HARKNESS SCREENS PARTNERS WITH CINEMA EQUIPMENT SERVICES IN SOUTH AMERICA
November 07, 2012
SHOWEAST BOOTH 818 & 1121, HOLLYWOOD, FLORIDA -- Harkness Screens the world's leading provider of cinema screens continues to strengthen its partnership with Cinema Equipment Services (CES) in providing cinema exhibitors in South America with the very best equipment and services during their digital conversion.
"The digital conversion process in South America is a fascinating one, says Alex Younger Vice President of CES. "There are a lot of old screens some of which are extremely dirty or very dusty and in need of replacement. Sometimes these screens are left in situ and occasionally exhibitors will purchase matt white screens locally as part of the digital conversion process. Neither of these solutions is ideal and does little to achieve suitable brightness levels."
Brightness levels in cinema can be lower than expected for a variety of reasons and these may vary across different auditoria. It is possible that the projector or 3D system may not be set up correctly, the lamp may be too small or nearing the end of its life or the screen gain may be too low.
"The education process is fundamental to making digital conversion a success not just for exhibitors in South America but around the world," says Dennis Pacelli, VP Sales at Harkness Screens. "In CES we have a partner that not only understands the various cinema dynamics that affect brightness levels but a partner that is also able to advise exhibitors accordingly on the best equipment for their auditoria and service those on-going requirements."
During 2012, Harkness Screens has provided over 100 screens into countries such as Brazil and Mexico through CES and this number is expected to increase during 2013.
"The common mistake exhibitors make is to change out the projector and then stop. There's a need to do a lot more if you're to get the most out of the latest digital cinema equipment. The most important requirement is to reflect the maximum possible light back onto the audience and achieve the brightest image possible in order to gain the best viewing experience. The growing realisation across almost all of our South American customers is that in order to achieve suitable brightness levels, there is a need for a quality screen and their choice is a Harkness' gain screen such as Perlux® Digital and SpectralTM," Younger concludes