Showcase Reading Goes ‘Fully Digital’ with Ground-Breaking New Projection System from Sony Digital Cinema 4K

This week, Showcase Reading has become the first and only ‘fully digital’ cinema in Reading with the installation of Sony Digital Cinema 4K projection systems, arming it with the highest digital cinema projection quality in the world.

Featuring up to four times the resolution of traditional Full-HD systems and offering incredible levels of detail and clarity, the Sony Digital Cinema 4K projection systems have been installed in all 14 of the cinema’s screens, enhancing the guests’ cinema-going experience for both 2D and 3D films.

Karen Fox, General Manager of Showcase UK says: “The introduction of Sony Digital Cinema 4K screens will allow us to offer the ultimate digital cinema experience to all of our audiences. These systems provide outstanding image and sound quality and will extend throughout our offering, including 3D and alternative content, to deliver the most advanced and exciting entertainment experiences to our existing and future customers.

“Most other digital cinema projectors are only 2K, but Sony 4K is dramatically different, with four times the pixel count, delivering better picture clarity, resolution and quality for a more compelling and entertaining cinema experience. This means cinema goers get a level of detail that they’ve never experienced before, greatly enhancing their enjoyment of a fast action-packed film or a big scale epic adventure.”

The Sony Digital Cinema 4K system also enables viewers to sit closer to the screen and watch a seamless and continuous detailed picture, using an easy-on-the-eye technology, which maximises viewing comfort. The advanced 3D dual-lens adaptor system shows two images to both eyes simultaneously for more natural viewing, and gives a depth of field so lifelike that viewers can feel like they are part of the action.

Throughout 2011, Sony Digital Cinema 4K systems will be installed at all 21 Showcase and Showcase Cinema de Lux locations in the UK, meaning that by the end of the year, all 276 screens will be fully digital - positioning the brand at the very pinnacle of innovative digital cinema.

For more information about Showcase Reading and Sony Digital Cinema 4K, please visit www.showcasecinemas.co.uk

About Sony 4K Digital Technology

Sony Digital Cinema 4K technology allows consumers to experience exceptional picture quality from every seat in the cinema, providing world-leading 3D images and spectacular detail even on the largest screens. Transforming the film experience, Sony Digital Cinema 4K technology gives the consumer an immersive, engaging visual experience you simply can't get at home. Sony Digital Cinema 4K technology is over 4 times the resolution of an HD TV or the previous generation digital cinema (2K). It has captured the imagination of audiences and the cinema industry alike, winning the commitment from Hollywood, with big name directors like Peter Jackson, Ridley Scott and Tim Burton filming in the 4K format.