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# Baird 1930

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Cork, Ireland—Jul 1, 2004

Avica Demonstrates the Power of Digital Technology at Cinema Days in Cork

Ten Minute Digital Teaser Reel Is First Ever Digital Presentation in Ireland Thanks to Avica’s FilmStore™ Technology
rish film exhibitors gathered late May at Cinema Days in Cork as part of the annual opportunity to preview the upcoming slate of films for release. This year, however, they received more that they bargained for, as much of the Cinema Days talk turned – and remains focused on – the advent and impact of digital cinema.

Digital cinema technology and services leader, Avica Technology Corporation, via its widely used FilmStore™ Digital Cinema Player system, seized the opportunity to treat exhibitors to a ten-minute demonstration that served as the first digital cinema presentation in Ireland’s history – providing a unique glimpse at the new theatrical experience.

This year, Cinema Days was hosted by Trish Long of Buena Vista International and Anna Lavery of United International Pictures, who selected the Douglas Cinema in Cork as its venue.

Margaret Greene, general manger of Cinema World, reports that she was markedly impressed with Avica’s presentation – not just by the heightened image and sound quality, but by its ease of operation. “I was actually pleasantly surprised at just how straightforward it was to install and operate the digital cinema projection system,” she said. “And then we were all blown away by the vivid picture quality.”

News of Avica’s eye-opening presentation in Cork followed on the heels of their well-received digital presentation of DreamWork’s ‘Shrek 2’ at the Cannes Film Festival earlier in the month and the recent opening of their European headquarters in Thurles.

Kevin Cummins, Avica Europe’s Operations Director remarked that, “This introduction of digital cinema and its capabilities to the industry here at Cinema Days is another example of how Avica is utilizing Ireland as a springboard into a broader European presence – consistent with the recent opening of our offices in Thurles.”

“As a sponsor of the Irish Pavilion at Cannes,” said Scott Stremple, Vice President of Operations for Avica Technology, “we wanted to give the Irish cinema industry a peek at this exciting new technology. Based on exhibitor reactions, the demo we screened at Cinema Days was a massive success, and we’re truly grateful to the event organizers for the opportunity to showcase what we can do. The presentation went as well as it did largely thanks to collaborations with Digital Projection, Ltd., who supplied the state-of-the-art digital projector, and Trevor Judd at Technicolor, who lent invaluable technical support with the digital transfer.”

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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