Sony Digital Cinema and Sony Music bring unique music events to Apollo Cinemas

Sony Digital Cinema and Sony Music are working to bring a range of 'music experiences' to cinemas as part of Apollo Cinema's "More" campaign.

The aim is to deliver unique content that takes advantage of the latest cinema technology.

By summer 2011, all Apollo Cinemas will feature Sony 4K digital projectors and RealD 3D technology.

The partnership was kick-started by the European premiere of Avril Lavigne's new album – don't get too excited – which featured a 3D video.

Currently showing at Apollo Cinemas is a specially-made Sony 4K Technology trailer featuring sneak previews of new Sony content and soundtracked by Sony Music group, Magnetic Man.

David McIntosh, director, Sony Professional Solutions, Europe, says: "This new partnership between Sony Music and Sony Digital Cinema shows our ambition and commitment to improving content in modern cinema."

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Joe is the Content Director for What Hi-Fi? and Future’s Product Testing, having previously been the Global Editor-in-Chief of What Hi-Fi?. He has worked on What Hi-Fi? across the print magazine and website for almost 20 years, writing news, reviews and features on everything from turntables to TVs, headphones to hi-fi separates. He has covered product launch events across the world, from Apple to Technics, Sony and Samsung; reported from CES, the Bristol Show, and Munich High End for many years; and written for sites such as the BBC, Stuff and The Guardian. In his spare time, he enjoys expanding his vinyl collection and cycling (not at the same time).