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# 1937 Scophony

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Amsterdam—Jun 30, 2011

Cinemaxx Installs Sony Digital Cinema 4K Projection Systems Across its Circuit

CinemaxX, the European cinema chain headquartered in Hamburg, Germany, today announced it has signed a Memorandum of Understanding with Sony Digital Cinema, to further install Sony Digital Cinema 4K projection systems on all screens across its circuit under a Virtual Print Fee (VPF) agreement.
 
CinemaxX, a publicly traded holding company, operates cinemas in both Germany and Denmark, with a total of 34 cinemas, 292 screens and approximately 78,000 seats. CinemaxX is the most famous operator of multiplex cinemas in Germany. It is considered a pioneer in modern multiplex cinema design and a leader in cinema innovation and the commercialization ofcinema technology. The chain offers its guests a new generation of cinema, and since the early 1990s, has played a big part in the renaissance of the German cinema industry.
 
In order to enhance its guests’ cinema-going experience for both 2D and 3D films, CinemaxX has already installed approximately 100 Sony Digital Cinema 4K projection systems across its venues. However, following the success of the first installation, the VPF agreement will see the chain equip its screens   with Sony SXRD 4K projectors, meaning that by the end of the roll out, nearly all CinemaxX screens will offer Sony 4K standard - positioning the brand at the very pinnacle of innovative digital cinema.
 
Sony Digital Cinema 4K technology allows movie audiences to experience exceptional picture quality from every seat in the cinema, providing spectacular detail and world-leading 3D images even on the largest screens. Transforming the film experience, Sony 4K technology gives the consumer an immersive, engaging visual experience you simply can't get at home.
 
As part of its VPF agreement, Sony will be providing CinemaxX with the funding and delivering an end-to-end solution, including the projector system, Central Library server, Sony Theatre Management System, the CineWatch remote monitoring system, support services backed by a 24/7 NOC, ongoing marketing support, comprehensive staff training and project management services.
 
The relationship with Sony to date has enabled CinemaxX to create a hugely successful new brand, “MaxXimum 3D – 4K Technology”, based on the strength of the Sony ‘3D on 4K’ projection system. To underscore its claim as a technological pioneer in the cinema market, the company launched “MaxXimum 3D” to offer its customers the highest digital cinema 3D projection quality in the world.
 
David McIntosh, Director, Sony Europe, commented, “This partnership further emphasises our passion for the longevity and quality of the cinema industry across Europe, and we’re very much looking forward to working with CinemaxX on the range of interesting and entertaining content it brings to its audiences. This agreement enables CinemaxX to capitalise on the enormous opportunities that digital cinema offers to strengthen and sustain their business, as well as to revolutionize the movie-going experience.”
 
Christian Gisy, CEO, CinemaxX, said of the deal: “The chance to provide our viewers with the best experience possible and to be at the forefront of cinematic innovation even in the projection technology was the motivation behind our choice to switch to Sony Digital Cinema’s state-of-the-art 4K projection. CinemaxX can now offer our existing and future customers the ultimate 21st Century digital cinema experience.
 
We recognise that by partnering with a brand like Sony, we not only benefit from the latest technology, but we also have the opportunity to leverage other content assets within the Sony United family, therefore allowing us to expand our range of premium content, covering sports, music, opera, ballet, theatre, comedy and other major special events.”
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 CinemaxX Cinema GmbH & Co KG: CinemaxX AG is the most well-known operator of multiplex cinemas in Germany. In total, the company has 36 cinemas with 303 screens and capacity for around 88,000 people in Germany and Denmark.  Due to their architectural design, CinemaxX multiplex cinemas occupy a unique position in the German cinema landscape and also offer exemplary standards of comfort and quality – including refined picture and sound quality, extra large screens, modern comfortable seats in air-conditioned cinema halls and an excellent ambience. CinemaxX Cinema GmbH & Co KG Directory page
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