Efficient Transformation in Sight and Sound: GDC Innovations Elevate SF CINEMA in Central Bangkok

Exhibitor:

  • SFX Cinema Central Rama 9

Location:

  • Bangkok, Thailand

Solutions

Our collaboration with GDC has been exceptional. We selected GDC not only for its advanced technology but also for its proven reliability, industry reputation, and history of successful collaborations. The upgrade was completed smoothly with strong local support, minimizing disruption to our operations. We truly appreciate how GDC delivered a reliable, cost-effective solution that allowed us to modernize by using the existing surround speakers—transforming audio quality with thunderous bass and rich surround detail..."

Panuwat Thongrompo (CTO) from SF CINEMA
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Background

As one of Thailand’s leading cinema chains, SF CINEMA operates dozens of cinemas across Thailand and is widely recognized for its dedication to bringing innovative technologies that elevate the moviegoing experience. At one of its largest cinemas in central Bangkok — SFX Cinema Central Rama 9, an 11-auditorium venue located at Ratchadaphisek Road— SF CINEMA partnered with GDC Technology to execute a major system upgrade across nine halls. This initiative significantly improved playback performance and elevated audio quality, ensuring the venue continues to deliver a premium entertainment experience for its audiences.

Challenges

Before the upgrade, SFX Cinema Central Rama 9 recognized opportunities to further enhance its service quality, including:

  • The projectors, while still operational, did not fully support newer high-demand content formats and offered limited options for technical upgrades, which created a higher risk of interruptions during screenings.
  • The sound system, which had not yet been modernized, produced audio with less depth and detail, and no longer fully met the expectations of today’s moviegoers.

Solution & Benefits

To address these challenges, SF CINEMA partnered with a trusted provider known for its reliability, innovation, and long-standing reputation—GDC Technology—and implemented its advanced cinema solutions.

 

SR-1000 Standalone Integrated Media Block (IMB):

  • Future-Proof Flexibility:Enabled High Frame Rate (HFR) playback for superior visual performance, with built-in options including a DTS Surround audio processor to support future upgrades.
  • Seamless Integration: Compatible with newly installed pre-owned cinema projectors from various brands, allowing for a smooth retrofit with minimal downtime.
  • High Reliability:Engineered with embedded power electronics used in medical and military-grade products, the SR-1000 is SGS-certified for 100,000 hours MTBF, ensuring exceptional stability and uptime.

AIB-3000 16-Channel Digital-to-Analog Converter/ Cinema Audio Processor:

  • Universal Compatibility: Fully compatible with both SR-1000 IMB and other DCI media servers, ensuring smooth integration.
  • Dual Functionality: Operates as both a digital-to-analog converter (DAC) and an cinema audio processor, with Ethernet-based source switching for added flexibility.
  • Seamless DTS Surround Integration:Enabled the creation of a DTS Surround Cinema auditorium using existing speakers, significantly reducing costs while delivering authentic, studio-quality sound. The full-range surround channels with enhanced bass management, and state-of-the-art room tuning practices based on the precise DTS Target Curve produces deep vibrations from low-frequency speakers that intensify tension and excitement, resulting in a detailed, realistic experience that resonates with the soul. 
  • Future-Proof Pathway: Provides a clear upgrade path to DTS Surround Cinema and DTS:X immersive audio (for IAB standard), ensuring long-term value.

Results

The improvements reinforced SFX Cinema Central Rama 9’s position as a premier destination for families and young audiences. Panuwat Thongrompo (CTO) from SF CINEMA expressed satisfaction with the upgrade, stating:

 

“Our collaboration with GDC has been exceptional. We selected GDC not only for its advanced technology but also for its proven reliability, industry reputation, and history of successful collaborations. The upgrade was completed smoothly with strong local support, minimizing disruption to our operations. We truly appreciate how GDC delivered a reliable, cost-effective solution that allowed us to modernize by using the existing surround speakers—transforming audio quality with thunderous bass and rich surround detail. 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.