Xinemarte, the immersive cinematic art platform developed by Los Angeles-based creative technology company SQNXR, has made its Malaysia premiere as a special program at the recently concluded 9th Malaysia International Film Festival in Kuala Lumpur.
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The platform’s Kuala Lumpur rollout began a day ahead of MIFFest‘s opening, and marks the second stop in Xinemarte’s Asian expansion following a soft launch in Taipei.
The Malaysia program centers on “The Room Remembers,” Xinemarte’s inaugural thematic chapter, and its first presentation, “Fluid” – a 25-minute audiovisual work by SQNXR Creative Director Ray Tijssen, who operates under the alias 0010×0010. The work treats the movie theater itself as the primary artistic medium, drawing on cinematic-scale projection and Dolby Atmos surround sound to create a shared sensory environment.
“You have canvas, you have screens, you have sculpture and you have movie theatre rooms,” Tijssen said. “The room becomes the audience. The room remembers.”
Tijssen described “Fluid” as “organic forms adrift in a single current, where solid and liquid move as one, somewhere between deep ocean and deep space.”
MIFFest audiences attended a special post-screening Q&A session with Tijssen, in which he discussed the creative process behind the work and the concept underpinning “The Room Remembers.” The screenings drew a positive response from festival-goers, with many describing the experience as calming and meditative.
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Jazzy Group of Companies, the Malaysia-based entertainment company and MIFFest organizer, holds the exclusive Asia sales mandate for Xinemarte. CEO Joanne Goh founded the festival.
“Cinema infrastructure is underutilized for significant portions of the day,” Goh said. “Xinemarte allows operators to activate those spaces with premium experiential content that appeals to audiences who might never attend a traditional film screening. We see enormous potential across the region.”
Structured around 25-minute cycles with staggered start times, the platform allows audiences to enter and exit freely, with programming updated monthly across family-friendly and adult-oriented categories. Rather than adapting conventional content for cinema screens, Xinemarte was built to exploit the full capabilities of contemporary theatrical infrastructure.
Following its Malaysia run, the platform is set to expand to Singapore, Hong Kong and additional markets across the region. Tijssen, who was born in the Netherlands and is now based in Los Angeles, has previously mounted installations at MOCA Bangkok, W1 London and TODA Dubai.