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# 1930 de Forest

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Singapore—Nov 1, 2011

SF Cinema City Joins Forces with Sony to Offer World Class Digital Cinema 4K

SF Cinema Group is moving forward to excite movie-goers by joining forces with Sony to launch Sony Digital Cinema™ 4K for the first time in Thailand. Aiming to win the hearts of movie-goers, the latest innovation integrates technology and entertainment to deliver a brand new cinema experience with today’s sharpest projection system.

Suvit Thongrompo, SF Cinema City Managing Director said, “At SF Cinema Group, our business direction focuses on delivering the best entertainment experience to customers. We have never ceased to find new innovations, especially film projection systems, to thrill movie-goers of all segments. SF Cinema Group has become the market leader who strives to give movie-goers new entertainment experiences. Having started off with the digital projection system for the first time in Thailand in 2003 with the animation “Finding Nemo” showing with the Dolby Digital cinema 2K system, SF Cinema Group continued with the 3D Digital filming innovation in May 2007 with the Beowulf. Until recently, the company decided to bring the latest projection system ‘Sony Digital Cinema™ 4K’ innovation to Thai movie-goers with the cooperation of Sony”.

“‘Sony Digital Cinema™ 4K’ is today’s sharpest digital projection system that gives everyone a truly different cinema experience. SF is the first cinema in Thailand to have brought this innovation, similar to the systems already available in the USA and Japan, to Thai movie-goers. The launch clearly reflects our determination in offering the best entertainment experience to Thai movie-goers,” added Mr. Suvit Thongrompo.

The implementation of Sony’s 4K digital cinema solutions at the SF Cinema adds to the 10,000 units of Sony 4K systems installed worldwide. Sony is a proven leader in 4K technology with full digital cinema solutions from Projector, Server, 3D, TMS, remote monitoring system, Digital Signage and video surveillance solutions. Further enhancing Sony’s end-to-end 4K production offering is the launch of the F65 CineAlta camera with an 8K sensor, which delivers true pristine 4K resolution.

“4K is the future of cinema and it is here today, sweeping across major cinemas around the world and now in Thailand as well. As the leading manufacturer of 4K resolution digital cinema projectors and the only manufacturer to provide a complete end-to-end cinema digital solution to exhibitors; 4K digital technology from Sony is leading the digital cinema revolution,” said Mr. Kozo Tetsuya, Managing Director of Professional Solutions Company (PSAP), Sony Electronics Asia Pacific.

Not only the cooperation in the improvement of projection system technology was established, but through Sony PCL Inc., part of the Sony Group, SF is opening up new entertainment experiences such as Alternative Content which will offer interesting live shows at the cinema. With the power of seamless projection system and audio quality, movie-goers will enjoy a full flavour of excitement the same way as if they are at the show themselves.

The latest projection “AKB48 The 24th Single Janken Tournament” was streamed live from Japan at SF World Cinema, broadcasting simultaneously in four other Asian countries. The show was a real success and received positive feedback from a large number of customers. The ideology “More Than a Cinema” is hence fulfilled and more Alternative Content are set to come to Thai movie-goers with the cooperation with Sony.

Experience the excitement of the Sony Digital Cinema™ 4K technology today at any of SF Cinema Group. For more information, please call SF Call Center at 02 268 8888 and www.sfcinemacity.com
About Sony Digital Cinema:
Sony Digital Cinema combines a full range of Sony technologies, alternative content offerings, training and service to provide a broad range of solutions for exhibitors. The world’s leading manufacturer of commercially available 4K resolution digital cinema projection systems, the group also offers Sony’s TMS (theatre management system); digital signage hardware, software and content development; security systems and Network Operations Centre (NOC) services for the exhibition community. 
Sony Digital Cinema Directory page Sony Digital Cinema Web Site About SF Corporation: SF Corporation currently has three cinema brands: SF World Cinema, SFX Cinema, and SF Cinema City, with a total of 32 branches comprising more than 228 Cinemas nationwide. SF Corporation’s movie theatre and entertainment businesses continue to enjoy annual growth and business expansion, while providing a high-quality customer experience. SF Corporation Directory page About Sony Asia Pacific: Sony Asia Pacific Directory page
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