BMW reveals in-car cinema screen, digital art themes

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This week’s CES show in Las Vegas was as much about cars as it was home electronics, and BMW was the most creative exhibitor. First, the German automaker unveiled a car that changes color at the push of a button. Now he’s revealed an on-board cinema screen and themed digital art settings for his cars.

Color-changing automotive technology is unlikely to make its way to a sales lot anytime soon. But the other two entertainment options, according to BMW, will be in showrooms later this year.

BMW theater screen

The BMW Theater Screen entertainment system uses a 31-inch wide, 8K ultra-wide display screen that folds away from the car’s roof on command. Passengers can adjust its angle to match the tilt of their seats. The screen uses a 32: 9 aspect ratio similar to many movie theaters.

It is combined with a Bowers & Wilkins Diamond surround sound system. As the screen unfolds, the speakers play cinematic sound created by acclaimed Hollywood composer Hans Zimmer, who also created driving sounds for BMW’s new range of electric vehicles. Roller shutters rise above the rear windows to reduce glare.

BMW says it is “working with Amazon to fully integrate the Fire TV experience into the Theater Screen system.”

BMW has not revealed the price of the system or indicated which car will get it first. But, in a press release announcing the screen, he claimed that his upcoming iX 2022 electric SUV would be the first vehicle in the world to implement the full 5G mobile radio standard, which is likely a clue. 8K video streaming would likely require a 5G connection.

BMW Digital Art Fashion

The company has made it clear that the 2023 iX M60 will benefit from its other innovation first. It’s called Digital Art Mode, and you probably gathered what it is before you finished reading this sentence.

BMW created the fashion to mark the 50e anniversary of BMW Group Cultural Engagement, the division responsible for BMW’s famous Art Cars.

The system “provides an additional option for drivers to tailor their driving experience to suit their preferences and interests and to enjoy culture in their everyday mobile life,” BMW said.

It projects moving digital art screens onto screens inside the vehicle and changes the cabin lighting according to the display.

The first theme released is called Quantum Garden. Designed by Chinese digital artist Cao Fei. BMW explains:

“Galaxies of visual spaces filled with dots, light beams and nebulae are constantly moving closer and further away from each other at varying speeds while growing and narrowing again and again. They express the mostly invisible but continuous bonds that connect people, groups and systems that affect each other even over great distances and in so doing also alter their surroundings.

BMW did not say whether Digital Art Mode would incur an additional cost. This could be a standard feature of its upcoming iDrive 8 entertainment system. We’ve asked for clarification and will update this story when we get it.


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