Sony Pictures Releases has formed a new business unit, The Hot Ticket, which will digitally project concerts, performing arts and sporting events into movie theatres.

The service will launch this summer; Cirque du Soleil's "Delirium" will be cinecast from London's 02 Arena in August.

In September, there will be a presentation for the end of the Broadway run of "Rent" which will feature original cast members of the musical in farewell festivities. That show will be produced by @radical.media.

The events will be pre-recorded and projected into theaters, according to a Sony spokesperson, instead of live-to-theater simulcasting that is done by some competitors in the space.

The Hot Ticket falls under the purview of SPR President Rory Bruer.

"Going to your favorite theater doesn't mean just going to the movies anymore," Bruer says. "Our mandate will be to identify the one-of-a-kind and sold-out events that people around the country most want to see."

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