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Asia Pacific—Dec 10, 2013

Thailand’s Major Hollywood Cinema Embraces 4K with Sony’s SRX-R515P Digital Cinema Projectors

The SRX-R515P’s Low Operating Costs Makes 4K Readily Accessible to Small or Medium-sized Auditoriums
Thailand’s Major Hollywood Cinema has acquired 8 units of Sony’s SRX-R515P 4K digital cinema projectors, to replace its ageing film projection systems as part of a shift to go fully digital by the beginning of 2014. 

With 33 screens in and around Bangkok, the integrated multiplex cinema chain looks to Sony’s 4K digital cinema solutions to provide the most immersive movie-going experience for its audiences, and extend its capabilities to showcase a broader range of movies due to the burgeoning amount of 4K content. 

Major Hollywood Cinema brands itself as an integrated entertainment destination, offering a wide range of entertainment options covering movies, karaoke, an 18-lane bowling alley, music shops, book shops and restaurants. Keen to ramp up its presence in Bangkok, Major Hollywood Cinema was looking at new technology to replace its ageing film projectors and ensure that it remained at the forefront of global standards for visual entertainment for its screens. 

For its foray into 4K, Major Hollywood Cinema selected Sony’s SRX-R515P due to its high quality projection technology and features that make it cost effective and simple to use. Designed for small to medium-sized auditoriums, the SRX-R515P has a smaller body than its illustrious big brother the SRX-R320P, and is fully DCI compliant. It is an ideal solution for small or independent cinema chains looking to go 4K, due to its lower cost of ownership. With 6 units of High Pressure Mercury (HPM) lamps in individual cartridges, lamp replacement is easier, safer and more cost-effective compared to using Xenon lamps. The 6-lamp system also delivers greater resilience in the event of lamp failure so cinema operators never have to stop a show. 

Offering true 4K quality from the integrated media block to the lens, the SRX-R515P projection system features an advanced SXRD™ (Silicon X-tal Reflective Display) optical engine, high contrast ratio of 8000:1, 15,000 lumens brightness and easy-on-the-eye Sony 3D and High Frame Rate (HFR) capabilities of 48 and 60 frames per second. The system is also capable of high-speed content ingest. 

“We are excited to bring the astonishing magic of Sony’s 4K to our audiences. The choice was clear right from the start. There are no rivals to match Sony’s 4K Digital Cinema solutions,” said Navin Nouamjit, General Manager, Major Hollywood Cinema. 
“We invested in 8 units, and we are very pleased with the bright and clear projection, as well as the low cost of running them. We didn’t just choose the best technology available. We chose a long-term partner that understood our evolving needs as a cinema chain. Sony went all out to offer its expertise to help us become one of the best cinema houses in Thailand,” he added. 
Sony’s SRX-R515P 4K Digital Cinema Projector at Major Hollywood Cinema’s Facilities   
“We are very pleased to partner Major Hollywood Cinema in their quest to bring the most immersive entertainment experiences to their audiences,” said Motomi Saito, Managing Director of Professional Solutions Company (PSAP) and Head of Digital Cinema Division, Sony Electronics Asia Pacific. “With our 4K and 3D digital cinema solutions, we want to help cinema operators differentiate themselves from competitors, keep running costs to a minimum and generate new revenue streams with 4K and 3D movies. More importantly, we partner cinema operators like Major Hollywood for the long term to help them meet their evolving needs as a competitive cinema chain.” 

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 Asia Pacific: Sony Asia Pacific Directory page

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