(March 29, 2021) Betting on commercial cinema's strong return in a post-COVID world, THX Ltd., Cinionic, and Nordisk Film Cinemas are collaborating to launch a THX Ultimate Cinema in Europe. The world's first THX Ultimate Cinema arrived in Los Angeles, California, during 2019, looking very much like a direct competitor to the high-tech Dolby Cinema experience. Now, Nordisk Film's historic Imperial Theatre in Copenhagen is about to become a feature-laden premium large-format (PLF) location stamped with the THX seal of approval.
Nordisk Film Cinemas operates 46 theaters across Denmark, Norway, and Sweden, accounting for 10 million annual admissions. Its Imperial Theater location will employ cutting-edge cinema technologies, including a new state-of-the-art Cinionic dual laser 4K projection system and a massive 1,500 square foot screen. The system will be asked to display content that's "artfully remastered" for exclusive use at Cinionic Giant Screen locations.
Sound-wise, the theater will undergo architectural and acoustic improvements to ensure an optimized experience, including installation of an immersive audio speaker array.
"For more than 35 years, THX has set the standards for the audio and visual fidelity of entertainment enjoyment," said Min Liang-Tan, chief executive officer, THX Ltd. "The launch of the first THX Ultimate Cinema in Europe is an example of our commitment to enhance movie enjoyment. We are pleased to be working with Cinionic and Nordisk Film Cinemas to bring this offering to life for moviegoers to immerse themselves in films as close as possible to the way the artist intended the narrative to be heard and viewed."
Wim Buyens, chief executive officer, Cinionic, added: "Today's announcement evidences our sustained commitment to excellence in the moviegoing experience. Together with Nordisk Film and THX, we bring a rich heritage in cinema, rooted in a passion for the best cinematic presentation. Our long-term relationship with Nordisk Film Cinemas delivers the tools, solutions, and innovations to fuel a bright future designed specifically for Today's audiences. With CGS, we are dedicated to powering the leading premium large formats around the world, with specially remastered titles, unique technology and dedication to an elevated consumer journey."
To learn more about THX Ltd., its certification processes, and industry partnerships, visit www.thx.com.