We've got to say, we really, really like where this is going. As 4K slowly but surely begins to slide into cinemas, Sony is getting all proactive on us by creating a specialized business group "that will provide movie theater owners with a variety of tools to support the sales and marketing of 4K CineAlta digital projection systems in the United States." According to the crew's senior VP Michael Fidler, his team's goal is to "accelerate" the 4K adoption process by "promoting greater awareness of the many benefits of 4K versus 2K projection." Now, get to work -- we want our 4K theaters, and we want them now.

[Via AboutProjectors]

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Sony creates business group to support 4K CineAlta digital projection systems