THX and China’s SAPPRFT Test Institute Partner to Define New Cinema Quality Standards

Addressing the Need for Improved Monitoring, Implementation and
Education, THX is Lending its Expertise to Advancing China’s Cinema
Industry

BEIJING–(BUSINESS WIRE)–THX Holdings Ltd. (THX) announces a cooperative agreement with SAPPRFT
Test Institute of Film Technical Quality (TIFTQ), the only third-party
testing institute for China’s film industry.


On August 28, 2015 a ceremony in Beijing kicked off the cooperation,
marking the beginning of the companies’ efforts to co-develop new cinema
standards and services for the Chinese market. Industry leaders and key
media were present to witness the execution of the agreement by Gong Bo,
Deputy Director of SAPPRFT Film Technology and Quality Inspection
Center, and Louis Cacciuttolo, THX Executive Vice-President of
International Business Development and Brand Strategy.

In the past few years, China’s cinema industry feverish pace of
construction has outpaced the education of cinema design, installation
and maintenance professionals – often resulting in poor architectural
and acoustic design as well as underperforming audio and video systems.
The goals of the partnership are to develop advanced evaluation, testing
and calibration methodologies that will be applied by the administration
to ensure the newly defined standards are met by all operating
auditoriums regardless of location, size or playback format.

The collaboration between SAPPRFT’s TIFTQ and THX is of utmost
significance as it is the first time a foreign entity will participate
in defining national quality standards for China’s cinema industry. The
two companies plan to open a quality inspection laboratory that will
provide testing, evaluation and certification services for audio-visual
cinema products and relevant cinema equipment. The companies also aim to
create specialized training courses for cinema technicians, calibrators
and projectionists for the technical installation, adjustment, operation
and maintenance of Chinese cinemas.

“This strategic partnership is an ideal combination of both parties’
strengths,” explains Louis Cacciuttolo. “THX’s 30 years of expertise in
cinema design, coupled with TIFTQ’s technical authority in the market
will provide the optimal solution for better quality, better performance
and system issue resolution for China’s film industry.”

About Test Institute of Film Technical Quality, SAPPRFT

SAPPRFT’s Test Institute of Film Technical Quality is the only state
authoritative test organization for the film industry in China. Its
functions include: testing and certification of film technology
equipment and environment; testing and evaluating of film production and
screening technique quality; software evaluation; testing of radio/
film/ television related systems, equipment and products; bidding and
testing of radio/ film/ television projects and equipment; providing
testing and certification guarantees for film technology and quality;
and project supervision for screening environment, architectural
acoustics and electro-acoustics.

About THX:

Founded by George Lucas 30 years ago and recognized by audiences around
the globe, THX is synonymous with the certification of world-class
cinemas and recording studios, premium audio systems for home and
automotive applications along with high definition and 4K displays. THX
develops and licenses new technologies and specifications for audio and
video applications.

For more information on THX please visit www.thx.com.

Contacts

For THX:
Little Creative Co., Ltd.
Helen Duan, +86-18500025696
helenduan@littlecreative.cn
or
Media
Material Requests
thxmedia@littlecreative.cn