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.