Gathr and Sony Digital Cinema Solutions to develop xMassif
Los Angeles—Sony Digital Cinema Solutions and Theatrical on Demand® pioneer Gathr Films® are in discussions regarding the creation of xMassif, the first-ever web-based marketplace for exhibitors. Independent art houses and large theater chains alike could book single screenings or week-long runs of event cinema, repertory and alternative content at the push of a button, allowing exhibitors to instantly select deal types and amounts, and manage delivery and settlements from participating licensors.
“There are significant inefficiencies in the traditional theatrical booking process,” said Gathr CEO Scott Glosserman. “Digital cinema has opened an array of opportunities for diversifying programming.”
Online booking gives exhibitors the flexibility to program a variety of content and even curate a film festival, added Richard Matson, head of distribution at Gathr Films. “We’re truly putting the exhibitors in control of their screens. Theatres will inevitably bring in new customers this way, too, by being able to exhibit a far greater variety of content.”
xMassif powered by Gathr would be offered as an open platform designed to enable more programming options for exhibitors equipped with digital projection systems, said Tac Sugiyama, Sony’s director, digital cinema solutions. “This collaboration with Gathr Films enables more efficient and flexible services on xMassif for the benefit of exhibitors and content owners.”
Gathr Films is technology-based theatrical distribution company and a pioneer of Theatrical On Demand®, a new model of crowd-sourced theatrical distribution. Gathr’s first direct distribution effort, Girl Rising, was the fourth highest grossing feature documentary in the U.S. in 2013. Gathr averages 150 attendees per screening, with most screenings occurring on weekdays.
Sony Digital Cinema Solutions combines Sony technologies, alternative content offerings, training and service to provide a broad range of solutions for exhibitors. The world’s leading manufacturer of commercially available 4K resolution digital cinema projection systems, the group also offers Sony’s TMS (theater management system); digital signage hardware, software and content development; and security systems and NOC (network operations center) services for the exhibition community.