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Macau—Dec 4, 2007

Sony and Cathay Cineplexes Introduce CineAlta 4K™ Digital Cinema Systems to Singapore

First Deployment in Asia Pacific to Present Unprecedented Theatrical Experience
Sony is pleased to announce the installation of the latest CineAlta 4K™ SRX-R220 digital cinema projectors, together with the LMT-100 Media Block servers and LSM-100 Screen Management System for the Cathay Cineplexes in Singapore, one of the leading cinema operators providing quality entertainment in Singapore, Malaysia and Dubai.

Sony is equipping two Cathay Cineplexes in Singapore, including their flagship The Cathay Cineplex, with the ultra-high-resolution SRX-R220 Digital Cinema Projectors. Combined with Sony’s LMT-100 Media Block servers and LSM-100 Screen Management System, the projector systems are specifically designed for digital cinema applications. The project is expected to be completed early next year. Upon the completion of the installation, movie-goers are able to enjoy the ultimate viewing experience jointly presented by Sony and Cathay Cineplexes.

“We are very impressed with the CineAlta 4K technology, as well as the professional services rendered by Sony. The deployment of the enhanced digital technology in our cinemas demonstrates our continued commitment to provide quality entertainment to our valued patrons,” said Suhaimi Radfdi, President of Cathay Organization Holdings Ltd. “We are now planning to introduce this advanced technology to our cinemas in Malaysia and Dubai, so that more movie-goers can immerse themselves in the superior cinematic experience.”

Designed to conform to the DCI (Digital Cinema Initiatives) specification requirements, Sony's CineAlta 4K digital projector offers uncompromising picture performance and functionality – a landmark for next generation movie viewing.

“Sony has always been in the forefront of developing innovative solutions for the emerging digital cinema market. Building on the unique SXRD™ (Silicon X-tal Reflective Display) technology, the new projector offers an extraordinary 4K image resolution which is more than four times the pixels of the best HDTV specifications (1920 x 1080); and Singapore is the first place in Asia Pacific to enjoy this technology,” said Kozo Tetsuya, Division Managing Director of Broadcast and Professional Pacific Asia Company, a division of Sony Corporation of Hong Kong Ltd. “We are delighted to see Cathay Cineplexes provides a good exemplar for the exhibition and motion picture industries by adopting the 4K digital cinema technology.”

SRX-R220, an ultra-high-resolution projector, is designed specifically for digital cinema applications. The SXRD™ imaging devices used in the SRX-R220 projector make it possible to realize its 4K resolution derives from its 4096 H X 2160 V pixel matrix, which is stipulated by the Digital Cinema Initiatives, LLC (DCI). It also provides a brightness level of SMPTE standard 14 ft-L* on a 20-meter (65.6-feet) wide screen and a high contrast ratio of 2000:1.

Since the SRX-R220 projector provides four times the resolution of 2K projectors, the visual quality of 2K and HD content is also improved over those provided by native 2K and HD resolution projectors.

In addition, the LMT-100 Media Block is a digital cinema server that can handle DCI DCP media, which is a key component in establishing highly secure theater systems. The LMT-100 server handles DCP (Digital Cinema Packages) files that consist of picture, audio and subtitle data files, and they are wrapped into a MXF (Material eXchange Format) file. It can play back the DCP file by using advanced processing to decrypt and decode the picture data, and then send it to the projector over a secure multi-pin connection system.

While the LSM-100 Screen Management System provides a variety of screen management operations such as show scheduling, communication with other theatre control of the SRX series projectors and the Media Block.

* Measured at the screen center of a full pixel size (4096 x 2160) projection with 100 IRE white and a screen gain of1.8. A ft-L (foot-lambert) is a unit of measurement for luminance. One foot-lambert equals 3.4262591 candelas per square meter.

Contacts: Hermia Ma
Broadcast & Professional Products Asia Company
Sony Corporation of Hong Kong Limited
Tel: +852 2909 1355
Fax: +852 2909 3355
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 Sony Broadcast and Professional Pacific Asia: The Broadcast and Professional Pacific Asia Company (BPPA) was established as a business unit in September 1994 under Sony Corporation of Hong Kong Limited. From its regional headquarters in Hong Kong, BPPA markets Sony’s broadcast systems and professional video and audio products in Asia other than Japan. BPPA also provides regional engineering support and after-sales service to ensure customer satisfaction and add further value to its products and services. Sony Broadcast and Professional Pacific Asia Directory page
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