Cypress, CA-- (March 3, 2003) - Carlton Screen Advertising (CSA) has entered into an exclusive agreement with Christie in their plans to convert to a full digital format.
CSA is the market leader in cinema advertising sales, operating over 2,400 screen sites in the UK and Republic of Ireland. Their investment decision to equip 150 CSA screens in the UK with a combination of Christie Vivid LX33, LX26 and LX20 XGA multimedia LCD projection is seen as the first major step towards digital cinema in the UK.
The digital project will use satellite to distribute various forms of content to each of the relevant cinemas, and the initial rollout will include Odeon, Cine-UK and independent sites, with UCI being the core cinema circuit.
The relationship between Christie and CSA was initiated prior to the 2002 FIFA World Cup when, seeking to capitalize on incremental revenues for advertising and alternative content, CSA evaluated the digital projection market involving many of the leading brands.
Christie‘s success resulted in the installation of their high quality, multi-media LCD projectors in 20 of UCI’s premium sites around the UK for screening the World Cup. Along with other important features, these projectors were selected for their XGA resolution (1024x768) and 3600 ANSI lumens.
Phase two of the CSA digital project is to install projectors and other digital equipment to approximately 1,000 CSA screens by end of 2004.
Geraint Davies, CSA’s commercial director, reports that the overall performance of the LCD projectors last summer confirmed his decision to place the first major order for the Christie Vivid LX projectors. These projectors are the next generation of LCD projectors providing XGA resolution with a range from 2000 to 4000 ANSI lumens. They will systematically render CSA’s 35mm slide projection inventory obsolete.
“The reason we chose Christie was based on their heritage in the movie side of projection and the ability of their products to handle the range of screen sizes and throws we have to deal with. In the cinema environment they go from the bottom to the top. Their expertise in both digital projection and 35mm—including the variety of automation systems—made them the number one choice,” notes Davies.
At the same time, CSA has signed global licensing agreements with Norwegian company, Unique Digital, which specializes in pioneering software. Unique Digital, which helped launch digital cinema in Norway in January 2002, was introduced as part of Christie’s strategy to provide an end-to-end solution for the cinema-advertising giants. CSA’s hardware will now run on Unique Digital’s transmission software.
In addition to satellite receivers, the cinema conversions involve a new digital infrastructure based around CAT 5 cable and the installation of ISDN lines, servers and satellite links.
Onyx Projects, Christie’s partner, successfully handled the installation contract, and has been responsible for all the hardwiring.
CSA goes live at their first site in Greenwich in March. The third and final phase, which includes the switching over of their entire cinema advertising program from its current format of 35mm film to digital across the entire CSA screen portfolio, is to be completed by the end of 2006.
Preferred by exhibition circuits and postproduction companies worldwide, Christie is the world’s single source manufacturer of a variety of display technologies including 35mm film projectors, digital cinema projectors, networking solutions, LCD projectors for on-screen advertising/pre-show entertainment, and plasma lobby displays. As the first DLP Cinema™ licensee, Christie is playing a leading role in the new digital visual experience in theatres around the world – more movies are shown digitally on a Christie projector than any other DLP Cinema™ manufacturer. Christie is chosen time after time to showcase Hollywood’s finest digital movie premieres including Star Wars Episode II: Attack of the Clones, Monsters, Inc and SPYkids I & II. Christie Digital Cinema projectors are interoperable with all current server technologies and the majority of theatre automation systems. Christie draws from over seven decades of expertise including recognition by the industry’s highest order, the Academy of Motion Picture and Sciences, winning two Oscars® for innovations in gearless 35mm projection. Christie’s success is bolstered by select international partners and resellers who provide sales and service support and who have helped install more than 35,000 projection displays in over 50 countries. For more information, visit the company’s Web site at http://authoring.web.