The Curtain Rises on Sony's New SXRD 4k Digital Cinema Projector

Sony is expanding its line-up of 4K Silicon X-tal Reflective Display (SXRD™) digital cinema technologies with a new 18,000-lumen* projector here at ShowEast this week.

Successfully demonstrated as a prototype earlier this year during industry 4K screenings of "The Da Vinci Code," the new projector, model SRX-R220, will begin shipping to customers in early 2007. Designed for digital projection in a commercial movie theater, the projector is capable of displaying 2K and 4K content on screens 55 feet or larger.

The new model joins Sony's growing family of SXRD projectors offering exhibitors a full range of digital cinema options.

"Since day one, Sony has listened to the industry and put that feedback into the development of our SXRD projector technologies," said John Kaloukian, director of marketing for Sony Electronics' professional display group. "This newest version addresses exhibitors' desires to project movies with on-screen resolution that ensures the best viewing experience available for theater-goers."

The projector was designed to be compliant with the Digital Cinema Initiative specifications for digital motion picture projection. The projector housing is designed to meet FIPS 140/2 security requirements. The enclosure also features built-in rack space for Sony's LMT-100 4K Media Block and attached Redundant Array of Independent Disk storage unit, or for a compatible server from another manufacturer.

Sony's Screen Management System can easily control the entire system.

Kaloukian said that the company is supporting its digital cinema systems with flexible maintenance service plans, including Sony's CineWatch™ remote monitoring and diagnostics service to offer comprehensive customer support and maximize operational efficiency.

"In addition to offering exhibitors the highest resolution, our goal was to also make this system as easy to install as possible for them," he said. "For example, it is designed to fit in standard projection booths with standard window clearance, and can be operated in the same booth, side-by-side, with film projectors."

The SRX-R220 uses the same lenses as Sony's SRX-R110 and SRX-R105 projectors, and also features identical auto zoom and auto focus functions. The projector uses a single 4 KW lamp for more cost-effective operation.

  Other key features of the SRX-R220 projector include:

  *  Color management software for easy color balance and alignment
  *  Automated zoom lens position for multiple-format screen fills
  *  Image masking with enough range for a 10-degree down angle
  *  Single-button power up for both projector and server operations

Sony is planning several 4K screenings at ShowEast to demonstrate SXRD technology as well as the capabilities of the systems behind the SRX-R220 projector. Sony will also be demonstrating its line of LCD and plasma displays that can be used throughout a movie theater for digital signage applications. For example, these flat panels can be placed in lobbies to highlight promotions, coming attractions or theater news. They can also be placed at the entrances to specific auditoriums, to display show times or preview trailers.

* 18,000 lumens is equivalent to 14 foot-lamberts on a 20-meter screen at screen gain of 1.8.

  Contact:  Tom Di Nome
            Sony Electronics Inc.
            tom.dinome@am.sony.com

            Amado Zavala
            Allison & Partners
            amado@allisonpr.com

SOURCE: Sony Electronics Inc.

CONTACT: Tom Di Nome of Sony Electronics Inc., +1-201-930-6357,
tom.dinome@am.sony.com; or Amado Zavala of Allison & Partners,
+1-310-496-4451, amado@allisonpr.com, for Sony Electronics Inc.