Basingstoke - 13 January, 2014 - Niclas Nornemark established his own company Cinema Certification in May 2013 after becoming Sony's Swedish distributor of cinema-adapted 4K projectors. In less than a year and a half, he had already equipped four cinemas belonging to The National Federation of People's Parks and Community Centres in Sweden and four venues in Denmark with 4K technology. His aim for 2015 is to double this number.
Nornemark estimates that Sweden's cinema technology lags behind that of other Western countries by about two years. Despite being subsidised by the state, many smaller cinemas have chosen cheaper alternatives when purchasing technology and improved image resolution. Many cinemas have also purchased used equipment from other countries after they had upgraded their solutions.
"Norway started its 4K journey in 2013 -the same time Sweden was upgrading its cinemas with digital technology. Norway's old equipment was then sold to Sweden. I was not pleased with this scenario, and I questioned why the image quality in Swedish cinemas was worse than what I had at home. I then researched all of the alternatives on the market. Sony stood out from many of the other companies, and I quickly realised that their 4K solutions were extremely good", said Niclas Nornemark, Digital Cinema Solutions Specialist.
In 2010, Nornemark bought his own cinema in Svalöv -his hometown. In 2013, he renovated the delapidated cultural centre and installed a 4K projector from Sony. He immediately noticed that visitors chose the new ultra high-definition 4K technology over 3D films. Today he has installed 4K technology in four cinemas belonging to The National Federation of Peoples' Parks and Community Centres in Sweden, with a resolution four times as high as today's standard Full HD resolution. He plans to install 4K technology in another ten cinemas in 2015.
"4K really is Sony's strength. They are experts at every stage, as they make films, produce them and also own the viewing technology. There is no other company in the marketplace today that has such high competence in all of these areas. At the moment, Sony's contrast levels are unbeatable. By this,I mean the contrast between light and dark images. And it's the contrast combined with the level of detail that visitors notice the most, as it creates a multi-dimensional image with improved depth", said Niclas Nornemark.
"Sweden is a very exciting market, and the potential for our 4K technology is strong. Films should be seen at the cinema, and the Swedish cinemagoers deserve the best image quality possible. Sony offers an impressive viewing experience that centres around its 4K technology, and it's amazing to see how Niclas Nornemark has built up 4K with The National Federation of People's Parks and Community Centres in Sweden", said Tore Mortensen, Business Manager at Sony Nordic.
Folkets Hus and Parker has installed the following Sony digital cinema projectors Sony SRX-R515P and Sony SRX-R510P
About Sony 4K Digital Technology
With over 18,000 systems in the market, Sony Digital Cinema 4K technology lets moviegoers experience exceptional picture quality from every seat in the cinema - with spectacular detail, contrast and colour on any size of screen. Sony Digital Cinema 4K projection systems give audiences a more immersive, emotionally engaging visual experience you simply can't get at home - in 2D or with a choice of smooth, easy on the eye 3D solutions. Sony 4K offers four times the resolution of an HD TV or previous-generation 2K digital cinema projectors.
4K is the choice of audiences and industry alike, winning Hollywood's commitment with releases from Paramount, Warner Brothers, 20th Century Fox and Sony Pictures. It's won the support of Hollywood heavyweights like Martin Scorsese ("The Wolf of Wall Street"), Christopher Nolan ("Dark Knight Rises", "Inception"), M. Night Shyamalan ("After Earth"), David Fincher ("The Girl with a Dragon Tattoo"), Paul Greengrass ("Captain Phillips") and Harald Zwart ("Karate Kid"), who have all released blockbusters in 4K. It's also the choice of award-winning director Nuri Bilge Ceylan who won the coveted Palme d'Or at the 2014 Cannes Film Festival for "Winter Sleep" that was shot in 4K using Sony's F65 CineAlta camera for cinematic release.
The only manufacturer currently deploying 4K projection systems in volume, Sony serves many of the world's biggest and most prestigious cinema chains, as well as small independent screens and art house cinemas.
For further information please contact:
Rebecca White, PR Specialist, Sony Europe
Tel: +44(0) 7795490390, email: firstname.lastname@example.org
Tore Mortensen, Business Manager at Sony Nordic, +47 93 46 26 95, email: Tore.Mortensen@eu.sony.com
Niclas Nornemark, Cinema Certification, phone: +46 709 66 24 44, email: email@example.com