CYPRESS, CA -- Christie® digital cinema projectors are found all over the world - and now they are also found at the "end of the world." The Packewaia Cinema in Ushuaia, the capital of the Argentine province of "Tierra del Fuego" ("Land of Fire") and the southernmost city in the world, has installed a Christie 3D digital projection system that is already playing to packed houses. With digital capabilities, the system can now offer first-run screenings of the latest Hollywood blockbusters, as well as the thrilling experience of 3D cinema.
Packewaia Cinema is among the latest theaters in Argentina to embrace 3D. It is operated by Gama Producciones, whose partners, Fabian Fiocchi and Pablo Drajner, oversee diverse media, promotional and event production ventures, including the management of a local TV station. Christie, the brand they selected, dominates the Argentinean market, outselling its nearest competitor by more than two to one.
"The Christie 3D digital cinema system has proven to be very popular. It is attracting enormous audiences, providing Gama Producciones with an excellent return on its investment," said Fabian Fiocchi. "Digital cinema also allows us to show the latest blockbuster movies right away, instead of having to wait five or six weeks for a 35mm print."
"We recommended the Christie DLP Cinema® projector because it offers the brightest and sharpest image in the industry, the two most important factors that ensure the best 3D viewing experience," said Alex Mir, a partner at Xenon Cinema Technology, the company that installed the system. Founded in 1967, Xenon Cinema Technology is dedicated to the supply, installation and service of movie theaters and auditoriums across South America.
"Since not all prints are available in digital format yet, the 35mm projector is still necessary, but there was hardly any space to have the two projectors in the booth at the same time. We therefore had to improvise," said Mir. "The chief projectionist designed an elevator system that allowed them to lower the Christie projector out of the way for a 35mm screening; then raise it to its operating position for digital screenings."
"It seems appropriate that ‘the land of fire' has embraced the ‘hottest' trend in the industry: 3D digital cinema," said Craig Sholder, vice-president of Entertainment Solutions, Christie. "We are pleased to be a part of Gama Producciones' transition to digital technology; and we look forward to working with Xenon Cinema Technology as they continue to bring the latest generation entertainment technology to Argentina and all of South America."
Packewaia Cinema is one of only a handful of theaters in a city of 65,000 and was built more than a decade ago inside a former naval station.