THAILAND: SF Cinema, Thailand’s second-largest cinema chain, has completed a significant nationwide projection upgrade, deploying Christie’s CineLife+ Series RGB pure laser and RBe projectors across 14 locations in a move that signals both a technical and strategic step forward for the exhibitor. Designed to elevate visual performance while improving operational efficiency, the rollout reinforces SF Cinema’s commitment to delivering premium cinematic experiences for audiences across the country.

Across its multiplex portfolio, SF Cinema has installed a broad mix of Christie 2K and 4K laser projectors tailored to different auditorium formats and audience segments. The deployment includes CineLife+ Series pure laser models CP2415-RGB, CP4425-RGB, CP4435-RGB and CP4455-RGB, alongside CP2409-RBe and CP2411-RBe projectors featuring Phazer illumination. This investment enables bright, sharp, high-quality image reproduction while delivering improved energy efficiency, reducing operating costs and supporting the chain’s longer-term sustainability objectives.

“At SF Cinema, our goal is to deliver the best possible moviegoing experience for our audiences,” says Suvannee Chinchiewchan, Chief Operating Officer, SF Corporation Public Company Limited. “Christie’s laser projection has transformed the visual quality in our auditoriums, giving our guests brighter, more vivid, and lifelike images. The improved energy efficiency also supports our sustainability efforts, helping us offer a premium cinematic experience in a more responsible way.” She adds that the impact has been immediately visible on screen: “The projectors deliver brighter, sharper, and more vibrant visuals, with better contrast, improved uniformity, and enhanced clarity that elevate immersion in every show.” For a high-traffic multiplex operation, the stability and robustness of Christie’s DLP laser architecture have also proven critical, ensuring consistent performance across dense daily schedules.

Feedback from both audiences and internal teams has underlined the success of the transition, with viewers noting the enhanced sense of immersion and technical staff valuing the reliability and reduced maintenance demands of the laser platform. From Christie’s perspective, the project reflects a broader regional trend towards scalable, energy-efficient laser cinema technologies. “We’re honored to support SF Cinema in its mission to deliver world-class cinematic experiences. Their investment in Christie laser projection underscores their dedication to quality, sustainability, and innovation. We look forward to continuing our strong partnership as SF Cinema enhances its auditoriums for audiences throughout Thailand,” says Han Kim, Vice President of Sales, Asia-Pacific, Christie.

At the core of the upgrade is the CineLife+ Series architecture, powered by ultra-fast Series 4 processing electronics that bring capabilities once reserved for premium large-format venues into mainstream auditoriums. With Real|Laser illumination and an intuitive, UX-designed touch panel, the platform delivers high colour fidelity, strong contrast and operational efficiency. Fully DCI-compliant, the projectors support both 2D and 3D content in 4K resolution at up to 120 frames per second, offering long-life performance and consistently high-impact visuals across a wide range of screening environments.

As SF Cinema continues to modernise its estate, the chain has signalled that further upgrades are planned to maintain the highest technical standards and adopt best-in-class technologies as audience expectations evolve. In a market where image quality, sustainability and operational reliability are increasingly intertwined, the nationwide rollout of Christie’s CineLife+ Series positions SF Cinema at the forefront of Thailand’s next-generation cinema experience—one defined by brighter images, sharper detail and a renewed focus on the enduring power of the big screen.