Marcus Theatres has just announced that they will be showing the new Will Smith movie Hancock, which opens Wednesday, on one of their two UltraScreens using Sony 4K Digital Cinema projection equipment.

They are going to be showing special advance shows on 7:30 and 10:00 p.m. on Tuesday, July 1 and then the movie begins its regular run on July 2 at the Majestic in UltraScreen 2. If you look at the Showtimes page for the Majestic right now, they haven't updated the UltraScreen 2 shows with the Digital Cinema flag, but I expect them to shortly. Just look in the showtimes for a note that says "UltraScreen 2" and you'll be set until then.

Many movie theaters that have digital cinema projection systems are using what is called "2K" equipment. This means that the resolution of the projected image is 2048×1080 (not all pixels may be hitting the screen for various reasons, but let's keep it simple for the sake of this discussion). The digital cinema specifications also allow for what's called "4K" which has a resolution of 4096×2160. If you do the math, you will find that is 4 times the resolution of 2K digital cinema.

Given this information, you would think that 4K is so much better, that you wouldn't want anything less. However, the reality is that most movies are still produced using 2K equipment (original cameras, CGI effects, clean-up, etc.), so a 2K movie up-rezzed to 4K is not going to look any better. In some cases, though, movies are being post-processed in 4K, and that's where the 4K projection equipment is going to shine.

I don't know for sure if Hancock was post-processed with 4K equipment or not, but given that the only 4K projectors are made by Sony, and Hancock is being released by Sony-owned Columbia Pictures, my guess is that it was done in 4K.

Would it bother me to see Hancock in 2K? Not at all. Will I attend a 4K presentation of it if I can? Yes! If all else is equal, why not?

Press Release

Marcus Theatres(R) to Show Hancock in Sony 4K Digital Cinema on Its Marcus Majestic Cinema UltraScreen(R) in Brookfield, Wis.

Marcus Theatres is one of the first circuits in the U.S. to offer this exceptional digital experience

MILWAUKEE, Jun 30, 2008 (BUSINESS WIRE) -- Marcus Theatres(R), a division of The Marcus Corporation (NYSE:MCS), today announced that it is one of the premier locations in the U.S. selected to show Hancock in Sony 4K digital cinema on its 70-foot-wide UltraScreen(R) at the Marcus Majestic Cinema in Brookfield, Wis. Hancock, a Peter Berg film staring Will Smith, Charlize Theron and Jason Bateman, opens with special screenings at 7:30 and 10:00 p.m. on Tuesday, July 1 and begins its regular run on July 2 at the Majestic in UltraScreen 2.

"4K digital cinema is the cutting edge in motion picture production and presentation," said Bruce J. Olson, president of Marcus Theatres. "Sony's 4K digital projection takes the moviegoing experience to a whole new level, engaging audiences in the visual experience and story of the film, especially on the UltraScreen. This ultimate digital projection technology makes the moviegoing experience more entertaining than ever. We are excited to be one of first theatre locations throughout the world offering this one-of-a-kind ultimate digital experience to our guests."

Marcus Theatres is using Sony's SRX-R220 digital cinema projection system for the run of Hancock. The projection system is capable of outputting 18,000 lumens and more than 8 million pixels of resolution.

"Sony's 4K digital projectors allow guests to experience superb contrast, vivid color and the highest resolution now available," said Mark Collins, director of projection technologies for Marcus Theatres. "4K digital projectors create a picture that is four times the pixels of the traditional 2K resolution, and slightly more than four times the pixels of today's consumer high definition television sets. The result is an incredibly fine picture with pixels so small, and with such small interpixel gaps, they merge together seamlessly for the viewer at normal viewing distances. 4K digital projection enables moviegoers to sit in the front row and still retain the illusion of a seamless, continuous picture."

"We are pleased to have Marcus Theatres be among a very exclusive, yet rapidly growing, number of theaters in the U.S. to have the ability to screen a full-length feature movie in 4K," said Andrew Stucker, director of industry relations for digital cinema at Sony Electronics. "Moviegoers who visit Marcus Theatres to see Hancock in 4K, will be in for an immersive visual experience that only 4K resolution can provide."

Marcus Theatres will show Hancock in 4K digital cinema on its UltraScreen 2 at the Marcus Majestic Cinema beginning with special screenings on Tuesday, July 1 at 7:30 p.m. and 10:00 p.m. Regular 4K showings begin Wednesday, July 2 at 11:10 a.m., 2:00 p.m., 4:50 p.m., 7:25 p.m. and 10:05 p.m. on UltraScreen 2. For more information, please visit www.marcustheatres.com.

About Marcus Theatres

Marcus Theatres(R), a division of The Marcus Corporation (NYSE:MCS), is the seventh largest theatre circuit in the United States and currently owns or operates 678 screens at 56 locations in Wisconsin, Illinois, Minnesota, Ohio, North Dakota, Iowa and Nebraska, and one family entertainment center in Wisconsin.

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 ten states, with three additional properties under development. For more information, visit the company's web site at www.marcuscorp.com.

Certain matters discussed in this press release are "forward-looking statements" intended to qualify for the safe harbors from liability established by the Private Securities Litigation Reform Act of 1995. These forward-looking statements may generally be identified as such because the context of such statements will include words such as we "believe," "anticipate," "expect" or words of similar import. Similarly, statements that describe our future plans, objectives or goals are also forward-looking statements. Such forward-looking statements are subject to certain risks and uncertainties that could cause results to differ materially from those expected, including, but not limited to, the following: (1) the availability, in terms of both quantity and audience appeal, of motion pictures for our theatre division, as well as other industry dynamics such as the maintenance of a suitable window between the date such motion pictures are released in theatres and the date they are released to other distribution channels; (2) the effects of increasing depreciation expenses and preopening and start-up costs due to the capital intensive nature of our businesses; (3) the effects of adverse economic conditions in our markets, particularly with respect to our hotels and resorts division; (4) the effects of adverse weather conditions, particularly during the winter in the Midwest and in our other markets; (5) the effects on our occupancy and room rates from the relative industry supply of available rooms at comparable lodging facilities in our markets; (6) the effects of competitive conditions in our markets; (7) our ability to identify properties to acquire, develop and/or manage and continuing availability of funds for such development; (8) the adverse impact on business and consumer spending on travel, leisure and entertainment resulting from terrorist attacks in the United States, the United States' responses thereto and subsequent hostilities; and (9) the successful integration of the Douglas Theatre Company theatres into our theatre circuit. Shareholders, potential investors and other readers are urged to consider these factors carefully in evaluating the forward-looking statements and are cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements made herein are made only as of the date of this press release and we undertake no obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances.

Source: The Marcus Corporation