CYPRESS, CA - Christie, the world leader in digital cinema projection, is pleased to introduce the new Christie Solaria(tm) series digital cinema projectors, based on Texas Instruments' (TI) (NYSE: TXN) industry-preferred and proven DLP Cinema technology. The five new products in the series offer a wide range of resolution and brightness levels for exhibitors who require projection from the smallest to the largest screens. The new product line includes the Christie CP2210, Christie CP2220 and the Christie CP2230 - all available at 2K and 4K-ready; as well as Christie's premium 4K projectors for screens up to 100 feet: the Christie CP4220 and the Christie CP4230, delivering an unprecedented 30,000 lumens of brightness.

All projectors in the Christie Solaria series utilize Texas Instruments' next generation electronics which are designed to meet the Digital Cinema Initiatives (DCI) requirements. Each of the five projectors feature a new modular architecture for improved serviceability and ease of maintenance, an optional integrated media block, and incorporate Christie's Brilliant3DTM technology for the most realistic and brightest 3D presentations. Additionally, due to the ability to deliver higher brightness with lower power lamps, all current and next generation Christie projectors offer up to 25% lower cost of operation than competing technologies.

"The successful implementation of more than 7,000 installations around the world has provided us with a unique wealth of knowledge and experience. We've achieved 99.999% reliability and have presented more than 10 million digital screenings; however, when we look beyond the numbers, our most critical learning has come from our exhibitor partners," said Jack Kline, president and chief operating officer, Christie Digital Systems USA, Inc.

Kline continued, "As we move into the second decade of digital cinema projection, we recognize the need for our exhibitor partners to have an even wider choice of projectors to address the dynamic market landscape. Our current product line will continue to meet both exhibition and studios' immediate demand for both 2D and 3D presentations -and in 2010 and beyond, our Solaria series will meet our customers expanded needs for choice in brightness, resolution and cost of operation. Based on the knowledge gained from our current worldwide installed base, we estimate that 80% of all screens will be 2K and the balance will be 4K for larger screens."

The Christie CP2210, Christie CP2220 and the Christie CP2230 will be available in the first half of 2010. The Christie CP4220 and CP4230 will be available in the second half of 2010. Exhibitors interested in learning more about Christie's full product line are invited to contact their Christie account manager.

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DALLAS - Texas Instruments (TI) (NYSE: TXN) DLP Cinema® announced plans today to incorporate enhanced 4K technology as an extension of the next generation electronics platform for DLP Cinema projectors. Texas Instruments is recognized as the cinema technology provider offering solutions with low operating costs, and its inclusion of another resolution gives exhibitors worldwide the widest variety of options to fit their needs and screen sizes. TI will continue to innovate on and further the development of its DLP Cinema 2K chips which are indisputably the industry standard with nearly 11,000 installations globally.

Texas Instruments will deliver the enhanced DLP Cinema 4K chip to its licensees, Barco, Christie Digital and NEC which will extend the breadth of products to exhibitors to over 12 projector models. All projectors with the next generation DLP Cinema electronics platform, regardless of the resolution, will have the leading attributes for which DLP Cinema products are known, including precise DCI compliant colors, superior contrast ratios and light output necessary to illuminate the largest auditoriums. The solutions provide the capability to light up theatre screens as big as 100 feet and 3D screens as big as 75 feet, which has been a challenge for competing technologies.

Cinemark's chief executive officer Alan Stock said, "Based on our decade of experience with DLP Cinema technology, its unmatched reliability has made it our exclusive platform of choice for 4K deployments. With no limitations on resolution, DLP Cinema allows Cinemark to truly deliver the highest-quality image to our customers."

"Texas Instruments is proud of its contributions to the cinema industry and is absolutely committed to further innovation through DLP Cinema," said Kent Novak, senior vice president and general manager of DLP Products. "DLP Cinema remains dedicated to its customers, and through shipping millions of units we are able to provide a significantly lower cost structure in comparison with our competitors."

Previously announced at ShoWest 2009, the next generation DLP Cinema electronics platform combines the three boards needed to produce images into a single board. The result is a lower cost solution to DLP Cinema's three OEM licensees. The next generation DLP Cinema platform works seamlessly with over eight server solutions and multiple 3D platforms.

DLP Cinema projection technology is installed in nearly 11,000 screens on every continent except Antarctica. Today there are over 4,300 worldwide screens that offer digital 3D with the use of every pixel array in the frame for the brightest picture unlike other technologies in the industry. Since last year's introduction, IMAX® digital projection systems powered by DLP Cinema projectors have reached a total of 83 locations worldwide.

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By Phil Contrino

Fresh on the heels of the Cinema Advertising Council's (CAC) report that total cinema advertising industry revenues of CAC members-which account for more than 82 percent of U.S. movie screens-grew by 5.8 percent in 2008, industry professionals are already looking to the future.

"In recessions you usually have a spike in moviegoing, because it's still relatively inexpensive and very entertaining. The key question is, 'Do we capitalize on it through the advertising marketplace?' It doesn't necessarily mean that ad dollars flow behind audience attendance, but luckily for us in this environment cinema is thriving and the ad dollars are following the audience attendance, which is great," says Mike Chico, executive vice president of sales and marketing for Screenvision.

As the report shows, cinema advertising is a way to reach audiences that more and more companies are waking up to.

"One of the things that we're very successful with this year in terms of driving revenue is we got into the upfront marketplace with several large agencies, and that's helped drive a lot of business," says Chico. "We've also had really good spikes in our retail business and our packaged good business. Import autos is very strong, as is our wireless category."

New trends are developing in the world of cinema advertising, and they will drastically change the way advertisers reach moviegoers.

"The emergence of more and more 3D films has sparked an interest in 3D advertising, so there's some testing going on in that area. It's still very much at its early stages. It's another way to make the pre-show more engaging," says Dave Kupiec, president and chairman of the CAC.

"There are also new technologies that are coming into the lobby space," adds Kupiec. Mobile programs, 3D screens, interactive touch screens and texting games will soon be available to more moviegoers across the country before they enter the actual theater.

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NEW YORK - The Cinema Advertising Council (CAC), a national nonprofit trade association which serves cinema advertising sellers, the theatrical exhibition community and the advertising community, today unveiled its new report on cinema advertising revenues. According to the association's report, total cinema advertising industry revenues of CAC members - which account for more than 82 percent of U.S. movie screens - grew by 5.8 percent to $571,421,000 in 2008, as compared to a total of $539,946,000 in 2007. The announcement of the report - which was independently tabulated by Miller, Kaplan, Arase & Co. LLP - was made today by Dave Kupiec, president and chairman of the CAC.

Cinema advertising grew despite a year that saw spending in other traditional media decrease significantly. Meanwhile, since 2002 - the first year that cinema ad revenue was measured by the CAC - spending in this medium has increased for six consecutive years, with an average of 21.5 percent per year and 2008 spending reaching a total that is 208 percent higher than spending in 2002.

"Marketers' desire for engagement, impact and ROI is stronger than ever, and they are turning to cinema in increasing numbers," said Mr. Kupiec. "Cinema is now a regular part of national, regional and local media buys - no longer just used primarily for campaign launches or special events - and in addition to spending increases, we are seeing a substantial rise in the number of national buyers as compared with previous years. Additionally, with the box office and admissions up in 2009, the strength of the medium has never been more evident."

The CAC report includes revenue data for both on-screen cinema advertising - including commercials airing in advance of movie previews and the feature presentation - as well as offscreen revenues - including those derived from audio programming, sampling, special events, concession-based promotions and lobby-based promotions. On-screen revenues accounted for over 90 percent of total cinema advertising revenues. Additionally, approximately 76.53 percent of total revenue is from national or regional advertisers (versus 23.47 percent from local sales).

Top national cinema advertising categories in 2008 included Associations & Causes, Automotive, Broadcast & Cable Television, Consumer Electronics, Consumer Packaged Goods/Health & Beauty, Credit Cards, Fashion, Military, Movie Studios, Retail, Telecommunications and Wireless.

Additionally, growth in 2008 was attributable to increasing activity across a broad spectrum of emerging categories, from CPG/Health & Beauty to Media, Retail, Electronics, Leisure/Tourism and Financial Institutions.

"Cinema advertising spending continues to grow, and advertisers are seeing real results as they increasingly find ways to include cinema as part of their overall media mix, along with other sight, sound and motion buys such as television," added Mr. Kupiec. "In fact, as a recent cinema advertising study conducted by Integrated Media Measurement Inc. (IMMI) showed, combining television and cinema in an ad campaign more than doubled the consumer conversion rate as compared to television alone, while doubling the lift and extending incremental reach, all the while targeting key demographics including ad-avoiders. These are the results media agencies and their clients crave, and cinema continues to be a growing, powerful medium."

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LOS ANGELES, CA, Jun 10, 2009 -- ( announced today it has partnered with professional skateboarder, Rob Dyrdek, and Berkela Motion Pictures to develop a series of promotions surrounding Dyrdek's new skateboarding movie, Street Dreams. The final piece of the promotion, which starts today, allows moviegoers who purchase tickets for the Street Dreams film at to access a free, exclusive video download.

"We've enjoyed working with Rob (Dyrdek) and Jason (Bergh) at Berkela to encourage movie going among the core skateboarding enthusiasts while also generating additional exposure of this genre to a broad movie going audience," said Joel Cohen, executive vice president and general manager of "Street Dreams is a film unique to both the action sports world and mainstream communities. Our partnership has allowed us to create a program that reaches both audiences to promote what could be the first authentic portrayal of skateboarding culture to reach the big screen."

"Our partnership with has been extremely rewarding as a young studio in Hollywood," said Jason Bergh, co-founder and CEO of Berkela. "The team was a driving force in transforming our brainstorming sessions and suggestions into a bona fide campaign that remains true to the spirit of the sport, while also providing a platform to generate awareness among audiences who may not have known much about Street Dreams prior to our promotion."

Additionally is hosting the Street Dreams Sweepstakes in which the winner will receive gear from major skateboarding label DC Shoes as well as a skateboard deck (courtesy of Alien Workshop) and movie poster autographed by Dyrdek. The sweepstakes will run through June 14.

Street Dreams chronicles the life of Derrick Cabrera, a skateboarder living in the Midwest who dreams of going pro. The film highlights Cabrera's dedication and drive to succeed even though his family and girlfriend try to convince him that there is no future in skateboarding. The movie stars Paul Rodriguez Jr., Ryan Dunn, Rob Dyrdek, Terry Kennedy and Ryan Sheckler.

Street Dreams debuts June 12 in cities throughout Arizona and California. On June 19 it will expand into Georgia, Florida, Kentucky, New York, Texas and Virginia. Visit for complete coverage and showtimes.

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