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Cross-Media 4K Promo Launches In Theaters Friday

San Diego — Collective promotional efforts behind new 4K Ultra HD TV entertainment continue to build momentum this week as Sony, Best Buy and National CineMedia begin showing a 4K promotional video in theaters starting Friday.

Sony Electronics, Sony Pictures, Best Buy and National CineMedia (NCM) created the cross-media promotional campaign supporting as a way of bringing audience attention to the benefits of the four-times-better picture resolution offered by the new technology, which has long been used in state-of-the-art professional movie theaters.

The promotion, which runs through Sept. 25, includes a 30-second in-theater spot shown as part of NCM’s FirstLook movie pre-show. The production will feature select outtakes from “The Amazing Spider-Man 2.”

The collective 4K content promotion is the second 4K Ultra HD-related promotional announcement this month involving Sony and Best Buy. The big-box retail chain revealed a multi-company in-store Ultra HD consumer awareness campaign on Aug. 6 involving, Sony, Samsung and LG Electronics.

 Sony said the in-theater effort was developed to generate excitement for viewing popular films on Sony 4K Digital Cinema projectors and shows how consumers can continue the experience at home on new Sony 4K Ultra HD TVs.

“4K entertainment provides a much more immersive viewing experience, with amazing clarity and quality, and only Sony can deliver this in the cinema and at home,” stated Mike Fasulo, Sony Electronics president and COO. “Sony is proud to join with Sony Pictures Home Entertainment and Best Buy in conveying this message to consumers everywhere.”

“Sony Pictures entertainment is widely regarded as Hollywood’s premier 4K studio,” said Man Jit Singh, Sony Pictures Home Entertainment president. “Thanks to our renowned 4K acquisition, restoration and production facilities, movie enthusiasts can now enjoy such films as ‘The Amazing Spider-Man 2’ in both digital 4K and HD, as well as on Blu-ray Disc.”

In the spot, viewers are encouraged to seek out a 4K Ultra HD demonstration at Sony Experience stores, which can be found in more than 350 Best Buy locations across the U.S. 

The campaign will be further supported by 50 in-store events, online media and also coinciding with a Best Buy circular on Aug. 17, the companies said.  

“4K Ultra High-Definition televisions represent a meaningful improvement in the home theater category,” said Hubert Joly, Best Buy president and CEO.  “That is why we are pleased to offer customers the Sony Experience at Best Buy, allowing them to see for themselves how impressive this technology truly is. The promotion announced today by Sony combines this new technology with exciting content, giving consumers a sense of what they can look forward to as they consider a 4K television.”

The companies said the spot will be shown on more than 3,600 AMC and Regal Entertainment Group movie screens nationwide, and will also appear NCM’s Lobby Entertainment Network (LEN), and on mobile devices via NCM Digital.

In total, the Sony 4K campaign is expected to generate more than 22 million impressions.

The effort will also generate additional publicity for the home video release of Sony Picture’s “The Amazing Spiderman 2,” which will be available Aug. 19 on three-disc Blu-ray 3D, two-disc Blu-ray, DVD and Digital HD.