Adtec gives Time Cinemas an edje

Adtec Digital teamed up with Indian company, Time Cinemas to create an economical, secure and high revenue-generating digital video product for the Indian film industry.

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By  Vijaya Cherian Published  May 2, 2004

Adtec Digital teamed up with Indian company, Time Cinemas to create an economical, secure and high revenue-generating digital video product for the Indian film industry. Adtec’s edje-1012 is a remote control MPEG decoder, which combines front-panel, push-button control and IR (infrared remote) control with the reliability and advanced features of Adtec’s edje-1013. Across India, there are approximately 11,000 theaters, 7,000 exhibiting Hindi films. Owing to the high print cost, only 150 to 300 prints are released simultaneously. “It is an accepted fact that this encourages piracy, resulting in a total revenue loss for the B, C and D centres,” commented Time Cinemas COO, Pankaj Shah. “With the Adtec Digital technology we’ve acquired, we can supply films in a digitised form to more theaters simultaneously.” This digital cinema model will enhance revenue for producers, distributors, exhibitors and audiences. “In addition to the advantage of the simultaneous release of film, there is a fast recovery of royalty and higher share availability, substantial increase in patrons and quality entertainment at affordable rates,” Shah said. Each theatre is equipped with two players, one receiving the content from the main distribution site and the other actually playing the movie. “The edje-1012 is ideal for India because the country is so vast,” Adtec field technician, Jeremy Poling, said. “This product makes it easy to transfer content instead of shipping film reels.” The edje-1012 has been designed to meet the needs of the Indian film industry. It has especially been successful in India because of its size, functionality, security, simplicity and cost effectiveness. The number of installations of Adtec’s edje-1012 in Indian movie theatres is rapidly growing. “We’ve successfully installed the edje-1012 in over 250 different theaters since October 2003. Already, at least 15 major films were released via the edje-1012. This has opened up a new era for distribution and exhibition of films in India,” he added.

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