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# 1932 Baird.

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Basingstoke, UK—Jan 13, 2015

Niclas Nornemark, Sony’s Swedish 4K Reseller, Has High Hopes for 4K in Swedish Cinemas

His mission to put 4K on the Swedish cinema map
Niclas Nornemark established his own company Cinema Certification in May 2013 after becoming Sony’s Swedish reseller of cinema-adapted 4K projectors. In less than a year and a half, he had already equipped four cinemas belonging to The National Federation of People’s Parks and Community Centres in Sweden and four venues in Denmark with 4K technology. His aim for 2015 is to double this number.

Nornemark estimates that Sweden’s cinema technology lags behind that of other Western countries by about two years. Despite being subsidised by the state, many smaller cinemas have chosen cheaper alternatives when purchasing technology and improved image resolution. Many cinemas have also purchased used equipment from other countries after they had upgraded their solutions.
 
“Norway started its 4K journey in 2013  -the same time Sweden was upgrading its cinemas with digital technology. Norway's old equipment was then sold to Sweden. I was not pleased with this scenario, and I questioned why the image quality in Swedish cinemas was worse than what I had at home. I then researched all of the alternatives on the market. Sony stood out from many of the other companies, and I quickly realised that their 4K solutions were extremely good”, said Niclas Nornemark, Digital Cinema Solutions Specialist.
 
In 2010, Nornemark bought his own cinema in Svalöv -his hometown. In 2013, he renovated the delapidated cultural centre and installed a 4K projector from Sony. He immediately noticed that visitors chose the new ultra high-definition 4K technology over 3D films. Today he has installed 4K technology in four cinemas belonging to The National Federation of Peoples’ Parks and Community Centres in Sweden, with a resolution  four times as high as today’s standard Full HD resolution. He plans to install 4K technology in another ten cinemas in 2015.
 
“4K really is Sony’s strength. They are experts at every stage, as they make films, produce them and also own the viewing technology. There is no other company in the marketplace today that has such high competence in all of these areas. At the moment, Sony’s contrast levels are unbeatable. By this, I mean the contrast between light and dark images. And it’s the contrast combined with the level of detail that visitors notice the most, as it creates a multi-dimensional image with improved depth”, said Niclas Nornemark.
 
“Sweden is a very exciting market, and the potential for our 4K technology is strong. Films should be seen at the cinema, and the Swedish cinemagoers deserve the best image quality possible. Sony offers an impressive viewing experience that centres around its 4K technology, and it’s amazing to see how Niclas Nornemark has built up 4K with The National Federation of People’s Parks and Community Centres in Sweden”, said Tore Mortensen, Business Manager at Sony Nordic.
 
Folkets Hus and Parker has installed the following Sony digital cinema projectors Sony SRX-R515P and Sony SRX-R510P

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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