DTS Digital Cinema & Qube Cinema ink sales & marketing alliance

MUMBAI: DTS Digital Cinema and Qube Cinema have signed a co-branding strategic alliance to develop and market digital cinema products including a digital cinema server, a theatre management system, an enhanced digital cinema mastering solution and other allied products.

Qube will bring to the relationship their experience of having developed digital cinema products such as the Qube XP-D digital cinema server, QubeMaster Pro encoding suite and the QubeCast media delivery system. Besides providing sales and marketing presence and expertise in many regions around the world, DTS Digital Cinema will lend the partnership experience in developing motion picture technology, such as 5.1 digital surround sound, as well as the content management software knowledge that helped develop their Theatre Management System, Satellite Delivery System and Digital Booking System.

Together the two companies will develop digital cinema products, starting with the DTS Digital Cinema DC-20 powered by Qube, a digital cinema server that meets DCI specifications and will be on display at ShoWest 2009.

“The strategic alliance between Qube and DTS Digital Cinema will enable us to bring innovative digital cinema products to market much faster. I can think of no better company to be forming a relationship with than Qube, which has continuously excelled at developing some of the most technologically advanced products in our market at incredibly attractive price points,” said DTS Digital Cinema CEO and president Chris Thomas.

Thomas added, “As the transition accelerates from 35 mm film to digital cinema products and systems, our ambition is to replace the historic DTS cinema audio systems currently present on 33,000 screens worldwide. In 1993, when DTS launched a pioneering 5.1 surround system that revolutionized digital sound in cinema, the market was primarily focused on North America and Western Europe; that has changed. Today and tomorrow’s markets are global, with exciting growth opportunities in all parts of the world from India to the Far East and China. The decision to put in place a strategic alliance to develop and co-brand products and software solutions reflects this shift in the cinema market.”

DTS Digital Cinema will rely on their vast dealer network and sales offices to market and deploy the co-branded digital cinema products. The DTS DC-20 digital cinema server, powered by Qube, will be available for purchase in April 2009.

“We are delighted to enter into this strategic alliance with DTS Digital Cinema and believe that it will bring to the theater owner a comprehensive, cost-effective and dependable digital cinema experience. We have great respect for the pioneering work of DTS in digital cinema sound and are confident that this alliance will be much more than the sum of its parts and bring fantastic benefits to the industry,” said Qube Cinema, Inc president and CTO Rajesh Ramachandran.