Microsoft Takes Windows Media to the Movies

Establishing the largest digital cinema circuit, Microsoft and Landmark Theatres announced that 177 screens in 53 theaters will be equipped with digital playback systems running Windows Media 9 Series. The move attempts to spur the release of low-cost independent movies using Microsoft's video format.

"Moviegoers get the high-quality theatrical experience of Windows Media 9 Series, while producers and distributors benefit from the cost savings associated with mastering and releasing films digitally," said Dave Fester, general manager of the Windows Digital Media Division at Microsoft.

Each theater will screen films encoded with Windows Media 9 Series, supporting high-resolution digital video and 7.1-channel surround sound, according to Microsoft. Films can be streamed directly to the theater, or played via CD and DVD, complete with Windows Media Digital Rights Management copy protection.

Microsoft expects the rollout of Windows Media compatible theaters to be complete by the end of the year.

"I believe that we will look back at this moment as one when we were able to fundamentally change the business model in a way that will allow far more of these films to compete successfully," said Landmark CEO Paul Richardson.