Digital Theater expands.

Major studios are employing a variety of incentives to entice exhibitors to upgrade their theaters for the digitally delivered featured films. The pre-movie slide show of film trivia and local auto dealer ads also may soon get digital facelift, if Agoura Hills-based DTS Inc. has its way.

The firm last week launched an e-cinema network system for the delivery of high-definition video content.

The DTS Cinema Media Network is designed to increase revenue opportunities for theaters through the automated scheduling, delivery and screening of pre-show advertising and alternative content, such as art house and foreign short films. The system is designed to integrate within an exhibitor's existing operations, and be able to create and exhibit advertising for local businesses alongside regional and national campaigns.

DTS also is marketing the system as a way for exhibitors to book major sports and entertainment events that can be shown in high definition video with DTS digital surround sound.

"The theater experience is changing and evolving," Don Bird, senior vice president for DTS's cinema division, said in a statement. "New digital technologies will better enable exhibitors to thrive in an increasingly competitive entertainment marketplace."