During last week’s CinemaCon in Las Vegas, Sony announced that its Digital Cinema Solutions Group is beginning customer trials that will test its “xMassif” Web-based, content exchange platform. According to the company release: “This online marketplace creates a new model for increasing access to alternative, independent and repertory content among content owners, exhibitors and promoters, in an easy-to-use and secure environment.”

“The pilot tests will run through September, giving content owners and exhibitors an opportunity to test the system’s interface and functionality before full availability in the United States begins later in 2013,” explains the press release. “Sony will initially support repertory and live HD content exchange and continue to enhance the platform’s capability, with future plans including support for live 4K event exchange.”

The online marketplace was developed with Sony’s DADC New Media Solutions team. The platform, demonstrated last week at CinemaCon, has at least six exhibitors participating in the testing efforts.

The xMassif platform provides exhibitors with a view of all available content and enables them to “pull” content on demand. Instead of the current “push” model in which content owners seek out exhibitors, a standardized model helps reach exhibitors.

The online marketplace “is aimed at offering theater owners a place to select alternative content, which would include documentaries, independent films, as well as live events and even some library titles,” writes Carolyn Giardina for The Hollywood Reporter.

“With this platform we are developing a new solution that will transform access and increase opportunities in alternative content,” said Gary Johns, SVP of Digital Cinema Solutions at Sony. “The digital world gives exhibitors and content owners the opportunity to explore new ways of doing business, increasing revenue and creating exciting viewing experiences for audiences. Once the platform goes into operation later this year it will be open to all exhibitors and content owners, benefiting the whole industry.”

“Sony plans to offer two live events — though not in 4K — as part of its platform trial, including at least one sports event,” writes Giardina. “That might be Wimbledon or the FIFA Confederations Cup, both of which are Sony sponsored and are separately expected to involve some 4K testing.”