In a bid to increase the amount and variety of alternative content – including live events – showing at cinemas, and to smooth the means for exhibitors to get at it, Sony is beginning customer trials of an online marketplace, named xMassif. Emerging from Sony’s Digital Cinema Solutions Group, the content exchange platform aims to create a model for increasing access to alternative, independent and repertory content among content owners, exhibitors and promoters. The pilot tests will run through September, giving content owners and exhibitors an opportunity to test the system’s interface and functionality before full availability in the US later in 2013. Possible live event coverage exchanged through the platform includes five days of 3D matches from the Centre Court at Wimbledon, to which Sony has rights. Future plans including support for live 4K event coverage. The xMassif platform provides exhibitors with a broad view of all content available and gives content owners a standardised model for reaching exhibitors. The platform will enable exhibitors to ‘pull’ content on demand, rather than the ‘push’ model currently employed where content owners seek out exhibitors. “With this platform we are developing a new solution that will transform access and increase opportunities in alternative content,” said Gary Johns, SVP, Digital Cinema Solutions at Sony Electronics. “Once the platform goes into operation later this year it will be open to all exhibitors and content owners, benefiting the whole industry. The xMassif content exchange platform will make a vast catalogue of content available for exhibitors or specialist promoters to create exciting big screen viewing events.” Adrian Pennington www.pro.sony.eu
