Art Alliance Media (AAM), the European digital cinema provider, has promoted Fiona Deans to chief operating officer as part of an expansion of its operations team. Deans, who was previously senior vice president of content and distributor services, takes over the role immediately.

Deans, who joined the company in 2002, was responsible for growing AMM's digital cinema business in the UK and Europe but will now take over its digital cinema operations, digital content processing, alternative content business development, legal affairs and human resources.

The company has also appointed Keith Deane as vice president, operations and Elizabeth Draper, who has been working as a consultant to AAM, as vice president, business development as part of the restructure. Deane previously worked in the IT and telecoms industry.

Howard Kiedaisch, chief executive of AMM, said: 'It is an extremely exciting time for digital cinema conversion, and AMM is at the centre of it. We're ramping up to meet the accelerating demand from the marketplace.'

AAM has installed and is operating over 500 digital screens across Europe including the UK, France, The Netherlands, Norway and Spain.

It is also currently rolling out new digital screens in France within the CGR Cinemas circuitas well asin the Netherlandsindie cinemaswithin The Amsterdam Booking Company, using the Visual Print Fee model, which sees AMM fund the expansion and recoup the money over time from distributor and exhibitors.

Earlier this month, it announced that further VPF-funded screens would be added to Yelmo Cines, one of Spain's largest exhibition chains.