Start / Menu > Find Press Releases > Full Press Release
Cypress, Calif.—Mar 21, 2012
Sierra Cinemas Makes the Move to Digital with Ease Thanks to Christie
Christie’s Virtual Print Fee Program and DLP Cinema Projectors Part of “One-Stop-Shopping” Solution
Christie® has announced that the 4-screen Sierra Cinemas in Grass Valley, California is the latest among the many regional and local exhibitors making the move into the 21st century of entertainment with the installation of the world’s most popular DLP Cinema® projectors from Christie.
“We chose Christie because we believe in the quality of their products. We appreciate the flexibility built into their projectors – the ease in using the menus, and settings that can be adjusted quickly and easily,” said Michael LaMarca, general manager of Sierra Cinemas. “As well, we opted for the Christie VPF Program because it fits our unique circumstances, allowing us to fast track our digital cinema conversions.”
The Future Looks Bright
Sierra Cinemas has been in the business of creating exceptional movie experiences for customers since Mike and Barbara Getz opened their first theater in 1989. Starting the digital conversion of equipment in 2009 with the installation of a 3D projector, Sierra Cinemas has maintained their high standard of entertainment while successfully embracing the digital revolution.
Following the phenomenal success of the blockbuster “Avatar,” Sierra Cinemas upgraded a second auditorium to digital 3D, installing a Christie CP2000-ZX® to present “Alice in Wonderland.” Working with dealer/installer American Cinema Equipment (ACE), a certified Christie partner, they then completely digitized the rest of their screens, enabling them for 3D, using Christie Solaria™ Series projectors.
Christie VPF - Virtually Irresistible
Sierra Cinemas contracted for Christie’s VPF Program because it was designed for exhibitors who want the most independence in planning a digital cinema conversion. Supported by all the major Hollywood studios, the program allows exhibitors to make the move to DCI Compliant digital cinema simply and cost-effectively.
“We are committed to providing independent theaters the same opportunity larger chains take advantage of when converting to digital cinema,” said Craig Sholder, vice president, Christie Entertainment Solutions. “Our VPF Program aims to work with each theater individually every step of the way to ensure the ideal projectors and financing options are chosen.”
Sierra Appreciates Christie’s Managed Services
LaMarca is also impressed with Christie’s service and support. “It was absolutely a major deciding factor. Christie is serious about service, and they are responsive and professional.”
Christie Managed Services was engaged to provide Sierra Cinemas with remote monitoring and comprehensive maintenance, with round-the-clock support through Christie’s Network Operations Center (NOC), along with preventative servicing and on-site emergency response.
“Christie is there when we need them. We selected Christie for three very different cinemas, because they represented our interests and were willing to work with us. Now that we have ‘the whole kit and caboodle,’ we feel pretty confident going forward,” LaMarca added.
Manager, Media and Public Relations
PH: +1 519-749-3127
Christie Digital Systems USA, Inc. is a global visual 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
About Sierra Cinemas:
In 1989, Mike and Barbara Getz opened Sierra Cinemas, a 4-screen, first run movie theater in Grass Valley, California. Passionate about creating outstanding movie experiences for their community they opened Sutton Cinemas, a 2-screen theater in the Brunswick Plaza in 2001. Continuing their expansion, in 2003, the Getz’s purchased the Del Oro Theatre in downtown Grass Valley and began an extensive remodeling effort, which culminated in the Grand Re-Opening and Tower Lighting ceremony in October, 2004. Today, Sierra Cinemas is the flagship theater of Sierra Theaters, and continues to stay true to the family business values of providing quality entertainment.
Sierra Cinemas Directory page
More Christie Press Releases:
Dec 6, 2016
Dadi Digital Cinema to Deploy Christie 6P Laser Projection System at its Newest Cinema Complex in Huaibei, China
Dec 6, 2016
Christie Delivers Brilliant Showcase of Complete and Groundbreaking Cinema Solutions at CineAsia 2016
Dec 5, 2016
Christie Showcases Advanced Visual and Audio Solutions for Media and Entertainment Industry at NAB Show Shanghai
Dec 2, 2016
Christie Technology Leadership Welcomed By Asian Cinemas
Nov 7, 2016
Christie Mirage 4KLH Delivers Stunning Presentations of Ang Lee’s Billy Lynn’s Long Halftime Walk in Beijing and Shanghai
Nov 3, 2016
Arclight Cinemas to Make Cinema History with Unique Presentation of Ang Lee’s Billy Lynn’s Long Halftime Walk
Nov 3, 2016
Christie Mirage 4KLH lights up the screen in 4K, 3D, 120 fps for Asian premiere of Ang Lee’s Billy Lynn’s Long Halftime Walk in Taiwan
Oct 20, 2016
Palace Cinemas Signs 3-Year Agreement with Christie and Hoyts Cinema Technology Group for Cinema Projectors, Procurement and Support Services
Oct 12, 2016
Christie 4K Projection at 60th BFI London Film Festival’s Unique Temporary Cinema
Oct 11, 2016
Hoyts Installs Australia’s First Christie RGB Laser Projection System at its New Cineplex in Chadstone for the Ultimate Cinematic Experience
©Copyright 2003 - 2016
. All rights reserved.