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Back in the early 1980's, George Lucas was disappointed with the state of movie theaters and was concerned about how his next movie "Return of the Jedi" would be seen. He decided that something needed to be done to improve the moviegoing experience, especially where it concerned audio quality.
Hence, THX was born. THX Certification was a way to know that a theater was using equipment that was up to the task of dynamic soundtracks that were being developed (and this was before the era of digital sound, which made many substandard sound systems buckle). The guidelines they put forth extended to how a theater should be constructed so that the sound of the action movie next door didn't invade the quiet drama that you're watching, and that you didn't hear the projector rattling or the heating system rumbling when it kicked in.
We here at The BigScreen Cinema Guide are big believers in the benefits of THX Certification, and when theaters provide us with that information, we indicate which THX presentations in our showtimes. The logo to the right appears next to those presentations so that you can pick them out of the listings easily.
Theaters have definitely improved over the years, and some in the industry say that THX Certification is not needed any longer. The problem is, how do you know which theaters are capable of handling the big action movies as well as the dialogue-driven dramas, especially if they're next door to each other? The THX logo gives audiences a way to know that someone is paying attention to the performance of these theaters.
So, you can imagine that we're thrilled to hear that Cinemark has announced that it will be adding 200 more THX-certified screens to the 300 it already has in operation. According to their press release (included below), they will be bringing THX certification to major metropolitan areas across the United States, including Los Angeles and San Francisco, California and Denver, Colorado.
For more details about the Cinemark news, please see the full press release below.
For more information about THX, please see our Help document "What is THX?"
THX Certification Expands to More Than 500 Cinemark Theatres Screens in U.S.
LAS VEGAS, March 10 /PRNewswire/ -- Showest 2008 -- THX Ltd. and Cinemark Holdings, Inc. today announced that Cinemark Theatres will add more than 200 THX Certified screens domestically, bringing the total number of Cinemark screens with THX certification to more than 500. Cinemark will be rolling out the THX certification program in major metropolitan areas across the United States, including Los Angeles, San Francisco and Denver.
"Cinemark and THX share a common vision of driving advancements in film exhibition. THX has a strong association with great movie experiences, and is instantly recognized by movie audiences around the world for sound and image excellence," said Tim Warner, President of Cinemark Holdings. "By extending THX certification to more than 500 of our theatres, it further communicates our commitment to delivering the best movie-going experience to our customers."
THX Certified cinemas are precisely engineered to meet THX requirements for sound and visual quality, focusing on surround sound and acoustic performance and projection technology. THX gets involved early in the design process, working with cinema architects and builders to ensure sound effects, music and dialogue can be accurately distributed throughout the cinema auditorium, and background noise from other cinemas, parking lots and lobby concessions do not distract from the feature presentation.
"With nearly 25 years of experience in cinema design and certification, THX has mastered the art of presenting high impact experiences in movie theaters," said Robert Hewitt, vice president of sales at THX. "THX has shared a long and successful partnership with Cinemark Theatres, having teamed with them to create some of the nation's premiere cinema venues, and we are thrilled to extend this relationship to more and more movie-goers around the country."
Moviegoers recognize the difference THX brings to the cinema experience. A recent Nielsen NRG study revealed that U.S. moviegoers associated THX with the best sound systems, excellent picture quality, the most advanced technologies and a more exciting movie-going experience.
For more information about THX Certified Cinemas, visit http://www.thx.com.
About THX Ltd.
THX Ltd. was founded by filmmaker George Lucas to improve the way movie audiences experience the sights and sounds of feature films on the silver screen. The goal, then and now, is to continually improve the entertainment experience through strict engineering performance standards, innovative product designs and breakthrough technologies. Leading companies from around the globe count on THX to help them create better, more innovative products and services. For more information, visit http://www.thx.com.
About Cinemark Holdings, Inc.
Headquartered in Plano, TX, Cinemark is a leader in the motion picture exhibition industry. As of September 30, 2007, Cinemark operates 404 theatres and 4,596 screens in 38 states in the United States and internationally in 12 countries, mainly in Mexico, South and Central America. For more information go to http://www.cinemark.com.
Certain matters within this press release include "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. All statements included herein, other than statements of historical fact, may constitute forward-looking statements. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause the actual results or performance to differ from those projected in the forward-looking statements. For a description of these factors, please review the "Risk Factors" section or other sections in the Company's 424(b)(1) prospectus filed April 24, 2007 and quarterly reports on Form 10-Q filed with the Securities and Exchange Commission. All forward-looking statements are expressly qualified in their entirety by such risk factors.
Source: THX Ltd.
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