MUMBAI: Europe’s provider of digital cinema technology, content and deployment Arts Alliance Media has signed an agreement with Reel Cinemas to digitise Reel’s entire circuit in the UK. The Virtual Print Fee (VPF) based deal covers all 60 of Reel’s screens throughout the country, across 15 sites, as well as 60 affiliated screens programmed by Reel’s programmer, Steve Reynolds. 

The installation of digital equipment is scheduled to begin immediately. In addition the deal also covers the installation of 3D in 20 screens, meaning there will be at least one 3D screen in each site, to take advantage of next year’s slate of around 15 3D releases. 

Arts Alliance Media will also be providing satellite systems for each of Reel’s 15 sites, in conjunction with satellite partner Arqiva Satellite & Media. This will allow the cinemas to show live alternative content, such as opera, sports and music concerts, and also to receive feature and trailer content via satellite. AAM’s Digital Cinema Network Software will also be deployed, allowing sites to efficiently manage their digital content and equipment, and for AAM to monitor and maintain the network and equipment remotely. 

Arts Alliance Media CEO Howard Kiedaisch said of the deal “We’re delighted to announce this deal with Reel Cinemas. The decision to go digital and 3D means that their sites will be able to offer all the benefits of digital to their patrons across the UK. The addition of another cinema chain to AAM’s rollout is a great vote of confidence as the European conversion to digital really begins to build momentum.” 

Reel Cinemas managing director KC Suri added, “Reel Cinemas is very happy to be entering into association with Arts Alliance Media, and we’re looking forward to this next stage in our ambitious expansion plans. We’re committed to giving all our customers the ultimate cinema experience, and so to be able to now offer them cutting edge digital, satellite and 3D is great for us, and great for the communities we’re based in.”