AAM inks deal with Denmark Digital

Arts Alliance Media in deal to convert 60 Danish screens

LONDON -- British-based d-cinema integrator Arts Alliance Media (AAM) has sealed a $9 million deal with Denmark Digital, a group of 31 Danish independent cinemas, to convert around 60 screens across the country to digital, the parties said Tuesday.

AAM already has Virtual Print Fee (VPF) deals in place with five of the Studios -- Twentieth Century Fox, Universal, Paramount, Sony Pictures and Disney -- and these studios will be brought in under this agreement as part of the existing deals, AAM said.

AAM will be working with Denmark Digital to bring local Danish distributors into the fray also.

Both parties will work together to choose the equipment to be installed, all of which will be 3D-capable, and the rollout will begin in the coming months ahead of releases such "How to Train Your Dragon" and "ShrekForeverAfter."

The deal will also give the 31 sites the potential to install satellite equipment in conjunction with AAM satellite partner Arqiva, to allow cinemas to receive Digital Cinema Packages (DCPs) via satellite and to play live alternative content including operas, sports events and concerts.