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London—Mar 10, 2011

Apollo and Sony Partnership Lead to Black Swan Doubling Bookings

200% boost in sales for classical productions
With Natalie Portman scooping the ‘Best Actress’ Oscar for Black Swan, Apollo Cinemas has seen a surge in tickets for people wanting to watch classical productions.
The tale of the New York ballerina has inspired a 200% rise in the number of people signing up to Apollo Cinemas’ Global Season of Opera and Ballet, which aims to bring classic ballet and opera productions to regional communities. The season has shown productions from The Nutcracker to La Boheme in crisp Sony Digital Cinema 4K resolution as well as screening Carmen in 3D from this Saturday (5th March, 2011).
To give its consumers a truly immersive and engaging visual experience, Apollo has been digitizing its film projectors to Sony 4K digital cinema projection systems across its circuit since spring 2009, now converting all 78 screens in operation and awaiting their last site in Rhyl to be reopened in July to complete the digitization project of its entire circuit. Sony Digital Cinema 4K technology allows consumers to experience exceptional picture quality from every seat in the cinema, providing world-leading “Easy on the Eye” 3D images and spectacular detail even on the largest screens, it’s almost like you are on stage with the performers.  Sony Digital Cinema 4K technology offers a unique 3D experience by projecting both right and left eye images simultaneously.
From March 5th 2011, Apollo will be screening the operatic film Carmen in 3D. Filmed in 3D during two performances at the Royal Opera House, Carmen in 3D is a feature film depicting acclaimed director George Bizet’s opera classic. Sony 4K digital technology will allow audiences to view Carmen with the most state-of-the-art on-screen presentation available, delivering a fully immersive 3D experience.
Rob Arthur, Managing Director Apollo Cinemas, says: “We’ve seen a growing trend for people wanting to watch classical productions and I’m sure Black Swan’s Oscar win will see our Global Season of Opera and Ballet go from strength to strength. Black Swan has definitely made ballet more appealing to a mass audience and we hope to continue to make classics more accessible to our local audiences.”
David McIntosh, Director, Sony Professional Solutions, Europe commented, “This just shows that the exciting partnership between Sony and Apollo enables Apollo to capitalize on the enormous opportunities that Sony Digital Cinema 4K offers to strengthen and sustain their business, as well as to revolutionize the movie-going experience for its customers.  By providing not only the state-of-art Sony Digital Cinema 4K Projector and its complete solution, but also the opportunity to collaborate with our sister companies Sony Music Entertainment, Sony Computer Entertainment, we are aiming to provide a vast potential in supplying unique contents to our exhibition partners”

Tickets for Carmen in 3D are also available from Apollo Cinemas website –
Contacts: For further information please contact Sally Plant or Ellena Bianchi-Barry on:
020 874 11123 or at
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 About Apollo Cinemas:
Apollo Cinemas Ltd is the UK's largest independent chain, serving over 2.6 million customers each year. It is currently the UK's 6th largest cinema operator (by number of screens), with 83 screens across 14 cinema locations, with a further 32 screens and three cinemas in development. It also boasts ten per cent of the UK’s 3D screens, as well as the West End’s only all-3D, all-digital multiplex, in its London Piccadilly location. By mid-summer, 2011, all its screens will be fully equipped with category-leading Sony 4K digital projectors, RealD 3D and Arqiva satellites offering the pinnacle of screen technology to present the latest cinema releases, live events and alternative content in the highest possible quality.
Apollo Cinemas Directory page About Sony UK PSE: Sony Professional, a division of Sony Europe, is the leading supplier of AV/IT solutions to businesses across a wide variety of sectors including, Media and Broadcast, Video Security and Retail, Transport & Large Venue markets. It delivers products, systems and applications to enable the creation, manipulation and distribution of digital audio-visual content that add value to businesses and their customers.  With over 25 years’ experience in delivering innovative market-leading products, Sony Professional is ideally placed to deliver exceptional quality and value to its customers. Sony's Professional Services division, its systems integration arm, offers its customers access to the expertise and local knowledge of skilled professionals across Europe. Collaborating with a network of established technology partners, Sony delivers end to end solutions that address the customer's needs, integrating software and systems to achieve each organisation’s individual business goals. Sony UK PSE Directory page
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