Premiere Cinema in Bryan has announced it has successfully converted all 16 of its auditoriums to digital projection, this according to General Manager Andrea Fletcher. Installation of the new state-of-the art equipment was completed April 30, 2009 and according to Ms. Fletcher public response has been phenomenal. "People are truly amazed by the clarity, the movies are just so brilliant and crisp in a way you just can't get with film. It takes the motion picture experience to a whole new level."

Movie-goers packed the Premiere this past week catching the latest Hollywood releases in the improved digital projection format. Some didn't realize the theatre had converted but noticed the difference instantly. Instead of projecting traditional 35mm filmstrips threaded through a projector, Premiere now projects the movie digitally from large commercial equipment placed in the premises by Premiere's digital partner Cinedigm. Gone are bulky film reels, scratches, and worn-out prints, replaced by huge terabyte servers and media storage libraries which manage the movie content and transmit it to the appropriate auditorium for public viewing automatically as programmed each week.

Premiere signed a digital pact with Cinedigm (NYSE) earlier this year to effect a company-wide rollout of the technology throughout its stadium-seating complexes. So far it has converted about half its locations elsewhere with the other half being completed in time for the summer movie season.

"Digital enhances the movie experience in a lot of ways," says Ms. Fletcher. "We now have the latest 3-D technology and there are 11 3-D movies being released this year alone. We can run football and basketball games in full 2K digital which we couldn't do before, we'll even have sporting events and concerts in 3-D now." Premiere is also negotiating to show a wider variety of special events digitally in Bryan including comedy shows, opera, live feeds, teleconferences even video game tournaments.

"We're excited and so are our guests," adds Ms. Fletcher. "I don't think anyone will ever want to see a film anymore after they start seeing movies in this format."

Bryan is one of the first cities in Texas to go 100% digital projection. Premiere says the advanced technology will provide more entertainment options and higher overall customer-satisfaction which should translate into more visits to the Bryan location. "It will definitely be a boost for the region as people will attend the movies more often if they're getting a better presentation for their money," added Ms. Fletcher.