, Singapore, Indonesia, the Philippines, and China. The initiative comes at a time when cinema operators across Asia are actively seeking alternative programming to address declining off-peak attendance and to attract new audiences. XINEMARTE is designed as a turnkey solution that allows venues to repurpose existing infrastructure into premium immersive art spaces, tapping into the growing experiential entertainment market without requiring major capital investment. Malaysia-based Jazzy Group of Companies, led by CEO Joanne Goh and known as the organizer of the Malaysia International Film Festival, has been appointed as the exclusive sales representative for the platform across Asia. Leveraging its extensive regional network, the company is expected to play a key role in facilitating partnerships with exhibitors and cultural institutions. Unlike conventional screenings or gallery projections, XINEMARTE is built specifically for cinema environments, utilizing large theatrical screens alongside Dolby Atmos and surround sound systems. The content is conceived as a time-based audiovisual language, prioritizing sensory immersion over traditional narrative structures. Presentations are designed in 20 to 25 minute cycles, allowing audiences to enter and exit fluidly, with programming refreshed bi-weekly to include both family-friendly and adult-oriented material. The platform is spearheaded creatively by Ray Tijssen, also known as 0010×0010, a Netherlands-born audiovisual artist based in Los Angeles. Tijssen has built an international reputation through immersive installations and collaborations across music, commercial art, and architectural environments, with exhibitions at institutions such as MOCA Bangkok, W1 London, and TODA Dubai. According to Joanne Goh, the concept addresses a long-standing inefficiency in cinema exhibition, noting that theaters remain underutilized for significant portions of the day. Tijssen similarly emphasizes the potential of cinemas as purpose-built spaces for collective audiovisual immersion, positioning XINEMARTE as a project designed to fully exploit that capacity. In selected markets, the platform will also incorporate “Algorithmic Organisms 2.0 × XINEMARTE,” an integrated exhibition combining generative audiovisual art with the immersive cinema format. Additional details regarding individual market launches and programming are expected to be announced in the coming months. With its hybrid positioning between installation art and cinematic experience, XINEMARTE represents a notable attempt to rethink exhibition practices in Asia, bridging the gap between gallery-based media art and theatrical presentation while offering exhibitors new ways to engage audiences beyond traditional film screenings. Tags:0010x0010Jazzy GroupJoanne GohMalaysia International Film FestivalRay TijssenSQNXRXINEMARTE