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Naoshi Yoda

Cinema marketing achievement award

Investment in technology and a commitment to innovation have made exhib T-Joy Entertainment, under executive director Naoshi Yoda, the leader in the march toward digital conversion within the world’s No. 2 film market.

A subsid of studio giant Toei established in 2000, T-Joy operates 40 of Japan’s approximately 100 d-cinema screens in its 14 plexes nationwide. It became the first chain to operate an all-digital plex when it opened its flagship Shinjuku Wald 9 in central Tokyo early last year.

T-Joy has worked closely with NEC, which supplied seven NC2500S and two NC800C digital projectors for the 1,842-seat Wald 9. Two Dolby 3-D Digital Cinema systems were installed in the same plex in 2007. Today, more than half of its plexes are 3-D-capable.

Marketing itself as a chain offering more than the standard theater experience, innovations for T-Joy have included digital “Geki-Cine,” or the screening of stage productions in its theaters, along with martial arts performances and sporting events.

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