Arts Alliance Media to digitize Odeon multiplex


LONDON -- Odeon Cinemas, the U.K.'s largest theater chain, has finalized a pact with digital cinema installation specialist Arts Alliance Media, to completely digitize one of its nine screen multiplexes for six months, the parties said Thursday.

The deal will mean Arts Alliance will integrate and maintain a commercial U.K. digital cinema trial of all nine screens at the Odeon Surrey Quays here.

The six-month trial is the first time a major European exhibitor has operated a fully digital multiplex, the parties claimed.

AAM CEO Howard Kiedaisch described Odeon's decision to go fully digital in one multiplex as "a great opportunity for the industry as a whole."

Content for the trial will be provided by participating distributors, including Lionsgate U.K., Paramount Pictures, Pathe Distribution, Sony Pictures Releasing International, 20th Century Fox, and Universal Pictures International, AAM said.

AAM also is currently tasked with rolling out the 240-screen U.K. Film Council-backed Digital Screen Network across the country.