It’s incredible how today, people reach out to us asking if a certain title is coming out in HDR by Barco.
50+
HDR-enabled theaters by end 2025
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Into the spotlight: how Barco Cinema wrote its own script
Cinéma · HDR · 9 min de lecture
When you launch new technology, you can play it safe or you can premiere it in Times Square. In 2024,Barco Cinema chose the spotlight, piloting its premium HDR by Barco technology across some of the United States’ most iconic theaters. And it worked. In just a year, the footprint grew to over 50 HDR-enabled theaters partnering with all major Hollywood studios on delivering more than 30 movie titles. Along the way, the team leveled up its capabilities and mindset – with solid support from the entire company.
Once upon a time in Times Square
When Barco Cinema debuted its premium HDR by Barco Lightsteering technology to moviegoers in 2024, they went straight to the world’s most famous cinema destinations. "That was a bold move," says Carl Rijsbrack, SVP Strategy & Marketing, Barco Cinema. "We knew HDR by Barco was great tech, but if the moviegoer doesn't like it, it's worth nothing."
Fortunately, the moviegoer did like it. “Exit surveys from the pilot phase showed 90% of moviegoers were willing to recommend HDR by Barco,” recalls Adam Cassels, VP Marketing, Barco Cinema. "And that enthusiasm has only spread since then. People were used to seeing HDR at home, but our Lightsteering technology is where it gets really magical. It’s HDR quality with true cinematic impact.”
Why ‘premium’ matters
Creating a magic, memorable cinema experience: that’s exactly what helps exhibitors stand out. “The cinema industry has realized how important it is to offer premium viewing experiences,” says Carl. “The business case is clear: premium creates the strongest differentiation versus home viewing, so it drives attendance and revenues. So, while in the past, the move to laser projectors was mostly inspired by total cost of ownership, exhibitors now add the customer to the equation, thinking 'While we're on that road to renewing our tech stack, let’s give our audiences that something extra.’"
Partners, not tech suppliers
Barco Cinema has the technology to create that magic. “Over the years, we’ve kept moving up the tech ladder, introducing cinema firsts decade after decade,” Adam continues. “HDR by Barco is the step-up needed to deliver premium experiences.”
“At Barco, we’re taking our commitment beyond technology. We’re here to help our customers create experiences that lure people into theaters. To do that, we commit to the success of each film released. Our relationship with exhibitors has fundamentally changed. We’re true partners now.”
Every time we sign a new deal, the CEO asks: ‘Are you in this for the long run?” And we are. We deliver what they need to keep moviegoers coming back.
Technology, marketing, studios: three roles, one team
That meant rethinking Barco’s role entirely, says Carl. “We’re now wearing three hats simultaneously. First, our projectors and HDR Lightsteering technology have to perform in the world's most demanding venues, and we have to provide exceptional services to keep them running. That’s close to what we did before. But we also build consumer awareness.”
Adam explains: “We help exhibitors make sure people know about HDR experiences, by making Barco visible in trailers, marketing, and communications. In 2025, we launched a dedicated HDR by Barco website where people can find HDR screenings, locate their nearest theater, and buy tickets."
Last but not least, Barco has built strong ties with filmmakers and studios. In July 2025, the Cinema team debuted a renovated HDR facility in the iconic Glen Glenn Film Center in Hollywood, where colorists work together with Barco experts. "When the film’s final look is created, we come in,” Carl explains. “We give filmmakers a new canvas to play with, supporting them to enhance the movie for HDR screenings."
A new heartbeat: from behind the screen to in front
This triple challenge transformed Barco Cinema completely. "Before, we were an endpoint showing a movie,” says Carl. “Now we're attached to the market very closely, we even get feedback from the audience.”
“If you want to go from behind the screen to in front, the responsibility is big. Delivery, maintenance, communications: everything has to be top-notch and delivered instantly. A new title every two weeks means a new marketing plan every two weeks. That requires massive commitment. We’re ready for that. We have the teams, the processes and the partner network to deliver consistently, at scale. We’re part of the bloodline now and we love it.”
30+
titles specifically graded for HDR by Barco
90%
of pilot moviegoers would recommend HDR by Barco
Our story proves that innovation is also about changing business models, mindsets even. HDR by Barco tech is amazing, but without an engaged audience and great movies, it can’t deliver its impact. That’s why we approached this as a full end-to-end offering, backed by a solid strategy and a deeply experienced team across the organization.
Mission: possible. 50+ sites in one year
“Serious players see the advantage we’re bringing,” Carl notes. “And then they become advocates.” Hence the team’s amazing achievements in 2025. Barco Cinema had all major US studios on board of HDR by Barco technology, including alternative content providers. Moreover, they launched over 30 titles specifically graded for the format.
Similar enthusiasm is coming from cinemas. Over 50 theaters worldwide now feature HDR by Barco: locations across the US, plus cinemas in the UK, Italy, The Netherlands, Germany and India. Taking this momentum, HDR by Barco will be expanding globally during 2026 and beyond.
Managing the momentum
The focus now is on scale and reach. Expansion is quick, yet well thought-out. "When a theater calls us, we don’t just go and sell a projector," Carl insists. “We want to be sure they’ll be happy with the technology. So, we look at commitment, market readiness, content availability, and much more."
"The challenge is now managing the train speed," says Adam. "It's not just more products. It's more content, more countries, more marketing. This is the fastest we've ever moved. We’ve built the structure to scale with discipline: we lean on a solid strategy and an experienced team across the business, from R&D to marketing and rollout support.”
Great to see it all come together
Looking back at the past year, Carl and Adam are grateful. “The people, the commitment, and the ambition were there, and then the execution followed. From production to components, commercial efforts, and service to installation crews putting the big machines in place: we all took a huge step up, and the entire company supported us. Barco let us jump, which is amazing. For a team that has been obsessed with cinema for decades, this level of engagement and commitment is fantastic.”
We knew from the get-go that introducing HDR by Barco would require more than just tech. The marketing aspect, the customer support, Hollywood partnerships: all had to align.
Cinema = Barco = Cinema
And the future? The team dreams big, says Adam: “We want to make sure the whole world knows you can see great movies on Barco technology. And we keep believing in the future of cinema.”
“Right now, our biggest competitor is your phone. But we're seeing younger generations who want to share live moments and crave offline experiences. We’re ready to offer them exceptional experiences, in really close partnership with cinemas and studios.”
