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# 1962 Eidophor

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CULVER CITY, Calif.—May 18, 2007

Sony SXRD Projectors Snare Audiences Worldwide at Premiere Screenings of “Spider-Man 3” in Full 4K Resolution

Digital Screenings Captivate Audiences from Tokyo to New York
Worldwide audiences at premiere screenings of “Spider-man 3” were able to see the web-slinging superhero’s feats in more detail than ever before as the record-breaking box office hit was projected in 4K high-definition resolution with Sony’s SXRD™ digital projection system.

Technical preparation, installation of the projection systems and operation of the projectors at the screenings were coordinated and managed on-site internationally by Sony’s worldwide digital cinema teams in Japan, Singapore, Great Britain and the United States.

The screenings follow the recent announcement that Muvico Entertainment, one of the nation’s leading theater chains, is building a complex with Sony SXRD 4K projectors in all its theaters. According to Muvico, the Chicago complex is the company’s first step towards converting all of its 228 screens across the country to Sony digital technology.

“By projecting more than 8.8 million pixels of resolution onto the big screen, Sony’s projectors ensure that everyone in the audience – from the very front seat, to those in the back of the auditorium– has the best seat in the house,” said Michael Whalen, CEO and president of Muvico Entertainment, LLC. “That’s the kind technology that takes the movie experience to a superior level. It is a great guest pleaser that we expect will attract increased audience numbers at our venues.”

All of the “Spider-man 3” premieres were screened using the SRX-R220 model digital cinema projectors, along with the Sony LMT 100 Media Block/Server. The units, which are engineered for DCI-compliance, are Sony’s newest 4K system designed specifically for movie theater projection.

“We’re pleased to have had the opportunity to coordinate and support the display of these digital cinema screenings worldwide, as well as showcase our capability to cost-effectively install, monitor and maintain 4K digital cinema systems around the globe,” said Andrew Stucker, director of digital cinema for Sony Electronics in the United States.

Capable of displaying images at four times the resolution of today’s high-definition TVs, the Sony SXRD 4K projector is currently being introduced in cinemas throughout the country as studios continue to increase the number of major features rendered in 4K, including “Ocean’s 13,” “The DaVinci Code” and “Poseidon.”

More information about SXRD 4K digital cinema systems is available online at www.sony.com/sxrd.
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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