PARK RIDGE, N.J., Oct. 24, 2006 – Sony is reinforcing 4K technology as the quality standard for digital cinema applications by giving the projectors in its SXRD™ line the CineAlta™ brand.

            The SXRD projectors join Sony’s 24P motion picture and TV production systems and the XDCAM HD™ optical disc system under the CineAlta umbrella, as a sub-brand called “CineAlta 4K.”

The entire CineAlta range now represents a spectrum of solutions to meet every acquisition, production and, now, professional display need. The “CineAlta 4K” brand further establishes Sony as a leader both in digital cinema production and projection.

            “CineAlta technologies have always been part of a ‘system’,” said John Kaloukian, director of marketing for Sony Electronics’ professional display group. “Our SXRD projector technologies are no different. More than just stand-alone projectors, these units also fit into a complete digital cinema system. As a result, exhibitors benefit not only from the highest-quality available but also from easy installation and operation.”

            With the extension of the CineAlta brand to the SXRD 4K projector technologies, Sony is also working ahead of a rapidly moving industry trend. The acceleration of high definition has heightened the need for the best technologies at every point in the professional production workflow.

            “The future is a total 4K workflow,” Kaloukian said, “from 4K acquisition with coming 4K cameras, to 4K digital intermediates, to storage and, ultimately, 4K projection with SXRD projectors.”

            At ShowEast, Sony will also be demonstrating its line of LCD and plasma displays that can be used throughout a movie theater for digital signage applications. For example, these flat panels can be placed in lobbies to highlight promotions, coming attractions or theater news. They can also be placed at the entrances to specific auditoriums, to display show times or preview trailers.