A Muvico Entertainment theater in Thousand Oaks, Calif. is the site of an unusual promotion by Sony -- the electronics firm is supplying digital projectors for screening feature films, as well as its PlayStation 3 gaming consoles and LCD televisions in the lobby. Sony's SVP for digital cinema, Michal R. Fidler, said, "We are building a new synergy and business model with the theaters, which usually leave promotion to the studios."

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