Türkiye's Cinemaximum theaters will debut 414 Christie projectors

Thanks to an agreement with Mars Entertainment Group (MARS), Cinemaximum theaters will incorporate Christie DLP Cinema projectors, including the new Christie Solaria One+. The rollout is expected to take place over a three-month period at 59 cinema complexes in Türkiye

Coinciding with CineEurope, which is being held these days in Barcelona, Christie has announced an agreement with Mars Entertainment Group (MARS) that will see the deployment of Christie digital cinema projection systems in MARS' Cinemaximum theaters across Turkey.

The agreement, which also involves Astel, a key Christie partner in the region, includes the incorporation of 414 new digital projectors and consists of a mix of systems taken from Christie's DLP Cinema product catalog, including the new Christie Solaria One+. The deployment is expected to take place over a three-month period and will provide cinema solutions within DCI standards to a total of 59 Cinemaximum cinema complexes in Turkey, which will benefit from an on-site support contract provided by Astel.

Each of the 414 screens will be equipped with a Christie IMB, an integrated media block that decrypts and decodes the content of the feature film and sends it to the projector in a usable format. In addition, all screens will use the quintessential high-tech Christie Avias-TMS theater management system, which allows the exhibitor to centrally manage and organize all projection operations for the entire multiplex complex by seamlessly integrating with the Christie IMB for complete content management.

The deployment is the direct consequence of the success of the 139 screens that have already been equipped with Christie digital cinema technology. As a result of the agreement, more than 500 Cinemaximum screens (of which approximately 250 will have 3D capability) will be equipped with Christie ACT, the automated theater controller designed to offer complete control of lighting, curtains, sound, masking and projectors through an easy-to-use web interface.

Projection automation

The display to be carried out in the Cinemaximum theaters faced the challenge posed by the custom of Turkish cinemas of interrupting the projection with an intermission. Christie's IMB allows you to pause the film, switch to commercials and trailers, and then return to the feature film. And all automatically. “Offering this intermission possibility gave us the opportunity to demonstrate the flexibility of our systems and the strength of a technical team like ours that always goes out of its way to satisfy the needs of our clients,” said Richard Nye, Christie's director of film for Europe, the Middle East and Africa.

MARS has a strong relationship with Astel, which played a crucial role in Christie's selection, reinforced by the brand's position as a world leader in digital cinema projection systems. Muzaffer Yildirim, founder and president of MARS, maintains that "with its well-proven technology and state-of-the-art systems, Christie was the best business partner to implement our Digital Transformation Program. We are confident that Astel will offer the best service and in the most efficient way possible."

In turn, Dale Miller, Christie's vice president for Europe, the Middle East and Africa, is pleased that "MARS has chosen Christie's digital cinema projectors to meet its needs in Turkey. We look forward to working more closely with MARS and Astel and building on the relationship we have forged."

Astel is an important Christie partner in the area and has many years of experience working with the brand's products. Its general director, Tugberk Buyukbay, adds that "this is a very important film project for Turkey. We have a long history of association with Christie, the leader in the film market, and a very good relationship with MARS, the promoter and leader of the sector in our country. We are proud to be part of this impressive project."

At CineEurope 2013, MARS will receive the International Exhibitor of the Year Award.