Sony Digital Cinema 4K confirms the launch of Finity at CineEurope 2017

The multinational launches an “all-in-one” large format system offering with its high-brightness 4K dual projection solutions, branding support and personalized marketing for theater owners.

En CineEurope, Sony Digital Cinema 4K has confirmed the launch of Finity, the new and attractive campaign to promote the company's large format projection (PLF) solutions. Finity provides viewers with a truly spectacular big-screen viewing experience, thanks to images presented in Sony Digital Cinema 4K, offering unparalleled sharpness, color and contrast.

The first European customers have already opted for the new offering that combines HDR-compatible dual 4K projector technology with a range of free custom brand assets and marketing support. Cinemas equipped with Sony's current range of high contrast SRX-R500 series dual projection systems, already compatible with Finity, will not need to make any additional investment.

Venue owners are provided with a full range of promotional material for the “Finity presentation”, from attractive digital signage images to posters and support for social media and press releases. Backed by movie studios, this powerful package offers movie theater owners valuable help in promoting their Sony 4K PLF screens to customers, as well as the movies shown in this premium format.

Damien Weissenburger, head of Digital Cinema, highlights that "the increase in large format screens brings larger images closer to viewers, while allowing cinema owners to increase profits. But we also know that the introduction of a new format can involve a significant investment."

"Finity's message to moviegoers is clear: there is simply no better way for movie lovers to experience every second of magic than on a larger screen, just as the director intended, says Weissenburger. "Finity offers a compelling proposition for movie theaters to drive higher revenue while keeping operating costs in check. All Sony dual projection systems provide the best 4K image quality currently available on 12m and larger cinema screens. Additionally, they offer future-proof technology that meets the brightness and contrast requirements for HDR presentations based on the installation preferences of room owners. Unlike other large displays, you won't be tied to a proprietary system, with expensive hardware and special display fees, expensive remasters, or specific format requirements. With Finity nothing stands between you and increasing profits in each screening,” he adds.

First projects

Sony Digital Cinema 4K has confirmed that several leading European cinema exhibitors have agreed to promote Finity in their cinemas. Vue International has confirmed the acquisition of 19 Finity screens for its CinemaxX theaters in Germany. For its part, Cinecittà has announced the adoption of a total of 7 Finity screens, including the first "quad" Sony 4K system, which combines four SRX-R515 projectors to achieve a spectacular brightness of 60,000 lumens.
Other film exhibition clients that have opted for Finity in Germany include Cineplex Muenster, Broadway-Kino in Ramstein, Innenstadtkinos Stuttgart and CineDrom in Donauwörth.

"With our Sony dual projection systems, we managed not only to improve efficiency and reliability, but also to introduce innovative changes for a superior quality large format. True 4K image quality, an improved contrast ratio compared to DLP and excellent 3D performance, which goes far beyond DCI specifications - that is what Finity offers," says Maximiliano Hoffmann, technical director of Broadway Cinemas Ramstein.

“It was these 4 features that helped us decide on Sony Finity: image definition, brightness, contrast and best 3D performance,” says Anselm Esch, technical director at Cineplex Muenster.

Ireland's main cinema chain, Omniplex, was quick to opt for Finity. “It's a great addition, delivering the highest quality, brightest images on screen, just as the director intended and our customers deserve,” said Paul Anderson, Northern Ireland operations director for the Omniplex Cinema group.

In Türkiye Cine Pink has confirmed its first Finity screen in Zonguldak. “Cine Pink's motto is Be different,” says its general director Selim Yavuzoglu. “The FINITY installation offers this promise to our customers: an uncompromising cinema, with the best image quality.”

Also in Turkey, Mars Cinema Group, which operates under the Cinemaxximum brand, has already installed a dozen Sony SRX-R500 series dual 4K projection systems in its multiplexes in Istanbul, Ankara, Izmir and Çorum. “We offer a wide variety of premium entertainment offerings to our viewers, ranging from our Gold Class theaters to the 4DX experience and, most recently, Screen X,” explains Asim Hakan Askar, Head of Digital Systems Team. «We have chosen to standardize our digital projection with Sony 4K. And for our large format displays, the Finity brand perfectly complements our own offerings, providing the ultimate on-screen image quality and, consequently, the best customer experience.”

Finally, in the United Kingdom, with a standardized Sony 4K equipment, Vue Entertainment has also opted for Finity. Its flagship facility in London's West End is undergoing a multi-million pound refurbishment and will open this summer with Dolby Atmos and Finity technology on its two largest screens.