Success is Spelled 3D - Attendance was Low at ShowEast 2008 as 3D Dominated the News Again

http://www.digitalcinemareport.com/node/484

 

Submitted by Nick Dager on Fri, 10/31/2008 - 11:56.

 

As covered elsewhere in this Report, despite a widely noted low turnout ShowEast buzzed with speculation of what will happen regarding new testing procedures from the Digital Cinema Initiatives and word that the Digital Cinema Implementation Partners have reached deals with five studios and with JP Morgan and the Blackstone Group to finance its roll out. But the big technology news at this show, as in recent years was 3D. Two companies – Christie and Sony – unveiled single-projector 3D systems. Here are those announcements and other highlights.

 

Christie introduced its Brilliant3D technology that enables 3D content to be projected in full 2K-resolution for digital cinema projectors utilizing 1.2-inch DMD chips from Texas Instruments. The technology is available exclusively on all Christie digital cinema projectors. The new technology provides 33 percent more brightness for 3D content and uses only a single lens system.

 

"We're very excited about this technological development from Christie.  This advancement combined with our RealD XL system enhances the 3D experience tremendously.  Together, we can fill screens up to 75-foot in width with true triple-flash capable technology, making 3D films even brighter and clearer," says Joseph Peixoto, president of worldwide cinema, RealD.

 

Craig Sholder, vice president of Christie's Entertainment Solutions says, "With more than 15 new movies slated for 3D release over the next 18 months, Christie's new Brilliant3D will enable exhibitors to project 3D movies onto the largest screens—while reducing both lamp and electricity expenses.  Christie engineers initiated development of this technology so that audiences would have the most compelling 3D experience." 

 

Sholder says, "We've enabled our full suite of digital cinema projectors with Christie technology.  And, our flagship Christie CP2000-SB will offer double the brightness for 3D projection than any other competitive product on the market. We're thrilled to offer a much more viable solution to the industry for projecting 3D movies on medium and large screens.  Christie remains at the forefront of the digital cinema revolution with 3D solutions for every exhibitor on any size screen."

 

Christie also announced a new suite of variable prime zoom lenses that enable a convenient and cost-effective, single lens solution for 2D and 3D content regardless of format, keeping operating costs down.  These lenses and new projector solutions will be available for the release of the 3D blockbusters scheduled for the upcoming holiday season.

 

And Christie introduced the new Christie Champion Lamp Warranty.  For all eligible lamps, Christie will provide a full 100 percent credit of the purchase price.  The new warranty, effective now applies to all of Christie's CXL and CDXL Xenon lamps used for film and digital cinema projectors. "Christie cinema lamps are backed by years of quality engineering to an exacting standard, making them unequaled in the industry for dependability," says Jim Dukes, film cinema and Xenon lamp product manager for Christie's Entertainment Solutions division.  "The new Christie Champion Lamp Warranty reflects our continued confidence in the exceptional quality of our products.  Christie lamps continue to exceed industry expectations for performance and combined with the new warranty, represent the most competitive offer in the industry."

 

Sony Electronics demonstrated a single-projector 3D adaptor designed to work specifically with its 4K projectors in movie theaters. The new adaptor uses the full height of Sony's 4K imaging device, with the ability to display full 2K images for the left and right eye simultaneously and in parallel, from top and bottom. The new models consist of an optical and mechanical assembly for each left and right eye image. It is designed to meet DCI specifications for 3D digital projection, while overcoming the bandwidth and resolution limitations of currently available 3D systems.

 

"With the addition of the 3D adaptor to our digital cinema product line-up, Sony can now offer the best of all worlds to exhibition: stunning 4K imagery from 4K movies, and incredible 3D with no triple-flash artifacts," says Gary Johns, vice president of Sony Electronics' Digital Cinema Systems Division.

 

Sony says that when used with it's integrated media block the SRX-R220 4K projector is able to achieve 4:4:4 RGB signal path from media block, while avoiding the "triple-flash" artifacts of current 3D solutions. It can also deliver a 60P 3D display that is especially effective for sports or other fast moving content in 3D.

 

Sony says the system was developed to give exhibitors the flexibility to switch between showing 4K and 3D content. The 3D adaptor attaches onto the lens mount of the projector and is compatible with all Sony 4K projectors currently in the field.  It can be easily removed or re-attached within minutes. The adaptor is designed to work with a maximum screen size of 55 feet (4.5 foot Lumens brightness on 2.3 gain silver screen). The 3D adaptor is expected to be available in March 2009.

 

Dolby Laboratories demonstrated its ongoing commitment to 3D digital cinema with an event called Breakfast at the Movies: The World of 3D at Orlando's AMC Pleasure Island. The technology highlights of that were, Dolby's reusable (and environmentally friendly) 3D glasses as well as the Dolby Show Player – the nucleus of the system, containing a precision image decoder designed specifically for high-accuracy display on the cinema screen and Dolby Show Store, which houses digital content for playback through the player. Its capacity is three full feature films, at a minimum. It uses a RAID 5 hard disk array for increased reliability: playback continues even if a drive fails. The drives are user-serviceable and hot swappable. Dolby Show Store also includes a removable hard disk drive, a DVD-ROM drive, and a USB 2.0 port for content delivery. Internal GPI/O plus serial and Ethernet ports provide easy interface with cinema automation systems.

 

Barco expanded its DP series with the premiere of the DP-1200, which has been designed for screens up to 40 feet wide. Using the 0.98-inch DLP Cinema chip from Texas Instruments, the DP-1200 builds on the strengths of the DP-1500 and DP-2000 platform.  In the DP-1200, Barco paid particular attention to optimizing operating costs, by making low wattage 2kW and 1.2kW lamps available for use. In addition, the DP-1200 incorporates all the traditional Barco benefits such as a modular design, a motorized single lens solution, optimal protection of the optics and low ventilation requirements.  The communicator software and SNMP agent provide customers with an easy key to operate their digital cinema projector.

 

With the DP-1200 in place, Barco now offers solutions for some 90 percent of cinema screens through one powerful product family.  Across the DP-2000, DP-1500 and DP-1200 line, Barco offers maximum spare parts commonality, high reliability, and a common user interface with an elegant "touch and feel."  Todd Hoddick, vice president digital cinema, says, "With the addition of the DP-1200, we now have Barco solutions across all market segments.  Our newly expanded digital cinema reaches new markets and strengthens the overall commitment to our customers."

 

Doremi Cinema introduced its latest digital cinema server, the DCP-2K4. Building on Doremi's DCP-2000 platform, which was the first JPEG2000 payback server on the market, the DCP-2K4 provides the same robust feature sets and performance of the DCP-2000 with added ingest inputs, which gives exhibitors flexibility on the receipt and ingest of content for digital playback.  In addition to ingest via USB and Ethernet, the DCP-2K4 contains a DVD player for small package ingest and a pluggable CRU for file ingest at SATA 2 speeds.  Features, trailers, policy reels and other content from national and local advertisers are quickly and easily ingested and scheduled for playback. 

 

"The engineering knowledge that comes with over 5200 DCP-2000 server installations is invaluable," says Michael Archer, Doremi's vice president, digital cinema. "The DCP-2K4 configuration is another opportunity for Doremi to provide exhibitors the very best in digital cinema technology." The DCP-2K4 includes CineLister software for easy movie clip and play list administration and features Cinelink II and forensic watermarking.  The DCP-2K4 features 1TeraByte of RAID5 storage in a 4RU chassis with redundant power supplies.

 

Xpand announced that, working with GDC Technology, it has launched one the largest 3D theatre deployments across Mainland China. The companies have signed a distribution agreement in preparation for recent Hollywood 3D blockbuster releases, including Journey to the Center of the Earth, now premiering across international film markets.  With an aggressive roll-out in the various regions which includes Beijing, Changzhou, Chengdu City, Dalian City, Guiyang City, Guanghzhou, Ha'Erbin City, Huizhou City, Lanzhou City, Nanjing, Quindao City, Shenyang City, Shenzhen, Taiyuan City, Xiamen, Wuhan City, Wulumuqi City, Wuxi City and Zhenjiang, there have been 63 installations to-date with a target plan of 100 theateres fully installed and operating by the end of this year. 

 

"We have respected Dr. Man-Nang Chong, GDC Technology founder and CEO, and his entire team to their commitment of this rapid deployment in China," says Maria Costeira, CEO of Xpand. "Our partnership has secured China as one of the leading countries that have prepared for the increased 3D releases next year, as well as the entire digital campaign." 

 

GDC also announced that its digital cinema server has been included in the approved digital equipment lists of both AccessIT and the Cinema Buying Group, a buying program for independent theatres administered by the National Association of Theatre Owners.
 

 

Qube Cinema announced that the Media Block used in its Qube XP-D Digital Cinema Server has been recommended by InfoGard Laboratories for the Federal Information Processing Standards 140-2 Level 3 validation certificate. The FIPS 140-2 Level 3 certification for the Media Block is a key requirement of the DCI Specification. Confirming the recommendation, Ken Kolstad, general manager, InfoGard says, "InfoGard has successfully completed the FIPS 140-2 Level 3 validation testing on the JPG2K module, which is used within the Qube XP-D Server. We have submitted the test report to the CMVP with our recommendation for issuance of a validation certificate."

 

"We are extremely happy with this achievement and will continue to work diligently to achieve full DCI Compliance as well," says Rajesh Ramachandran, president and CTO of Qube Cinema.

 

Sony also had several business announcements.

 

Sony Pictures Entertainment has said that it will use 4K digital technology in the making of most of its filmed productions. "With the industry moving rapidly to embrace the improvement in quality that digital cinema can offer, we believe that 4K resolution gives audiences the best seat in the house," says Gary Martin, president of production administration and studio operations for Sony Pictures Entertainment.  "That's why we will be making more of our filmed productions at full 4K resolution, scanning at 4K, using a 4K workflow process, and releasing a 4K DCP to theaters.  The crisp and vibrant images provided by 4K are the only way to ensure that audiences both today and in the future will really be able to see the full range of what we can capture on film."

 

Sony Pictures released the summer blockbuster Hancock in 4K; the movie grossed more than $600 million at the worldwide box office to date.  Movies released in 4K can play in theatres with either 4K or 2K projectors.  Among the next motion pictures to be digitally imaged in 4K by Sony Pictures, and available for 4K distribution, are expected to be 2012, Salt, and The Green Hornet, with more titles to be announced.

 

"This commitment from Sony Pictures continues the momentum that is building behind 4K," says Johns. "Exhibitors are realizing that 4K is a reality now, for enhancing their customers' experiences, and studio support is a critical element to take advantage of the superior resolution of Sony's 4K projection system. The growing number of 4K-equipped theaters will now have even more 4K content potentially available to offer their customers."

 

Sony's 4K projection technology will also contribute to the deployment of alternative content – including gaming, sporting events and music concerts – in order to develop more revenue-generating opportunities for exhibitors as the industry transitions to digital delivery.

 

According to Jeff Blake, chairman, worldwide marketing and distribution for Sony Pictures Entertainment, "As digital cinema programming becomes more prevalent in the marketplace, consumers will experience entertainment in bold and exciting new ways with superior state-of-the-art sound and picture quality, as well as the deployment of alternative forms of content."

 

Twentieth Century Fox, Paramount Pictures, and Sony Pictures Entertainment have entered into separate non-exclusive digital cinema deployment agreements with Sony Electronics' Digital Cinema Solutions and Services group. The agreements relate to supplying exhibitors with feature motion pictures in digital form in order to promote the use of digital cinema projection systems.

 

The new agreements will provide certain operational and financial resources to encourage exhibitors to implement digital cinema systems that will feature Sony's DCI-compliant 4K SXRD projection technology. The separate agreements vary among the companies and extend to digital cinema efforts in certain countries in North America, Europe and Asia.

 

The Sony DCSS group was formed to provide turnkey solutions for exhibitors that will enable them to efficiently convert their operations to digital technology.

 

In a joint statement, Bruce Snyder, president of domestic distribution of Twentieth Century Fox and Paul Hanneman and Tomas Jegeus, co-presidents of Twentieth Century Fox International says, "Fox is committed to supporting the highest-quality solutions for exhibitors as they make their transition to digital cinema on a global basis. It is important that exhibitors worldwide have the widest choice of solutions available to them. By working with Sony and its range of available technology, experience and stability, our goal is to continue to make the transition to DCI-compliant digital projection systems as smooth as possible. We're proud to be working with Sony DCSS to further advance digital cinema on a global level."

 

Jim Tharp, Paramount Pictures president of domestic theatrical distribution says,  "Paramount is committed to maximizing new, creative opportunities to encourage the conversion to digital projection and to broadening the availability of high quality 3D cinema. Our collaboration with Sony's DCSS team is a great step toward that end.  We look forward to continued cooperation in the future."

 

"We're excited to be working with Fox, Paramount and Sony Pictures to further facilitate the motion picture industry's global digital transition," says Mike Fidler, senior vice president of Sony's Digital Cinema Solutions and Services group. "These studios understand the value of 4K technology along with providing an integrated range of services to exhibitors – from equipment installation, maintenance and alternative programming to security, digital signage and advertising. A successful digital cinema business model requires a one-stop shopping approach that only Sony can provide, allowing exhibitors to maximize the benefits of the digital transition and to deliver an experience to the consumer that is beyond HD."

 

"We couldn't be more supportive of our colleagues at Sony DCSS who are offering exhibitors a compelling digital cinema experience," Blake says. "These agreements continue to push the evolution of our industry to 4K, from acquisition through to exhibition."

 

AccessIT www.accessitx.com

Barco www.barco.com

Christie Digital Systems www.christiedigital.com

Cinema Buying Group www.cbgpurchasing.com

Dolby www.dolby.com

Doremi www.doremicinema.com

GDC www.gdc-tech.com

Paramount Pictures www.paramount.com

Qube Cinema www.qubecinema.com

Sony www.sony.com/digitalcinema

Sony Pictures www.sonypictures.com

Strong Technical Services www.strong-cinema.com

Twentieth Century Fox www.fox.com

Xpand www.xpandcin.com