Samsung is preparing to bring its latest visual technology to a wider audience as HDR10 Plus Advanced officially launches globally on Amazon Prime Video this month. This move marks a significant step for Samsung’s proprietary high dynamic range standard, positioning it as a direct competitor to Dolby Vision. While the company hasn’t specified exactly which movies or shows will feature the upgrade, promotional materials suggest that titles like Ride or Die will be among the early adopters of the format.
The technical leap here focuses on precision and adaptability. Unlike older standards that apply general settings across an entire frame, HDR10 Plus Advanced uses enhanced metadata to optimize imagery for specific areas of the screen. It allows the television to understand whether it is displaying a movie, a sporting event, or animation, adjusting lighting and perspective accordingly. These capabilities are set to debut on Samsung’s upcoming 2026 TV lineup, ensuring that viewers get a picture tailored specifically to the genre they are watching.
One of the most debated additions is Intelligent Motion Smoothing. In an attempt to fix the dreaded soap opera effect that often plagues modern televisions, Samsung claims this system can intelligently distinguish between fast moving sports and cinematic films. The goal is to provide fluid motion where it helps, such as during a football game, while stepping back during a drama to preserve the director’s original artistic intent.
This rollout arrives amidst a shifting landscape of industry standards and licensing disputes. With competitors like Hisense and TCL leaning into Dolby Vision 2 and some streaming platforms facing patent hurdles over existing formats, Samsung is doubling down on its own ecosystem to avoid expensive royalty fees. Whether these subtle improvements in tone mapping and motion handling result in a noticeable difference for the average viewer remains to be seen once the service goes live on Prime Video later this month.