Press release

Christie Enters Into a Three-Year Strategic Alliance With Shanghai Film Group to Promote Digital Cinema in China

SHANGHAI – (June 19, 2012) – Christie®, a global leader in digital cinema projection, announced today that it has established a long-term strategic alliance with Shanghai Film Group (SFG), a leading film company in China, to promote the digitalization and industrialization of the film industry in China for the next three years. The alliance will cover more than 200 digital cinemas under Shanghai United Circuit, a subsidiary of the Shanghai Film Group, using 750 of Christie’s powerful digital cinema projectors.

Xiaojun Wang, vice president, Shanghai Film Group, says, “Digital cinema is rapidly replacing the traditional 35mm film. With the evolving digital cinema technology, we need to position our chain of cinemas at the forefront of technological advancement, constantly upgrading our technological offering to reach out to the cinema market. The decision to enter into a strategic alliance with Christie is imperative to the development of our company. It has an even far-reaching effect to the future of the Chinese film industry as it closely monitors the actual needs of the development of Chinese films to be in line with the development of international film digitalization.”

 “China’s burgeoning economy has witnessed an unprecedented call for better entertainment and lifestyle. More cinemas are jumping on the bandwagon of digital projection than ever before,” comments Lin Yu, vice president, Christie Asia Pacific. “With more than 80 years of experience in cinema projection, Christie has been instrumental in the deployment of more than 31,000 digital cinema projectors worldwide. We are honored to be the strategic partner of the Shanghai Film Group to realize the digitalization of the film industry in China.”

Through the strategic alliance, SFG will promote the construction of its digital cinema using Christie’s range of cost-effective and quality digital cinema projectors. The scope of the alliance covers the modification of digitalization of Chinese cinema, application and presentation of new technologies, joint development of new products, joint exploration of the market of digital film and exhibitions.

Christie will also share with SFG its expertise in digital cinema technology and digital cinema service management platform, and provide technical expertise in platform construction. In this process, Christie will build up a technical service team within SFG to be compliant with the international cinema standards in order to meet the needs of SFG’s digital cinema construction and development plans. This process will entail technical advices and support as well as local training for SFG’s technical service team for the next three years. By maintaining close contact and long-term technical exchange through visits, lectures and trainings, the strategic alliance hopes to keep SFG on par with the global development of film technology.

About Christie
Christie Digital Systems USA, Inc. is a global visual technologies company and is a wholly-owned subsidiary of Ushio, Inc., Japan, (JP:6925). Consistently setting the standards by being the first to market some of the world’s most advanced projectors and complete system displays, Christie is recognized as one of the most innovative visual technology companies in the world.  From retail displays to Hollywood, mission critical command centers to classrooms and training simulators, Christie display solutions and projectors capture the attention of audiences around the world with dynamic and stunning images. Visit www.christiedigital.com.

About Shanghai Film Group
Shanghai Film Group Co. Ltd. (“SFG”) is composed of Shanghai Film Studio, Shanghai Animation Film Studio, Shanghai Dubbing Studio, Shanghai Documentary Film Studio, Shanghai Film Technology Plant, Shanghai United Cinemas, East Film Distribution Company, Shanghai East Movie Channel, Shanghai Film Park, Shanghai Art Designing Corp., and Crowne Plaza Hotel Shanghai. It is one of the largest film groups in China.

Since 2003’s organizational reform, SFG has been sticking to the “open door” and “cooperation” policy. Producing a great diversity of films, its major business includes film (and TV drama) development, production, promotion, sales, distribution and exhibition. A complete business chain is being formed linking film & TV drama production, distribution and exhibition, technological services, media, film studios, and film education and so on. With leading production capacity, market share and international recognition in China, SFG is contributing actively to the development of Chinese film industry.

Christie® is a registered trademark of Christie Digital Systems USA, Inc.