SFX Cinema Central Rama 9’s Projection Upgrade Powered by CineUnion
Fast, Affordable, Reliable
Exhibitor:
- SFX Cinema Central Rama 9
Location:
- Bangkok, Thailand
Our collaboration with CineUnion has been exceptional. The upgrade was completed smoothly with strong local support, minimizing disruption to our operations. We truly appreciate how CineUnion delivered a reliable, cost-effective solution that allowed us to modernize without the burden of a full equipment overhaul...
Background
As one of Thailand’s leading cinema chains, SF CINEMA owns dozens of locations nationwide and has long been committed to introducing advanced projection and audio technologies to local audiences.
SF CINEMA recently completed a major system upgrade at one of its large cinemas in central Bangkok—SFX Cinema Central Rama 9, located in the heart of Bangkok (address: Ratchadaphisek Road, Bangkok, Thailand). The venue features 11 auditoriums, making it one of the large and most prominent cinemas in the group. The upgrade, carried out in partnership with CineUnion, involved nine of these halls and not only reduced the risk of downtime but also significantly enhanced projection brightness, offering audiences an unprecedented cinematic experience.
Challenges
Before the upgrade, SFX Cinema Central Rama 9 recognized the need to improve its projection system. The long-serving lamp-based projectors could no longer fully support modern content formats, and replacement parts had become increasingly scarce. This created a higher risk of interruptions during screenings and limited the ability to deliver the complete viewing experience audiences expect.
Solutions and Benefits
To address this, CineUnion has provided a strategic and cost-effective solution by sourcing high-quality, certified Pre-owned Projectors and retrofitting them with the latest Pure RGB Laser Light Source technology. To further enhance visual performance, the upgrade included the installation of a 14.3-meter OMIS Optical Microcrystalline Cinema Projection Screen with a gain 4.0, which significantly boosts brightness and image clarity. This budget-friendly approach allowed SFX Cinema Central Rama 9 to swiftly modernize its hardware while ensuring reliable and uninterrupted showtime operations.
Results
With its modern design and premium facilities, the venue has become a top choice for young audiences and families. This upgrade marks a strategic move by SF CINEMA. Panuwat Thongrompo (CTO) from SFX Cinema Central Rama 9 expressed satisfaction with the upgrade, stating:
“Our collaboration with CineUnion has been exceptional. The upgrade was completed smoothly with strong local support, minimizing disruption to our operations. We truly appreciate how CineUnion delivered a reliable, cost-effective solution that allowed us to modernize without the burden of a full equipment overhaul. Their professionalism and responsiveness have earned our trust, and we look forward to continuing this partnership as we elevate the cinema experience for our moviegoers.”
The upgrade at SFX Cinema Central Rama 9 has delivered significant results:
- Seamless Upgrade Integration:The installation was completed in a short timeframe of 2 weeks, thanks to a smooth and reliable retrofit process supported by strong local expertise. This eliminated expected downtime and technical interruptions.
- Budget-Friendly Modernization:Without the substantial capital investment required for a full equipment rollout, the upgrade significantly reduced replacement costs, extended equipment lifecycle, and maintained customer expectations—ensuring business continuity.
- Dramatically Enhanced Visual Performance: By combining the OMIS Optical Microcrystalline Cinema Projection Screen (gain 4.0) with Pre-owned Projectors, the system improved image quality while reducing the need for high-brightness projectors—ultimately lowering the total cost of ownership. The upgrade delivered a spectacular improvement in 3D presentation quality, with dramatically increased brightness levels, offering moviegoers a more immersive, vibrant, and visually stunning experience.