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# 1958 GE

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Amsterdam—Jul 1, 2004

Hands-On Demo of Avica’s FilmStore™ Technology Draws Crowds at Europe’s Premier Theatre Trade Show

Late last month, digital cinema technology and services leader, Avica Technology Corporation, saw crowds of film industry representatives make the company’s booth the hot draw at this year’s Cinema Expo International (“CineExpo”), Europe’s largest motion picture theatre industry gathering.

More than 1200 industry members convened as part of the annual pilgrimage to learn about industry trends, screen upcoming films and view the latest in technology and services. A special hands-on demonstration booth displaying Avica’s widely used FilmStore™ Digital Cinema Player system became one of the Expo’s “must do” events. Visitors to the booth were given the opportunity to “test pilot” Avica’s unique multiplex management architecture and experience its ease of use first-hand.

Avica’s presentation at CineExpo marks the first public demonstration of key aspects of multiplex management. The FilmStore demonstration was made significantly more dramatic thanks to cooperation from Belgium-based Barco Digital Cinema and their state-of-the-art digital projectors, another highlight exhibitor of the CineExpo. Working with Avica, Barco installed a FilmStore Player in their booth that was remotely managed by the FilmStore Central being demo’d in the Avica booth. This recreated the FilmStore’s ability to seamlessly load and schedule screenings remotely from the theatre manager’s office.

Gerald Hensley, Avica’s VP of Business Development, remarked that, “CineExpo was a terrific opportunity for us to give the European cinema industry an interactive glimpse of this exciting new technology. Based on Expo attendee reactions, our demo was a massive success, and we’re truly grateful to Barco for their support at the event.”

Keith Morris, International Marketing Manager of Barco, said, "We were delighted to assist Avica in jointly demonstrating key aspects of multiplex management from our booth. The ease of installation and the flawless operation of the remote management proved to cinema owners how these processes have become very simple to manage."

Among those impressed by the new capabilities of FilmStore were the organizers of CineExpo themselves.

“Avica has consistently been a great promoter and supporter of digital cinema,” said Andrew Sunshine, ((TITLE)) of the Cinema Expo International. “Their public demonstration of new, easy to use technology for managing this exciting technology within theatres maintains their leadership in the field.”

News of Avica’s crowd pleasing simulator booth at CineExpo follows on the heels of the company’s well-received digital presentation of DreamWorks’ ‘Shrek 2’ at the Cannes Film Festival earlier in the month, a dramatic screening of a digital demo reel at Cinema Days in Cork and the recent opening of its European headquarters in Thurles – exhibiting Avica’s commitment to the European cinema industry and the company’s rapidly expanding presence there.

Avica’s FilmStore™ products for the preparation, distribution and screening of Digital Cinema content comply with requirements of the major Hollywood studios. FilmStore Players have been used for over 90,000 digital cinema screenings worldwide including recent international blockbusters ‘The Day after Tomorrow,’ and ‘Shrek 2.’
About Avica Technology Corporation : Avica is a leading provider of technologies and services for Digital Cinema post-production, distribution and exhibition. Avica's FilmStoreTM family of products handles content delivery and presentation for distribution networks; including encoding and encryption, packaging and distribution, security and all aspects of theatre management and screening. For additional information on Avica and its products visit http://www.avicatech.com. Avica Technology Corporation Directory page
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