Screenvision, one of the nation's leading cinema advertising companies, signed an exclusive, multiyear deal with National Amusements Inc. to invest more than $10 million in high-definition digital equipment for more than 1,000 screens.
New York-based Screenvision said it would begin to roll out by year's end its satellite, networking and projection systems designed to deliver advertising, cartoons and sports for viewing before a film starts.
Screenvision said the systems would be compatible with digital cinema projectors showing feature films.
Last week, National Amusements, which operates under the names Cinema de Lux, Showcase Cinemas and Multiplex Cinemas in the U.S., said it would partner with Thomson, the parent company of Technicolor Digital Cinema, to place state-of-the-art digital movie projectors at 120 screens in 14 theaters, including locations in Los Angeles, Boston and New York.
The Massachusetts-based theater chain, controlled by media mogul Sumner M. Redstone and his family, operates more than 1,500 screens in the U.S., Britain, Latin America and Russia. Eventually, National Amusements hopes to offer alternative programming such as simulcasts of baseball games, concerts and children's programming.