Boxoffice® Pro - March 2014

WHAT’S THE NEXT BIG THING?
“We believe the cinema industry will continue to go premium. Premium
large format theaters. Premium image quality through image
processing like RealD TrueImage. Premium light levels through laser.
Premium sound like Atmos. With so many entertainment options
available, moviegoers will seek out a premium entertainment experience
when they go to the theater and the industry will continue to
elevate and deliver.”
—Rick Heineman, Senior Vice President,
Marketing Communications, RealD
EYEWEAR
Until autoscopic presentation arrives —3D
without the glasses—exhibitors
continue to have the choice of
two technologies, each
with its own strengths.
With laser projection
promising a brighter,
sharper image, passive technologies
like those offered by REALD will
XPAND’s Cinema
3D Active Shutter
Glasses
continue to improve the theatergoer experience.
Active shutter systems, like those offered
by XPAND are a good choice for operators
who want to offer 3D without the installation
of silver screens. Eyewear will be required for
3D movies in the near future and vendors
continue to devise ways to make them lighter,
more comfortable, and easier to maintain.
SCREENS
Screen technology is a
significant contributor
to high-quality 3D
presentation. To that
end HARKNESS
SCREENS, a leader in
2D and 3D screen technologies,
has just released a
mobile app that calculates the
capabilities of equipment choices
and provides recommendations on projector,
lamp, and screen choices based upon chosen
screen size and light levels for 3D. An additional
app, the Digital Screen Modeller, allows
architects, engineers, and exhibitors to visualize
and optimize digital cinema scenarios in a
virtual environment.
SOUND
There’s more to 3D movies than just the
visuals. Filmmakers can now precisely position
and move sounds anywhere in a theater—even
overhead—to heighten the realism and impact
of every scene. Two of the films Oscar-nominated
this year for best sound mixing, The
Hobbit: The Desolation of Smaug and Gravity,
utilized the DOLBY Atmos platform to design
their aural soundscapes. Oscar-nominated
sound mixer Christopher Boyes says this about
working on the sound for The Hobbit: “We
put the spider feet and the stress sounds right
on top of us so that the audience feels the
weight of the spiders overhead. This shows off
the capabilities of Dolby Atmos in a unique
way.” Combining HFR, brighter images, and
realistic sounds is the next big thing.
WHAT’S THE NEXT BIG THING?
“The next big thing in cinema won’t be one technology but a combination
of better sound and imaging solutions. One very exciting development
will be highly realistic and clear 3D images that becomes
possible with laser projection and Dolby 3D technology. The combination
of Dolby 3D, high frame rate, and laser projectors can produce
a bright, vivid, and sharp picture that appears natural and easy to
watch. On the audio front, object-based audio technologies can pull
audiences into the middle of the action by giving filmmakers the creative
freedom to easily place or move sounds anywhere in the movie
theater to create a lifelike, virtual reality of sound. Dolby is already
equipping the cinema world with Dolby Atmos, the only object-based
cinema sound platform available today. The future cinema experience
will be unlike anything you can replicate in the home.”
—Stuart Bowling, Director
Cinema Market Development, Dolby
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MARCH 2014 BoxOffice ® Pro The Business of Movies 33