It's real.
There has been talk of this for quite sometime, and some cinema's have tested these digital projector already.
As advertising goes I'm not sure, but the will soon follow suit as it cost a lot to transfer from digital format (which most Ads are shot on anyhow) to 35mm.
The movie company's are interested in Ireland cause we mirror the cinema going styles of America which they are really interested in. Ireland's is like a scale down model of USA (cinema-wise).
I presume not movies will be made digital so the cinema's will still need there old projectors for the time anyway.
But what of projectionists, will they now be computer tech's as with digital projection there is no moving parts and there is little need for focusing or actual making up of movies (remember Brad Pitt in Fight club)
I look forward to not seeing the awful black/white/green scratches. But I'll miss the sound from the projection box.
My dream of playing a PS on the cinema screen may soon become a reality - pending the ports on the projector too.
I wonder will cinema's start showing Pay-per view events, and or big Events.