Muvico
Theaters, one of the earliest adopters of Sony digital cinema 4K technology, has
completed the current phase of its digital conversion. The exhibitor now has five
theaters equipped with Sony 4K digital cinema technology for a total of 89
screens, of which 17 are outfitted for 3D by combining Sony’s
single-projector 3D lens system with RealD® 3D technology.Muvico’s
locations have had great success with 3D screenings, and the exhibitor is
gearing up for the heavily anticipated release of Sony Pictures’ “Kenny
Chesney: Summer in 3D.”
In addition to 3D, Sony’s Digital Cinema Solutions and Services (DCSS) group
has actively provided Muvico’s locations with alternative content programs
focused on in-theater gaming and digital cinema music events. Muvico successfully
led a Sony PlayStation® gaming in-theater event at two key locations, Chicago and Los Angeles,
for the gaming title, “Uncharted2: Among Thieves.” Following the game event,
Muvico also participated in the pilot Digital Music Series, hosting a special
live appearance of band members from Creed at its West
Palm Beach location to screen the band’s DVD prior to release
date.
The
DVD screening premiered at 139 theater locations, and the event provided a rare
opportunity for Muvico attendees to meet the band prior to the screening and
participate at the theater.
“Muvico is more than just a
‘movie theater chain,’ it’s a total entertainment company,” said Gary Johns,
senior vice president of Sony’s digital cinema division. “Its vision for the
modern movie theater is far-reaching, and extends beyond the auditorium and
into the lobbies, restaurants, and more. They are pioneers in the effort to
create movie theaters as ‘digital destinations.’ We’re thrilled to be working
with such a groundbreaking organization, providing them with the best
technology foundation as they move forward with their 4K digital conversion.”
The DCSS group’s focus is to install
Sony 4K projection technology, in addition to providing integration,
installation, maintenance and technical support.
“Muvico continues to be at the
forefront of technology, utilizing Sony 4K projection, to provide the highest
definition in cinema,” said Hal Cleveland, President and CEO of Muvico. “Sony
has leveraged its entire breadth of resources to help us offer diverse
alternate content programming, enhancing what is already a unique movie-going
experience.”
Muvico locations continue the exhibitor’s “Premier Concept,”
of “drink, dine and watch,” offering such services as VIP reserved seating for
guests 21 years and older, complimentary popcorn, and Bogart’s full-service
restaurant and bar while enjoying the latest blockbuster in Sony 4K technology.
