Halifax moves into ScreenX ad format DetailsMichelle Clancy | 11 May 2019 Halifax bank has become the first brand to run an ad in the UK using ScreenX, is a Cineworld technology that extends the screen onto the side walls of the film theatre, creating an experience that surrounds the cinema seat.Set to run for a period of four weeks, the partnership was brokered by MediaCom and Digital Cinema Media (DCM), in partnership with adam&eveDBB and Cineworld.The featured ad is Halifax