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Immersive Cinematic Art Platform Xinemarte Makes Malaysia Debut at MIFFest With ‘The Room Remembers’
Xinemarte, an immersive cinematic art platform developed by Los Angeles-based creative technology firm SQNXR, has made its Malaysian debut as a special programme at the 9th Malaysia International Film Festival (MIFFest) in Kuala Lumpur. The launch marks the second stop in the platform's Asian expansion after a soft opening in Taipei, and reflects a broader push to repurpose cinema venues as sites for experiential art rather than conventional film screenings, potentially opening a new revenue stream for underused theatre infrastructure across the region.
The Malaysia programme showcased "The Room Remembers," Xinemarte's inaugural thematic chapter, led by its first work "Fluid" — a 25-minute audiovisual piece by SQNXR creative director Ray Tijssen (aka 0010×0010) using large-scale projection and Dolby Atmos sound. Screenings ran in staggered 25-minute cycles allowing audiences to come and go freely, followed by a Q&A with Tijssen, and were well received by festival-goers who found the experience calming and meditative. Jazzy Group of Companies, MIFFest's organiser led by founder Joanne Goh, holds the exclusive Asia sales mandate for Xinemarte, with further rollouts planned in Singapore, Hong Kong and other regional markets.
In short
- Xinemarte immersive art platform debuts in Malaysia at MIFFest festival
- Features "Fluid," a 25-minute audiovisual work by Ray Tijssen
- Platform set to expand next to Singapore, Hong Kong and beyond
Explained simply
Xinemarte is a new type of artistic experience that uses cinema theatres to showcase immersive audiovisual art rather than traditional films. The platform was developed by a Los Angeles-based creative technology company called SQNXR and is expanding across Asia. Its Malaysian debut took place at the country's international film festival in Kuala Lumpur.
The Malaysia programme presented "The Room Remembers," Xinemarte's first collection of works. The centrepiece is "Fluid," a 25-minute piece combining large-scale projections and immersive surround sound created by SQNXR's creative director Ray Tijssen. Audiences were able to enter and leave freely at different times, followed by a question-and-answer session with the artist.
Xinemarte represents a new approach to using cinema venues, which often remain underutilised outside of traditional film releases. By hosting immersive art experiences, theatres can attract new audiences and generate additional revenue streams. The platform's expansion across Asia, with further roll-outs planned for Singapore, Hong Kong and other markets, suggests growing regional interest in this model.
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