Christie Sponsors 12th Annual Shanghai International Film Festival Opening Film Wheat Screened using Christie CP2000-SB Projector

June 29, 2009

Source: Christie

The organizing committee for the 12th annual Shanghai International Film Festival (SIFF) selected the Christie CP2000-SB; a proven 3-chip DLP digital cinema projector, for the premiere of the opening film, Wheat. As China's only international film festival, SIFF celebrated its 12th anniversary this year at Shanghai's landmark venue, the Shanghai Grand Theatre. The opening ceremony was attended by filmmakers from China and around the world.

Held every June, SIFF has grown into one of most reputable film festivals for a global community of filmmakers, receiving extensive media coverage and a big following from local and overseas audiences. According to the organizers, every year more than 1,000 journalists and more than 300,000 theatre-goers attend this film festival to experience its visual showcase.

Regarded as one of this year’s most anticipated Chinese films, Wheat is directed by He Ping and includes an all-star cast with China’s leading actress, Fan Bingbing. To meet the high visual requirements for this year’s film festival, the organizing committee for SIFF chose the Christie CP2000-SB digital cinema projector for the premiere of Wheat. The projector, with a 1.2” 2k DMD DLP Cinema display device and a brightness of up to 30,000 lumens, lit up the 16.5m×7m screen in the main theatre of Shanghai Grand Theatre.

The organizing committee named Christie the main projector sponsor only days before the opening ceremony for SIFF. Christie swiftly responded to the organizing committee's requirements by offering its brightest digital cinema projector. Christie engineers then worked around-the-clock on-site to complete the installation and set-up within a day.

“We’re glad SIFF was a great success,” said Lin Yu, vice-president, Christie Asia Pacific. “It was an honor to participate in this grand event and contribute to China's film industry and the country’s cultural development. Christie continues to maintain its strong presence in the global market with a dominant market share of more than 80%. It has also expanded its market share in the Asia-Pacific region significantly over a short period of time with an active digital cinema plan. In China, Christie has recently won a major contract to supply 800 digital cinema projectors to Beijing-based Time Antaeus (TA) Media Tech. Co. Ltd. This move followed shortly after China's renowned Shanghai Film Group (SFG) and Lianzhong (LZ) Ltd. chose Christie for their respective digital cinema deployments.”

Yu also added that Christie completed the installation of nearly 400 Christie digital cinema sites in China. This demonstrates the outstanding quality of Christie's entertainment solution and its excellent technical support team. The latter played a key role in effectively assisting cinema owners in their film-to-digital transition.

“More than 300 local and international films were screened in Shanghai during this year's festival,” said Frank Xiao, general manager, Christie China. Throughout the one-week period, festival-goers visited the selected 25 theatres in Shanghai where films were shown. “Most of the theatres are equipped with Christie digital cinema projectors and we’re glad to to provide festival-goers with a perfect movie experience made possible by Christie technology," remarked Xiao.

“In China’s film-to-digital transition, most theatres have widely adopted digital entertainment solutions by Christie,” said Xiaoping Xu, organizing committee member for SIFF. “As a world-leading brand, Christie delivers projectors which are stable and offer superior quality that we can trust and value. This is the main reason why SIFF chose Christie projectors for the premiere of Wheat."

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