ODEON Cinemas Endorses TrueCut Motion to Redefine the Premium Big-Screen Experience

LOS ANGELES, CA – February 23, 2026 – In a significant move to elevate the theatrical experience, ODEON Cinemas Group, Europe's largest cinema operator, has officially endorsed Pixelworks' TrueCut Motion technology. The partnership, announced today, will see ODEON prioritize screening blockbuster films enhanced with the advanced motion grading technology across its network of premium iSense auditoriums, promising audiences a visually superior presentation free from common motion artifacts.

This collaboration aims to deliver films exactly as the creators envisioned, tackling long-standing visual challenges like motion judder and blur that can detract from the big-screen spectacle. For moviegoers, this means a clearer, more immersive, and more comfortable viewing experience on ODEON's largest and most advanced screens.

"We are always looking for innovations to elevate the big-screen experience across our cinemas," said Mike Bradbury, Head of Cinema Technology at ODEON Cinemas Group, in a statement. "We are pleased to support TrueCut technology in our premium venues, giving guests enhanced visual clarity that preserves the filmmaker's creative intent."

Pixelworks, the company behind the technology, sees the endorsement as a pivotal moment for expanding the reach of motion-enhanced content. "This ideal collaboration brings together the benefits of TrueCut Motion's industry-leading content clarity, immersion and realism, with ODEON Cinemas Group's vast network of premium screens to bring superior visual entertainment to millions of moviegoers," stated Sevan Brown, Pixelworks EVP of Business Development.

Beyond High Frame Rate: The 'Motion Grading' Revolution

The conversation around motion in cinema has often been dominated by High Frame Rate (HFR) presentations, which have divided audiences and critics. While HFR films, shot and projected at 48 or even 120 frames per second, offer undeniable clarity, they have often been criticized for producing an overly smooth, video-like 'soap opera effect' that feels unnatural and detracts from the traditional cinematic aesthetic.

TrueCut Motion represents a different approach. Rather than being a capture format, it is a sophisticated post-production platform that allows filmmakers to perform "motion grading" on a film, scene by scene. This process is analogous to color grading, but for movement. It gives directors and editors a new palette to fine-tune the look of motion, surgically addressing issues like strobing and judder without sacrificing the desired 24fps filmic look. It allows them to selectively increase clarity in fast-action sequences while maintaining a traditional feel for dramatic, dialogue-driven scenes.

This technology was famously utilized by director James Cameron for Avatar: The Way of Water. Even though the film was presented at a consistent 48fps, TrueCut Motion was used to create variable motion blur, allowing certain scenes to have the feel of 24fps while others benefited from the clarity of HFR. This hybrid approach demonstrated that motion clarity and cinematic feel do not have to be mutually exclusive. Pixelworks also worked with Cameron's Lightstorm Entertainment to remaster the original Avatar and Titanic using the technology, proving its value in enhancing classic films for modern premium formats.

The Premium Play in a Competitive Landscape

ODEON's investment in TrueCut Motion is a calculated strategic move within the highly competitive entertainment industry. As high-quality home theater systems become more accessible, cinema exhibitors are increasingly focused on "premiumization"—creating an unparalleled theatrical experience that cannot be replicated on a couch. This partnership directly enhances ODEON's own Premium Large Format (PLF) brand, iSense.

Industry data shows this strategy is paying off. PLF screens have become a powerful draw for audiences, with research indicating that premium formats accounted for over 15% of the North American box office in 2024, a significant increase from pre-pandemic levels. A majority of moviegoers report that premium experiences make a film more enjoyable and are willing to pay a higher price for the upgraded visual and audio presentation. By integrating a cutting-edge technology that offers a tangible visual improvement, ODEON is strengthening the value proposition of its iSense screens and differentiating itself in the marketplace.

This focus on technical excellence is about future-proofing the theatrical window. As screen technology evolves with brighter laser projectors and High Dynamic Range (HDR) capabilities, motion artifacts that were once less noticeable can become more pronounced and distracting. TrueCut Motion provides a filmmaker-controlled solution to this problem, ensuring that technological advancements in projection enhance, rather than compromise, the viewing experience.

Empowering the Filmmaker's Uncompromised Vision

Ultimately, the adoption of TrueCut Motion is about honoring and preserving artistic intent. For decades, filmmakers have had to work within the limitations of a 24fps standard. TrueCut Motion provides them with an unprecedented level of creative control over a fundamental element of visual storytelling: motion itself.

The platform's power lies not only in the creative tools it offers but also in its promise of consistent delivery. A film graded with TrueCut Motion is designed to have its intended motion characteristics displayed faithfully across a wide range of devices, from a premium iSense cinema screen to a home television or even a mobile device. This solves a major headache for creators who often see their carefully crafted work altered by aggressive and unwanted motion smoothing settings on consumer televisions.

The endorsement from a major exhibitor like ODEON is a critical step in building a complete ecosystem for this technology. It creates a clear pipeline from post-production houses to premium auditoriums, encouraging more studios and directors to adopt the format. Beyond James Cameron, the technology has already been used on major titles like Godzilla x Kong: The New Empire and animated features from DreamWorks Animation, indicating a growing momentum within Hollywood. As more filmmakers embrace motion grading and more cinemas like ODEON showcase its benefits, audiences are poised to discover a new standard of visual clarity on the big screen.