Kodak digital cinema strategy bearing fruit

Italy has entered the digital screen advertising revolution, with Warner Bros International Cinemas (WBIC) aiming to convert its entire network during the first half of this year. WBIC has signed Kodak Digital Cinema to install a networked digital advertising system in all its cinemas, numbering 172 screens in 17 sites when two new sites are completed this year. WBIC is building on Kodak’s work in Japan with its sister cinema circuit to digitise its screen advertising in Italian market, generally lagging behind in the wider digital cinema marketplace. Kodak will take control of all packaging and distribution of advertising content, with some tasks taken care of in Italy (such as encoding) but full control remaining with Kodak’s network operating centre in USA.