Christie®, a global leader in cinema projection, has today announced a deal with Mars Entertainment Group (MARS®) that will see Christie’s digital cinema projection systems being deployed in MARS’ “Cinemaximum” cinemas across Turkey.
This agreement was made in conjunction with Astel, Christie’s key partner in the region, comprising 414 new digital cinema projectors. It consists of a mix of systems from Christie’s DLP Cinema® portfolio, including the new Christie® Solaria® One+. The deployment will be implemented over a 3-month period and will deliver DCI compliant cinema solutions to 59 Cinemaximum multiplexes in Turkey, supported by an onsite service agreement provided by Astel.
The 414 screens will each feature a Christie® IMB™, an integrated media block that decrypts and decodes the feature-film content and delivers it to the projector in a useable format. Additionally, all screens will utilise a Christie® Avias-TMS™, the state of the art theatre management system. This allows exhibitors to centrally manage and orchestrate all of their projection operations throughout the multiplex and integrates seamlessly with Christie’s IMB for complete content management.
The deployment follows the successful operation of an existing 139 screens, which had already been outfitted with Christie digital cinema technology. Now over 500 Cinemaximum screens, with approximately 250 becoming 3D-capable, will be equipped with Christie® ACT. This theatre automation controller is designed to provide full control of a theatre’s lighting, curtains, sound, masking and projectors via an easy-to-use web interface.
The Cinemaximum deployment presented a unique challenge as it is customary to provide an intermission during the screening of a feature in Turkish cinemas. Christie’s IMB makes it possible to pause the movie, switch to an advertising and trailers playlist and back to the movie automatically. “Providing the intermission capability gave us an opportunity to show the flexibility of our systems and the strength of our technical team, who regularly seek to satisfy our customers’ requirements,” mentioned Richard Nye, Cinema director EMEA, Christie.
MARS has a strong relationship with Astel which played a key part in the selection of Christie, in conjunction with the fact that Christie is the world leader in digital cinema projection systems. Muzaffer Yildirim, founder and chairman, MARS, said: “Christie, with its proven technology and state of the art systems, is the best business partner for our Digital Transformation Program. We are confident that Astel will deliver the utmost service in the most efficient way possible.”
Dale Miller, vice president EMEA, Christie, commented: “We’re pleased that MARS has chosen Christie’s digital cinema projectors to fulfill their requirements in Turkey. We look forward to working closely with MARS and Astel and to continue to support this established relationship.”
Astel is a major partner of Christie in the area and has many years experience of working with Christie’s products. Tugberk Buyukbay, general manager, Astel, added: “This is a very important cinema project for Turkey. We have a long-term partnership with Christie, the leader of the cinema market, and we have a very good relationship with MARS, who is the driving force and leader of our cinema sector. We are proud to be part of this impressive project.”
MARS are due to be honoured at CineEurope 2013 with the International Exhibitor of the Year Award.
