MUMBAI: Sony Professional, RealD and Apollo Cinemas opened Europe’s first all digital and 3D multiplex cinema in Carmarthen.

Working in conjunction with RealD, Apollo Cinemas opened one of the most technologically advanced cinemas in Europe. Apollo’s new multiplex will be home to six digital cinema screens, each of which will be equipped to display stunning 3D.

Situated at St. Catherine’s Walk, Carmarthen, Wales, Apollo’s site is the next step of cinema experience as we know it, bringing the thrill of 3D to Carmarthenshire for the very first time and creating a world-class digital cinema for its guests. In addition to six Sony 4K Digital screens displaying RealD 3D, the new multiplex will also have a fully licensed bar, Costa Coffee and Haagen Dazs Ice Cream concession.

Apollo Cinemas MD Rob Arthur said, “3D has fascinated and captivated audiences everywhere since the 1950’s and the creation of this all digital, all 3D multiplex will now take 3D to a new and even more exciting level. Viewers will enjoy a totally immersive and intense cinema experience, such as they’ve never seen or felt before.”

Wanting to be at the forefront of innovation and to provide viewers with the best experience possible was behind Apollo Cinemas‘ choice to switch to Digital with Sony Digital Cinema state-of-the-art 4K projection. Apollo’s Carmarthen multiplex will be the ninth of Apollo’s fourteen sites across the UK to introduce high quality digital projection and follows great successes in Redditch, Altrincham and Fareham.

Arthur added, “Through partnerships with Sony Professional and RealD, we’ve invested a great deal in creating an innovative entertainment environment across all of our cinemas and are extremely proud to have created the most pioneering, ground-breaking digital cinema experience in Europe. Our partnerships with Sony Professional and RealD allow Apollo to offer the ultimate digital cinema experience to all our visitors. Sony is the only manufacturer in the UK that offers 4K digital cinema technology and through working together with Sony and RealD we are able to deliver 3D on 4K, which truly delivers the best and most immersive 3D experience to our existing and future customers.”

Sony Professional head of digital cinema Oliver Pasch said, “The launch of this landmark new multiplex puts Apollo firmly at the forefront of innovation within the cinema industry. By transforming the traditional role of cinema into something far more exciting, Apollo is bringing a new entertainment experience to the local community. This project was built on the idea of bringing something new and innovative to this industry and we are very proud to be working with Apollo on this.”