MUMBAI: Arts Alliance Media (AAM) has reached an agreement with Denmark Digital, to convert around 60 screens across the country to digital. The total value of the deal will exceed $9.3 million.

AAM already has Virtual Print Fee (VPF) deals in place with five of the major Hollywood studios, and these studios will be brought in under this agreement as part of the existing deals.

AAM will be working together alongside the Denmark Digital to bring local Danish distributors into the arrangement.

Both parties will work together to choose the equipment to be installed, all of which will be 3D-capable, and the rollout will begin in the coming months in order to take advantage of the slate of upcoming 3D releases, including How to Train Your Dragon and Shrek Forever After.

The deal will also give the 31 sites the potential to install satellite equipment in conjunction with AAM satellite partner Arqiva, to allow cinemas to receive Digital Cinema Packages (DCPs) via satellite and to play various kinds of live alternative content, including operas, sports events and concerts.

Denmark Digital head Jorn Lundme said, “It’s great that this agreement will allow Denmark to catch up to the rest of the European digital cinema market and will bring the digital opportunity to independent cinemas across the country. We’re pleased to have reached this agreement with AAM – their extensive experience in securing VPF deals and rolling out digital cinema networks means they are the ideal partner to bring our cinemas into the new digital world.”

Arts Alliance Media CEO Howard Kiedaisch added, “The Danish Independents Group is a great example of how independent cinemas can benefit from digital cinema, and we’re thrilled to be working with a proactive group who take the lead in their country. Bringing digital and satellite to cinemas across Denmark means both distributors and consumers can benefit from the advantages digital cinema has to offer.”