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# Baird 1930

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Park Ridge, N.J.—Oct 25, 2005

Sony Unveils Market-Ready SXRD 4K Resolution Projector for New Era of Digital Cinema

Industry Screenings Debut Product Now Available and Shipping to Customers
Sony is heading into the ShowEast convention in Orlando following a successful unveiling of the market-ready version of its digital cinema SXRD™ (Silicon X-tal Reflective Display) 4K projector.
Ushering in a new era in theatrical exhibition, the professional front projector (model SRX-R110) started shipping earlier this month, and Sony intends to begin producing 100 units per month by December.
During a day of movie industry screenings last week in Hollywood, Sony showed a variety of 2K and 4K footage, highlighting the unique capabilities of the projector. Content screened included “Mystic India,” “Star Wars Episode III: Revenge of the Sith,” “The Sound of Music” and material from the DCI and ASC Standard Emulation Material (StEM). The footage was presented in both 4K and 2K resolution, as well as in side-by-side comparisons with a 2K DLP projector.
On hand for the demonstration were representatives from major Hollywood studios, independent production companies like Lucasfilm and Lightstorm, leading post houses and industry organizations such as DCI and ASC. Exhibitors, including Landmark Theatres, the first major chain planning to roll out SXRD, were also in attendance at the event, held at the AMC 16 Theater in Burbank, Calif.
“We are very gratified by the reaction of the entertainment community,” said John Scarcella, president of Sony Electronics' Broadcast and Business Solutions Company. “The industry response confirms our belief that 4K technology presents a distinct advantage for the theatrical exhibition community.”
Thirty-three years after Sony introduced its first electronic projection system, the KP-7200, the company maintains its position as an industry leader and innovator. The SXRD 4K projector offers superb contrast, vivid color, and 4096 x 2160 pixel resolution, which displays images at nearly four times the resolution of current high-definition displays.
The new SRX-R110 model is specified at 10,000 ANSI Lumens and is designed for screens up to 40 feet wide.
“The progress made to date is impressive,” said attendee Michael Karagosian, a partner of Karagosian MacCalla Partners. “The display of the media block card was unexpected and very welcome. This is a central element toward a digital cinema-centric solution.”
Sony plans to follow up the debut screenings with another round of demonstrations at this week’s ShowEast trade show in Orlando, Fla. In addition, a request will be made that NATO organize and set specifications for a side-by-side test of 2K and 4K technologies and work in conjunction with the Digital Cinema Lab/Entertainment Technology Center and the ASC to set parameters for these tests. Following ShowEast, Sony will present a white paper at SMPTE/NY on the latest developments for SXRD 4K front projectors.

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

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