Sony Pictures isn’t the only division of its parent conglom banking on “The Da Vinci Code” this weekend: Sony Electronics is looking to it as the first test of its digital cinema strategy.
Pic will be the first to play commercially in the U.S. on one of Sony’s 4K digital projectors. While other d-cinema companies are producing so-called 2K projectors, which are lower-quality but easier to manufacture and deploy, Sony is competing with its bigger, better and more expensive alternative.
Sony’s 4K projectors have lagged behind 2K projectors, which are already in the market. The first one has been installed at the AMC Century City 15, however, and will play “Da Vinci” on its opening night.
Sony is installing projectors at Regal and Cinemark theaters in the next few weeks and plans to use the three to test its technology, thus far used only in Japan.
“This is our opportunity to test how our equipment works in the real world,” said Sony digital systems group manger Andrew Stucker. “We’re anxious to talk with all the studios about playing more movies on them throughout the summer.”