"Lights...Cameras...Roll the Film!" Except there is no more film at Bassett Premiere, the cinema has announced it has replaced all its film projectors with 100% digital cinema projection which eliminates film in favor of revolutionary high-definition digital technology and according to local Area Director Martin Watson, "improves the movie-going experience dramatically."

Premiere replaced its traditional 35mm film projectors in all 18 auditoriums with state-of-the-art digital systems and huge terabyte storage servers to prepare for what it expects to be an incredible summer at the movies. The El Paso conversion was completed last week and frenzied fans "Packed the Premiere" to catch the new retro Captain Kirk and Mr. Spock kick galactic booty in Paramount's critically-acclaimed summer blockbuster "Star Trek" movie. "We got such great comments from our guests all week," said Mr. Watson. "It was good timing having Star Trek because it gave a lot of people the opportunity to come in and experience the digital difference and how it improves the movie."

Mr. Watson has been Premiere's only Executive Director in El Paso since the Bassett Place Premiere opened. "Our presentation quality was always good but this really takes it to a new level," he announced. "I've seen digital in other markets and at trade shows but seeing it in my own theatre and listening to how our guests reacted to it is really rewarding for me because my goal is always to give a better movie experience and this is as good as it gets."

Premiere is one of the few companies in the U.S. actively deploying digital currently under Cinedigm's Phase 2 deployment program. Premiere include El Paso's Bassett Place Mall location as a priority for the deployment initiative, as Premiere is the only multiplex along El Paso's I-10 corridor exclusively digital currently.

"We are thrilled to have this at the mall," said Bassett's Marketing Director Marguerite Byers. "The theatre has been a wonderful addition and Premiere has been a great partner in the community. This proves their commitment and dedication to providing our shoppers the best in entertainment options here at the mall."

Aside from the sheer quality and clarity D-Cinema brings to movie presentations, Premiere will also be featuring an ever-expanding slate of exciting alternative content programming through its affiliation with Cinedigm's digital network, including live sporting events, 3-D presentations, entertainment and educational programming, comedy shows, video tournaments, live concerts and more. "The are so many new ways we can use digital cinema to enhance the community and offer more variety of programs and event to area residents," said Mr. Watson.

Premiere remains dedicated to providing the finest in entertainment technology and content throughout its company. It has been running some of the more popular movies in Spanish-language in selected auditoriums to guests preferring Spanish over English, essentially offering according to Mr. Watson, "the best of both worlds."