Cineworld invests £40m in digital technology

Money will enable projection of 3D and multiple simultaneous screening of the same film

New screens will enable screening of 3D films such as Avatar

The march towards digital cinema advanced further last week, as UK-based cinema group Cineworld said it would convert its 790 screens to digital projection in three years at a cost of £40m.

This follows a deal struck with digital cinema technology provider Arts Alliance Media, and will see the remaining two thirds of the group’s 77 sites – all with multiple screens – upgraded. Cineworld said it would see a return on its investment within seven to 10 years.

Arts Alliance Media will collect fees from movie distributors every time a new film is shown using its projectors, with a portion going to Cineworld every quarter. The payments are expected to fund about 90 per cent of the remaining £30m investment required to kit out the projection booths.

The move will enable the group to show 3D films, and put on popular movies on more than one screen without ordering multiple prints.