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It is a quandary familiar to anyone still clinging to analogue radios or cathode-perception televisions: pay to go digital or wait until prices drop?

Steve Wiener is not any to delay. The American in charge of Cineworld has made the firmness to convert all its 790 screens to digital projection over the next three years. The distributors ultimately will foot most of the &beat;40 million cost, with the investment paying back over the nearest seven to ten years.

Britain’s only quoted cinema copartnership yesterday announced a deal with Arts Alliance Media, a provider of digital cinema technology, to turn about the remaining two thirds of screens at its 77 cinemas. This be disposed enable them to show 3-D movies such as Avatar.

AAM wish collect fees from movie distributors every time a new film is shown using its projectors, by a portion going to Cineworld in a quarterly payment. The payments are expected to money about 90 per cent of the remaining £30 million investment required to equip the projection booths.

Mr Wiener joined the cinema office 40 years ago, working as an usher to pay his highroad through college. He has set his sights beyond mere movies: “We’ll not at all longer be limited to just showing movies, we can show wholly sorts of non-movie content.” Cinemagoers will be able to watch jeer and concerts, as well as films.

He believes that viewers decree notice the superior quality — especially because old prints tend to win scratched. Cineworld will benefit from greater flexibility because venues will explain popular movies on more than one screen without ordering multiple prints.

Mr Wiener lives in Central London through his wife, Jenny, who is an artist. He has three grown-up children.