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Vienna—Nov 16, 2007

Cineplexx brings 4K cinema technology to Vienna

Nothing is more brilliant: 4K is the highest standard in digital cinema. It brings even sharper and more impressive images into Austria's cinemas. Cineplexx is the first user of the new SRX-200 projector generation in mainland Europe.
Juwal Grauss, Head of Professional Solutions Europe at Sony Austria, believes that 2K and High Definition will no longer be adequate for cinemas of the future. The reason: 2K has 2,048 x1,080 image points or 2.2 million pixels, and approximates to the quality of the analog 35 mm format. This in turn is comparable with the new HD format which is beginning to gain a foothold in domestic living rooms - too little for cinema to achieve its pioneering role in the future. In contrast, 4K projection has 4,096 x 2,160 image points - a total of nearly 10 million image points, which is four times as many as 2 K. The quality is comparable with classical 65 mm or 70 mm film quality, but with all the advantages of digital technology. As there is no mechanical wear, and the film copy does not get dirty with each performance, each screening is always in premier quality.

According to Grauss, the installation of the first 4K projectors of the new 200 series in a Cineplexx cinema on the European mainland is important not only for Sony Austria, but also: "we have started a pilot project using 4K technology with an innovative Austrian cinema operator. Thisis case study for Sony Europe.“

Security of investment
Christian Langhammer, the managing director of Constantin Film: "As technological and innovative leaders in Austria we not only want to present exciting films to cinema-goers, we also want to offer the latest and best technology in Cineplexx cinemas. therefore we decided on the installation of the first of the new 4K projector generation SRX-200 on the European mainland. In the coming months we will compare the 4Kprojector with other technologies and evaluate its use. As cinema operators, this also involves the security of our investment".

The new 4K projector was installed and integrated by FTT Digital Cinema with headquarters in Wels, under manager Thomas Rüttgers: "It was a challenge for us to accompany the first 4K installation. For us this is an important step into the future. We are glad to be involved and to have been allowed to take this step together with Cineplexx and Sony".

Four times better than Full HD-LCD
At present Sony is the only manufacturer of commercially available CineAlta-4K projectors for cinemas. These fulfil the highest quality standards specified by the Hollywood studios. The 4,096 x 2,160 pixel format is brought to the screen with Sony "X-Tal Reflective Displays" (SXRD) projection technology. Each individual film image provides a horizontal resolution of 4,096 Pixels. As an illustration: each individual image contains more information than the resolution of a high-quality Full HD-LCD screen in the home – projected onto a surface of up to 240 square meters. Each film image has up to 16.7 million shades of color.

The Sony-SXRD technology consists of reflective LCD panels which reflect the light falling onto them. "In spite of the enormous picture sizes, the viewer cannot see any individual image points. The picture provides a completely homogeneous image with digital brilliance", says Oliver Pasch, Business Development Manager D-Cinema for Sony Germany.

Color reproduction like analog film.
With CineAlta-4K the picture cells are divided into three panels. Each measures a tiny 8.5 square micrometers and they are arranged at a distance of 0.35 micrometers from each other on a surface of about 650 square millimeters. According to Pasch SXRD technology "achieves a color reproduction for skin tones which is equally good as or even better than analog film". Even when showing 2K material with internal scaling up to 4K, the advantages of the 4K projector can still be seen: individual pixels are not visible.

4K resolution makes perfect sense in modern-sized cinemas. The human eye cannot perceive any more. As well as the actual projector a CineAlta-4K System also contains a special Sony server, the so-called MediaBlock which was specially developed to fulfil all aspects of the high DCI security standards and protect the valuable film material from unauthorized access. In addition to the comprehensive digital rights management, this also includes the generation of a dynamic watermark which is invisible to the human eye, and which allows any pirate copies to be traced.

4K for the present and the future
The new SRX-R220 and SRX-R210 projectors have a increased light output of up to 18,000 ANSI Lumens and are suitable for screens which are more than 20 meters wide.
Today a CineAlta-4K System provides optimum presentation of 2K content, but is also equipped to present tomorrow's 4K material. Cinema operators can therefore make an incomparably more secure investment in the future than with the digital projectors which have been previously available.
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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