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# 1939 Format Debate

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Los Angeles—Oct 13, 2008

Sony Announces Agreement with Muvico Entertainment to Install Complete 4K Digital Cinema Systems

Sony Electronics’ Digital Cinema Solutions and Services group has signed an agreement with Muvico Entertainment that will outfit its existing and new complexes with Sony’s 4K projection technology.  

Muvico’s Rosemont, Ill., theater was the first theater in the United States to be fully equipped with Sony’s 4K digital projectors and, following the success of that theater, Muvico made the decision to enter into this agreement with Sony. The rollout begins this winter with the opening of Muvico’s Thousand Oaks, Calif., facility. 

The agreement covers existing Muvico theaters, which will be upgraded to the digital technology, as well as new locations that Muvico builds in the future. 

In addition to committing to Sony’s 4K projectors for its full conversion to digital, the exhibitor plans to use a range of Sony products in its facilities. These include LCD displays in lobby and concession areas for digital signage, menu boards and full-motion video trailers; as well as VAIO® computers, PlayStation™ gaming systems, security cameras and more. 

Muvico, a leader in the theatrical exhibition industry and one of the premier circuits in the U.S., has 13 locations with a total of 248 screens.

“4K technology gives us a solid foundation for converting our chain to digital,” said Mike Whalen, president of Muvico. “It provides our guests with resolution and picture quality never before seen on the big screen.

“It also opens up so many new business opportunities for displaying alternative content in our theaters such as live concerts and sporting events,” he added. “Having access to Sony’s full product line will further improve the overall customer experience and our operations by delivering a more attractive and interactive presentation of products that are vital to the revenue stream of any theater. The fact that Sony can deliver all this for us as part of one fully integrated solution was very attractive to us.”
Sony’s DCSS group will work with Muvico on the integration, installation, maintenance and service support for this roll-out, providing the exhibitor with a complete turn-key solution for converting to digital technology. 

“Muvico’s vision is that exhibitors need to offer more complete services, and they have been a pioneer in re-defining the movie-going experience,” said Mike Fidler, senior vice president of Sony’s Digital Cinema Solutions and Services group. “They’ve extended their focus far beyond the auditorium and into the lobbies, restaurants, and more, truly turning the movie theater into a digital destination.

“Working with them to further the use of 4K technology, as well as maximize Sony’s product and technology expertise, will simply elevate this experience to an entirely new level,” Fidler said. 

The new Thousand Oaks location will feature Muvico’s “Premier Concept” theme, similar to their Boca Raton, Fla. and  Rosemont facilities, offering such services as complimentary valet parking, reserved seating, a digital arcade and access to a full-service restaurant and bar for guests 21 years and older.
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
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