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Berlin—Nov 9, 2009

"2012" premiers in Berlin using Sony's CineAlta-4K Digital Projection System

At today’s European Premiere of Sony Pictures’ highly anticipated film 2012, which happened at the Cinestar cinema in the Sony Center, Potsdamer Platz, the filmmakers, cast, and guests in Berlin saw the film with Sony Professional’s state-of-the-art CineAlta-4K digital projection system, which features four times the resolution of traditional Full-HD and 2K digital projectors.  The motion picture will be released in Germany on November 12 before the US and worldwide launch on November 13, 2009.
Key in the ancient Mayan calendar, never before has a date in history been so significant to so many cultures, so many religions, scientists, and governments: 2012 is an epic adventure about a global cataclysm that brings an end to the world and tells of the heroic struggle of the survivors. Director Roland Emmerich, actors John Cusack, Amanda Peet and Chiwetel Ejiofor, producers Harald Kloser, Mark Gordon, Larry Franco, Ute Emmerich and Michael Wimer were amongst those present to enjoy  the quality of the viewing, enabled by Sony Professional’s technology.
As the world’s only manufacturer of 4K resolution digital cinema projectors, Sony Professional was selected by the studio to supply an end-to-end solution capable of providing viewers with a superior visual experience. The CineAlta-4K projection system used for the screening comprised of Sony Professional’s SRX-R220 Digital Cinema Projector, LMT-200 Media Block and LSM-100 Screen Management System software.
Oliver Pasch, head of digital cinema in Europe at Sony Professional says, “We’re delighted to have played a part in helping Sony Pictures premiere 2012. The studio understands the phenomenal value of 4K projection and how it allows audiences from across the world to see more detail than ever before, thus creating a truly unique cinematic experience. We look forward to continuing our work with them in facilitating the motion picture industry’s global digital transition.”
Rory Bruer, President of Worldwide Distribution for Sony Pictures Worldwide Marketing & Distribution, added, “We couldn't have been more proud to show  2012  in 4K. The picture and sound quality is truly stunning and it showcases the superior capability of digital projection."
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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