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# 1938 Baird.

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Basingstoke—Jan 9, 2013

CinemaxX and Sony Digital Cinema Finalise VPF Deal

Germany's most famous cinema chain, CinemaxX, has officially signed up to a Virtual Print Fee (VPF) deal with Sony Digital Cinema, which includes all 34 of its venues in Germany and Denmark. To date, 127 CinemaxX screens have been equipped with Sony’s 4K digital projection systems and the rest are scheduled to be implemented mid-2013.
 
Christian Gisy, CinemaxX’s CEO, said: “As we approach the final round of cinema digitisation we are very pleased to complete a VPF deal with Sony Digital Cinema. Our decision to install Sony 4K projectors with 3D capability was absolutely right. As the only major German cinema chain that relies on Sony 4K Projectors, we were able to present the blockbuster release The Hobbit in high frame rate (HFR) with just a simple software upgrade allowing the great duel lens 3D technology of Sony to achieve the best possible 3D image. The resulting immersive images complimented the Hobbit’s HFR presentation perfectly.  In keeping with our promise of ‘more than cinema’, our customers enjoy the ultimate cinema experience thanks to Sony Digital Cinema.”
 
With Sony’s Virtual Print Fee (VPF) programme, the transition to digital is easier and more affordable. Sony helps shoulder the costs for cinemas switching to 4K. Sony Digital Cinema works closely with major movie studios and distributors to subsidise the cost of exhibitors’ technology transition. Sony’s VPF programme dramatically cuts capital investment and eases the cash flow as the audience enjoys the spectacular benefits of 4K projection from day one.
 
David McIntosh, Director, Sony Europe, commented: “Sony is delighted to partner with CinemaxX to help build on its great reputation in the German market for delivering the best possible cinema experience to its customers. With 4K technology becoming mainstream, this investment by CinemaxX will future proof itself and ensure it’s ahead of the industry by installing quality projectors across all of their venues.”
 
For more information, please visit: www.sony.co.uk/pro/article/dcinema-vpf-programme

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 CinemaxX Cinema GmbH & Co KG: CinemaxX AG is the most well-known operator of multiplex cinemas in Germany. In total, the company has 36 cinemas with 303 screens and capacity for around 88,000 people in Germany and Denmark.  Due to their architectural design, CinemaxX multiplex cinemas occupy a unique position in the German cinema landscape and also offer exemplary standards of comfort and quality – including refined picture and sound quality, extra large screens, modern comfortable seats in air-conditioned cinema halls and an excellent ambience. CinemaxX Cinema GmbH & Co KG Directory page

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