MUMBAI: Continuing its commitment to deliver high quality entertainment across multiple formats, Warner Bros. Pictures International (WBPI) has entered into a digital cinema deployment agreement with Digital Deployment Associates to advance the conversion to digital cinema in ODEON sites throughout the UK.

Under the agreement, Warner Bros. will supply digital feature films to DCI-compliant digital projection systems installed at all ODEON sites, and the studio will make financial contributions supporting the digital conversion.

Warner Bros. Pictures International president – distribution Veronika Kwan-Rubinek said, "We are thrilled to have concluded a digital partnership with ODEON, who share a common commitment to enhancing the theatrical experience. As we continue to roll out a slate of films that range from intimate settings to massive scope and scale, the digital transition provides us with the perfect opportunity to leverage the newest technologies so that audiences can experience these motion pictures in the highest quality possible."

ODEON and UCI Cinemas Group CEO Rupert Gavin added, "ODEON and UCI Cinemas Group is pleased to work directly with Warner Bros. as together we pursue the advantages of digital to the widest audience possible. And while we are starting with them in the UK, this deal clearly presages deals we are now working on with our other European territories. We look forward to bringing fully digital cinemas to guests in all seven of the markets ODEON and UCI Cinemas Group serves by the end of 2010."