Thursday, April 30, 2009

Dolby and Arqiva Partner to Provide Electronic Delivery to Cinemas

http://www.digitalcinemainfo.com/dolby_04_29_09.php

April 29, 2009

Source: Dolby

Dolby Laboratories, Inc. launched Dolby Direct Distribution Services--a pan-European satellite content delivery network for digital cinemas. The service is provided in association with leading digital network solutions provider Arqiva and uses their international satellite infrastructure to distribute feature movies, trailers, and advertising content direct to their participating exhibitors and cinemas throughout Europe.

Dolby Direct Distribution Services will simplify the cinema distribution process, eliminating physical delivery and manual upload of digital content onto individual cinema servers. The new services, coupled with Dolby's world class JPEG 2000 compression and two-pass encoding system, delivers Digital Cinema Packages (DCPs) efficiently without compromising quality. The incredibly low file sizes offered by Dolby DCPs are a key element in the efficient use of satellite as a highly effective delivery platform.

"Dolby is committed to utilizing the most effective methods to deliver cinema content. Our new service using Arqiva's satellite delivery network offers very exciting opportunities in that area," said Richard Welsh, Digital Cinema Services Manager, Dolby Laboratories. "Arqiva's extensive experience in delivering live content via satellite to cinemas, coupled with their core satellite expertise and international infrastructure, makes them an excellent technology partner for this innovative service."

Arqiva operates at the heart of the broadcast and mobile communications industry and is at the forefront of digital network solutions and services. The company provides much of the infrastructure behind television, radio, and wireless communications in the UK and has a growing presence in Ireland, mainland Europe, and the United States.

"We see electronic content distribution as the future of cinema and satellite is the most efficient means of delivering content to multiple sites across countries and continents," said Barrie Woolston, Commercial Director of Arqiva's satellite and media division. "We are delighted to have entered into this partnership with Dolby which we believe represents an important advance for digital cinema."

 

State-Of-The-Art Christie Network Operations Center Facility Now Open

http://www.digitalcinemainfo.com/christiedigitalcinema_04_29_09.php

April 29, 2009

Source: Christie

Major Expansion of 24/7 Monitoring Center Completed as Digital Cinema and Digital Signage Heat Up Across the U.S.

Christie announced the completion and official opening of the new Christie Managed Services state-of-the-art Network Operations Center (NOC) facility in Cypress, California. Addressing the growth of digital cinema and on-screen advertising, the NOC features have expanded and upgraded capacity to monitor, maintain and service tens of thousands of digital projectors and related devices across the U.S. and Canada on a 24/7, year-round basis. It also offers greater capability to handle devices from post-production to large group training centers and control rooms.

Christie Managed Services currently provides round-the-clock monitoring of 32,431 devices, including 3,780 digital cinema screens and 4,700 pre-show advertising screens in over 830 sites across North America. It is staffed with over 180 remote and customer service personnel and field technicians who respond rapidly to service issues, including configuration management and field repairs. At the heart of the new NOC is the command center dominated by a cutting-edge Christie videowall with 2x4 80” Christie DLP® projection cubes (SXGA+ resolution). In addition to the command center, additional facilities are designed for meetings and specialized training sessions where customers can receive authorized certification as well as hands-on and installation training.

With built-in scalability and redundancy, the NOC can monitor a myriad of devices remotely, including digital cinema projectors, screens, retail signs, servers, hardware and peripherals. It can also quickly expand as necessary to meet increased demands with the addition of monitoring and technical support personnel.

“The new Christie NOC offers greater reliability, greater performance and greater customer security for all digital devices,” remarked Sean James, vice-president, Managed Services at Christie. “With the NOC as a hub and Christie’s distributed architecture as a platform, there is no practical limit to the number of screens and customers that can be supported, on both the national and international level.”

Carmike Cinemas, Inc. (NASDAQ: CKEC) is a leader in digital cinema and 3D cinema deployment. It is one of the largest motion picture exhibitors in the U.S. with more than 250 theaters and 2,287 screens in 36 states. Carmike was the first major exhibitor to go all digital with the installation of Christie digital cinema projectors. Mike Durham, who is directly impacted by the reliability of the equipment as head projectionist at Carmike 12 in Dothan, Alabama, is an enthusiastic supporter of the Christie NOC. He considers NOC technicians “invaluable” and praises their rapid response and expert assistance.

“You truly have a great crew there,” he said. “They never fail to quickly return calls and help me as much as possible. When needed, they are quick to visit and make repairs and adjustments as needed. Even more important, they always take the extra time to educate me on the equipment and procedures, allowing me to perform my job better and consequently, be more valuable to my boss!”

He added: “In a time when good service seems to be at a premium, it’s nice to know that there is still a business that strives to show this kind of professionalism.”

Galaxy Theatres, LLC is a privately owned, fully integrated movie theater company that is ranked by size in the top 10% of its industry, according to the National Association of Theatre Owners. It is recognized for its high-impact, state-of-the-art movie entertainment facilities and currently has theaters in California, Nevada, Texas and Washington.

Frank Rimkus, CEO at Galaxy Theatres, Gig Harbor, Washington, recently installed Christie digital cinema projection systems in all of the ten screens at the complex and selected the comprehensive suite of Christie Managed Services to monitor and maintain them.

He considers the Christie projectors the “technological cornerstones” of his theaters. “They transformed our theaters into cutting-edge multi-media presentation facilities,” said Rimkus. “Christie Managed Services is one of our most valued assets, because it provides us with complete peace of mind when it comes to our equipment. We can concentrate on delivering quality content and excellent customer service to our patrons. All of our digital devices are closely monitored and maintained at optimum operating conditions, with Christie technicians responding quickly to resolve any issues.”

“The significant expansion of Christie Managed Services Network Operations Center confirms our solid commitment to the future of digital technology,” said Jack Kline, president and COO, Christie. “The NOC reflects our ongoing investment to meet the needs of our customers and our pledge to provide the highest level of technical support to ensure our customers’ success. Christie draws on 80 years of experience working with Fortune 1,000 companies and our Managed Services business is the first and largest in the digital cinema arena offering the most comprehensive suite of support services.”

 

GDC Announces Agreement with Sony Pictures Releasing International Corporation Supporting its Digital Cinema Systems Deployment in Asia

http://www.digitalcinemainfo.com/gdctechnology_04_23_09.php

April 23, 2009

Source: GDC Technology

GDC Technology (“GDC”) is pleased to announce that Sony Pictures Releasing International Corporation (“SPRI”) has become the latest major Hollywood studio to enter into a non-exclusive agreement with GDC for digital cinema deployment in selected countries in Asia (the “Agreement”).

With the addition of SPRI, GDC has now entered into digital deployment arrangements with five major Hollywood studios. SPRI is an international motion picture distribution arm of Sony Pictures Entertainment.

Under the Agreement, subject to booking terms, SPRI will supply its motion picture content in digital format to Asian exhibitors that are outfitted by GDC with DCI-compliant digital projection systems, as well as make financial contributions for a limited time to promote DCI-compliant digital cinema technology. After this initial phase of deployment, GDC will set its sights on furthering the digital footprint theatrically in even more Asian countries.

The benefits of digital cinema over the traditional 35mm projection systems are now well recognized and acknowledged by many in the theatrical industry worldwide. Equipping theaters with digital projection systems enables both exhibitors and distributors to realize substantial benefits, including higher quality, non-degradable prints and better protection against piracy. Equally important, digital cinema expands the type of programming opportunities available to audiences such as digital 3D & alternative content, and live satellite events which traditional 35mm film projectors could not deliver.

“Digital cinema is an important part of our overall strategy to enhance the theatrical experience for consumers all around the world,” said Mark Zucker, President, Sony Pictures Releasing International Corporation. “GDC’s expertise and early involvement in digital cinema in Asia makes them a very good partner for us.”

“GDC is pleased to have SPRI added to our Digital Cinema Systems Deployment signings in Asia,” said Dr. Man-Nang Chong, founder and CEO of GDC Technology. “With the blessings of four other major Hollywood studios and now SPRI, GDC is in a good position to assist Asian exhibitors in mapping out and realizing their digital future. We are optimistic to see more cinemas in the region embrace the Digital Cinema format and accelerate their digital conversions.”

 

http://www.digitalcinemainfo.com/sensiotechnologies_04_28_09.php

April 28, 2009

Source: Sensio Technologies

Technologies SENSIO Inc. (“SENSIO”) (TSX Venture Exchange Inc.: SIO), inventor of the SENSIO® 3D technology, has gained marked success at the National Association of Broadcasters (“NAB”) business fair in Las Vegas through its innovation of being the first to stream live 3D content in IP format using its SENSIO® 3D technology.

The objective of the demonstration was to demonstrate to the industry players that a signal encoded in SENSIO® 3D technology is compatible with all existing distribution channels, including IP transmission, which makes it compatible with numerous platforms and creates multiple possibilities for 3D broadcasting.

From the same signal in SENSIO format, a live 3D event can now be broadcast simultaneously in digital movie theaters, in the home and on the Web, making it accessible to all consumers. “Our attendance at NAB allowed us to stand out as we demonstrated to producers of live events and to broadcasters that our technology is fully compatible, mature and ready for immediate deployment as it uses existing broadcast equipment; avoiding expensive infrastructure adaptations or modifications”, explains Nicholas Routhier, President and Chief Executive Officer of SENSIO.

New Sources of Revenue for Producers of Live 3D Events

Thanks to its multiple broadcast possibilities, SENSIO® 3D technology significantly increases the number of consumers that can be reached, which multiplies the sources of revenue that can be generated by these events. Now, in addition to movie theaters, live 3D events can be made available via pay TV, through video-on-demand and streaming via the Web. Exploiting these additional channels strengthens the business model for production of live 3D events, which over time will promote increased production of these events.

SENSIO participates in another conference on 3D at the NAB

SENSIO’s Executive Vice President and Chief Marketing Officer, Richard LaBerge, participated as a panelist in the conference “The Evolution of Live 3D Events: Lessons from the Field”, which was presented on April 21. In front of an audience of 250 people, the different players involved in the first two live 3D events, which took place in the United States, did a come back on these events and on the positive perspectives for the future of this expanding field.

The first live 3D event within the European market in SENSIO® 3D

Announced during NAB, SENSIO® 3D technology allowed the broadcast of the first live 3D event in Europe. A basketball game was successfully broadcast in SENSIO® 3D to several digital theatres located in Italy. Confirming SENSIO’s leadership in live 3D broadcast, its technology continues its expansion within the European and the American markets. SENSIO remains the only technology allowing live 3D broadcast to be deployed in a digital theatre network.

 

ProjecTech recognized as Doremi Cinema Service Centre for Canada

http://www.digitalcinemainfo.com/doremi_04_27_09.php

April 27, 2009

Source: Doremi

ProjecTech and Doremi Cinema (Doremi) announced today their partnership on the establishment of a Doremi Cinema service centre for Canada.

“We are very happy to announce this partnership with ProjecTech.” said Michael Archer, VP of Doremi Digital Cinema. “With the impending major roll out of digital cinema, it allows Doremi to ensure we have the highest service levels possible in Canada, and presents a strategic advantage for our Canadian digital cinema customers. We have an established relationship with ProjecTech as our Canadian Cinema Dealer, and by implementing a service centre, we will ensure equipment can be locally serviced, supported and supplied.”

ProjecTech is a vibrant and active company that provides a wide range of support services to the exhibition industry. “We are extremely pleased to be recognized as the Canadian Service Centre for Doremi Cinema products” said Kevin DeRijck, Executive Vice President of ProjecTech.

“As the largest cinema server manufacturer in the world, Doremi Labs has established an excellent reputation for producing the highest quality equipment in the exhibition industry. Our partnership with Doremi allows us to fully service the market. Canadian customers can be assured that when installing Doremi Cinema products you receive the highest level of support for cinema servers in Canada.”

Canadian customers interested in purchasing or servicing for Doremi Cinema products can contact Kevin DeRijck at (403) 605-4345.

 

Wednesday, April 29, 2009

Barco has Q1 operating loss, cautiously optimistic

http://www.reuters.com/article/rbssIndustryMaterialsUtilitiesNews/idUSLM10598020090422

 

Wed Apr 22, 2009 4:41am EDT

 

 

* Q1 operating loss 6.0 mln euros, vs 4.9 mln loss forecast

* Says cautiously optimistic for 2009

* Shares rise 3.2 percent

(Adds share price, analyst comment)

BRUSSELS, April 22 (Reuters) - Belgian display and visual systems company Barco (BAR.BR) swung to a first-quarter operating loss as demand from corporate clients remained weak, but it expressed cautious optimism about the rest of 2009.

Chief executive Eric Van Zele, appointed in January, said in a statement on Wednesday that the company's focus on reducing costs and working capital had paid off.

It ended the quarter with a net cash position of 24 million euros ($31 million), against net debt of 32.8 million euros at the end of the fourth quarter.

"The results of the cost-cutting efforts and working capital focus are impressive," KBC analyst Nico Melsens said in a note to clients.

At 0840 GMT, Barco stock was up 3.2 percent at 15.25 euros, after rising as much as 6.3 percent. The wider Belgian midcap index .BELM was 0.6 percent higher.

Barco reported a 6.0 million euro loss before interest and tax for the three months to end-March, versus a consensus forecast for a 4.9 million loss in a Reuters poll of three analysts.

Order recovery in March was strong, however, after a weak January and February order intake. Barco said it saw good order intake for digital cinema projectors and expected the digital cinema business to continue to grow over the next quarters.

 

 

Cineplex expands 3D systems in Canada

http://www.screendaily.com/ScreenDailyArticle.aspx?intStoryID=44138

 

Denis Seguin in Toronto

22 Apr 2009 16:17

 

Canada's Cineplex Entertainment has announced plans to install RealD 3D technnology in more than half of its cinemas by the end of May.

 

The Toronto-based exhibitor will have a total of 122 RealD 3D projectors operating in 72 facilities across the country with in a month. In all Cineplex will have 161 digital projectors, with 122 of them RealD 3D-enabled.

 

Cineplex spokesperson, Paul Marshall, said: "With more than a dozen 3D films scheduled for release in 2009 and many more in the following years, 3D is a growing force in the motion picture exhibition industry.

 

"With the expansion of 3D in our circuit of theatres, Cineplex Entertainment can offer more guests this completely immersive and premium digital 3D experience in the comfort of their local theatre.

The 3D movies scheduled for release in 2009 include Disney Pixar's UP, Ice Age: Dawn of the Dinosaurs, G-Force, Final Destination: Death Trip 3D, Cloudy With A Chance Of Meatballs, and 3D versions of Toy Story and its sequel as a double feature as well as Disney's A Christmas Carol, Planet 51, James Cameron's Avatar and The Princess and The Frog.

 

International Datacasting and SENSIO Technologies Announce First Operational Deployment of 3D Live for Digital Cinema in Europe in collaboration with OPENSKY

http://today3d.blogspot.com/2009/04/international-datacasting-and-sensio.html

International Datacasting and SENSIO Technologies Announce First Operational Deployment of 3D Live for Digital Cinema in Europe in collaboration with OPENSKY: "International Datacasting and SENSIO Technologies Announce First Operational Deployment of 3D Live for Digital Cinema in Europe in collaboration with OPENSKY

LAS VEGAS, NEVADA and OTTAWA, ONTARIO and MONTREAL, QUEBEC--(Marketwire - April 23, 2009) - International Datacasting Corporation, (TSX:IDC) and SENSIO Technologies Inc. (TSX VENTURE:SIO) announced today the beginning of their first operational roll-out of live 3D in high definition for digital cinema in Europe. The announcement was made at the annual National Association of Broadcasting (NAB) show being held in Las Vegas following the first 3D live broadcast via satellite of a complete basketball game in Europe to multi locations across Italy on April 19th.

The invitation only event was broadcast by OpenSky, who purchased and installed their first Pro Cinema 3D live Decoders prior to NAB as an add-on to the digital cinema broadcast network previously provided to them by IDC. The SENSIO® 3D technology used in the system adds additional revenue generating capability to Opensky's new satellite broadband DVB-S2 distribution network which has been deployed specifically for live events and alternate content delivery to theatres across Europe equipped with digital cinema projection systems."

 

The Commoditization of VPFs, or, Why Having a Deal With Hollywood Studios Isn't The Big Deal It Used To Be

http://celluloidjunkie.com/2009/04/01/the-commoditization-of-vpfs-or-why-having-a-deal-with-hollywood-studios-isnt-the-big-deal-it-used-to-be/

 

Posted by Patrick von Sychowski | April 1, 2009 7:50 am

Scrabble Entertainment has announced virtual print fee (VPF) deals with five Hollywood studios (”Hello Scott from SPE, in the back.”) to roll out digital cinema in India.  This may be the last notable VPF deal for some time, if not for ever.

Scrabble has signed up Walt Disney Studios, Warner Bros., 20th Century Fox, plus Paramount and Universal, with only Sony Pictures yet to come on board. At the press conference in Las Vegas on the second day of ShoWest 2009, three of the studio representatives joined Scrabble’s CEO Ranjit Thakur on stage to praise his efforts. Tom Molter from Warner Bros said that WB has supplied more digital cinema titles internationally than any other studio (definitely true for India) and was looking forwards to doing more of this with Scrabble. Julian Levin from Fox praised Ranjit’s determination and effort, acknowledging that negotiating with the Hollywood studios is a “very difficult and complicated process.” Lastly Jason Brenek from Disney was happy that Scrabble digital cinema roll-out would include 3D installations, understandable given Disney’s 17 3D titles over the coming three years. Jack Klein from Christie was also up on stage. Christie is the 2K digital cinema projector supplier of choice for Scrabble, but what is not discussed is that Christie is said to have helped behind the scenes to facilitate the VPF deals for Scrabble. Universal and Paramount were not on stage, though they had signed up as well (Paramount’s logo was on the banners, though Universal’s was missing), though this may be due to the fact that both are represented jointly in India by the (elsewhere largely defunct) UIP, with Paramount branding, in India, meaning that there is some untangling to be done still.

Screen International covered the agreement:

Scrabble has signed contracts with Twentieth Century Fox, Warner Bros, Walt Disney Studios and Paramount Pictures that become effective on April 1, and the company is in the process of finalising deal points in the agreement with Universal Pictures. The agreements are based on the self financing virtual print fees model, which is essentially a pay-per-use or booking system.

Scrabble, the sub-continent’s only company whose operations comply with the standards set by Hollywood’s Digital Cinemas Initiative, has deployed 80 digital screens to date within India and plans to instal more than 500 over the next three years.

According to Scrabble, Hollywood collections currently account for less than 10% of overall take from the multiplexes in India’s top eight markets, which itself comprises 75% of total Indian box office.

It is no surprise that Hollywood hopes that digital cinema will be the Trojan horse that will help them increase their market share from a paltry five to ten per cent to, if not levels seen elsewhere in the world, at least double that.

So why is this possibly the last significant VPF deal? Once upon a time VPFs were the Great White Whale, to be hunted across the seas and stories of its conquest to be told to grandchildren and scars from the battles to win it over proudly displayed. Those days are gone. Today VPFs are almost routine.

The reason is that the studios have by now done enough of them, both for domestic (US) and international, to know how they will be structures, what the general price should be and how they will be implemented. One you have the cookie cutter, you just adjust the ingredients slightly depending on the third party entity and territory. More importantly, once a price has been agreed with one digital cinema entity, nobody else should hope to be able to negotiate a better price. The original AccessIT Phase One was as good as it got, and now digital cinema integrators are having to make more with less.

This is not to say that third party entities are not having to work hard to get VPFs signed these days or that studios sprinkle them like confetti on all a sundry. But now it is a battle over an ever-shrinking piece of cake. So instead of focusing of VPFs, here is what to look out for instead.

DCIP. The US three-exhibitor giant is still the 800lb gorilla in the room and when it moves, the rest of the industry will have to move as well. There are signs that it could be imminent, though the recent Sony-AMC announcement indicates that it can’t come soon enough, at least for one of the three exhibitor members. DCIP already has most of the VPFs in place. Now it just needs the financing, which sources tell me is very, very close.

Direct-to-exhibitor-financing. Paramount’s lead is about to be followed by at least two other studios, if rumours in the industry are to be believed. Warner Bros. name comes up most frequently in such speculation, with the names of Fox and Disney also mentioned. The last two have obvious interest in making this happen (Avatar and 3D respectively), though the mention of Warner Bros is interesting, given that historically it is the studio that alongside SPE has been slowest to sign VPF deals.

The exit of third party integrators. The window of opportunity may have closed for some, many or all of the third party integrators. They could end up leaving the business altogether or scaling back their involvement - as Technicolor is said to be doing, choosing to focus on film services once again.

Studio compromises. This is something that everyone knows will happen in a number of fields related to digital cinema, but nobody wants to do it or even discuss it before the roll-out proper has started. This will primarily be related to second tier theatres and it was glimpsed in the WPF (weekly print fee) that was part of Paramount’s contract. However, compromises may also take place on the technology front, ranging from small scale things (modems for KDMs, to more fundamental issues).

 

Wednesday, April 22, 2009

How To Get 3D Into The Home: 200 Experts Met For Six Months - Report Now Available

http://marketsaw.blogspot.com/2009/04/how-to-get-3d-into-home-200-experts-met.html

Thursday, April 16, 2009

Jim here. I have had the privilege of viewing one of the initial copies of "REPORT OF SMPTE TASK FORCE ON 3D TO THE HOME" prepared by the Society of Motion Picture and Television Engineers (SMPTE).

We are finally getting some clarity on how to accomplish this! For so long now we have been waiting for direction because for a truly elegant and pragmatic 3D motion picture industry we need to complete the cycle from theater screen to home theater screen to portable devices.

Here is what they set out to do (excerpt from report): The effort was initiated on Aug 19, 2008. At the initiation of the effort, the task force was chartered with defining
“what standards would be needed to establish rapid adoption of stereoscopic A/V content from content mastering to consumption in the home via multiple types of distribution channels (e.g., packaged, broadcast, satellite, cable, internet) with consideration for downward scalability (e.g., portable/mobile).”

First of all let me tell you that they include a comprehensive glossary of terms that is certainly needed to ensure everyone is talking the same concepts as this 3D technology is booming.

Secondly they break out use cases! They examine various real life scenarios that a typical end user may encounter and they address it in their study. For example, a user wants to view 3D media on his glasses-required bedroom 3DTV, but also wants to view that same media later on his no-glasses 3DTV in his living room. Not only that but the sets are different sizes. The report sets priorities on all these use cases and their relevance to the 3D in the home standard.

Finally they expose the requirements needed for the 3D in the home standard INCLUDING resolution and frame rate. I can tell you that they set out image file requirements up to and including 1920x1080 with frame rates up to and including 60p per eye. Backward compatibility is addressed as well with 2D.

Their biggest concept is the notion of a single standard 3D Home Master which coexists with other masters after post-production and for theatrical screening. A lot of detail has gone into defining how this 3D Home Master should look and behave.

Of course they had to touch on display technologies as well - interesting read!

 

RealD Reaches Out To CGR Cinemas: 200 Screen Deal

http://marketsaw.blogspot.com/2009/04/reald-reaches-out-to-cgr-cinemas-200.html

Jim here. RealD continues to dominate 3D deployment announcements with this latest one from France...

La Rochelle and Los Angeles (April 21, 2009)
CGR Cinemas, one of France’s leading exhibition chains, and RealD, the world’s leading outfitter of 3D-enabled theatres, announced today an exclusive partnership where CGR Cinemas will add RealD 3D capabilities to each of its 33 locations for a total of 200 RealD 3D-enabled screens. The result will be the largest 3D circuit in France. Installation of RealD technology will begin immediately and is expected to

 be complete by mid-year, with 4 to 6 RealD-equipped screens at each CGR Cinemas location.

“We are happy to be the precursors of new technology for French and European cinema by allying with the known world leader in 3D systems, RealD. This is another example of CGR Cinemas seizing opportunities first, which make it one of the pillars of French film exhibition today. This collaboration will allow us to take advantage of upcoming 3D films beginning with Ice Age: Dawn of the Dinosaurs.” said Jocelyn Bouyssy, chief executive officer of CGR Cinemas.

“We’re excited to work with CGR Cinemas to bring the market-leading RealD 3D experience to all of their locations,” added Bob Mayson, managing director or RealD Europe Ltd. “Audiences are seeking a new and engaging cinema experience that CGR Cinemas and RealD together will provide through this agreement to build out the largest 3D circuit in France, and one of the biggest in Europe.”

RealD’s next-generation technology is deployed across the world’s largest 3D platform in more than 40 countries with over 8,000 screens under contract and over 2,600 RealD 3D screens worldwide today. A bright spot for the entertainment industry, RealD 3D is driving box office to the tune of
three to four times per screen revenue of the same film on 2D screens.

 

Tuesday, April 21, 2009

Connecting European Theatres

http://www.digitalcinemareport.com/node/871

Submitted by Nick Dager on Tue, 04/14/2009 - 14:37.

·         Exhibition

TDF Plans to Deliver Digital Cinema Services Across the Continent

The TDF Group has unveiled its plans to deploy a pan-European delivery service for digital cinema. TDF will provide electronic delivery of digital copies to theatres in Europe, leveraging on its established presence in 10 territories. TDF has already connected 60 theatres in six countries and plans to double the number of connected theatres in 2009 and 2010. The news was unveiled last month in Paris at TDF's First Digital Cinema Conference.

Making the announcement Thomas Bremond, TDF international development director for multimedia services said, “I am pleased to announce that TDF’s subsidiaries, SmartJog and Media Broadcast, have joined forces to market the first pan-European digital cinema electronic delivery service to digital theatres across Europe.”

The TDF platform will soon provide service into two thirds of France multiplex theatres, with deployment in progress at major circuits CGR, Europalaces and Kinepolis. Another significant deployment is scheduled in Switzerland and Austria in the coming months. TDF is expecting to announce additional deployment deals very soon in continental Europe.

TDF is committed to connect theatres in several countries throughout continental Europe, including France, Germany, Austria, Switzerland, Benelux, Italy, Spain, Portugal, Scandinavia and Baltics, with the goal of helping exhibitors’ transition to digital cinema.

TDF says its pan-European digital cinema solution is Europe's only service that provides an end-to-end hybrid digital cinema electronic distribution network for the cinema industry, from digital cinema mastering facilities to movie theatres, with innovative satellite and terrestrial transmission optimization technology, specifically tailored for secure and reliable DCP distribution.

TDF’s pan-European digital cinema solution currently facilitates the storage, management and digital delivery of trailers and feature films directly to theatres for over 17 feature film distributors and has already delivered hundreds of DCPs (Digital Cinema Packages) to theatres.

Over 40 digital cinema service providers and integrators globally including leading cinema-advertising companies such as Mediavision and Screenvision for the delivery of pre-show programs currently use the platform.

“We are excited to provide Mediavision with a file-based delivery system and value-added integration features, which provides greater flexibility while optimizing coordination of advertising campaigns”, says Nicolas Dussert, theatrical sales director at SmartJog.

Eric Jourdan, general manager of Mediavision, says, “This initiative is part of the digital plan led by our parent company, Medias & Regies Europe. The choice of going digital in addition to our partnership with SmartJog, will result in time efficiency and a greater flexibility for the programming of advertising campaigns as well as the highest image quality possible with no alteration over time.“

Media Broadcast www.media-broadcast.com
SmartJog www.smartjog.com
The TDF Group www.tdf.fr

 

Cinemas - Ignore Baby Boomers At your Own Peril

http://celluloidjunkie.com/2009/04/20/cinemas-ignore-baby-boomers-at-your-own-peril/

 

Posted by Patrick von Sychowski | April 20, 2009 5:17 am

 

This very good article from the New York Times does not dicsuss cinema or cinema advertising explicitly. But the implications are writ large for the two about the growing importance of the aging US (and European) population in terms of impact it will have on spending habits.

For decades, older consumers were largely shunned by marketers because they were deemed less wealthy, less likely to try new products and less willing to change brands. Campaigns directed at them were described dismissively as made for the “Geritol generation.” As much as older consumers were to be shunned, young consumers — ages 18 to 34, or 18 to 49 — were desired for what were deemed their free-spending ways, eagerness to sample new products and brand-switching proclivities. The idea that they were starting in life with a proverbial blank slate of marketing wants and needs was catnip to product peddlers.

Those attitudes have been changing, for a couple of reasons. One is the recession, which makes older consumers who may have paid off mortgages seem a safer bet than younger ones who may get laid off in last-hired, first-fired downsizings.

The hard numbers bear out this thinking.

Although “18 to 49 is going to remain the predominant buying demographic,” Mr. Donchin said, “this country is aging, and the boomers are an attractive demographic.”

That appeal is because of the size of the boomer market and because, as Mr. Donchin put it, “50 isn’t what it used to be.”

Older consumers today “are not as resistant to change” as older consumers previously may have been, Mr. Donchin said, summarizing their attitude as “Show me something better, and I’ll try it.”

And the boomers are even “comfortable with digital media,” he added.

Hollywood studios are slowly waking up to this as well, with films like “The Queen” having significantly higher investment return ratios than even big hits like “The Dark Knight”.

But cinemas are only slowly embracing this fact. UK exhibitor Vue spoke on a panel at ShoWest about how it has introduced screenings aimed at an older clientele where they don’t have to sit next to youngsters chatting on mobile phones. Vue may soon want to consider targeting 45-65s with wine and cheese in the evening, rather than just the 65+ tea-and-biscuit crowd.

 

Study: 3-D Will Catch On if Given Chance

Study: 3-D Will Catch On if Given Chance



http://www.homemediamagazine.com/3-d/study-3-d-will-catch-if-given-chance-14720

By Chris Tribbey | Posted: 24 Feb 2009
ctribbey@questex.com



Much like a dangerous drug addiction, all it takes for people to get into 3-D is a small taste, according to a new joint study by the Consumer Electronics Association (CEA) and the Entertainment and Technology Center at the University of Southern California (ETC@UTC).

The study — 3-D TV: Where Are We Now and Where Are Consumers — found that of the estimated 41 million American adults to see a 3-D movie in theaters, about 40% said they would rather watch a movie in 3-D if it’s offered. That’s compared to only 23% who expressed interest in 3-D over 2-D when they had not seen a 3-D movie in the past year.

“When it comes to current 3-D technology, seeing truly is believing,” said Shawn DuBravac, director of research for CES. “Today’s 3-D offerings are changing the way consumers view video content, not unlike the early days of high-definition television, which redefined TV as we know it today.”

For the home, the report found 16% of consumers are interested in 3-D movies or TV shows, and 14% are interested in 3-D video games. More than 26 million United States homes are interested in having 3-D available from the couch, and more than half said the need for 3-D glasses wouldn’t get in the way of them buying a 3-D display.

“Movie studios and broadcasters are experimenting with 3-D and continue to search for ways to bring the technology into consumers’ living rooms,” said David Wertheimer, CEO and executive director of ETC@USC. “In the past few weeks alone, we’ve seen college football’s national championship game, multiple Super Bowl commercials and an hour-long TV show, all broadcast in 3-D.

“Interest in 3-D is growing, and consumers and content providers are both interested in seeing 3-D migrate into the home.”

For more information about the report, visit CE.org.

 

Solving 3-D on Blu-ray

http://www.homemediamagazine.com/3-d/solving-3-d-blu-ray-14454

By Chris Tribbey | Posted: 29 Jan 2009
ctribbey@questex.com

 

Studios and hardware manufacturers are investing in 3-D, but everyone seems to be doing it differently.

DreamWorks invested millions in ad time and free glasses for its 3-D Super Bowl commercial. Panasonic made a splash at this year’s Consumer Electronics Show (CES), showing off new at-home 3-D technology. And 3-D versions of the Hannah Montana movie, Journey to the Center of the Earth and Polar Express made their way to Blu-ray Disc recently.

Panasonic’s solution revolves around adding a second HDMI channel for hardware and software, allowing for left- and right-eye video streams. DreamWorks uses new technology from Intel and ColorCode that makes its images viewable in both 3-D and 2-D at the same time. The Blu-rays are using the traditional anaglyph 3-D, which uses two, superimposed color layers offset to produce a 3-D depth effect when glasses are used.

Glasses are about the only thing the three have in common, and the lack of 3-D standards for media in the home — especially Blu-ray — is causing, as one analyst put it, “a lot of hand-wringing.”

Blu-ray Disc 3-D standards

“[The Blu-rays were] encoded in anaglyph 3-D. That technology is almost 100 years old,” said David Wertheimer, executive director of the Entertainment Technology Center at the University of Southern California (ETC at USC), of the old red and cyan glasses. “Like consumers, the studios want 3-D in the homes as well. … Until the technologies we saw all over CES this year hit the mainstream, the world needs bridge technologies to allow for enhanced experiences on existing TVs.

“The studios are doing what they can to satisfy the consumer demand for 3-D.”

Most HDTV companies are making 3-D-ready TVs, and some are putting autostereoscopic displays (without glasses) into the consumer market. But both the consumer electronics industry and content owners are looking at Blu-ray to satisfy the demand for packaged media on 3-D.

“We do not yet have any proposals being made for 3-D within the [Blu-ray Disc Association], but we do believe that Blu-ray Disc is the best packaged media format for 3-D,” said Andy Parsons, SVP of advanced product development at Pioneer Electronics and chair of the Blu-ray Disc Association promotion committee in the United States. “There are many different approaches being shown by various companies, so we're interested in studying how we might be able to combine the best 3-D
experience with the best HD experience.

“The quality, compatibility and uniformity of 3-D viewing will be very important considerations for us once we begin to evaluate various technologies.”

Bill Hunt, editor of TheDigitalBits.com, said he was impressed by Panasonic’s and other companys’ 3-D technologies at CES, though when it comes to Blu-ray 3-D, he believes the industry should find a way to make disc content future-proof, able to play on current Blu-ray players that may not handle a future 3-D standard.

“It remains to be seen whether it’s a fad,” he said. “Not every movie is going to be shot in 3-D.”

Chris Chinnock, president of Insight Media, said he sees two paths to 3-D standards for Blu-ray. The longer road has everyone involved sitting down together and hammering out an agreement on what everyone will do, while the other involves a major consumer electronics company taking the initiative and introducing technology that becomes the standard, he said.

Hardware is one option; encoding 3-D on software is another. Or there’s the possibility of multiple standards. After all, there are multiple ways to compress video files and store media to portable devices. But Chinnock hopes, for the home entertainment industry’s sake, that it doesn’t come to that.

“We’re just coming off the HD DVD, Blu-ray war, and that was painful,” Chinnock said. “It would be nice if we could take care of this from the beginning.”

50 GB goes a long way

The appeal of 3-D on Blu-ray comes from the high-def format’s storage capacity, 3-D industry experts agreed.

“Blu-ray presents an opportunity for high-quality images,” said Greg Agostinelli, who spent years developing autostereoscopic technologies with Stereoscope Studios. “Because of the storage capacity of the disc, you can do 3-D well. In very general terminology, 3-D is two times the information, and you need every bit of that capacity.”

Daniel Evanicky, principal of 3-D company Information Interaction, agreed, saying, “It’s Blu-ray or nothing.”

Morgan Hurley, a marketing manager with 3-D company MacNaughton Inc., said getting 1080p resolution for 3-D will be the key.

“You get the right resolution, and the market with respond,” she said, adding that Blu-ray also presents opportunities for autostereoscopic solutions. “Who likes having anaglyph glasses on their face, and be seen wearing them?”

But, Chinnock said, autostereoscopic displays have issues.

“If you have a 1080p panel with eight views, you lose resolution,” he said. “And that’s not OK for Blu-ray movies.”

Autostereoscopic displays work by offering a certain number of views at different angles. A person watching an autostereoscopic display can’t move around while watching the image.
 
Yet finding standards for 3-D in the home may be hard now, because the technology is constantly changing. As John Rupkalvis, CEO of StereoScope International put it, “What’s true today could change tomorrow.”

Wertheimer of the ETC at USC said no matter what standards emerge, “consumers and content providers are both very interested in 3-D in the home.”

 

NAB probes future of 3-D

http://www.hollywoodreporter.com/hr/content_display/news/e3ib644036b4dd16974cd6a5e5a13642dc0

 

Disney's Mark Zoradi calls for technical standards

By Carolyn Giardina

April 19, 2009, 07:17 PM ET

 

LAS VEGAS -- Disney motion pictures group president Mark Zoradi emphasized that "we don't want a format war for 3-D for the home" as he called for technical standards to enable the wide adoption of 3-D on Sunday at the National Association of Broadcasters Show.

"We view 3-D as part of a holistic business opportunity, and we need to upgrade every distribution channel in order to support the new 3-D that we are now producing," he said in a keynote at the NAB digital cinema summit, during which he previewed content including a new 3-D teaser trailer for "Toy Story 3."

Citing the recent Blu-Ray Disc/HD DVD battle, he said: "Your standards will allow us to creatively manage our digital content. We need 3-D standards to be flexible ... allowing audiences to see 3-D any way they want to view it and in the highest possible quality."

The many moving parts to 3-D -- both for theatrical release and the home -- were explored during the weekend summit and will continue to be analyzed as the full NAB Show exhibition and convention opens Monday in Las Vegas.

Making news as the event was getting under way, international standards-setting body the Society of Motion Picture and Television Engineers -- which produced the summit with the Entertainment Technology Center at USC -- released an influential report on 3-D that could result in 3-D home standards in one year.

The document outlines recommendations and findings of the SMPTE 3-D task force that will be used by the society to complete a set of stereoscopic 3-D home master standards for content viewed on TVs and computer monitors.

Wendy Aylsworth, SMPTE vp engineering and senior vp technology at Warner Bros. Studios, expects the core standards to be completed by June 2010.

On the theatrical distribution side of the equation, eyes remain on digital-cinema deployment, as these screens are required to enable digital 3-D. The set standards follow the Digital Cinema Initiatives technical specification.

"No product today meets the DCI spec," warned Michael Karagosian, president of MKPE Consulting and senior technical advisor to the National Association of Theater Owners, adding that this included both servers and projectors currently in the field. "We need to get there. DCI compliance is written into the deployment funding agreements."

These funding agreements generally rely on a virtual-print-fee model through which the studios pay a fee per movie, per screen to help offset the theater conversion costs. But the deployment plans also involve raising capital, and as a result, they have been largely stalled since last fall because of the troubled economy.

Karagosian reported on some recent activity. For instance, just before the start of NAB, Digital Cinema Implementation Partners -- a joint venture between AMC, Cinemark and Regal -- and Sony reached a virtual-print-fee agreement. Warner Bros. is now the only major studio that has not yet reached a deal with DCIP, which Karagosian reported is working to secure the remaining needed funding. "We hope to see this move forward later this year," he said.

D-cinema deployer Cinedigm already has roughly 5,000 digital screens installed and is in the process of raising remaining capital for its next phase of its installation plans "There are flickers of light again in these challenging markets," Cinedigm president of media services Chuck Goldwater said.

Meanwhile, projector maker NEC outlined some creative financing programs it has created with 3-D providers Dolby and RealD.

Goldwater made a case for alternative content, saying that a ticket to the recent live 3-D cinema broadcast of the BCS college football championship ranged between $15-$25, and it grossed more than nine of the top 10 movies showing in U.S. theaters on that particular day.

Sony is meanwhile looking into how to bring games to the alternative content discussion.

Speaking on theatrical content, Darcy Antonellis, president of Warner Bros. Technical Operations, said: "In 2010, we expect to see a fair amount of movement in the space. Each studio is selecting projects." She added that Warners is exploring animation as well as live action.

"We are hoping to amortize the cost of 3-D production with theatrical and home distribution," she said. "We also need to focus on what we have in our library. We have 40 or so titles in our library that are potential candidates."

She added, "We want to get those library titles out there," saying that home releases need to be "good and consistent" as well as accessible to the mass market.

Addressing production, she said: "The economics are the economics. We need improvements on the production side. 3-D production does add time; it certainly adds costs."

Others addressed the need for 3-D production education and infrastructure. "If this is truly an industry that justifies installing more screens, it has to be much more ubiquitous than three or four production companies," 3Ality Digital CEO Steve Schklair said.

To that end, 3Ality plans to offer its 3flex camera rigs for sale, as well as introduce a 3-D production training and certification program.

Panasonic confirmed at NAB that it is developing 3-D production gear including camera and display devices.

Director Patrick Lussier gave a keynote about the production of his latest film, Lionsgate's "My Bloody Valentine 3D," which made $50.5 million and was produced for only $16 million.

He concluded: "3-D is the future if there are more venues to support the volume of content. The second it stops making money is the second it stops being viable."

NAB probes future of 3-D

Disney's Mark Zoradi calls for technical standards

By Carolyn Giardina

April 19, 2009, 07:17 PM ET

LAS VEGAS -- Disney motion pictures group president Mark Zoradi emphasized that "we don't want a format war for 3-D for the home" as he called for technical standards to enable the wide adoption of 3-D on Sunday at the National Association of Broadcasters Show.

"We view 3-D as part of a holistic business opportunity, and we need to upgrade every distribution channel in order to support the new 3-D that we are now producing," he said in a keynote at the NAB digital cinema summit, during which he previewed content including a new 3-D teaser trailer for "Toy Story 3."

Citing the recent Blu-Ray Disc/HD DVD battle, he said: "Your standards will allow us to creatively manage our digital content. We need 3-D standards to be flexible ... allowing audiences to see 3-D any way they want to view it and in the highest possible quality."

The many moving parts to 3-D -- both for theatrical release and the home -- were explored during the weekend summit and will continue to be analyzed as the full NAB Show exhibition and convention opens Monday in Las Vegas.

Making news as the event was getting under way, international standards-setting body the Society of Motion Picture and Television Engineers -- which produced the summit with the Entertainment Technology Center at USC -- released an influential report on 3-D that could result in 3-D home standards in one year.

The document outlines recommendations and findings of the SMPTE 3-D task force that will be used by the society to complete a set of stereoscopic 3-D home master standards for content viewed on TVs and computer monitors.

Wendy Aylsworth, SMPTE vp engineering and senior vp technology at Warner Bros. Studios, expects the core standards to be completed by June 2010.

On the theatrical distribution side of the equation, eyes remain on digital-cinema deployment, as these screens are required to enable digital 3-D. The set standards follow the Digital Cinema Initiatives technical specification.

"No product today meets the DCI spec," warned Michael Karagosian, president of MKPE Consulting and senior technical advisor to the National Association of Theater Owners, adding that this included both servers and projectors currently in the field. "We need to get there. DCI compliance is written into the deployment funding agreements."

These funding agreements generally rely on a virtual-print-fee model through which the studios pay a fee per movie, per screen to help offset the theater conversion costs. But the deployment plans also involve raising capital, and as a result, they have been largely stalled since last fall because of the troubled economy.

Karagosian reported on some recent activity. For instance, just before the start of NAB, Digital Cinema Implementation Partners -- a joint venture between AMC, Cinemark and Regal -- and Sony reached a virtual-print-fee agreement. Warner Bros. is now the only major studio that has not yet reached a deal with DCIP, which Karagosian reported is working to secure the remaining needed funding. "We hope to see this move forward later this year," he said.

D-cinema deployer Cinedigm already has roughly 5,000 digital screens installed and is in the process of raising remaining capital for its next phase of its installation plans "There are flickers of light again in these challenging markets," Cinedigm president of media services Chuck Goldwater said.

Meanwhile, projector maker NEC outlined some creative financing programs it has created with 3-D providers Dolby and RealD.

Goldwater made a case for alternative content, saying that a ticket to the recent live 3-D cinema broadcast of the BCS college football championship ranged between $15-$25, and it grossed more than nine of the top 10 movies showing in U.S. theaters on that particular day.

Sony is meanwhile looking into how to bring games to the alternative content discussion.

Speaking on theatrical content, Darcy Antonellis, president of Warner Bros. Technical Operations, said: "In 2010, we expect to see a fair amount of movement in the space. Each studio is selecting projects." She added that Warners is exploring animation as well as live action.

"We are hoping to amortize the cost of 3-D production with theatrical and home distribution," she said. "We also need to focus on what we have in our library. We have 40 or so titles in our library that are potential candidates."

She added, "We want to get those library titles out there," saying that home releases need to be "good and consistent" as well as accessible to the mass market.

Addressing production, she said: "The economics are the economics. We need improvements on the production side. 3-D production does add time; it certainly adds costs."

Others addressed the need for 3-D production education and infrastructure. "If this is truly an industry that justifies installing more screens, it has to be much more ubiquitous than three or four production companies," 3Ality Digital CEO Steve Schklair said.

To that end, 3Ality plans to offer its 3flex camera rigs for sale, as well as introduce a 3-D production training and certification program.

Panasonic confirmed at NAB that it is developing 3-D production gear including camera and display devices.

Director Patrick Lussier gave a keynote about the production of his latest film, Lionsgate's "My Bloody Valentine 3D," which made $50.5 million and was produced for only $16 million.

He concluded: "3-D is the future if there are more venues to support the volume of content. The second it stops making money is the second it stops being viable."

 

Monday, April 20, 2009

The Problem With 3-D - It hurts your eyes. Always has, always will

http://www.slate.com/id/2215265/

 

By Daniel Engber

One week into its theatrical run, Monsters vs. Aliens has already become a certified, three-dimensional mega-blockbuster. In its opening weekend, the film crushed previous records by pulling in $33 million in revenue from RealD and IMAX screens and $59 million total; with little competition at the box office, there's every reason to think it will become the highest-grossing 3-D movie of all time. The timing couldn't be better for the evangelizing studio executives who plan to release 40 more films in the format over the next few years. At an industry trade show this week in Las Vegas, Fox studio Co-Chairman Jim Gianopulos called 3-D "the most exciting new exhibition technology since they put sprocket holes in celluloid." Jeffrey Katzenberg, whose DreamWorks Animation studio produced Monsters vs. Aliens, predicts that soon enough all movies will be made in 3-D and audience-members will bring their own pairs of polarized spectacles to the theater.

What about the failed 3-D experiments of the 1950s and 1980s? Those movies, say Katzenberg and the others, were beset by technical problems that gave viewers eyestrain, headaches, and nausea. (A Katzenbergian mantra: "Making your customers sick is not a recipe for success.") The problem has been solved, they claim: The latest batch of stereo flicks relies on a crisp and clean digital technology that's easier to watch and enjoy. "Comparing the 3-D of the past to this is like comparing a Razor scooter to a Ferrari," Katzenberg tells reporters. So far, reporters have seen no reason to doubt him—over the past few years, countless trend pieces have parroted the industry line on how "3-D's most egregious side effects" have been eliminated. The credulous messaging has become even more intense in recent weeks: Take Josh Quittner, whose March feature in Time toed the party line in the clearest terms imaginable: "As just about everyone knows," he dutifully explained, "old-school 3-D was less than awesome. Colors looked washed out. Some viewers got headaches. A few vomited." Now, with digital 3-D, Hollywood has found "a technology that's finally bringing a true third dimension to movies. Without giving you a headache."

Let me go on record with this now, while the 3-D bubble is still inflating: Katzenberg, Quittner, and all the rest of them are wrong about three-dimensional film—wrong, wrong, wrong. I've seen just about every narrative movie in the current 3-D crop, and every single one has caused me some degree of discomfort—ranging from minor eye soreness (Coraline) to intense nausea (My Bloody Valentine). The egregious side effects of stereo viewing may well have been diminished over the past few decades (wait, does anyone really remember how bad they were in 1983?) but they have not been eliminated. As much as it pains me to say this—I love 3-D, I really do—these films are unpleasant to watch.

That's because the much-touted digital technology is not fundamentally different from anything that's been used in the past. Today's films, like those of yore, are made by recording and projecting a separate pair of image-tracks for each eye. These are slightly offset from each other, giving what's called a binocular disparity cue, which in turn produces an illusion of depth. (It's the same idea as an old View-Master, or an even older stereoscope.) For at least the past 50 years, and across several theatrical revivals, 3-D filmmakers have used the same technique for separating the two tracks: They project the footage for each eye through lenses of different polarizations for an audience wearing polarized glasses with matching filters. (Despite frequent claims to the contrary, the 3-D films of yesteryear were rarely shown in anaglyph with those schlocky red-cyan glasses.) Whatever breakthroughs we've seen in 3-D technology have been relative refinements of the same technology. The essential mechanics of the medium—and its essential side effects—haven't changed at all.

Vision researchers have spent many years studying the discomfort associated with watching stereoscopic movies. Similar problems plague flight simulators, head-mounted virtual-reality displays, and many other applications of 3-D technology. There's even a standard means of assessing 3-D fatigue in the lab: The "simulator sickness questionnaire" rates subjects on their experience of 16 common symptoms—including fatigue, headache, eyestrain, nausea, blurred vision, sweating, and increased salivation. (Japanese scientists use a native term, shoboshobo, to describe the "bleary eyes" that sometimes afflict 3-D viewers.) Despite all this work, no one yet knows exactly what causes this visual fatigue, or "asthenopia"; in any case, there's little reason to think it can ever be overcome.

One potential explanation for the discomfort lies with the unnatural eye movements stereoscopy elicits from viewers. Outside of the 3-D movie theater, our eyes move in two distinct ways when we see something move toward us: First, our eyeballs rotate inward towards the nose (the closer the target comes, the more cross-eyed we get); second, we squeeze the lenses in our eyes to change their shape and keep the target in focus (as you would with a camera). Those two eye movements—called "vergence" and "accommodation"—are automatic in everyday life, and they go hand-in-hand.

Something different happens when you're viewing three-dimensional motion projected onto a flat surface. When a helicopter flies off the screen in Monsters vs. Aliens, our eyeballs rotate inward to follow it, as they would in the real world. Reflexively, our eyes want to make a corresponding change in shape, to shift their plane of focus. If that happened, though, we'd be focusing our eyes somewhere in front of the screen, and the movie itself (which is, after all, projected on the screen) would go a little blurry. So we end up making one eye movement but not the other; the illusion forces our eyes to converge without accommodating. (In fact, our eye movements seem to oscillate between their natural inclination and the artificial state demanded by the film.) This inevitable decoupling, spread over 90 minutes in the theater, may well be the cause of 3-D eyestrain. There's nothing new about the idea—an article published in the Atlantic in 1953 refers to the breakdown of the accommodation-convergence ratio as a "difficulty [that] is inherent to the medium." And there's no reason to expect that newfangled RealD technology will solve this basic problem of biomechanics.

(There's also little reason to believe new technology will overcome another fundamental problem with the 3-D business model: Five percent to 8 percent of the population is stereoblind and can't convert binocular disparity into depth information. That means they can't appreciate any of the 3-D effects in a RealD or Imax movie. An additional 20 to 30 percent of the population suffers from a lesser form of the deficit, which could diminish the experience of 3-D effects or make them especially uncomfortable to watch.)

The eye-movement issue may even carry other, more serious risks. A long session of 3-D viewing tends to cause an adaptive response in the oculomotor system, temporarily changing the relationship between accommodation and convergence. That is to say, audience-members may experience very mild, short-term vision impairment after a movie ends. I won't pretend there's any hard evidence that these transient effects could develop into permanent problems. But if 3-D becomes as widespread as some in the industry claim—every movie in three dimensions, for example, and television programs, too—we'll no doubt have plenty of data: Small children, their vision systems still in development, could one day be digesting five or six hours of stereo entertainment per day. There's already been one published case study, from the late-1980s, of a 5-year-old child in Japan who became permanently cross-eyed after viewing an anaglyph 3-D movie at a theater.

There are plenty of other problems with 3-D movies that might contribute to the sore eyes, headaches, and nausea. As a general rule, the greater the disparity between the two image tracks—that is to say, the farther apart the two cameras are placed during shooting—the greater the illusion of depth in the finished product. That's a plus for the filmmakers, who tend to favor extreme special effects, pickaxes flying off the screen and all that. On the other hand, the more pronounced the disparity, the more difficult it is for the viewer to fuse the two perspectives into a coherent scene. That could lead to double-vision, uncomfortable flickering, and—yes—eyestrain.

So if the new 3-D movies are still giving us headaches, why has no one bothered to mention them? It may be that the visual fatigue, however pervasive, is small enough to hide in the novelty of the experience—we're so jazzed up that we barely notice our eyes hurt. If we did become aware of some discomfort, we might not recognize where it came from: Were my eyes tired from watching Monsters vs. Aliens last night or from having sat in front of my computer all through that morning and afternoon? Did the RealD projection give me a headache or was it the movie's lamebrained script? Indeed, several of the critics who reviewed the film seem to be suffering from a form of source amnesia: A.O. Scott calls Monsters vs. Aliens "strenuous, noisy, 3-D fun;" Anthony Lane describes growing "fuzzy with exhaustion;" even Time's Josh Quittner must confess, "After watching all that 3-D, I was a bit wiped out."

So here's one theory for why 3-D movies have failed to catch on in the past. It's not because the glasses were "cheesy" or because the projection systems were crude. It's not because the movies were poorly made. (Some truly amazing stereo films have been produced, like Hitchcock's Dial M for Murder.) No, the bubbles always pop because 3-D movies hurt our eyes. We may not notice the discomfort at first, when the gimmicks are still fresh and distracting. But eventually, inevitably, perhaps unconsciously, they creep off the screen and into our minds. It's happened before and it will happen again: At some point soon, 3-D cinema will regain its well-earned status as a sublime and ridiculous headache.

Daniel Engber is a senior editor at Slate. He can be reached at danengber@yahoo.com.