Sony Professional Announces First European 3D Digital Cinema Experience
May 8, 2009
Visitors to Hollywood Multiplex screens in Romania are first in Europe to benefit from 3D on 4K cinema experience from Sony and RealD
Basingstoke, UK 13th May 2009: Sony announced today that Hollywood Multiplex is the first European customer to adopt the recently introduced 3D on 4K digital cinema solution. The Romanian group has implemented 3D on 4K projectors at five screens, across three of its cinemas in Romania. Each of the screens uses Sony SRX-R220 digital cinema projectors with industry leading 3D technology from RealD, offering uncompromising picture performance and functionality - a landmark for the next generation cinema experience.
The first 3D film screened at Hollywood Multiplex cinemas in Romania was the Universal Pictures film Coraline which premiered this week on sold out screens.
Razvan Tone, CEO of Hollywood Multiplex, said: Audience reaction to the premier of Coraline this week has been fantastic and fully justifies our decision to invest in Sony 3D and 4K digital cinema equipment. We have built an excellent relationship with the local Sony Professional team, and believe we have selected the partner with the best understanding of how new technology is changing the cinematic experience we can offer people in Romania.
Sony's 4K SXRD® imaging device displays four times as many pixels as conventional 2K projectors for digital cinema. This allows full 2K resolution for the left and right eye simultaneously, without triple-flash artefacts, resulting in a high-luminance, full-resolution stereoscopic cinema presentation, designed to deliver the highest quality, most faithful reproduction of motion in 3D, which is easier on the eye of the audience.
The SRX-R220 cinema projector, is an ultra-high-resolution projector, designed specifically for digital cinema applications. The SXRD imaging devices used in the SRX-R220 projector make it possible to realise 4K resolution, through its 4096 H X 2160 V pixel matrix, which is stipulated by the Digital Cinema Initiatives, LLC (DCI).
Sony's partnership with RealD provides cinemas with 3D digital cinema systems that combine a single Sony 4K projector and its new 3D dual lens adapter with RealD technology, including a specially designed optical filter tuned for the projector, resulting in the ability to deliver crisp 3D images to screens up to 15 metres in width.
Commenting on the announcement with Hollywood Multiplex, Attila Várai-Jeges, responsible for Sony Cinealta 4K D-Cinema in Eastern Europe, CIS and the Middle East, said: Hollywood Multiplex's decision to install Sony's 4K digital cinema projection systems marks the group's commitment to providing cinema-goers in Romania a new, more immersive experience. Digital cinema presents cinema groups like Hollywood Multiplex a new world in programming flexibility and opens up more efficient methods of getting the latest content to cinemas with minimal delay, regardless of geography. We believe our 4K technology is pivotal in enabling this shift to a digital platform.