Evergrande Real Estate Group (3333.HK), one of the ten largest real estate developers in mainland China, is expanding its business to the cinema industry. In an initial phase, the Evergrande Cinema Line is building 77 cinema complexes in residential neighborhoods across the country, five of which are already operational. To equip the theaters with the latest digital cinema projection technology, Evergrande is teaming up with digital cinema leader Barco, who will provide over 500 of its 2K digital projectors, including the DP2K-32B and DP2K-20C units.
Evergrande Cinema Line Management Co., Ltd. is a wholly owned subsidiary of Evergrande Real Estate Group specialized in cinema investment, operation, and management. Relying on the Group’s commercial and residential developments and urban complex projects, the company is constructing first-class, fully digital cinema complexes across 22 provinces, autonomous regions and direct-controlled municipalities in China. Five theaters have already gone into service. Evergrande Cinema Line plans to build another 30 theaters with more than 210 screens in 2014, toward a total of more than 150 theaters and 1,100 screens by the end of 2016.
Evergrande Cinema Line, regarded as a dynamic driving force in the Chinese cinema market, is committed to becoming China’s leading cinema line by providing a popular film-viewing platform for the public based on an operational strategy of high quality, human-oriented service, and a modest ticket price. To create a premium moviegoing experience for its audiences, Evergrande will deploy Barco’s projectors in all its theaters.A solution for every screen
Each of the 77 planned cinema complexes contains one large-screen, two medium-screen, and four small-screen theaters. Thanks to its wide range of digital cinema projectors, Barco has a high-quality projection solution to fit every screen. For the large screens, Evergrande is opting for Barco’s ultra-bright DP2K-32B DLP cinema projectors. The small screens, on the other hand, will be equipped with compact and budget-friendly DP2K-20 projectors. Through these choices, Evergrande guarantees impeccable image quality across all its different screens and theaters.
“We are aligning the national deployment of our theaters with the Group’s commercial developments,” says Guangwei Li, the head of Evergrande Cinema Line. “High-quality, reliable projection systems are absolutely necessary to achieve the project’s objectives. Our provider’s diversified product offerings, outstanding performance, and strong service team have laid a solid foundation for deployment, while helping us create a striking cinema experience for the audience.”
Chen Xuxiang, CFG-Barco (Beijing) Electronics Co., Ltd.’s general manager, is enthusiastic about the project. “Evergrande Real Estate Group’s expansion into the cinema business will be a major driving force in China’s cinema market, playing a significant role in the integration of theaters with housing developments. We are very glad to be part of this project and greatly appreciate Evergrande’s trust and recognition. We believe that our versatile projection solutions and reputable service system make us a highly reliable partner for our customers.”
In line with its successful endeavors on the real estate market, Evergrande has even more in store for its new cinema line. To ensure the worry-free performance of its digital cinema network, the company will rely on Barco’s renowned Network Operations Center (NOC) services, which will enable Evergrande to manage and monitor all equipment remotely.
In addition, Evergrande will be opening its first major cinema complex on a commercial estate by the end of 2014. In line with its ambition to deliver the best possible moviegoing experience, the cinema chain is exploring the installation of Barco’s 4K laser projector.