London Deluxe Digital Selects HP

HP Enterprise Services UK Ltd, a division of Hewlett-Packard
Development company, L.P., announced that Deluxe Digital Cinema EMEA,
a technology and services provider to the film industry for digital cinema
services and distribution throughout EMEA, is working with HP to enable
improvement in the speed, security and quality of its feature film and trailer
distribution.

Under the terms of the seven-year agreement, Deluxe Digital will use HP
Business Exchange Services (BES) content distribution systems combined with HP
Enterprise cloud Services to improve distribution of the latest feature films
from an initial 3,000 cinemas across Europe in the next 18 months, with
potential growth to 8,600 cinemas within five years.

Deluxe currently delivers feature film and trailer content on either HDD or
satellite on behalf of the major Hollywood studios. Hard-drive distribution
requires physical delivery and return, which creates a complex disk inventory
management process. Deluxe is working with HP to create a more reliable, secure
and scalable managed delivery process using a cloud environment.

The network is designed to handle petabytes of data each month in order to fulfill
the current distribution needs of films. It also has been architected to absorb
the expected growth in film size based on increased frame rates, resolution,
dynamic range and other emerging technologies.

The new delivery and storage method will enable studios to distribute films on
demand from a secure cloud environment via fast and economical broadband
networks managed by HP BES. HP also will provide a business process service
delivered on a cloud-based architecture and implement the new delivery method
using HP Enterprise cloud Services – Virtual Private Cloud.

"As a global leader in digital
cinema services, Deluxe is always working to identify the next-generation
solutions that can deliver improved security, efficiency and faster time to
market," said Peter Wright, MD, Deluxe Digital Cinema EMEA. "Leveraging HP’s business process with cloud
services to transform our current methods will provide true quality, bandwidth
and expertise. This will give cinema exhibition of all sizes across Europe, and
potentially worldwide, more efficient and effective delivery of films to cinema
sites. Our goal is always to increase service levels to our clients, the film
distributors, ensuring they get on screen on time."

Deluxe and HP BES will manage the network and monitor the large quantity of
Digital Cinema Packages distributed for each movie release. As the trading
partner file exchange service provider, HP, working with Deluxe, will use the
system to schedule each delivery and ensure all files are delivered and arrive
in a safe and secure manner. Deluxe will install direct connectivity into cinemas,
allowing sites to securely access and download films from the source via
in-theater HP ProLiant servers. Feature and trailer content will then be loaded
directly into the theater management system that manages the projection onto
each theater screen.

Taking advantage of cloud technology creates better visibility into content
location and status for Deluxe customers. Using managed cloud services rather
than physical assets will provide many benefits for distribution and cinema
management, including faster delivery and, over time, lower costs. This
approach will reduce physical hard-drive distribution and inventory, which will
enable a reduction in carbon footprint.

"Technology
plays a major role in all aspects of the movie value chain – from concept to
production to distribution – to create experiences for viewers that are more
real and entertaining while more efficient to create and distribute,"
said Howard Hughes, SVP and GM, enterprise services-EMEA, HP. "By bringing together our enterprise cloud
services and file exchange capabilities, HP will deliver world-class solutions
that help studios and cinemas become more efficient and effective behind the
scenes so they can focus on delighting movie goers around the world."

This agreement contributes to HP’s heritage of designing technology and
solutions for the film industry. HP has deep roots in the film industry going
back to the company’s first product: an audio oscillator, an electronic test
instrument used by sound engineers, which was later sold to Disney, and played
a key role in supplying sound effects for the animated film Fantasia.

HP’s Americas client event, HP Discover, takes place June 11-13 in Las
Vegas.