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# 1936 Scophony

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Asia Pacific—Dec 11, 2013

SF Cinema in Thailand Expands Number of 4K Screens

Creating the most immersive movie entertainment experiences for audiences in Thailand through 4K Digital Cinema systems from Sony
SF Corporation, a leading cinema and entertainment-venue operator in Thailand, has announced that it is expanding its number of 4K screens across the country. Like many cinema operators across the world, the move to digital technology is being driven by the increasing volume of movie productions in 4K and 3D coming out from Hollywood and other major studios worldwide.

SF Corporation has targeted to go fully digital by early 2014, enabling it to showcase a more diverse range of content and reach out to a bigger group of movie-goers. The plan involves progressively converting its current film projection systems to 4K digital cinema projection systems from Sony, with over 200 out of its 252 screens to be 4K-capable by early 2014.

Established in 1997, SF Corporation operates a chain of cinemas under the SF Group banner. With over 250 screens in 37 locations across Thailand, the SF Group of Cinemas includes renowned names like SF Cinema City, SFX Cinema, SF World Cinema and SF Multiplex. In August, 2011, SF Cinema screened Thailand’s first 4K movie using Sony’s SRX-R320P projection system, and since then it has never looked back, recently adding Sony’s SRX-R515P 4K digital cinema projection systems to its smaller-sized screens.

“2013 has been an amazing year for us. We have clocked almost 20 million admissions and this is largely due to the way we have kept with our audiences’ growing needs,” said Suwat Thongrompo, Chief Executive Officer, SF Corporation. “Our upgrade to 4K has allowed us to screen a bigger range of movies, and this has translated handsomely for us. With Sony expanding its suite of 4K solutions, we now have greater flexibility and cost savings in choosing the right system for our cinemas.”

“There is a great harmony between what Sony 4K means and what SF Cinema delivers to its audiences, which is an immersive and premium cinema experience,” said Motomi Saito, Managing Director of Professional Solutions Company (PSAP) and Head of Digital Cinema Division, Sony Electronics Asia Pacific. “With the quickening momentum of 4K technology, this investment by SF Cinema will ensure that it stays ahead of the industry for the benefit of all cinema patrons in Thailand.”

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 SF Corporation: SF Corporation currently has three cinema brands: SF World Cinema, SFX Cinema, and SF Cinema City, with a total of 32 branches comprising more than 228 Cinemas nationwide. SF Corporation’s movie theatre and entertainment businesses continue to enjoy annual growth and business expansion, while providing a high-quality customer experience. SF Corporation Directory page About Sony Asia Pacific: Sony Asia Pacific Directory page
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