China's self-developed advanced Cinity projection system have been increasingly installed in European countries, marking a significant entry into the European market.

Fu Ruoqing, chairman of China Film Group and founder of Cinity, presents Cinity authorization plaque to Luis Millán, owner and CEO of Odeon Multicines at a theater in Madrid, Spain, June 21, 2023. [Photo courtesy of China Film Group]

China Film Group Corporation's Cinity signed a deal on June 21 with Odeon Multicines in Spain during this year's CineEurope — the biggest convention and trade show for major, regional, and independent cinema exhibitors — to install six Cinity projection systems in the European country.

Cinity, China's self-developed advanced premium large format (PLF) system, features 4K, 3D, ultra-high brightness, high dynamic range, a wide color gamut, high frame rate, as well as immersive sound and other technologies. After the completion of the Spanish deal, Cinity will become the leading high-end projection brand in terms of cinema installations in Spain.

During CineEurope, Fu Ruoqing, chairman of China Film Group and founder of Cinity, attended the convention, signed the deal, and also traveled to Madrid with the Chinese delegation to present the Cinity authorization plaque to a new Cinity theater there opened under Odeon Multicines.

During the ceremony, Fu expressed his gratitude, saying: "We are pleased to see our vision of advanced-cinema format projection expand globally. It is exciting to witness the adoption and operation of Chinese high-tech film projection systems in Europe. This means that an increasing number of overseas viewers can enjoy the new audiovisual experience presented by Cinity, including high frame rates, high brightness, and other cutting-edge technologies. They can also witness what James Cameron said about Cinity, that it is a 'new gold standard.'"

Cinity has collaborated with Cameron to covert and showcase Cinity versions of the filmmaker's blockbusters, including "Avatar," "Titanic," and his most recent film, "Avatar: The Way of Water." These adaptations have received glowing recommendations and promotions from Cameron himself on numerous occasions. Cinity also screened Cinity version of footage from "Avatar: The Way of Water" at CineEurope in 2022 and won praises from industry representatives. 

"After seeing the Cinity Cinema System in action at last year's CineEurope, we instantly realized we had to get our hands on it and bring it to Spain so that our audiences could view and experience movies in Cinity," said Luis Millán, owner and CEO of Odeon Multicines. "The Cinity Cinema System gives you projection quality like no other, with sharp details and a depth of color that you're not used to seeing in commercial film theaters. It makes all the difference, producing a truly immersive experience for the audiences and taking the cinema-going experience to a whole new level."

Exhibitors across Europe are choosing Cinity Cinema Systems for their PLF theaters. These include the Cineplex Cinema in Aachen, Germany, which boasts one of the largest screens in Europe, as well as the Arena Cinemas in Zurich and Geneva in Switzerland.

Fu Ruoqing and the Chinese delegation visited Zurich to present the Cinity plaque to an Arena Cinema theater. During a ceremony on June 25, Fu highlighted that Cinity's development represents the spirit of Chinese film technology teams that are pushing boundaries and embracing innovation. He expressed gratitude for the recognition from European audiences, and expressed his hope that Cinity could deliver even more exceptional cinematic experiences worldwide.

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