Giometti Cinema and Sony Digital Cinema finalise VPF deal

on April 02, 2013

Giometti Cinema is Italy's third largest cinema chain and was the first, last year, to fit out its entire multiplex in Tolentino with Sony Professional 4K technology, providing resolution four times higher than the 2K format, with the power to offer audiences an incredible cinema experience. In fact, Sony Digital Cinema was the main sponsor at the opening of the Tolentino International Film Festival, the international cinema event that took place in June in the city of Tolentino (Macerata), organised by the Giometti Cinema circuit with the support of the Whiterose Pictures production and distribution company.

Now Giometti Cinema is strengthening its ties with Sony Digital Cinema by finalising a deal for the VPF (Virtual Print Fee) programme, a model based on the involvement of third parties in the sharing of costs and benefits which Sony is implementing to support cinema owners and promote the digital migration of Italian cinema halls, drastically cutting initial investment costs and increasing profits thanks to the greater influx of viewers keen to experience the advantages of 4K projection.

As part of the deal, Giometti will purchase a further 18 Sony projectors, with a product mix that will include SRX-R320 models and the new, revolutionary SRX-R515.

"We are really excited about having completed the digital migration of our cinema halls with Sony Digital Camera original 4K projection systems," enthuses Giovanni Giometti, at the helm, together with his sons, of the Giometti Multiplex Cinema chain. As a result of this deal we shall be able to give our viewers an innovative experience, thanks the Sony 4K technology which offers exceptional image quality and detail. We are expecting our business with Sony Digital Cinema to continue also in the future, with a view to offering highly technological, state of the art solutions".

"Giometti Cinema is the first chain in Italy to sign this deal and we are proud that, after having tested the Sony projectors, by converting an entire Multiplex to digital, Giometti has decided to equip its most prestigious cinema halls with Sony Digital Cinema 4K technology," says Enrico Ferrari, Digital Cinema Solutions Account Manager for Italy, Spain and Portugal. "Sony Digital Cinema aims to help independent cinemas recreate unique, specialised surroundings equipped to offer the public an incomparably compelling and thrilling cinema experience."

"Nowadays 4K systems are the future of the cinema, in contrast with 2K systems which were only a halfway house on the way to 3D, a technology that has nonetheless revolutionised the picture industry," comments Massimiliano Giometti, technical director of Giometti Cinema. "A year has passed since we decided to switch to Sony Digital Cinema 4K, and we're totally satisfied with this new level of quality for the cinemas, offering our audiences a fresh, and more thrilling cinema experience."


Tags: Sony Digital Cinema

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