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.
Disney Pledges $15 million In L.A. Fire Aid As More Celebs Learn They’ve Lost Their Homes
The Pacific Palisades wildfires torched the home of "This Is Us" star Milo Ventimiglia, perhaps most poignantly destroying the father-to-be's newly installed crib.
CBS cameras caught the actor walking through his charred house for the first time, standing in what was once his kitchen and looking at a neighborhood in ruin. "Your heart just breaks."
He and his pregnant wife, Jarah Mariano, evacuated Tuesday with their dog and they watched on security cameras as the flames ripped through the house, destroying everything, including a new crib.
"There's a kind of shock moment where you're going, 'Oh, this is real. This is happening.' What good is it to continue watching?' And then at a certain point we just turned it off, like 'What good is it to continue watching?'"
Firefighters sought to make gains Friday during a respite in the heavy winds that fanned the flames as numerous groups pledged aid to help victims and rebuild, including a $15 million donation pledge from the Walt Disney Co.
More stars learn their homes are gone
While seeing the remains of his home, Ventimiglia was struck by a connection to his "This Is Us" character, Jack Pearson, who died after inhaling smoke in a house fire. "It's not lost on me life imitating art."
Mandy Moore, who played Ventimiglia's wife on "This Is Us," nearly lost her home in the Eaton fire, which scorched large areas of the Altadena neighborhood. She said Thursday that part of her house is standing but is unlivable, and her husband lost his music studio and all his instruments.
Mel Gibson's home is "completely gone," his publicist Alan Nierob confirmed Friday. The Oscar winner revealed the loss of his home earlier Friday while appearing on Joe Rogan's... Read More