Basingstoke -- Germany's most famous cinema chain, CinemaxX, has officially signed up to a Virtual Print Fee (VPF) deal with Sony Digital Cinema, which includes all 34 of its venues in Germany and Denmark. To date, 127 CinemaxX screens have been equipped with Sony's 4K digital projection systems and the rest are scheduled to be implemented mid-2013.
Christian Gisy, CinemaxX's CEO, said: "As we approach the final round of cinema digitisation we are very pleased to complete a VPF deal with Sony Digital Cinema. Our decision to install Sony 4K projectors with 3D capability was absolutely right. As the only major German cinema chain that relies on Sony 4K Projectors, we were able to present the blockbuster release The Hobbit in high frame rate (HFR) with just a simple software upgrade allowing the great duel lens 3D technology of Sony to achieve the best possible 3D image. The resulting immersive images complimented the Hobbit's HFR presentation perfectly. In keeping with our promise of ‘more than cinema', our customers enjoy the ultimate cinema experience thanks to Sony Digital Cinema."
With Sony's Virtual Print Fee (VPF) programme, the transition to digital is easier and more affordable. Sony helps shoulder the costs for cinemas switching to 4K. Sony Digital Cinema works closely with major movie studios and distributors to subsidise the cost of exhibitors' technology transition. Sony's VPF programme dramatically cuts capital investment and eases the cash flow as the audience enjoys the spectacular benefits of 4K projection from day one.
David McIntosh, Director, Sony Europe, commented: "Sony is delighted to partner with CinemaxX to help build on its great reputation in the German market for delivering the best possible cinema experience to its customers. With 4K technology becoming mainstream, this investment by CinemaxX will future proof itself and ensure it's ahead of the industry by installing quality projectors across all of their venues."
For more information, please visit: www.sony.co.uk/pro/article/dcinema-vpf-programme