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.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More