Sony Corporation SNE is gearing up for the launch of Xperia 5 – a premium Android smartphone priced at $900 – in October, to capture a greater pie in the esports domain by leveraging the immense popularity of PS4. At the same time, the company is aiming to replicate the success of its digital cinema viewing experience in Texas by launching the premium large-format digital theater at Galaxy Theatres’ newest venue at Grandscape by spring of 2020.
Boasting a 21:9 aspect ratio display, which is wider than the standard 16:9 and 18:9 screens found on most other smartphones, Xperia 5 is typically aimed at gaming buffs. The 6.1-inch display phone with Snapdragon 855 chipset from Qualcomm Incorporated lets users connect with a PlayStation DualShock 4 wireless controller, and works perfectly with Epic Games’ popular battle game “Fortnite”. The smartphone will make mobile gaming much easier by offering a compact console. This, in turn, will enable the company to stay relevant to a mobile-centric audience as well as to casual and professional gamers, who prefer to remain engaged with mobile gaming and competitive esports on the go.
Meanwhile, Grandscape showcases a state-of-the-art mixed-use lifestyle complex featuring shopping, dining and other star attractions. Sony intends to leverage this prime locational advantage by offering an 85,000-square-foot luxury dine-in theater with 15 screens. Catering to the nearby Dallas/Fort Worth neighborhood, the digital theatre is expected to serve as the anchor for Grandscape’s entertainment district. Each of the 15 screens of the theatre will be equipped with the latest 4K laser digital cinema projectors, which enhance picture quality by combining clarity with optimum brightness, color and contrast ratio. The immersive space will also offer more than 250 stadium-style reclining seats and dynamic sound qualities for real-life cinema viewing experience.
Notably, Sony introduced its first global digital theatre in Galaxy Theatres’ Las Vegas Boulevard Mall in April this year. The premium large-format digital theatres provided a perfect way to visually and emotionally connect and engage fans with big screen stories. In addition to superior picture quality, the auditoriums feature Dolby Atmos sound from Dolby Laboratories, Inc. DLB, making them an instant hit with movie buffs.
Over the years, Sony has been actively working with the world’s biggest theater chains and art house cinemas to provide exceptional products and service to improve the movie-going experience. With innovative product portfolio of 4K, laser, lamp, HDR, 2D and 3D projection technology options, the company has significantly improved the cinematic experience of the audience, who often do not mind to shell out extra bucks for it.
Sony has undertaken a number of measures in its Branded Product Business, which includes Mobile Communications, Imaging Product & Solutions, and Home Entertainment & Sound segments, to ensure stronger growth. A number of measures like cost reduction, lower exposure in low-profit geographic regions and cutting advertising & promotion expenses are expected to benefit this business in the long run. Going forward, Sony plans to concentrate mainly on the premium segment of the branded products market, and is banking on digital cinema and mobile gaming to fuel growth.
Some other players within the industry are Panasonic Corp. PCRFY and Sonos, Inc. SONO.
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