In a quiet but telling convergence of cinema and domestic space, Samsung has invited the visual language of A24 films into the home through its Art Store — not as something to watch, but as something to live alongside. Thirty-eight stills from films like Moonlight and Everything Everywhere All at Once now rest on Samsung Art TVs when the screen goes dark, asking whether a television might be less a window onto content and more a wall on which culture hangs. The partnership, available to Malaysian subscribers without additional cost, extends a service already spanning 117 countries and thousand
Samsung Art Store Debuts A24 Film Collection on Malaysian-Market TVs
Cinema belongs in the gallery now
Mark
So Samsung is putting A24 movie stills on TVs that are designed to look like paintings when they're off. Why does that matter?
Mimi
It's about expanding what an Art TV can be. For years, these sets displayed fine art, museum pieces, photography. Now they're adding cinema—frames from films that people actually know and love. It's saying that cinematic imagery belongs in the same category as gallery work.
Luke
But how many people actually own these Art TVs? The Frame is expensive, and even the Neo QLED sets aren't mass market.
Mimi
That's fair. Samsung says the Art Store reaches 117 countries with over 5,000 works, but that doesn't tell us how many active subscribers there are or how many Malaysian households have compatible sets.
Mark
What's the A24 angle here? Why would a film studio partner with Samsung on this?
Mimi
A24 makes distinctive, visually striking films. Moonlight, Midsommar, Everything Everywhere All at Once—these are movies where individual frames are genuinely beautiful. Putting them on Art TVs is a form of cultural legitimacy and reach. It's also a way to keep their work visible in homes between theatrical releases.
Luke
The source doesn't say whether A24 is being paid, whether this is a licensing deal, or what the financial arrangement is. We know it's happening, but not why from A24's perspective.
Mark
Is this exclusive to Samsung, or could other TV makers do something similar?
Mimi
The source doesn't address that. It's presented as Samsung's initiative, but there's no indication whether A24 has made exclusive commitments or whether other manufacturers could approach them.
Luke
Right. And we don't know if the 38 stills are curated by A24, by Samsung, or by some third party. That matters for understanding what the collection actually represents.
Mark
For someone in Malaysia with a compatible TV, what changes?
Mimi
If they already subscribe to the Art Store, the A24 stills just appear as a new category within the service. No additional cost, no new purchase required. It's a content update.
O Pulso
- For the first time, Samsung's Art Store crosses into cinema, disrupting the clean boundary between fine art display and film culture that the service had maintained since its inception.
- A24 — the studio behind some of the most visually distinctive films of the past decade — lends 38 carefully chosen stills, raising the question of whether a frozen frame can carry the emotional weight of the story it came from.
- Samsung is quietly expanding which televisions qualify as 'Art TVs,' now including Neo QLED and select OLED models, broadening the audience well beyond the niche Frame lineup.
- Malaysian consumers with compatible sets gain access through existing subscriptions, removing friction and signaling that Samsung views this as a cultural deepening rather than a commercial upsell.
- The collection lands as part of a larger repositioning — Samsung is nudging the television away from passive entertainment device and toward something closer to a permanent fixture of visual culture in the home.
In a quiet but telling convergence of cinema and domestic space, Samsung has invited the visual language of A24 films into the home through its Art Store — not as something to watch, but as something to live alongside. Thirty-eight stills from films like Moonlight and Everything Everywhere All at Once now rest on Samsung Art TVs when the screen goes dark, asking whether a television might be less a window onto content and more a wall on which culture hangs. The partnership, available to Malaysian subscribers without additional cost, extends a service already spanning 117 countries and thousands of works — and marks the first time moving-image storytelling has entered this particular gallery.
Samsung has opened its Art Store to cinema for the first time, adding 38 photographic stills from A24 films to the service that displays gallery-quality images on compatible televisions when the screen is powered down. The collection draws from some of A24's most celebrated work — Everything Everywhere All at Once, Moonlight, Past Lives, Midsommar, and I Saw the TV Glow among them — translating recognizable frames into images meant to be lived with rather than watched.
The Art Store itself has grown into something substantial: a subscription service spanning 117 countries with over 5,000 works drawn from more than 800 artists and institutions including MoMA, the Metropolitan Museum of Art, and the Musée d'Orsay. The addition of A24 marks a meaningful shift in what the service considers art worth displaying.
Samsung has also widened which televisions can participate. Beyond The Frame and The Frame Pro — recognized by TIME as among last year's best inventions for their picture-like design and swappable bezels — the Art Store now runs on Micro RGB sets, Neo QLED televisions, and select OLED models including the flagship S95H. All of these lines are sold in Malaysia, meaning the A24 collection arrives as a software update rather than a separate purchase for existing subscribers.
Samsung's Vice President of Visual Display framed the partnership as an expansion of narrative possibility — a way for audiences to engage with stories they love beyond the act of watching. The implication is deliberate: the television, in this vision, is not merely a screen but a gallery wall, and the home becomes a space where visual culture quietly persists.
Samsung has opened its Art Store to cinema for the first time, adding 38 photographic stills from A24 films to the digital canvas service. The collection draws from the studio's catalog of acclaimed work—Everything Everywhere All at Once, Moonlight, Past Lives, Midsommar, and I Saw the TV Glow among them—translating recognizable frames from these films into gallery-quality images that display on Samsung Art TVs when the set is powered down.
The move marks a significant expansion of what Samsung's Art Store has become. The service, which the company describes as the world's largest TV art subscription offering, already spans 117 countries and holds over 5,000 works from more than 800 artists. It draws partnerships with major institutions: The Metropolitan Museum of Art, MoMA, the Musee d'Orsay. Now it adds A24, the production and distribution company known for distinctive storytelling across film, television, documentary, and music.
Samsung's Art TV line itself has evolved considerably. The Frame and The Frame Pro, designed to hang on a wall and blend into domestic space like a framed picture, earned recognition as one of TIME's Best Inventions last year. Both feature matte finishes and swappable bezels to accommodate different interior aesthetics. But in 2026, Samsung broadened the Art Store's reach beyond these specialized models. The service now runs on Micro RGB sets, Neo QLED televisions, and—for the first time—select OLED models, including the flagship S95H.
For Malaysian consumers, the practical implication is straightforward. Samsung already sells all these compatible lines locally, from The Frame through the Neo QLED range to the S95H OLED. The A24 collection arrives as a software update to the Art Store subscription service rather than a separate purchase. Anyone with a compatible set gains access to the cinematic stills through their existing subscription.
Heeyeong Ahn, Vice President of the Visual Display Business at Samsung Electronics, framed the partnership in terms of narrative possibility. The collaboration, he said, expands what the Art Store can offer by bringing cinematic storytelling to television screens, creating what he described as a new way for audiences to engage with the stories they love. The language suggests Samsung sees the Art TV not merely as a display device but as a medium for experiencing visual culture in the home—a shift from television as a window onto content to television as a gallery wall.
Citações Notáveis
Our collaboration with A24 expands the horizons of Samsung Art Store by bringing powerful cinematic storytelling to TV screens and offering a new way to engage with the stories they love.— Heeyeong Ahn, Vice President of Visual Display Business, Samsung Electronics
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