DATE 19th June 2017 – At CineEurope this year, Sony Digital Cinema 4K confirms the launch of FINITY – the compelling new campaign to promote the company’s Premium Large Format (PLF) projection solutions. FINITY tells audiences they’re in for a truly spectacular big-screen experience, with jaw-dropping images presented in Sony Digital Cinema 4K for unparalleled clarity, colour and contrast.
The first wave of European customers have already committed to the new offering that combines Sony’s Premium HDR-ready 4K dual projection technology with a complimentary suite of tailored branding assets and marketing support.
Exhibitors equipped with the current family of Sony high-contrast SRX-R500 Series dual projection systems are already ‘FINITY ready’, with no need for any additional investment.
Screen owners will be given a full range of ‘Presented in FINITY’ promotional materials, from an eye-grabbing splash and signage, to posters and PR/social media support. With the support of film studios, this powerful package gives cinema owners a valuable hand in promoting their Sony 4K PLF screens to customers and the films which are being shown in this premium format.
“The surge in Premium Large Format screens is bringing super-size pictures to audiences while ringing up bigger profits for exhibitors” comments Damien Weissenburger, Head of Digital Cinema. “But we also know that introducing a new format can mean a serious investment.
Delivering a clear message to cinema audiences
“With FINITY the message is clear to audiences: there’s simply no better way for film fans to experience every drop of movie magic on the biggest screen, just as the director intended.”
As Damien Weissenburger notes, FINITY offers a compelling proposition for cinemas to drive greater revenues while keeping operating costs down:
“All Sony’s dual-projection systems instantly give exhibitors the very best 4K picture quality today on 12m screens and larger. They’re also future-proofed, meeting brightness and contrast requirements for presentation in HDR according to exhibitors’ installation preferences. And unlike other big-screen offerings, you’re not locked into a proprietary ecosystem with expensive hardware plus special exhibition fees, costly remastering or specific format requirements. With FINITY there’s nothing between you and bigger profits with every screening.”
First wave of European exhibitors sign up for FINITY
Sony Digital Cinema 4K confirms that several leading European exhibitors have agreed to promote FINITY in their cinemas.
Vue International has confirmed 19 FINITY screens for its German operations CinemaxX.
Cinecittà has announced a total of seven FINITY screens, including the world’s first Sony ‘quadruple’ 4K system that combines four SRX-R515 projectors to achieve a spectacular 60,000 lumens brightness.
Further FINITY branded exhibition customers in Germany include Cineplex Muenster, Broadway-Kino in Ramstein, Innenstadtkinos Stuttgart and CineDrom in Donauwoerth.
“With our Sony dual projection systems, we could not only improve efficiency and reliability, but also introduce groundbreaking changes for a Premimum Large Format. True 4K image quality, significantly enhanced contrast ratio versus DLP and an outstanding 3D performance way beyond DCI specs – that’s what ‘FINITY’ is all about.” (Maximilian Hoffmann, CTO, Broadway Cinemas Ramstein).
“There are 4 reasons why we have decided for Sony FINITY: definition of image, brightness, contrast and best 3D performance”, Anselm Esch, CTO, Cineplex Muenster.
Bigger is always better as far as our audiences are concerned – we’re seeing that with higher attendances and larger receipts from PLF screenings. FINITY helps us communicate the value of Sony Digital Cinema 4K to our big-screen patrons in a language that that they can instantly relate to.” Prisca Färber, CEO at Cinedrom Donauwoerth
Irelands leading cinema chain Omniplex has quickly committed to FINITY. “FINITY is a wonderful complement, delivering the best, brightest pictures on screen – just as the director intended and as our customers deserve” says Paul John Anderson, Operations Director Northern Ireland at Omniplex Cinema Group.
Cinema Pink has confirmed its first FINITY screen at Zonguldak. “At Cinema Pink our mantra is ‘be different’”, comments General Manager Selim Yavuzoglu. “Installing FINITY delivers this promise to our customers – giving them cinema without compromise and the very best image quality.”
Also in Turkey, Mars Cinema Group – trading under the Cinemaxximum brand – that has already installed a dozen Sony SRX-R500 series dual 4K projection systems at its multiplexes in Istanbul, Ankara, Izmir and Corum. “We offer a wide choice of premium entertainment propositions to cinemagoers, ranging from our Gold Class to 4DX and more recently Screen X” says Asim Hakan Askar Digital Systems Team Manager. “For digital projection we’ve effectively standardised on Sony 4K. And for our Premium Large Format screens, the FINITY brand ideally complements our own proposition, signalling the very best on-screen image quality – and therefore the very best customer experience.”
With its estate already standardised on Sony 4K, Vue Entertainment is committed to FINITY. Its flagship West End venue is currently undergoing a multi-million pound refurbishment and will open this Summer with Dolby Atmos and FINITY technology in its two largest screens.
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