By Carolyn Giardina
One of the reasons for watching the cinema production and exhibition space so closely is that sweeping changes are afoot, and they will likely prompt changes in the way cinema commercials are produced and delivered.
As many of you know, theaters are beginning to convert from film to digital cinema projection systems. There are currently an estimated 350 digital cinema screens installed in U.S. theaters, and it is widely believed that that number will exceed 1,000 by the end of the year.
These installed projectors generally support a resolution known as 2k. Resolution in this data form is measured in “pixels,” and 2k is made up of 2048 horizontal pixels by1556 vertical pixels. (For comparison, the 1080 HD that is discussed in digital television issues has a resolution of 1920 horizontal pixels by 1080 vertical pixels.)
Hollywood studios typically post features for digital cinema release in 2k, but some are looking to finish movies in a still higher resolution, known as 4k, which is made up of four times the amount of data in 2k.
Meanwhile, Sony is suggesting that 4k cinema projection should also be considered, and has started to roll out its SXRD 4k digital cinema projector. It has already been installed in a few digital cinema theaters, where features that were posted in 2k are upconverted to 4k and screened for paying audiences.
Another 4k projector was recently installed for evaluation purposes at the AMC Theaters, Century City 15 in Century City, Calif. And beginning May 19, it has been showing Sony Pictures’ The Da Vinci Code, which was posted in 4k at Hollywood-based post house E-Film.
This theater’s The Da Vinci Code presentations are believed to be the first U.S. screenings of a 4k posted and mastered motion picture on a 4k projector for paying audiences, enabled by the full Sony digital cinema projection system. That includes Sony’s SXRD 4k projector and Media Block server system, which stores and handles playout of the movie in the theater.
As part of the evaluation process, Sony invited representatives from the studios and digital cinema community to a screening event (the press was also invited). In addition to the feature, the presentation began with several trailers–including Disney’s Cars, Warner Bros.’ Lady in the Water and Sony Pictures’ Casino Royale–posted in 2k and upconverted for 4k projection. This gave stakeholders a look at what 2k posted pre-show content can offer to theaters that are equipped with 4k projection.
Some stakeholders believe that for digital cinema theaters–whether they offer 2k or 4k projection–trailers, commercials and other pre-show content will typically be posted in 2k. This means that potentially, instead of film deliverables, commercial makers may be delivering data on some form of hard drive for theatrical release. Electronic distribution is also being discussed. It is unclear what form this would eventually take.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More