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# 1936 Scophony

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Cineasia/Hong Kong—Dec 6, 2010

Scrabble Entertainment Chooses Christie Again for Second Phase Digital Cinema Deployment in India

Christie Provides India’s Moviegoers the Ultimate Experience In Digital Cinema Technology at an Affordable Cost
Christie®, a global leader in digital cinema, is pleased to announce that Scrabble Entertainment Pvt. Ltd. (SE) has committed to installing Christie 4K-ready Solaria Series DLP Cinema® projectors in the second phase of their digital cinema deployments across India.
 
SE was formed in November 2007 and has become a leading player in India’s cinema industry. SE’s unique business model is to act as an intermediary between content owners including major studios, independent distributors, and exhibitors, and is the first company to deploy systems designed to be Digital Cinema Initiatives (DCI) compliant in India and aims to convert all the multiplexes screens to DCI complaint Digital screens which will enable exhibitors and content providers to be in a win-win situation by now having the ability to showcase alternate content and maximize revenues with a flexible advertisement model. The biggest challenge in India which is really a non-DCI, 1.3 Chip dominated market, is to do 100% DCI Compliant Systems within any complex, a result that SE have been largely successful at achieving.

Christie was the exclusive partner for SE’s first phase of installations of 200 screens which were extremely successful countrywide. For the second phase of the digital cinema deployment, SE have again teamed up with Christie to deploy Christie CP2220 DLP Cinema® projectors together with a two other Christie 2000 Series models into 300 screens countrywide. The second phase deployment is allotted for SE’s leading customers: PVR Cinemas, Cinemax, and Inox, and will begin in January 2011 with completion targeted at March 2012.
 
Completion of the second phase will strengthen SE’s leadership in digital cinema and introduces a new era in content distribution for India. With Christie CP2220 digital cinema projectors, India’s huge movie-going community will be thrilled with the realistic 3D picture quality delivered by Christie. Cinemas can now create a top-of-the-line 3D solution using any of the leading 3D technologies on the market, be it the latest releases from Hollywood or local movies.
 
“We are proud to be associated with a stellar company like Christie. They not only make the best products for Digital Cinema applications but their understanding of the Indian market and after sales support are second to none. We have successfully captured over 90% of the Indian market by capitalizing on both our strengths of the business,” says Ranjit Thakur, CEO of Scrabble Entertainment. 
 
“India and its Bollywood and others represent the world’s biggest film production industry. This translates into a huge potential for the cinema industry constantly in demand of the latest Indian releases as well as for the Hollywood blockbusters,” comments Lin Yu, vice president, Christie Asia Pacific. “Our first collaboration with SE for the first massive deployment was a huge success as we’re able to help bring the latest digital cinema technology to the Indian cinema-goers. Now, with the second phase, we’re confident that even more locals will get to enjoy the crystal-clear resolution of their favorite releases.”    
 
Designed to meet all Digital Cinema Initiatives (DCI) specifications, the Christie Solaria Series features Christie Brilliant3D™ technology, providing the ultimate, most realistic 3D experience with the lowest cost of operation. Christie DLP Cinema® projectors are the world’s most installed digital cinema projectors, renowned for their brightness, flexibility, reliability and product integrity. With a commanding 80% control of the Digital Cinema market, Christie has set a strong pace of installations across North and South America, Europe, South Africa, Australia and Asia.

Logo: Christie About Christie: Christie Digital Systems USA, Inc. is a global visual and audio technologies company and a wholly-owned subsidiary of Ushio Inc., Japan (JP:6925). Consistently setting the standards by being the first to market some of the world’s most advanced projectors, complete system displays, and cinema audio solutions; Christie is recognized as one of the most innovative visual technology companies in the world. From retail displays to Hollywood, mission critical command centers to classrooms and training simulators, Christie display solutions and projectors capture the attention of audiences around the world with dynamic and stunning images, accompanied by awe-inspiring sound. Visit www.christiedigital.com. Christie Directory page Christie Web Site

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