Hollywood Theaters will begin a conversion to Digital Cinema Projection using Sony 4K technology, according to a press release issued by Sony yesterday. 167 screens at 13 locations in the United States will be equipped with new Sony 4K projectors in the upcoming months. 53 screens will be outfitted with 3D technology supplied by RealD.

"Sony's 4K technology gives our patrons the opportunity to view motion pictures as never before, combining the highest levels of resolution, contrast and image quality to produce precise, life-like images in vibrant colors," said Clyde Cornell, chief operating officer for Hollywood Theaters. "We are also excited to be a part of Sony's DCSS alternative content program and plan to fully exploit their broad range of media and entertainment divisions such as sports, music, and gaming to bring fresh, innovative entertainment options to the big screen and create new streams of ancillary revenues for Hollywood Theaters."

That second quote is interesting in that along with high resolution movies, moviegoers will also be treated to alternative programming (mmm, opera) and probably some advertising as well.

This announcement comes on the heels of one yesterday that announced that Hollywood Theaters would be installing RealD's 3D equipment in 100 locations.

Press Release

Hollywood Theaters to Install Sony 4K Digital Cinema Projectors Across Its Circuit

SAN DIEGO, Oct. 26 /PRNewswire/ -- Hollywood Theaters is installing Sony Electronics' 4K digital cinema technology across its circuit. The Portland, Ore.-based exhibitor will begin its digital conversion by equipping 13 of its U.S. locations (167 screens) with Sony® projectors over the next few months.

The 4K roll-out will also include 53 screens outfitted for 3D digital projection, combining Sony's single-projector 3D lens system with RealD® 3D technology, enabling the exhibitor to deliver the highest-quality 2D and 3D digital projection.

Sony's Digital Cinema Solutions and Services group will work with Hollywood Theaters on the integration, installation, maintenance and service support for its 4K conversion, providing the exhibitor with a complete turn-key solution for converting to digital technology.

"Sony's 4K technology gives our patrons the opportunity to view motion pictures as never before, combining the highest levels of resolution, contrast and image quality to produce precise, life-like images in vibrant colors," said Clyde Cornell, chief operating officer for Hollywood Theaters. "We are also excited to be a part of Sony's DCSS alternative content program and plan to fully exploit their broad range of media and entertainment divisions such as sports, music, and gaming to bring fresh, innovative entertainment options to the big screen and create new streams of ancillary revenues for Hollywood Theaters."

Sony 4K projectors offer the highest image resolution of all commercial projection technologies, producing 8.8 million pixels. 4K technology provides image resolution four times greater than 2K projection systems and slightly more than four times greater than consumer high-definition televisions.

"Our 4K technology gives Hollywood Theaters the most reliable and flexible foundation for ultimately converting its entire operations to digital projection technology," said Mike Fidler, senior vice president of Sony Electronics' Digital Cinema Solutions and Services group. "It elevates the cinematic experience for their consumers, offering movie-goers a much more dynamic, engaging and immersive entertainment experience. The opportunity for alternative content not only presents potential new business; it also allows them to provide exciting additional programming that perfectly complements their current offerings."

Source: Sony Electronics