$14 million Digital Cinema project begins this week for area family-owned theatre innovator
May 22, 2007
Source: Celebration Cinema
Hailed as the biggest technology change in movies since the inception of sound, Digital Cinema has come to Celebration! Cinema (including Studio 28 and Cinema Carousel). Officials at Celebration! Cinema announced today that most, or all of their 128 35mm movie screens will be converted to the Digital Cinema format by May 18th, 2007. This puts Celebration! Cinema in the top10% of theatres in the nation to convert to Digital Cinema.
The $14 million Digital Cinema project begins what is considered a new “golden age” in which alternative content such as concerts, sports and epic television events become a new force in the business. Ultimate picture clarity and color will be a part of every movie going experience.
“Our guests will notice the difference in the clarity of the picture on the screen,” said JD Loeks, Chief Operating Officer for Celebration! Cinema. “The quality of every digital movie will be uncompromised. We now stand at the threshold of changes in movies and auditorium use that is unparalleled in our history.”
Technically speaking, the conversion will allow Celebration! Cinema to play both features and pre-show programming through Christie 2K DLP Cinema® projectors. Christie projectors contain the DLP® chip consumers have been hearing about. The DLP® chip is probably the word’s most sophisticated light switch.
It contains a rectangular array of up to 2 million hinge-mounted microscopic mirrors; each of these micromirrors measures less than one-fifth the width of a human hair. This means over 2.2 million pixels with over 68 billion possible colors on every screen.
Hollywood movie producers are happy because the picture’s color and clarity look more like the footage they were originally shooting. A better image on the screen is only the beginning however.
“We have already begun exploring alternative content and different uses of this technology,” added Ron VanTimmeren, Vice President of Programming for Celebration! Cinema. “Imagine seeing sporting events, concerts and special programs on a 42foot digital screen where clarity is better than HD. This is a radical shift for us and the industry.”
Each theatre will host a Digital Cinema “celebration.” The media and special guests will get a sample of the new technology as well as a tour of the new state-of-the-art projection equipment.
“We’re both proud and excited to be on the front end of a new era,” Loeks added. “Celebration! Cinema is in the first 10% of theatres in the nation to convert to digital. The future was staring us in the face and we seized the moment just in time for a highly anticipated, blockbuster summer.”
The tentative schedule for each of the Celebration! Cinema Digital Cinema conversions is as follows:
- Grand Rapids market (Celebration! North, Celebration South, Studio 28): by April 27
- Kalamazoo/Portage and Benton Harbor/St. Joseph markets: by May 10
Mount Pleasant and Muskegon (Cinema Carousel) markets: by May 18th.
About Celebration! Cinema: John Loeks owns and operates theatres in Grand Rapids (including Celebration! Cinema North, Celebration! Cinema South and Studio 28), Muskegon, Lansing, Mt. Pleasant, Benton Harbor/St Joseph and Kalamazoo/Portage. Celebration! Cinema is a state-of-the-art shared entertainment experience with first rate amenities at each location. For more information contact Steve VanWagoner 616.447.4253 or visit us on the INTERNET at www.celebrationcinema.com