I just returned from a whirlwind trip to NAB. Two things stood out as “technologies to watch” that the advertising industry should be considering now with an eye to the future.
With Sony’s game-changing price reduction in 4K/ULTRA HD Home Televisions to under $5,000 (from $30K List at CES), many consumers will soon have access to 4 times the resolution of HD piped right into their home. On the production side, Blackmagic announced a 4K camera to their lineup that is under $4,000. There were impressive 4K/Ultra HD displays everywhere from Samsung, Toshiba, LG, which are sure to release competitive prices shortly.
The question becomes: should commercials be finishing in 4K? Aesthetically, true 4K is a radically immersive and eye-popping experience. We’ve finally reached “retina display” and there is a visual difference between HD playing on an Ultra HD TV and true 4K content playing natively at 4K. But is it too early?
Clearly television is not going to be broadcast in UltraHD for a few years; however, having a 4K master would prepare Brands for that transition and provide unique advertising opportunities on 4K cinema and Ultra HD displays that are looking for 4K content. The wisest path would be to shoot for a negative format that allows for 4K future-proofing.
On the production side this requires either a digital camera with a high resolution digital negative (RED 4/5K, F55 RAW, F65 4K RAW, Alexa 3K RAW, Canon C500 4K RAW, Canon 1DC 4K AVHC, Blackmagic 4K) or 35mm film which has 4K resolution on the film negative and can be scanned to 4K for cheaper than generally perceived. On the postproduction side it is important to work with vendors that are setup for cost effective approach to 4K color grading and finishing: HD for today and a matching 4K master for tomorrow.
If you’re going to consider 4K, you’d be wise to have a plan for big data management from camera all the way through post and archive. Reviewing all of the systems and emerging technologies goes beyond the scope of this piece, but I say that there are some very smart solutions at an increasingly reasonable price point.
We are in the business of creating beautiful images and narratives that, when done well, engage audiences if only for seconds or minutes. In this rapidly changing landscape we have largely overlooked archiving and future proofing content. We need to ensure that the time, creativity and money spent today doesn’t disappear tomorrow.
Paul Korver is managing director of and the principal in Cinelicious.
Beyoncé’s Halftime Show Highlighted Netflix’s NFL Debut On Xmas Day
Beyoncé provided more excitement than either game during Netflix's NFL debut on Christmas Day.
Riding into her halftime appearance on a white horse, the 32-time Grammy winner rocked her hometown Houston crowd with a nearly 13-minute performance on Wednesday.
She surprised fans by bringing along Shaboozey to perform "Sweet Honey Buckiin" and Post Malone joined her for "Levii's Jeans."
The action on the field didn't live up to expectations as the NFL showcased four of the AFC's top five teams.
Patrick Mahomes and Travis Kelce exposed a glitch in Pittsburgh's defense during Kansas City's 29-10 rout in the first game.
The broadcast itself went off just fine, quickly becoming the second-most popular live title on Netflix to date, according to NFL Media.
Lamar Jackson and the Ravens led C.J. Stroud and the Texans to 17-2 at halftime before Beyoncé stole the show.
Mariah Carey opened Wednesday's doubleheader with a taped performance of "All I Want for Christmas is You" and then the two-time defending Super Bowl champion Chiefs trounced the Steelers to clinch the No. 1 seed in the AFC.
There were no signs of any major streaming issues during the game after Netflix experienced minor blunders at the start of the pregame show. The broadcast opened with roughly 10 seconds of silence because it appeared studio host Kay Adams' microphone wasn't turned on.
Beyoncé's live performance at NRG Stadium was supposed to be the biggest test for the streaming giant and it seemed to go off without a hitch.
Mahomes threw for 320 yards and three touchdowns and Kelce had eight catches for 84 yards and one score as the Chiefs (15-1) earned a first-round bye and home-field advantage throughout the AFC playoffs. The... Read More