inside Connecting to the public with Sony 4K The power of digital signage FOR MORE INFORMATION ON SONY 4K Redefining the cinema experience

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1 ISSUE 11 SPRING 2011 Redefining the cinema experience inside Connecting to the public with Sony 4K Campaigns to 4 promote 4K application can improve ticketing efficiency by delivering realtime updates to movie times, auditorium locations and to alert customers if a movie is sold out or near sold out. Like the digital box office, lobby displays can integrate directly into a POS system to automatically update titles playing in each auditorium. It's completely customizable, making it a great way to show-off the exhibitor's brand with menu boards that can be easily designed and updated so that displays always look fresh. All content at the Ridge Hill Village Cinema de Lux is centrally distributed and supported by the same network operations center as its Sony 4K projectors. NAI operates more than 950 screens globally under its Showcase, Multiplex, and Cinema de Lux brands. Prodokol Cinema s digital box office application helps improve ticketing efficiency National Amusements The power of digital signage National Amusements selects Sony digital signage in New York Following the decision to adopt Sony 4K digital cinema technology for 389 of its screens, worldwide pioneering exhibitor National Amusements, Inc (NAI) has selected a Sony digital signage solution to equip its new flagship cinema in New York. The 12 screen Cinema de Lux at Ridge Hill Village in New York district Yonkers, which opens shortly, has been furnished with a signage system based on end-toend digital signage platform Prodokol for Cinema. Fifteen positions will feature Prodokol for concessions pricing and product information and a further nine displays will use Prodokol for pricing and product information at a Quick Service Restaurant. Sony Digital Cinema not only supplied the core equipment, it designed the system in accordance with NAI's requirements and will provide a centrally managed content creation, playback and asset workflow service alongside round the clock technical support and network monitoring. Prodokol Cinema's digital box office Restoring the classics Taxi Driver the latest to get the 4K make-over 7 FOR MORE INFORMATION ON SONY 4K

2 Raising the game Sony realizes it is more important than ever to reach out to the movie-going public to promote the benefits of viewing movies and other content in 4K. A trip to the cinema is a great way to relax with family an friends; the most innovative cinema groups are offering a complete entertainment experience, with movies, alternative content, food and drink offerings and other entertainment experiences to draw people in. The highest quality Sony 4K projection systems are a crucial part of the mix. The industry is competing with numerous media channels to grab people s attention, from online downloads of movies, to ever-improving home cinema systems. That s why Sony is partnering with cinemas to sell the virtues of the Sony 4K cinema experience. Chris Dickinson, Editor Norway Ski Kinosenter cinema in Norway has installed eight Sony 4K projectors. The investment forms part of a major digitalization project for Norwegian cinemas. Ski Kinosenter has received a big boost by having 4K projectors and digital sound for all of its screens. Our visitors get to experience the best cinema technology currently available, says Christian Hein, General Manager at Ski Kinosenter. Unique Cinema Systems supplied the eight projectors to Ski cinema. Turkey Mars Entertainment Group is to supply six Sony 4K projection systems to Cinebonus theatres across Turkey. The projectors are being installed in theatres located in major Turkish cities including Istanbul, Izmir and Bornova. Serde Nadirler, Mars Digital Cinema Brand Manager, comments, After looking at several options, we chose Sony because of the stunning image resolution and brightness delivered by its 4K digital projection system. Hong Kong The Grand Cinema in Hong Kong has invested in Sony 4K Digital Cinema systems. Implementing Sony's 4K digital cinema solution enables us to offer an unrivalled state-of-the-art screening and best possible cinematic experience for movie-goers, says Helena Young, General Manager, The Grand Cinema. Vue starts Sony 4K upgrades Vue becomes largest European circuit with Sony 4K Vue Entertainment, one of the UK's leading operators and developers of state-of-the-art multiplex cinemas, has signed an agreement with Sony Europe to install Sony 4K Digital Cinema projection systems across its circuit. With over 37 million customers every year at its 68 cinemas and 657 stadium seated screens, Vue Entertainment will become the largest cinema circuit equipped with Sony 4K digital technology in Europe. This will provide audiences with the most state-ofthe-art highest resolution on-screen presentation available, delivering both a fully immersive, easy-onthe-eye 3D experience and superior 2D quality, thanks to Sony's unique 4K projection technology. Tim Richards, CEO, Vue Entertainment, says, We are delighted to have signed such an significant agreement with Sony Digital Cinema. The partnership between our two brands will deliver the very best possible cinematic big screen experience for our customers. The transition to all digital screens also heralds a new era for cinema, offering greater choice not only of films but also allow us to expand our range of live and recorded 3D and 2D content covering sports, music, opera, ballet, theatre, comedy, gaming and other major special events. Richards says that Vue is launching a customer marketing campaign that communicates the benefits of the Vue/Sony partnership and 4K projection. This, along with the many other plans we already have in the pipeline between our two companies, marks the start of a very special moment in our company's strategy moving forward, he says. Vue and Sony will start the conversion process immediately and it is expected to take 18 months to complete. The partnership between our two brands will deliver the very best possible cinematic big screen experience for our customers Tim Richards, Vue Tim Richards, CEO, Vue Entertainment 2

3 Photos: AELTC Cinemas to show Wimbledon in 3D 850 cinemas worldwide targeted in major alternative content 3D initiative For the first time ever, the finals of Wimbledon 2011, the premier tennis championships in the world, will be filmed in 3D and screened live in High Definition 3D to 3D capable cinemas around the world. The live 3D production, in partnership with the Wimbledon host broadcaster the BBC, will also be offered to interested global broadcasters. Sony and The All England Lawn Tennis Club (AELTC) today announced their multi-year partnership to bring Wimbledon in 3D to suitably equipped cinemas around the world, offering the perfect opportunity for fans to experience The Championships like never before in a completely new environment, while retaining all the excitement and atmosphere of the famous Centre Court. Sony will work with SuperVision Media, its theatrical distribution partners, to bring the excitement of 3D tennis to 3D cinemas worldwide. Wimbledon is renowned for its heritage and sense of tradition, says Ian Ritchie, Chief Executive of The All England Lawn Tennis Club. At the same time we are always looking for ways to improve the presentation of The Championships by successfully blending that tradition with innovation. We are delighted that our 3D partnership with Sony will not only guarantee we are at the cutting edge of live sporting television, but also deliver a compelling new viewing experience for our global audiences, We are targeting around 850 cinemas worldwide delivering the live Wimbledon experience. Mark Grinyer, Sony Professional especially amongst our younger supporters. There is a three-fold agreement, says Mark Grinyer, 3D/Sports Solutions Business Head, Sony Professional. There's an agreement which aligns Sony as a technology partner to Wimbledon for technology that Wimbledon use at the event, that they might use looking forward in terms of delivery to the home. There is also the 3D component in terms of 3D production, so actually putting 3D cameras on Centre Court, shooting a number of matches and delivering them out to the rest of the world. The rest of the world delivery predominantly from a Sony perspective will be to cinema. So we are targeting around 850 cinemas worldwide delivering the live Wimbledon experience. Wimbledon to be shown in 3D CineMundo installs Sony 4K in Chile CineMundo in Chile has installed nine Sony 4K projectors across its theatres, with plans to grow further. The company runs a total of 70 screens across 15 complexes in nine cities. Every one of our 3D screens has Sony 4K projectors, says Fernando Contreras, CineMundo General Manager, CineMundo. The company has an ambitious growth plan to become the largest cinema group in the country by the end of Three cinema projects are under construction, the biggest in Santiago. The Sony 4K are used for all the 3D movies that CineMundo exhibits. In 2D movies 4K gives a higher color density and, in the case of 3D movies, a higher resolution. We chose the Sony 4K because the quality of the 4K projectors is excellent, they have high resolution, a great sound, they are really stable and, something very important, Sony offered us technical support in Chile. CineMundo is also looking at increasing the presentation of alternative content. CineMundo Chile 3

4 Join us on Facebook Sony reaches out to audiences on the virtues of finding the best out-of-home movie experiences Sony is focused on winning over the moviegoer to the benefits of Sony 4K technology and wants to make it easier to find a theatre featuring Sony 4K digital projection. The first step in achieving this has been creating a social media focus, with a Facebook page dedicated to providing basic information about 4K technology, featuring exhibitor logos that link out to cinema websites. Sony understands that it is more important than ever to engage with the mass audience on the widest marketing platform available to highlight the benefits of going out to the movies, says Dianne LaGuardia, Sr. Manager, Marketing, Sony Digital Cinema Solutions. It is important that we and our cinema partners educate movie-goers on the ultrahigh resolution and superior image quality of Sony 4K. The Facebook tab is refreshed periodically to reinforce the new content released in 4K, the benefits of 4K and 3D, and where to seek out the best viewing experience. With interactive features such as movie trailers, polls and quizzes, the page is a general awareness hub to support the social media advertising that is directed there. As part of building the consumer movie-goer audience, Sony has launched over 12 Facebook advertising campaigns tied to 4K and 3D movie releases. The marketplace advertising campaigns support the brand message and link to the Facebook tab. By the end of March, ad activity will have achieved over 290 million impressions. Additionally Sony has partnered with several exhibitors on hyper-local campaigns to promote Sony 4K and specific theatre activities. This collaborative effort involves coordination with exhibitors to co-promote both on their Facebook and/or on their website, and inside the theatre. To find out more, join us on Facebook! Edwards Theatres, part of Regal Entertainment Group Regal integrates TMS Regal Entertainment Group integrates Sony TMS into theatres Regal Entertainment Group, the largest motion picture exhibitor in the United States, is integrating the Sony TMS (Theatre Management System) into theatres. Regal s circuit, comprising Regal Cinemas, United Artists Theatres and Edwards Theatres, operates 6,683 screens in 537 locations in 37 states and the District of Columbia. Regal is also progressing with a rollout of Sony 4K projection systems across its entire circuit over the next three to five years, which will create the most extensive 4K deployment to date. Regal has deployed 2,343 Sony 4K systems so far and we are actively deploying the Sony TMS solution into theatres. We are very pleased with the TMS system, which allows us to manage feature films, pre-show and alternative content across the theatre complex, says Rob Del Moro, Senior Vice President, Regal Entertainment Group. The TMS manages content distribution in the theatre and is integrated with Regal s Point-Of-Sale (POS) system. It allows the content to be controlled from the manager s office and intuitive screens allow controllers to manage feature films, pre-show and alternative content in a defined digital format. It helps us to build our program schedule quickly and easily for every showtime, screen and complex in sync with our POS system. As well as automating scheduling, show lists and content associations, Sony TMS eliminates manual transfers and content management. It also interfaces with other digital cinema servers. The Sony TMS is globally acknowledged and is currently scheduled for deployment to over 12,000+ screens around the world. The TMS system allows us to manage feature films, pre-show and alternative content across the network Rob Del Moro, Regal Entertainment Group 4

5 Art of technology AMC's roll out of Sony 4K has developed into a fine art In the last year, AMC Entertainment has installed almost 2,000 Sony 4K projection systems across its theatres in North America, chiefly those in the major markets of New York and Los Angeles. Dan Huerta, AMC s Vice President of Digital Systems, has been closely involved with the project to introduce the Sony 4K systems. To date, we re extremely pleased with the ease of installation and the reliability from a technical and operational perspective, he says. Sony has provided the complete digital cinema solution, including the 4K projection system, integration/installation services and software for device monitoring and system/content management. We selected the Sony package in order to meet our demanding needs related to deployment and post-deployment performance and product support, says Huerta. Sony has provided the hardware, software and installed the equipment and it has worked really, really well. We re extremely pleased with the operational performance of the systems and with keeping it all with Sony. "The process of installation has been effectively streamlined," says Huerta. The infrastructure in the To date, we're extremely pleased with the ease of installation and the reliability Dan Huerta, AMC Entertainment theatres is prepared before the projectors go in and the entire process is now refined to the point that teams have got the installation time down to around four hours per system. AMC chose to install the Sony 4K projection systems to stay ahead of the technology curve. AMC has always been an industry innovator and tries to be at the leading edge in theatre technology, says Huerta. We selected Sony for an inherent knowledge of their innovative expertise and because they have been a long-standing partner with AMC. Sony works closely with AMC to support their technology and on future product developments. Muvico creates a jewel in the crown Sony 4K central to refit at Muvico in Hialeah, South Florida US theatre chain Muvico continues its digital transformation with Sony 4K. With the restoration of its Hialeah, Florida, location, the company now has six theatres totally equipped with Sony Digital Cinema 4K, for a total of 101 screens. Hialeah 12 is now the only all-digital theatre in the city. At the grand re-opening ceremonies, there was ribbon cutting, 4K and 3D screenings and we got to see and hear first-hand how their digital conversion was creating a buzz, says Andrew Stucker, Sony National Account Manager. Mayor of the City of Hialeah Julio Robaina states, We are extremely happy and excited about this partnership with Muvico and Sony; having the latest digital technology so that our citizens can enjoy the greatest digital experience. Muvico was one of the earliest adopters of Sony 4K, opening the first all-digital cinema facility for 4K in the US, at Rosemont, in Chicago four years ago. Hialeah is another jewel in the crown, says Don Edwards, Muvico Marketing Manager. Muvico made the decision to upgrade to Sony 4K based on in-depth research. We believe that the Sony 4K product does give us an advantage, says Alan Rainbeau, Muvico s Vice President, Finance, and Sony worked with us to get the product into the field quickly. We ve been very grateful and successful with the Sony product. Muvico s President & CEO Neil Bretan, summarizes, There are emerging and accessible digital delivery systems your home television, your handheld device, etc. that influence your way of life, but for what we do, the presentation on the big screen, we provide what people come out of their home for: a social environment and a great viewing experience. We provide what people come out of their home for Neil Bretan, Muvico 5

6 Birmingham 8 (below) and Palladium 12 (above) Uptown world Uptown Entertainment says Sony 4K is a crucial part of its upmarket cachet. The advantage of Sony 4K is that it changes our theatres into entertainment venues Barb Zanetti, Uptown Entertainment Uptown Entertainment runs two cinemas in Birmingham, Michigan, a well known upscale suburb of Detroit. Though not a big theatre chain, Uptown has the advantage of being part of the same group as the Detroit Red Wings hockey and Detroit Tigers baseball teams, as well as the Little Caesars world wide pizza chain. Uptown has made a speciality of creating high quality venues and as part of this has invested in Sony 4K projectors with RealD 3D for all its screens, becoming Michigan s first fully Sony 4K locations. We're very excited because Sony 4K is a great product, says Barb Zanetti, Uptown Entertainment s Senior Director Business Operations. It has made a difference in the perception and visual experience of the people who visit our theatres. It is the best in sight and sound. When a movie is shot in 4K and shown in 4K, audiences always comment on the look. We looked into other companies before making the decision to go with Sony 4K and I found early in the process that Sony had the superior product, reputation and working partnership. They have exceeded our expectations in quality and service. We are the only 4K facility in our State so far, as far as I know, and we have converted 100% to Sony 4K. Sony has been wonderful to work with from beginning to end. The Birmingham 8 is an eight-screen movie theatre nestled in the heart of downtown Birmingham. The theatre, which was originally built as a one-screen movie theatre in 1927, was rebuilt and restored in 1996 as a multiplex to show first-run motion pictures in a classic elegant setting. Just two blocks away from the Birmingham 8 Theatre, Uptown's second theatre, the Palladium 12, is a state-of-the-art entertainment facility. The advantage of Sony 4K is that it changes our theatres into entertainment venues, says Zanetti. People are not just coming to the theatre and seeing a movie. We have a fully operational kitchen and an in-house dinner and movie program. On site catering is available with a chef on site to customize and prepare unique culinary creations. Becoming an entertainment venue changes our image and operation and gives variety and diversity to our customers. Sony 4K digital gives us opportunities to show alternative content. For example, if the Detroit Red Wings are playing a game out-of-town, it would be wonderful to be able to show that in 3D in our theatres. People like choice and alternative content gives them choice. We are looking forward to the progress and growth in the sporting, concert, and cultural choices Sony is looking into to offer our customers. 6

7 Restoring classics Classic movies such as Taxi Driver are given a new lease of life for cinema and Blu-ray with 4K 4K is what you need to capture the inherent resolution in a 35mm film frame Grover Crisp, Sony Pictures Entertainment Thirty-five years after its premiere, Martin Scorsese's electrifying thriller Taxi Driver is being celebrated with a new exhibition at cinemas around the world and a debut on Blu-ray, courtesy of a stunning restoration at 4K resolution. A 4K version of Taxi Driver with a 4K digital-cinema release was an early consideration in digital restoration plans, explains Grover Crisp, who supervised the entire process for the Columbia Pictures release. "It's the closest you can get with current technology to as if you were seeing it in 1976 straight from the camera neg, he says. When we began a year ago we knew we needed to treat this at the highest level workflow, which is 4K. As Senior VP, Asset Management, Film Restoration and Digital Mastering at Sony Pictures Entertainment, Crisp is one of the industry's most esteemed experts and an evangelist for restoration. There have been a lot of tests in terms of scanning various types of film at 2K, 4K, 6K and the consensus is that 4K is the minimum you need to capture the inherent resolution in a 35mm film frame. It almost doesn't matter what the source is it's the scanning that's of consequence, he says. You can scan an old generation, poor quality print and think that there will not be enough resolution to sustain 4K, but then you place that side by side with a 2K version and you really see the difference in detail. The original 35mm negative for Taxi Driver was scanned at 4K, with color correction and digital restoration also completed at 4K. The film's cinematographer Michael Chapman and director Scorsese approved the creation of a color matched version that was approved by Scorsese. There are two strong business rationales for remastering to 4K. The first is to support the home entertainment route for Blu-ray releases so that any title, new or old, destined for Blu-ray begins with a 4K scan of the film, a policy Sony initiated three years ago. At the same time we can create DCPs to feed the burgeoning market for digital exhibition for library titles especially the classics. The sterling work that archivists and digital restoration artists perform all around the world is highlighted by the activities of the Association of Moving Image Archivists (AIMA), of which Grover is a founding member. This fantastic not-for-profit group is unique in that it cuts across all genre and disciplines, says Crisp. We also donate our time to arrange an annual technical symposium where we showcase a recently restored feature in glorious 4K with a Sony 4K projector. The results still manage to startle me. The next AIMA symposium, The Reel Thing, is held in Los Angeles this August. Taxi Driver with Robert De Niro More action Apollo Cinemas to offer more alternative content in the UK Apollo Cinemas, the cinema chain revolutionizing the movie-going experience in the UK, has launched its 'MORE' campaign, giving consumers a wide range of alternative viewing content. Transforming the film experience, Sony Digital Cinema 4K technology gives the consumer an immersive, engaging visual experience you simply can't get at home. As a leading cinema chain, Apollo is at the forefront of innovation by pioneering new and dynamic ways to communicate with its customerbase, says Nicole Oakley, Marketing Manager at Apollo Cinemas. Our partnership with Sony Digital Cinema allows Apollo to offer the ultimate digital cinema experience to all our valued guests. The 4K technology provides outstanding image and sound quality, and enables us to extend our programming to alternative content, delivering new and exciting experiences for our existing and future customers. The 'MORE' campaign introduces the vast array of new content now available at Apollo Cinemas, from partners including The Royal Opera House, Shakespeare's Globe Theatre and the English National Opera, as well as a wide range of sporting events. To kick start the 'MORE' campaign, the first live artist album launch took place at the Apollo Cinema in London's Piccadilly, where Avril Lavigne launched her new album. 7

8 Premiere showings Battle: Los Angeles becomes the first 4K premiere in Spanish at Cine Colombia in Colombia and in Portuguese at UCI in Brazil Cinema group Cine Colombia S.A. in Colombia presented the first 4K DCP (Digital Cinema Package) premiere in Spanish of Invasion Of The World: Battle Los Angeles on 5th March in Bogota. In Brazil, the first 4K DCP premiere in Portuguese of the movie was also made, shown at the Rio de Janeiro multiplex of leading cinema group UCI/National Amusements on 15th March. Both were shown on Sony 4K projectors. Cine Colombia is the largest cinema group in the country, with 225 screens in 35 theatres. It will soon add eight more Sony 4K projectors to the first one installed in its Multiplex Portal 80 in Bogota, where the Battle: Los Angeles premiere was held. Cine Colombia is very excited to be the first exhibitor in Colombia to have this type of technology, says Mariana Lloreda, Marketing Director, Cine Colombia. I've always believed that people don't understand the technical differences between 4K and 2K, but I was really surprised that once they were in the theatre, they could really tell the difference with 4K. Afterwards, they were all talking about the resolution of the image. Columbia Pictures Battle: Los Angeles I was really surprised that once they were in the theatre, they could really tell the difference with 4K Mariana Lloreda, Marketing Director, Cine Colombia Lloreda says the Sony 4K projectors will allow the group to show more alternative content. As well as for the top movie screening, this is great technology for alternative content, she says. Hector Rosas, General Manager, Sony Pictures Entertainment in Colombia, says the higher definition delivered by Sony 4K was clear at the premiere. 4K is very high quality. The resolution is there as soon as the movie starts and it is a great option for movie goers, Rosas says. In Brazil, UCI installed Sony 4K projectors at the end of In total, 26 new projectors have been installed in 16 theatres throughout Brazil. All have the RealD 3D system included. Battle: LA was premiered in Rio de Janeiro, press-screened in Sao Paulo, Rio de Janeiro, Curitiba, Recife and Salvador, and regularly released in the 16 theatres equipped with Sony 4K projectors. Editor Chris Dickinson Art Editor Karen Painter Publishing Managers Dianne LaGuardia Catherine Moreau Barbara Rosseel Pilar Bonilla Published by Small World Publishing Limited for Sony Corporation. Dolby is a trademark of Dolby Laboratories. Doremi is a trademark of Doremi Labs Inc. Contents copyright 2011 Sony Corporation. Reproduction in whole or part is strictly prohibited. Permission may be granted by application to Sony Corporation. No responsibility for loss occasioned to any person acting or refraining from action as a result of the material in this publication can be accepted by the authors or publishers. Whilst information given is true at the time of printing, small production changes in the course of our company s policy of improvement through research and design might not be indicated in any specifications. Please check with Sony to ensure that current specification and features match your requirements. Sony Digital Cinema and Sony Digital Cinema 4K names and logos are trademarks of Sony Corporation. All other trademarks are the property of their respective owners. REGISTER NOW FOR MORE ON 4K CINEMA Country Strong Screen Gems 1/7/2011 The Green Hornet Columbia Pictures 1/14/2011 The Company Men Weinstein Company 1/21/2011 Taxi Driver Sony Pictures Repertory 3/10/2011 Battle: Los Angeles Columbia Pictures 3/11/2011 Soul Surfer TriStar Pictures 4/8/2011 Priest Screen Gems 5/13/2011 Bad Teacher Columbia Pictures 6/17/ Minutes or Less Columbia Pictures 8/12/2011 Straw Dogs Columbia Pictures 9/16/2011 Moneyball Columbia Pictures 9/23/2011 Premium Rush Columbia Pictures 1/13/2012 4K RELEASES