A Blockbuster First for Indian Cinema Technology
Today marks a historic milestone for India's cinema exhibition industry. Sony Pictures Entertainment India has partnered with Qube Cinema to release Spider-Man: Brand New Day across all 12 EPIQ screens in India — making it the first Hollywood studio release to be mastered in the premium large format since its launch in 2019.
This is not merely a distribution announcement. It is a validation of Indian engineering and innovation in a space long dominated by Western formats like IMAX, Dolby Cinema, and ScreenX. For the first time, a Hollywood studio has entrusted a homegrown Indian format with the theatrical presentation of one of its most valuable global franchises — and the implications extend far beyond a single film.
Spider-Man: Brand New Day releases on July 30, 2026, in English, Hindi, Tamil, Telugu, Kannada, and Malayalam. But the real story is what this partnership says about the maturity of India's cinema technology ecosystem and the growing global confidence in Indian exhibition standards.
What Is EPIQ? The Indian Answer to Premium Cinema
For those unfamiliar with the format, EPIQ is a premium large format (PLF) developed entirely in India by Qube Cinema, the country's leading digital cinema technology company. Think of it as India's answer to IMAX — but with distinct characteristics that make it uniquely suited to Indian audiences and Indian cinema.
The EPIQ experience is built on five pillars:
Larger flat-aspect-ratio screens that maximise the field of view
Studio-grade Dolby Atmos sound for immersive audio
4K RGB laser projection for superior image quality
Stadium-style seating with unobstructed views
Dedicated auditorium design optimised for the format
Since its launch in 2019, EPIQ has grown steadily. Today, there are 12 EPIQ screens across India, located in major cities including Mumbai, Delhi, Bengaluru, Chennai, and Hyderabad. More than 170 films have already been mastered for the format — predominantly Indian films ranging from Bollywood blockbusters to regional language hits.
What makes EPIQ different from other premium formats is its commitment to flat aspect ratio rather than the curved or scope ratios favoured by some competitors. This flat format is particularly well-suited to Indian cinema, which often features elaborate production design and ensemble casts that benefit from the expanded vertical space.
EPIQ Luxon: The Next Frontier in HDR
The Spider-Man release comes with an additional technological breakthrough. The film will also be released in EPIQ Luxon, the company's new high dynamic range (HDR) format offering higher brightness and deeper contrast.
EPIQ Luxon represents the next evolution of the format, pushing the boundaries of what is technically possible in cinema projection. By delivering enhanced brightness and contrast ratios, Luxon allows audiences to see details in shadow and highlight that would be lost in standard projection — a difference that is particularly noticeable in action sequences and visually complex scenes.
The launch of Luxon positions EPIQ at the cutting edge of global cinema technology. While HDR has become standard in home entertainment, its implementation in commercial cinemas has been limited due to technical challenges around brightness, colour accuracy, and projection consistency. EPIQ Luxon appears to have cracked the code — and Spider-Man: Brand New Day will be the first Hollywood film to showcase what the format can do.
Why This Matters: Hollywood's Endorsement of Indian Tech
The significance of the Sony-Qube partnership cannot be overstated. For years, Hollywood studios have been cautious about adopting new exhibition formats, particularly those developed outside the traditional Western technology centres. The cost of mastering a film for a new format is substantial, and studios need confidence that the format will deliver a consistent, high-quality experience across all screens.
By choosing EPIQ for Spider-Man: Brand New Day, Sony Pictures has sent a clear signal: Indian cinema technology has arrived on the global stage.
This is not just about one film. It is about creating a virtuous cycle where Hollywood releases drive audience awareness of the format, which in turn drives demand from multiplex owners to install more EPIQ screens, which in turn creates more opportunities for Indian films to be mastered in the format. Each step strengthens the ecosystem.
Consider the numbers: 170 films mastered for EPIQ in just six years, with the format now attracting Hollywood's attention. This growth trajectory suggests that EPIQ is on track to become the premier premium format not just in India but potentially in other markets where Qube Cinema operates.
The Man Behind the Technology: Qube Cinema's Vision
Qube Cinema is no stranger to innovation. Founded in 2005, the company has been at the forefront of digital cinema transformation in India. It was Qube that pioneered digital cinema deployment in the country, transitioning thousands of screens from film to digital projection. Today, Qube is one of the world's largest digital cinema technology companies, with a presence in over 30 countries.
The development of EPIQ was a natural evolution of Qube's mission to enhance the theatrical experience. While the company's core business remains digital cinema servers and projection systems, EPIQ represents a vertical integration strategy that controls the entire exhibition chain — from mastering to projection to auditorium design.
Devang Sampat, CEO of Cinepolis India, recently emphasised the importance of such technological investments: "The cinema industry is seeing more changes than ever before… With the new technologies coming, like artificial intelligence, we are trying to implement new tools that would make our business even more efficient" . EPIQ embodies this philosophy — using technology not just to improve the audience experience but to create operational efficiencies for exhibitors.
The Rise of Premium Formats in India
EPIQ's success is part of a broader trend in Indian cinema exhibition. Premium formats are increasingly becoming differentiators for multiplex chains seeking to attract audiences in a crowded market. From IMAX to 4DX to ScreenX to EPIQ, exhibitors are investing in technology that offers something beyond the standard cinema experience.
The business case is compelling. Premium format screens typically command higher ticket prices, generating better yields per seat. They also create a halo effect for the multiplex, attracting audiences who might otherwise watch the film at home on streaming platforms. In an era when OTT competition is intense, premium formats give cinemas a unique selling proposition that cannot be replicated on a television screen.
Qube Cinema's partnership with Sony Pictures may well encourage other Hollywood studios to master their films for EPIQ. If Spider-Man: Brand New Day performs well on the format — and early indications suggest it will — we can expect to see more Hollywood titles following suit. This would create a virtuous cycle where audiences choose EPIQ screens for both Hollywood and Indian films, driving demand for more screens and more titles.
What This Means for Indian Filmmakers
The implications of EPIQ's Hollywood debut extend beyond exhibition. For Indian filmmakers, the availability of a world-class premium format on home soil is a powerful creative tool. Directors can now design their films with EPIQ's technical specifications in mind, knowing that Indian audiences will have access to a theatrical experience that rivals anything available in Los Angeles or London.
The 170 films already mastered for EPIQ include some of the biggest Indian productions of recent years. These films have benefited from the format's enhanced picture and sound quality, delivering a cinematic experience that does justice to the scale and ambition of their storytelling.
For regional language filmmakers, EPIQ offers particular advantages. The format's flat aspect ratio is well-suited to the diverse visual traditions of Indian cinema, from the elaborate sets of Tamil period dramas to the sweeping landscapes of Malayalam cinema. As more regional films are mastered for EPIQ, the format is helping to elevate Indian cinema to global technical standards.
The Competitive Landscape: EPIQ vs. The World
To understand EPIQ's significance, it helps to compare it with other premium formats:
IMAX remains the global leader in premium large format, with its towering screens and proprietary camera systems. However, IMAX screens are limited in India and carry a premium price point that may not be accessible to all audiences.
Dolby Cinema offers exceptional picture and sound quality but has limited penetration in the Indian market.
ScreenX provides a unique 270-degree immersive experience but requires specialised projection systems and content mastering.
EPIQ, by contrast, offers a compelling value proposition: a high-quality premium experience that is accessible to a broad audience, supported by a local technology company with deep expertise in the Indian market. The partnership with Sony Pictures suggests that EPIQ is now being recognised internationally as a credible alternative to the established global players.
The Future of Cinema Exhibition in India
The EPIQ-Sony partnership comes at a pivotal moment for Indian cinema exhibition. The industry is still recovering from the disruptions of the COVID-19 pandemic, and streaming platforms have fundamentally changed audience expectations. To compete, cinemas must offer experiences that cannot be replicated at home.
Premium formats are a key part of this strategy. As Sampat of Cinepolis noted: "The cinema industry is seeing more changes than ever before… With the new technologies coming, like artificial intelligence, we are trying to implement new tools that would make our business even more efficient" .
Qube Cinema's investment in EPIQ, and now EPIQ Luxon, positions the company to lead this transformation. By developing a homegrown premium format that can compete with the best in the world, Qube is not just serving the Indian market — it is creating intellectual property that can be exported globally.
The Spider-Man partnership is just the beginning. If EPIQ continues to attract Hollywood releases, the format could become a standard for international film distribution in India. And if Qube can extend its EPIQ network to other markets — the Middle East, Southeast Asia, Africa — the format could become a genuinely global player.
Conclusion: A New Standard for Indian Cinema
The release of Spider-Man: Brand New Day on EPIQ screens across India is a milestone that should make every Indian cinema professional proud. It is proof that Indian technology can compete with — and even exceed — global standards.
More than that, it is a signal of what is possible when domestic innovation meets international ambition. Qube Cinema has spent years building the technological infrastructure for Indian digital cinema. That investment is now paying dividends, with Hollywood validating the company's vision.
As Spider-Man swings into EPIQ screens this July, audiences across India will experience a blockbuster in a format that is uniquely Indian. And for the first time, a Hollywood studio has acknowledged that Indian cinema technology deserves to be on the world stage.
The silver screen just got a little brighter — and a whole lot more Indian.
