Sony Digital Cinema 4K has signed UK exhibitor Everyman Cinemas, a boutique independent circuit of eight sites, to its VPF-backed rollout programme. Everyman has been a keen adopter of alternative content in its cinemas, with some of the cultural events fitting nicely with their demographic. Sony has recently bolstered their alternative content supply line, agreeing a series of music-based events from sister company Sony Music as well as distributing Wimbledon 3D into cinemas currently. Sony has also recently agreed with Panavision joint venture DPVO Theatrical to integrate their 3D system into the Sony projector.
Analysis
Everyman deal is significant as Sony's 4K offer is sometimes perceived as relatively more expensive than the 2K option, and primarily intended for larger exhibitors, or at least those with better access to finance than smaller circuits. The other perception is often that Sony's technology is more suitable for larger screens, which does not necessarily reflect the Everyman screen estate. Sony's European success is so far greater in UK than elsewhere, although parts of Asia are also beginning to sign to Sony (China, Japan and Hong Kong).
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