Xinemarte, an immersive cinematic art platform developed by Los Angeles-based creative technology company SQNXR, held its Malaysia premiere as a special program at the 9th Malaysia International Film Festival in Kuala Lumpur. The rollout began a day before the festival opened, representing the second stage of the platform’s Asian expansion following an earlier soft launch in Taipei.
The Malaysia program centered on “The Room Remembers,” described as Xinemarte’s inaugural thematic chapter. The flagship presentation, “Fluid,” is a 25-minute audiovisual work created by SQNXR Creative Director Ray Tijssen, who uses the alias 0010×0010. The work uses the cinema space itself as the primary artistic medium, employing cinematic-scale projection and Dolby Atmos surround sound to create an immersive sensory environment. Tijssen characterized the piece as depicting “organic forms adrift in a single current, where solid and liquid move as one, somewhere between deep ocean and deep space.”
Festival audiences participated in a post-screening Q&A session with Tijssen, where he discussed both the creative development of “Fluid” and the conceptual framework of “The Room Remembers.” Attendees responded positively, with many characterizing the experience as calming and meditative.
Jazzy Group of Companies, the Malaysia-based entertainment company and MIFFest organizer, holds the exclusive Asia sales mandate for Xinemarte. Chief Executive Officer Joanne Goh, who founded the festival, noted that cinema infrastructure remains underutilized during significant portions of the day. She indicated that Xinemarte enables venue operators to activate those spaces with premium experiential content that may appeal to audiences who do not typically attend traditional film screenings.
The platform operates on 25-minute presentation cycles with staggered start times, allowing audiences to enter and exit freely, with programming updated monthly across family-friendly and adult-oriented categories. Following the Malaysia engagement, expansion to Singapore, Hong Kong, and additional regional markets is planned.
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