Muvico Chooses Sony SXRD 4K Projectors for Conversion to Digital Technology

Muvico Entertainment will build the world's first theater complex with Sony's 4K SXRD™ projectors in all its theaters. The projectors will be installed in Muvico's new Chicago area entertainment complex, as the initial step in converting the chain's 12 theaters (228 screens) across the United States to digital technology.

According to Muvico, the new 18-screen facility, scheduled to open this August in the suburb of Rosemont, Ill., will have all of its theaters equipped with SXRD projectors: a combination of the SRX-R210 unit, a 10,000-lumen model, and the SRX-R220 model, an 18,000-lumen unit, as well as Sony's LMT-100 media block system.

Muvico said it also plans to follow this first installation with SXRD roll-outs in three more of its locations by 2008. The chain is now working with Sony to secure proper services for installation and maintenance of the systems.

"We carefully evaluate anything that we feel can strengthen the final presentation we make to our patrons, and the quality and performance of the SXRD technology really impressed us," said Mike Whalen, president of Muvico. "Not only is this the highest resolution available, but this type of technology opens up so many new opportunities for displaying alternative content in our theaters such as live concerts and sporting events. It gives us a solid foundation in converting our chain to digital. We believe installing digital projectors with 4K resolution will redefine the movie going and live event experience by providing our guests with picture quality never seen before on the big screen."

Muvico stated that the new Chicago area venue will feature the company's "Premier Concept" where guests ages 21 years and older can enjoy an adults-only environment that consists of reserved seating, oversized "love seats," complimentary valet parking and popcorn, and access to a full-service restaurant and bar for the ultimate entertainment experience.

"Premier guests can enjoy beer, wine or a cocktail as they view the latest blockbuster movie or live event in a truly sophisticated environment on 4K digital projection," Whalen said. "For parents, the entertainment venue will offer an exclusive on-site children's playroom that will be supervised by teachers and assistants. This in turn will provide spontaneity to movie-going parents who want to relax and enjoy a film or live event hassle-free without a frantic -- and often unsuccessful -- 'last-minute' search for an at-home babysitter."

The playroom will feature a fun, "kid friendly" themed environment that includes such amenities as a computer zone, a reading corner, an arts and crafts space, a science area, and a play spot with assorted play activity areas.

"Muvico's vision for the movie theater of the future is that exhibitors need to offer more complete services to enrich the theater-going experience," said Andrew Stucker, director of Sony's Digital Cinema Systems Group. "These projectors are a perfect fit for that vision."

Both projector models to be installed by Muvico are designed to DCI-compliance and are Sony's newest 4K systems designed specifically for movie theater projection.

  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.