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Asia Pacific—Apr 18, 2013

Thailand’s SF Cinemas Boost 4K Capabilities with Sony’s Digital Cinema Projection Systems

SF Corporation, a leading cinema chain in Thailand with over 200 screens across the country, has revealed plans to install a substantial number of Sony’s latest SRX-R515P 4K digital cinema projection systems nationwide. 

This makes it the first cinema operator in the country and one of the first in Asia to install 4K projection systems from Sony. The addition of the new 4K projection systems will bring the cumulative number of 4K projection systems installed in SF Corporation’s theatres to over 100 units, and will see Thailand taking 4K forward in Asia at the same time as Japan, Korea and China. SF Corporation’s roll-out of 4K projection systems has taken place over the last two years and is set for completion by May 2013. 
SF Corporation has a strong track record of technical innovation. It was the first in Thailand to install a digital projection system in 2003, and continued to lead the way in premiering 3D projection capabilities with a screening of Beowulf in 2007. In 2011, the company installed its first seven units of Sony’s SRX-R320SP 4K digital cinema projection systems. These were installed at SF Cinemas in Bangkok area such as SFX Cinema at Central Ladprao, SFX Cinema at Emporium, SFX Cinema at Central Chaengwattana, SF Cinema City at Mah Boon Krong center and SF Cinema City at The Mall Ngamwongwan. SF Corporation’s projection capabilities were demonstrated through 4K screenings of the Dark Knight and Sky Fall, and High Frame Rate (HFR) technologies in a screening of The Hobbit in December 2012. This year, the latest addition of Sony’s SRX-R515P 4K projection systems once again demonstrates SF Corporation’s determination and commitment to bringing movie-goers the best viewing technologies in the market. 
“At SF Corporation, our business direction focuses on delivering the best entertainment experience to customers,” says Suwat Thongrompo, President of SF Corporation. “We have never ceased to find new innovation, especially film projection systems, to thrill movie-goers of all segments. 4K is the future of cinema and it is here today, sweeping across major cinemas around the world and now in Asia as well. The technology is today’s sharpest digital projection system and gives everyone a truly different cinema experience.” 
“SF Corporation is the first cinema operator in Thailand to recognise the heightened levels of engagement and enjoyment that a 4K viewing experience brings to cinema-goers,” said Saito Motomi, Managing Director of Professional Solutions Company (PSAP), Sony Electronics Asia Pacific. “We’re pleased to work in close collaboration with SF Corporation to ensure that movie viewers in this region are offered the most breath-taking and immersive cinema experiences available.” 
Sony’s 4K projection systems offered clear advantages to SF Corporation. Suwat Thongrompo declared: “as the leading manufacturer of 4K resolution digital cinema projectors and the only manufacturer to provide a complete end-to-end digital cinema solution to exhibitors, Sony’s 4K solution is so much more than just the projector. They provide everything from the projection technology to whole theatre management solutions (TMS), off-site management and support, 3D systems, entertainment access glasses, HFR technologies and more. Sony also harnesses the best in technical innovation, and its SXRD 4K technology is truly leading the digital cinema revolution.” 
The SRX-R515P projection system delivers true 4K projection by using the 4K SXRD panel, projected by a lens specifically made for 4K projection and the F2.5 large aperture lens made of Extra Low Dispersion glass. The new 4K optical engine creates a high contrast image of 8000:1 (average), achieved by improving the separation of light reflected from the SXRD panel. The SRX-R515P projection system is fully DCI compliant and boasts design features that make it cost effective and simple to use. 

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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