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ORLANDO, Fla.—Oct 25, 2006

Sony SXRD 4K Technology Gains Major Studio Support Following Industry Technical Assessment

Studios Approve SXRD 4K Format for Projection of Theatrical Releases
Sony headed into ShowEast this week with support from major motion picture studios and the creative community for its SXRD™ 4K technology, following a recent successful side-by-side assessment with 2K technology for digital projection.

The Entertainment Technology Center’s Technical Advisory Board held the assessment earlier this month at the Digital Cinema Lab in Hollywood. It was the first public side-by-side evaluation of 4K and 2K technologies. The result of the three-day test proved Sony’s technical prowess. The SRX-R110 4K projector, which was designed for compliance with Digital Cinema Initiatives specifications, met or exceeded every point relevant to DCI projector requirements for theatrical exhibition, including color gamut, brightness and general performance. Following the assessments, 20th Century Fox, Warner Bros. Studios, Paramount Pictures and Sony Pictures Entertainment have all expressed approval of SXRD 4K projection technology, which was designed to meet all DCI requirements, for exhibition of their content in commercial theaters.

“Having satisfied current DCI projection requirements during these assessments, Sony remains committed to complying with every aspect of the DCI’s specifications in the ongoing development of its digital cinema technologies,” said Andrew Stucker, manager of Sony Electronics’ digital cinema systems group. “These assessments accomplished two very specific goals. One was to determine if both SXRD and DLP projection systems supported proper image exhibition for studio motion picture releases; another was to test both systems’ compliance with DCI technical measurement specifications for color, convergence and uniformity.”

Sony will display its full line of SXRD 4K digital technologies at ShowEast in Orlando, Fla., this week, including three projectors, a playback system, a screen management system and a secure enclosure that meets FIPS/140 security requirements.

“The successful results of these assessments come at a critical time both in the growth of SXRD 4K technology and digital cinema itself,” said John Kaloukian, director of marketing for Sony Electronics’ professional display group. “Our product line is comprehensive, exhibitors are continually embracing digital projection and consumers are realizing an improved and more dynamic theater experience.

“Now the industry has made its assessment and voiced its support. We’re more confident than ever that 4K will shape the future of 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
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