Sony is joining forces with movie theaters to create a series of multi-player gaming events. The idea is to highlight the potential of “alternative content” as an additional revenue source for exhibitors during non-peak times.

To support the release of the PlayStation3 title UNCHARTED 2: Among Thieves, Sony Computer Entertainment of America and Sony Digital Cinema Solutions and Services are producing four exclusive “sneak peek” events.

Attendees will have the chance to play UNCHARTED 2 on the big screen, powered by Sony Electronics 4K digital cinema technology, which provides image resolution four times greater than high-definition consumer televisions, the company claims.

The “sneak peek” events will take place on October 5 and 6, 6-11 p.m., at the following theaters:

  • Landmark Embarcadero, San Francisco, Calif.
  • Muvico Theaters, Rosemont, Ill.
  • Muvico Theaters, Thousand Oaks, Calif.
  • Lincoln Square Cinemas, Bellevue, Wash. 

“Sony 4K digital cinema technology delivers an enhanced viewing experience unlike anything seen in theaters before,” said Mike Fidler, senior vice president of Sony Electronics’ Digital Cinema Solutions and Services Group. 

“But it also offers exhibitors additional programming options from alternative content such as gaming events, simulcasts, pre-recorded concerts, and sporting events, to maximize a movie theater’s profitability and fill auditoriums during non-peak times.”

As the move to digital cinema continues, Sony says exhibitors across the United States are increasing their menu of services and amenities to elevate the theater-going experience, turning theaters into “digital entertainment destinations.”

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About Rakesh Raman

Have extensive editorial, content management, and integrated communications experience and have worked as a senior tech journalist, analyst, and columnist with different newspapers, magazines, and Web/online properties in India.

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