PARK RIDGE, June 14, 2006 – Sony unveiled the newest version of its SXRD™ 4K projection technology – with a brightness of 18,000 ANSI lumens – during a special screening of “The Da Vinci Code” in Los Angeles this week at USC’s Entertainment Technology Center’s Digital Cinema Lab (ETC-USC).

The prototype high-brightness system was designed by Sony to meet the needs of commercial movie theaters. The new projector’s increased lumen capacity allows exhibitors to display 4K content on screen sizes of 50 feet or larger.

The Sony SXRD projector line presently has two models commercially available: the SRX-R110, a 10,000 lumen model; and the SRX-R105, which features 5,000 lumens.

 “This first public demonstration of our prototype high brightness digital cinema projector marks the continuing advancement of our SXRD 4K technology,” said John Kaloukian, general manager for Sony Electronics’ professional display group. “Exhibitors with a range of screen sizes will soon be able to fully take advantage of our 4K technology’s output and deliver a more dynamic theater experience.”

The new Sony digital cinema projector demonstrated at the ETC-USC used Sony’s LMT-100 4K Media Block in an enclosure that meets the FIPS 140/2 security requirements, in compliance with the Digital Cinema Initiatives (DCI) specifications for digital motion picture projection. The content delivery medium was a hard disk drive.

The attendees at this special ETC-USC screening included an array of digital cinema industry executives and experts, who were very impressed.

“We are very pleased that Sony chose to unveil its newest version of the 4K projector at the Lab,” said Charles S. Swartz, executive director at the ETC-USC. “Now that we have both 2K and 4K installations at the theater, ETC-USC can strengthen its work helping the industry forward the digital cinema rollout.”

The Sony projector’s 4K resolution is derived from its 4096 x 2160 pixel matrix, or approximately 8.8 million pixels, enabling it to deliver four times the resolution of current high-definition home theater systems.

“The Da Vinci Code,” starring Tom Hanks and directed by Ron Howard, was recently released by Sony Pictures Entertainment and demonstrates the latest evidence of the Culver City-based studio’s commitment to releasing content in 4K resolution.  This commitment is shared by other studios including Fox, Paramount and Warner Brothers.