Sony Electronics is launching the first in a series of digital cinema music concerts, as part of the ongoing alternative content initiative by its Digital Cinema Solutions and Services group. The first event premieres in select U.S. theaters October 22 and features Third Eye Blind, recorded live on August 20.

The “Club Dates” series from Sony is being booked and managed in collaboration with Media Push Entertainment LLC.

Attendees to this “one night only” event will see the multi-platinum band perform its biggest hits as well as songs from their newest release “Ursa Major,” in an exclusive “club” setting.

Of late, Sony joined 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. (Read: Sony Brings Gaming To Digital Cinema Theaters)

“We usually play much larger venues, so this is a special experience in front of an intimate audience,” said Stephan Jenkins, lead singer of Third Eye Blind.

Released in August 2009, “Ursa Major” debuted at #3 on Billboard’s Top 200 and was the #1 Independent Album and #1 Digital Album, says Sony.

The program will also be available later this year as a video-on-demand selection, for a 30-day period, exclusively on Sony’s BRAVIA Internet Video platform for networked Blu-ray Disc players (N460) and BRAVIA televisions (XBR9, XBR10, Z5100 and W5100 series).

Shot in high definition with 5.1 Dolby Digital surround sound, according to Sony, the “Club Dates” series presents exhibitors and music fans with a high-quality HD, cinematic, surround sound experience in a “club environment.”

Select theaters will show the concert using Sony’s 4K digital cinema projectors.

The event will be promoted through different outlets, including social networking sites that Third Eye Blind fans use to find out about new releases, concert performances, and other band information.

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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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