A contingent of international guests including dealers, distributors and industry partners came together during an event staged at Francis’ estate in Rutherford, California.

Kamikaze+DTF, an advertising agency based in Milan, Italy, developed the creative content of the 2010 campaign in collaboration with SIM2 Multimedia’s marketing department.

The campaign includes advertisements, point of sale materials and brochures. Featuring the work of photographer Alan Gelati, the white campaign was conceived and designed to be “green” in order to use the least amount of ink on printed materials.

“SIM2 is committed to achieving a sustainable society, continuously striving to reduce the effects on the environment by developing environmentally-compatible products and processes,” says SIM2 Multimedia president Maurizio Cini.

Francis, who has used SIM2 projectors in his postproduction facility for the past two years, greeted guests and delivered a short commentary on the state of digital movie production in Hollywood.

Together with his engineering team, Francis assisted SIM2 in developing solutions that bring together the specific technologies needed by Hollywood producers—SIM2 projectors now reproduce all the essential frame rates used in production and postproduction processes.

“SIM2 Multimedia understands the meaning of luxury, quality, and performance,” says SIM2 USA vice president of marketing Alberto Fabiano.

“We felt it was important to put together a first class event for our key US dealers and worldwide partners, to emphasise the magnitude of this much-valued endorsement of our brand by one of the true Hollywood greats.”