AAM has signed a deal with Cinema Digitaal to expand across 500 screens.

Arts Alliance Media (AAM) is to roll out digital cinema across the whole of the Netherlands as part of a deal struck with not for profit organisation Cinema Digitaal.

AAM will convert over 500 screens across the country, from small art-house venues to larger chains’ cinemas, using the Virtual Print Model.

Cinema Digitaal, which is made up of the Dutch Association of Cinema Exhibitors, the Association of Film Distributors and the EYE Film Institute Netherlands, will oversee the project.

The scheme is partly funded by the Dutch government, through a grant from PRIMA (Project Implementation ICT Agenda) and the Netherlands Film Fund (Nederlands Fonds voor de Film), and aims at digitising the majority of the country’s cinema screens.

Arts Alliance Media CEO Howard Kiedaisch said “Arts Alliance Media has always tried to make digital cinema deals that work for every exhibitor, and the Cinema Digitaal initiative is a ground-breaking way of the industry working together, and we’re delighted to be a part of it. The model of the industry leading the switch to digital itself is one we hope will be replicated in other territories.”

The rollout is expected to begin during spring 2011.