LAS VEGAS—Mar 24, 2004
American Cinema Advertising Network and UltraStar Cinemas join in to a Long Term Digital Pre-Show Advertising Agreement
ACAN teams with Vyvx, DPI and EVS; UltraStar becomes first exhibitor in North America to use Texas Instruments DLP Cinema™ Technology for Pre-Show
merican Cinema Advertising Network (ACAN) today announced it has signed
UltraStar Cinemas of San Diego, CA to a long term Pre-Show Advertising and Media
Asset Marketing agreement. Under the agreement ACAN will supply projectors
utilizing Texas Instruments DLP Cinema™ technology for digital pre-show
advertising content, alternative programming and digital theatrical trailers and
feature films.
"UltraStar Cinemas will be the first exhibitor in North America to be equipped
with the necessary equipment (DLP Cinema™) to show all digital programming
using one projector, including movies. The quality of the theatrical
presentation should be the absolute best, including the pre-show. Anything less
is a dis-service to the advertiser and an insult to the audience," said Alex
Gorovitz, President and CEO of ACAN.
"We've been a leader in the adoption of digital cinema and are hopeful that
other exhibitors will follow our lead by making the jump to DLP Cinema™ for
all applications rather than giving in to the temptation of using inferior
non-DLP technology. "ACAN obviously shares our vision and commitment to superior
digital presentation as evidenced by their willingness to provide this
technology without any financial or technology risk" said Alan Grossberg,
President and CEO of UltraStar Cinemas.
In addition, ACAN will be UltraStar's exclusive sales representative for all
Media Assets including alternative content, special events, in-theatre signage,
etc. "This consolidation allows advertisers to buy from UltraStar's entire
selection of media assets from one source which is important to the advertising
community and therefore important to UltraStar" added Grossberg.
ACAN has assembled a team of leading companies in the execution of digital
cinema for this project. Texas Instruments, Digital Projection International,
WilTel Communications' Vyvx division and EVS, Inc. "ACAN has selected teammates,
which as individuals are experts is their respective fields, but more
importantly as a team are a very power and cohesive group which will continue to
successfully forge the road to digital theatres, said Fred Garroy, General
Manager of the Americas for EVS.
ACAN will utilize DPI/TI DLP Cinema™ projectors in 20 screens initially which
represents more DLP Cinema™ screens than any other exhibitor in North
America. All 81 screens are expected to be converted within a year which will
likely make UltraStar the first exhibitor in the world to be equipped for DLP
Cinema™ and cinema grade servers for every screen. UltraStar currently has 6
Barco digital cinema projectors which will be replaced with DPI units. "We are
so pleased that a company and an exhibitor have finally stepped up to put into
place high quality projection technology for the exhibition or all digital
content" said Peter Nicholas, Director of Cinema Sales and Marketing for
DigitalProjection Inc.
"With the announcement of 20 DLP Cinema screens UltraStar is moving forward with
a significant deployment that shows their commitment to the best presentation
quality for theatrical applications," said Doug Darrow, Business Manager, and TI
DLP Cinema™.
ACAN will utilize EVS for the storage, management, and playback of all digital
content within the theatre, providing a single solution for UltraStar. "This is
the future of digital theatres", said James Campanella, Chief Systems Engineer
of EVS. "Combining pre-show, alternative, and digital cinema content into one
system provides the exhibitor with the most flexibility and enables them to
leave no potential revenue source untapped. Utilizing digital cinema quality
equipment for all aspects of the show raises the picture quality bar of pre-show
and alternative content. EVS is very excited to once again be part of another
digital cinema milestone".
To deliver content - both file based and live video - to theaters across the
country, ACAN will utilize WilTel Communications' Vyvx division, a market leader
in providing fiber-optic and satellite transmission solutions to the media and
entertainment industry for 15 years. On an annual basis, Vyvx provides broadcast
transmission services for nearly 10,000 live sports events; transmits nearly
200,000 live video feeds, or the equivalent of more than 12 million video
minutes; and nearly 3,000,000 national television and radio spot advertisements.
