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CineAsia/Hong Kong—Dec 6, 2010

Shimao Group Selects Christie for Phase One of Digital Cinema Deployment

Christie Solaria™ Series projectors selected to kick-start Group’s digitalization plan for China
Christie®, a global leader in digital cinema, is pleased to announce that Shimao Group has purchased Christie Solaria™ CP2000 Series DLP Cinema® projectors in the first phase of their Digital Cinema deployments across China. Operating from its headquarters in Pudong, Shanghai, Shimao is a globalized agglomeration centering on real estate development, but have also achieved remarkable strengths in several fields, by being principally engaged in tourism, hotel operation, etc, and acquiring a market-leader position with great influence in China.
Committed to enhancing the quality of life through the urban landscape, Shimao has embarked on China’s most massive Digital Cinema deployment by being the first company to install 50 units of Christie’s CP2000 Series projectors into the circuit’s theatres in China in the Phase One installation deployment which was completed in December 2010.
The success of the Phase One deployment was mostly due to the Christie Solaria Series projectors being the most practical, cost-effective, highly reliable DLP Cinema® technology to deliver excellent picture quality, while maintaining a low cost of operation. Already in the pipeline is Shimao’s plan for the next phase of roll-outs, when it will increase the deployment configuration with another 200 units of Christie projectors across China.  
Mr. Hui Wing Mau, Chairman and Executive Director, Shimao Group promptly acknowledged the significance of the first phase of the roll-outs: "Christie has been a global leader in the projection industry for many years. It has repeatedly proven its success in Digital Cinema and this is why we were confident to select Christie exclusively for this historic deployment. Going digital is the only way forward and our partnership with Christie continues to ensure the quality of China’s digital films., Deploying the 50 units of Solaria Series projectors is only just the first phase in a natural progression for us to move to the next level together with Christie.”
“China is one of the fastest growing cinema markets in the world and with Christie’s global success in Digital Cinema we can help our partners in realizing their vision across China. We feel very privileged to be chosen by Shimao to be selected for this historic roll-out as it further strengthens Christie’s leadership position in China,” comments Lin Yu, vice president of sales, Christie Asia Pacific.
Designed to meet all Digital Cinema Initiatives (DCI) specifications, the Christie Solaria Series is fully upgradeable to 4K digital cinema and features Christie Brilliant3D™ technology, providing the ultimate, most realistic 3D experience with the lowest cost of operation. Christie DLP Cinema® projectors are the world’s most installed digital cinema projectors, renowned for their brightness, flexibility, reliability and product integrity. 
As part of its plan in the pipeline, Shimao aims to set up about 12 theaters; totalling 100 screens by 2011. It also hopes to set up 60 to 80 theaters with more than 600 screens in China and achieves total box office earnings of up to USD2.38billion within the next five years.
Christie Contacts:
Dave Paolini
Manager, Media and Public Relations
PH: +1 519-749-3127

About Christie: Christie Digital Systems USA, Inc. is a global visual and audio technologies company and is a wholly-owned subsidiary of Ushio, Inc., Japan, (JP:6925). Consistently setting the standards by being the first to market some of the world’s most advanced projectors and complete system displays, Christie is recognized as one of the most innovative visual technology companies in the world. From retail displays to Hollywood, mission critical command centers to classrooms and training simulators, Christie display solutions and projectors capture the attention of audiences around the world with dynamic and stunning images. Christie Directory page Christie Web Site
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