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# 1941 RCA

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San Diego—Apr 20, 2010

Muvico Theaters Expands Cinema Operations with Sony Digital Cinema 4K

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.
             
 
Logo: Sony Digital Cinema 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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