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Sturtevant, WI: Marcus Testing Digital Cinema at Marcus Cinema at the Renaissance

Posted on Wednesday, March 12th, 2008 3:19 PM by Scott Jentsch

The march towards Digital Cinema continues! Just in this past week there have been announcements from Arclight Cinemas and AccessIT, and now there is more news from Thomson regarding new installations in Toronto, Canada and that testing is happening at the Marcus Cinema at the Renaissance in Sturtevant, Wisconsin.

It's the latter news that caught my attention, as Marcus has been very hesitant about dipping its toes into the Digital Cinema water, with only a few installations around the Milwaukee area. They've been very secretive about where the test installations are located, and which movies are showing in Digital Cinema.

This move is significant to the industry at large since Marcus Theatres is the seventh largest theater chain in the country, operating 49 locations in Wisconsin, Illinois, Minnesota, Ohio, North Dakota, and Iowa.

I'm working on finding out more information from Marcus Theatres, but all we have to go on at this point is a press release from Thomson that gives just a few details:

The Technicolor projection systems will deliver razor-sharp images and pure uncompressed digital sound to moviegoers, and will enable a new range of programming opportunities such as live concerts, sporting events, and 3-D. Additionally, the systems will be fully integrated with the current digital advertising system, allowing for seamless pre-show presentation in 2K resolution.

The press release doesn't say how many systems will be installed, or if the original film projectors will be removed in the process (we doubt this will happen). If I get more details from Marcus, I'll pass it along.

For more information, please read our Help Document "What is Digital Cinema Projection?"

Press Release

Thomson and Marcus Theatres Pact for Digital Cinema Test in Milwaukee Market

Showest 2008

March 11, 2008 11:00 AM Eastern Daylight Time

PARIS & BURBANK, Calif.--(BUSINESS WIRE)--Thomson (Paris:18453)(NYSE:TMS), through its Technicolor Digital Cinema business, announced today it will install digital cinema projection systems with Milwaukee, Wis.-based Marcus Theatres® at the Cinema At The Renaissance 13-plex in Sturtevant, Wisconsin.

The Technicolor projection systems will deliver razor-sharp images and pure uncompressed digital sound to moviegoers, and will enable a new range of programming opportunities such as live concerts, sporting events, and 3-D. Additionally, the systems will be fully integrated with the current digital advertising system, allowing for seamless pre-show presentation in 2K resolution.

Marcus Theatres, a division of The Marcus Corporation (NYSE:MCS), is the seventh largest motion picture exhibitor in the United States and operates 595 screens at 49 locations in Wisconsin, Illinois, Minnesota, Ohio, North Dakota and Iowa.

"Marcus Theatres has been an industry leader for over 70 years," said Curt Behlmer, executive vice president of Technicolor Theatrical Services and COO of Technicolor Digital Cinema. "We look forward to working with them in their ongoing pursuit of providing their customers with the highest quality motion picture presentation available."

"Marcus Theatres is pleased to partner with an outstanding company such as Technicolor to test Digital Cinema in Milwaukee. Now our guests will be able to experience a wide variety of entertainment options – everything from 3D presentations, unique alternative content and the greatest Hollywood hits – all presented in digital cinema’s outstanding sound and image quality," said Bruce J. Olson, president of Marcus Theatres.

Each theatre installation will feature Technicolor’s fully integrated networked systems, which includes a satellite system for content delivery and the Technicolor Theatre Management System (TMS). The Technicolor TMS is a software solution that enables exhibitors to control theatre automation and manage all content such as trailers, advertisements, and features with simple drag-and-drop technology. The digital cinema systems will be supported by Technicolor’s maintenance services with 24/7 remote monitoring to ensure system health.

The Marcus installations are part of Thomson’s previously announced North American digital cinema beta test. Technicolor Digital Cinema has installed digital cinema systems with several prominent exhibitors in North America and Europe including ArcLight Cinema Company, Cinemaworld, Clearview Cinemas, iPic Entertainment, Mann Theatres, National Amusements, Wehrenberg Theatres, Zyacorp’s Cinemagic Stadium Theatres, and Kinepolis Group in Belgium.

All hardware and software placed in each site will conform to industry-standard specifications published by Digital Cinema Initiatives LLC (DCI). Furthermore, the Technicolor Digital Cinema plan is technology agnostic, enabling both exhibitors and studios to benefit from the best available technology.

As previously announced, Thomson has signed digital cinema equipment usage agreements with DreamWorks SKG, Sony Pictures Entertainment, Twentieth Century Fox, Universal Pictures, and Warner Bros. to facilitate the roll-out of up to 5,000 digital projection systems in North America. Under the separate, long-term accords which began in late 2006, each of these studios has agreed to distribute content digitally throughout the United States and Canada and pay a virtual print fee to Thomson for screens equipped with Technicolor Digital Cinema systems.

Since its inception in 1999, Technicolor Digital Cinema has been a pioneer in the enabling and advancement of digital cinema initiatives. By actively working side-by-side with key digital cinema stakeholders as a technology enabler and service provider, Technicolor is utilizing its breadth and depth of valuable industry knowledge and expertise to develop solutions for technologies and standards that will ultimately facilitate the global commercialization of digital cinema. Based in Burbank, California, Technicolor Digital Cinema offers the most comprehensive set of digital cinema services and solutions, including compression, encryption, key management, secure distribution, storage, scheduling and playback, and maintenance and support. Additionally, the business works closely with film studios to support current digital cinema releases. Technicolor Digital Cinema is an operating unit of the Technicolor Theatrical Services business unit, part of the Services Division of Thomson. Since 2000, Technicolor Digital Cinema has mastered and distributed over 300 motion pictures, both domestic and internationally, for every major studio. For more information: http://www.technicolordigitalcinema.com.

About Thomson — World leader in digital video technologies

Thomson (Paris:18453)(NYSE:TMS) provides technology, services, and systems to the Media, Entertainment & Communications players – content creators, content distributors and broadcasters – and supports them in order to help them to improve their commercial offers and their performance in a rapidly changing technology environment. For more information: http://www.thomson.net.

About The Marcus Corporation

Headquartered in Milwaukee, Wisconsin, The Marcus Corporation is a leader in the lodging and entertainment industries. In addition to its Marcus Theatres division, the company’s lodging division, Marcus Hotels and Resorts, owns or manages 20 hotels, resorts and other properties in 10 states, with two additional properties under development. For more information, visit the company’s web site at www.marcuscorp.com

About Marcus Theatres

Marcus Theatres®, a division of The Marcus Corporation (NYSE:MCS), is the seventh largest theatre circuit in the United States and currently owns or operates 595 screens at 49 locations in Wisconsin, Illinois, Minnesota, Ohio, North Dakota and Iowa, and one family entertainment center in Wisconsin. For more information, visit the company's website at www.marcustheatres.com

Source: Thomson



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