Sony Digital Cinema teams up with Sony Music to bring a wide range of music experiences to Apollo Cinemas

13th May 2010 – Sony, Basingstoke: Sony Digital Cinema has been able to use its relationship with its sister Sony company Sony Music to bring a range of compelling music experiences to Apollo Cinema’s “More” Campaign, which adds additional content exclusively for its audiences.

There have already been several examples of this:

On 16th February Sony Digital Cinema arranged for the European Premiere of Avril Lavigne’s new album to take place at the Apollo Cinema in Piccadilly. This featured the first showing of Avril’s first ever 3D video – “What The Hell” which was showcased on stunning Sony Digital Cinema 4K technology. Avril attended the event herself and engaged in a Q&A session with her fans.

Currently showing at Apollo Cinemas is a stunning Sony 4K Technology trailer. It features sneak previews of new content from across the Sony companies and encapsulates the latest movies, music and cutting edge gaming. The soundtrack to the trailer, an exclusive re-working of “Going Nowhere”, has been supplied by one of Sony Music‘s hottest new artists, dubstep superstars, Magnetic Man. The soundtrack is featured on Apollo’s website where fans can sample and buy the featured music.

Nicole Oakley, Marketing Manager at Apollo Cinemas said: “We’re really excited to be offering our customers the best in alternative content, and now with Sony Music on board, Apollo Cinemas can bring its audience something completely new and innovative. The Sony 4K technology provides outstanding image and sound quality, so will be the perfect platform for screening music events.”

Laura Fitzgerald, Marketing Manager for Magnetic Man at Columbia Records, part of the Sony Music Entertainment Group, said: “The new trailer gives a great showcase and taster to the cutting edge alternative content Sony Digital Cinema and Apollo Cinemas are bringing UK audiences. As such it feels apt that a Magnetic Man track’s used to bring the snapshots of content to life, being one of ours, and indeed the UK’s, most exciting music artists.”

Sony Digital Cinema 4K technology allows consumers to experience exceptional picture quality from every seat in the cinema, providing world-leading 3D images and spectacular detail even on the largest of screens. Transforming the film experience, Sony Digital Cinema 4K technology gives the consumer an immersive, engaging visual experience.

David McIntosh, Director, Sony Professional Solutions, Europe commented, “This new united partnership between Sony Music and Sony Digital Cinema team shows our ambition and commitment to the improving content of modern cinema. The trailer demonstrates to cinema goers a taste of what they can expect – that is, with our 4K technology, a broader and more immersive experience.”

To book tickets for any of the screenings mentioned, go to www.apollocinemas.com and click to find your local cinema.

About Sony 4K Digital Technology

Sony Digital Cinema 4K technology allows consumers to experience exceptional picture quality from every seat in the cinema, providing world-leading 3D images and spectacular detail even on the largest screens. Transforming the film experience, Sony Digital Cinema 4K technology gives the consumer an immersive, engaging visual experience you simply can't get at home. Sony Digital Cinema 4K technology is over 4 times the resolution of an HD TV or the previous generation digital cinema (2K). It has captured the imagination of audiences and the cinema industry alike, winning the commitment from Hollywood, with big name directors like Peter Jackson, Ridley Scott and Tim Burton filming in the 4K format.