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Cypress, Calif.—Mar 21, 2012
Sierra Cinemas Makes the Move to Digital with Ease Thanks to Christie
Christie’s Virtual Print Fee Program and DLP Cinema Projectors Part of “One-Stop-Shopping” Solution
hristie® has announced that the 4-screen Sierra Cinemas in Grass Valley, California is the latest among the many regional and local exhibitors making the move into the 21st century of entertainment with the installation of the world’s most popular DLP Cinema® projectors from Christie.
“We chose Christie because we believe in the quality of their products. We appreciate the flexibility built into their projectors – the ease in using the menus, and settings that can be adjusted quickly and easily,” said Michael LaMarca, general manager of Sierra Cinemas. “As well, we opted for the Christie VPF Program because it fits our unique circumstances, allowing us to fast track our digital cinema conversions.”
The Future Looks Bright
Sierra Cinemas has been in the business of creating exceptional movie experiences for customers since Mike and Barbara Getz opened their first theater in 1989. Starting the digital conversion of equipment in 2009 with the installation of a 3D projector, Sierra Cinemas has maintained their high standard of entertainment while successfully embracing the digital revolution.
Following the phenomenal success of the blockbuster “Avatar,” Sierra Cinemas upgraded a second auditorium to digital 3D, installing a Christie CP2000-ZX® to present “Alice in Wonderland.” Working with dealer/installer American Cinema Equipment (ACE), a certified Christie partner, they then completely digitized the rest of their screens, enabling them for 3D, using Christie Solaria™ Series projectors.
Christie VPF - Virtually Irresistible
Sierra Cinemas contracted for Christie’s VPF Program because it was designed for exhibitors who want the most independence in planning a digital cinema conversion. Supported by all the major Hollywood studios, the program allows exhibitors to make the move to DCI Compliant digital cinema simply and cost-effectively.
“We are committed to providing independent theaters the same opportunity larger chains take advantage of when converting to digital cinema,” said Craig Sholder, vice president, Christie Entertainment Solutions. “Our VPF Program aims to work with each theater individually every step of the way to ensure the ideal projectors and financing options are chosen.”
Sierra Appreciates Christie’s Managed Services
LaMarca is also impressed with Christie’s service and support. “It was absolutely a major deciding factor. Christie is serious about service, and they are responsive and professional.”
Christie Managed Services was engaged to provide Sierra Cinemas with remote monitoring and comprehensive maintenance, with round-the-clock support through Christie’s Network Operations Center (NOC), along with preventative servicing and on-site emergency response.
“Christie is there when we need them. We selected Christie for three very different cinemas, because they represented our interests and were willing to work with us. Now that we have ‘the whole kit and caboodle,’ we feel pretty confident going forward,” LaMarca added.
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PH: +1 519-749-3127
Christie Managed Services
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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
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About Sierra Cinemas:
In 1989, Mike and Barbara Getz opened Sierra Cinemas, a 4-screen, first run movie theater in Grass Valley, California. Passionate about creating outstanding movie experiences for their community they opened Sutton Cinemas, a 2-screen theater in the Brunswick Plaza in 2001. Continuing their expansion, in 2003, the Getz’s purchased the Del Oro Theatre in downtown Grass Valley and began an extensive remodeling effort, which culminated in the Grand Re-Opening and Tower Lighting ceremony in October, 2004. Today, Sierra Cinemas is the flagship theater of Sierra Theaters, and continues to stay true to the family business values of providing quality entertainment.
Sierra Cinemas Directory page
Sierra Cinemas (Grass Valley)
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