SF Corporation PCL, a leading cinema and entertainment-venue operator in Thailand, announced that it has successfully completed an installation of Sony’s 4K digital projection systems for 31 new SF Cinema screens across 5 locations in Thailand – SF Maya Chiangmai, SF Salaya, SF Chachoengsao, SF Prachinburi and SF Ratchapruek.
The installation marks one of the company’s biggest upgrades for SF Cinema, bringing its total number of fully digital screens to 282 in 40 cinemas across Thailand.
In August 2011, SF Cinema screened Thailand’s first 4K movie using Sony’s SRX-R320 projection system, and has since grown from strength to strength. For the recent upgrade, SF Cinema elected to install Sony’s SRXR515P 4K digital cinema systems in its new theatres. Ideal for small-to-medium sized auditoriums, the SRX-R515P boasts a smaller body than its big brother, the SRX-R320.
Fully DCI compliant, one of the biggest advantages of the SRX-R515P is its low cost of ownership with easy and safe lamp replacement. It offers true 4K quality from the integrated media block through the lens to the cinema screen, and features an improved SXRD optical engine, 15,000 lumens brightness, high contrast ratio of 8,000:1, easy-on-the-eye Sony 3D and High Frame Rate (HFR) capabilities.
“We are pulling out all the stops to create the best cinema experience for our customers. With Sony as our partner, SF Cinema has been able to go fully digital in a cost-effective manner, while generating new revenue streams from the ability to showcase a wider range of movies,” said Suwat Thongrompo, Chief Executive Officer, SF Corporation. “Sony’s SRX-R515P is the clear 4K projection system of choice for SF Cinema, as it delivers one of the most immersive and breathtaking cinema experiences for our audiences,” he added. “We are proud of our growing relationship with SF Cinema and happy to help them make the move to 4K. We share a common goal with SF Cinema, to create the ultimate cinema experience for movie-goers in Thailand and beyond,” said Tadahiro Fukumoto, General Manager, Visual Presentation Solutions Division, Professional Solutions Company (PSAP), Sony Electronics Asia Pacific.
With Sony as its trusted partner, SF Cinema is going all out to draw more patrons to its cinemas, moving towards its goal of becoming Thailand’s biggest cinema operator.