Setting New Standards For In-Car Entertainment, The BMW Theatre Screen

Creating an atmosphere with moments full of emotions, the BMW Group presented another particularly exclusive version of My Modes at the 2022 Consumer Electronics Show (CES).

This time, it combines a new and worldwide unique in-car entertainment system for future BMW models.

BMW AG Development’s management board member, Frank Weber, expressed, “We develop immersive, digital experiences for sheer driving pleasure. In Theatre Mode, the rear of the interior is transformed into a private cinema lounge. With the 31-inch display, 5G connectivity, 8K resolution, surround sound and individual streaming program, an unprecedented experience is created that sets new standards for in-car entertainment."

My Mode Theatre alters the rear of the interior into a private cinema lounge with surround sound and 5G connectivity thanks to the BMW Theatre Screen, a panorama display in 32:9 format. 

In this setting, every journey becomes a cinema experience for the rear passengers with personalised entertainment on a 31-inch ultra-wide display with a resolution of up to 8K.

Said large screen with smart TV function extends out of the headliner on request by a sophisticated rotary movement on two articulated rails at the sides.

Then, the BMW Theatre Screen’s interface can be controlled by touch operation or using touchpads integrated in the rear doors.

To help deliver this bold innovation, which sets a new benchmark for in-car 4K entertainment, the BMW Group selected Amazon Fire TV to bring together the content and technology. 

The Fire TV experience lets rear-seat passengers enjoy numerous contents from popular apps, e.g., stream movies, TV episodes and music, and watch downloaded programs, all while on the road.

Interestingly, this is the first vehicle integration of Amazon Fire TV to support content in 4K and offers the highest resolution and biggest display of any in-car Fire TV experience. 

However, for the brand’s market in the East, there will be a country-specific offering for customers in China.

Besides that, in creating an atmosphere like no other, this new in-car entertainment experience in future luxury class models from BMW begins with the activation of the My Mode Theatre.

For instance, when the screen moves out of the headliner, it’s escorted by a sound experience created solely for this purpose and ends at the precise moment the screen reaches its final position.

So exclusively done, it was composed in cooperation between the BMW Group and the renowned film music composer Hans Zimmer.

Moreover, a graphic animation also appears on the display, specially designed by BMW User Interface Design for the My Mode Theatre. 

At the same time, the roller sunblinds for the side windows and the rear window are closed, and the ambient lighting in the rear of the vehicle is dimmed.

As aforementioned, the BMW Theatre Screen is an ultra-wide panorama display with a screen diagonal of 31 inches. 

Notably, it reaches horizontally over almost the entire interior and in height from the headliner to the front seats' backrests. 

Coming with a zoom function, the contents of the entertainment programme can be played in width-to-height of 16:9, 21:9 or even in 32:9 format. 

Not to forget, it is capable of an exceptionally high display resolution of about 8000 × 2000 pixels per screen column, ensuring a detailed visual experience when enjoying films in ultra-HD quality. 

Accompanying this outstanding setup are the integrated Bowers & Wilkins Diamond Surround Sound System that delivers an extremely high-end and multifaceted sound experience.

Next, to ensure an ideal cinema experience with maximum seating comfort, the tilt of the display can be adjusted by touch operation using the control menu on the in-car entertainment system.

The corresponding touch controls are also used to select the screen format, with two individual passenger volume controls arranged both on the right and left edges of the display. 

Alternatively, the passengers can control the entertainment system using the control panels integrated in the door handles.

Connectivity-wise, it comes to no surprise that it features 5G connectivity as the BMW Group is a pioneer in the implementation of the 5G mobile radio standard in vehicles. 

E.g., the technology flagship BMW iX is the worldwide first premium vehicle to use this standard for data transmission, which will also be used in other models like the BMW i4 in the future. 

Thus, with an extremely high data bandwidth and low latency, it provides an ideal streaming experience with the luxurious in-car entertainment system of the future.

Overall, the new My Mode with BMW Theatre Screen is setting new standards in the area of in-car entertainment and offering rear passengers an entertainment experience on a par with a cinema.