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# 1938 Baird

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London—May 15, 2012

Men in Black III German Premiere Showcased On Sony Digital Cinema 4K Projectors At World’s Largest 3D Screening

Sony Pictures and Berlin’s O2 World held host to the German premiere of Men in Black III last night, with the film screened using state-of-the-art Sony Digital Cinema 4K projection systems. 

Displaying an image at more than four times the resolution of traditional 2K digital cinema projection systems, the premiere provided attendees with the ultimate-viewing experience.

6,819 viewers attended the German premiere at the multi-functional O2 World in Germany last night, making it the largest 3D movie screening ever done. Sony Pictures Releasing is now a GUINNESS WORLD RECORDS ™ RECORD HOLDER.

As the world’s leading manufacturer of 4K resolution digital cinema projection systems, Sony Digital Cinema was selected by Sony Pictures to supply a solution capable of providing viewers with a superior visual experience.  The set-up comprised an array of four Sony 4K SRX-R320 projecting left eye and right eye 3D images simultaneously onto a giant 25.9m x 14m screen delivering brightness exceeding industry standards, as requested by the director of the movie, to deliver the ultimate  Sony 3D experience.

Celebrity guests such as Will Smith, Nicole Scherzinger and Josh Brolin were all in attendance at the German premiere, along with film director Barry Sonnenfeld.

David McIntosh, Senior Vice President, Sony Digital Cinema said: “We are delighted to support the premier of Men in Black III with our Sony 4K Digital Cinema projection technology allowing the delivery of a truly innovative cinematic evening. Offering an immersive visual experience to the Men in Black III premiere attendees, Sony’s unique digital cinema projection system provided spectacular detail with “easy on the eye 3D”, even on a screen as large as 25.9m.”

Martin Bachmann, Managing Director, Sony Pictures Germany said “Men In Black III is a hugely popular and eagerly anticipated film release and one which we wanted to showcase by using the best projection technology available. Sony’s projection system allows viewers to get incredible detail and clarity, something which is absolutely essential for this action packed blockbuster.”

The eagerly awaited Men in Black III, sees the return of Agents J (Will Smith) and K (Tommy Lee Jones). J has seen some inexplicable things in his 15 years with the Men in Black, but nothing, not even aliens, perplexes him as much as his wry, recent partner. But when K’s life and the fate of the planet are put at stake, Agent J will have to travel back in time to put things right. J discovers that there are secrets to the universe that K never told him – secrets that will reveal themselves as he teams up with the young Agent K (Josh Brolin) to save his partner, the agency, and the future of humankind.

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
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