Time to set a new standard.
BMW is having a busy week. After unveiling the iX M60 all-electric SUV with 610 horsepower it has now presented the BMW Theatre Screen, a 31-inch ultra-wide panorama display in 32:9 format with a resolution of up to 8k. BMW is teaming up with Amazon in order to fully integrate the Fire TV experience within this new system, allowing vehicle occupants to stream their favorite movies, TV series, and music while traveling with 5G connectivity.
The My Mode Theatre is more than just a screen and streaming system; it essentially transforms the rear cabin into a home theater. Set to be offered on the iX, the screen extends out of the headliner on command via a complex rotary movement on two articulated rails at each side.
The system can be controlled with either a touch operation or by using the touchpads found in the rear doors. BMW says that once the system has been activated, the screen moves out of the headliner accompanied by a unique sound created by none other than famed Hollywood composer and Academy Award winner Hans Zimmer. The sound ends once the screen hits its final position. Viewers will also be treated to a graphic animation that's unique to the My Mode Theatre.
To further create a cinema-like setting, the roller sunblinds on the side windows and rear glass are closed. The ambient lighting is also dimmed. Thanks to the 31-inch screen's high 8k resolution and zoom function, video content can be played in width-to-height of 16:9, 21:9, and 32:9 formats. Along with HD viewing quality, occupants will further benefit from an integrated Bowers & Wilkins Diamond Surround Sound System.
"We develop immersive, digital experiences for sheer driving pleasure," said Frank Weber, BMW board member for development. "In Theatre Mode, the rear of the interior is transformed into a private cinema lounge. With the 31 inch display, 5G connectivity, 8K resolution, surround sound and individual streaming program, an unprecedented experience is created that sets new standards for in-car entertainment."
Not surprisingly, BMW will launch a Chinese market-specific version with unique content for that country. There's no word on when the BMW Theatre Screen will be ready to order but it should happen later this year.