Boxoffice-March.1988

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tured a series of veiy flexible lenses to complete the system. The results, as demonstrated last summer to industry leaders in Hollywood, are surprising. The image is not indistinguishable from 35mm, but as viewed on a 34 foot by 17 foot screen in AMC's Burbank 10, it is convincing enough to think that this new process could bring new life to those exhibitors that Project HQ has been designed to help: those smaller exhibitors that are within the umbrella of a distributor's print and television campaign, but are thought to be too unproductive to be given a very expensive 35mm print dayand-date. "We are not talking about theatres at the end of the earth, we are talking about the marginal theatres that just miss out on first-nm films," says Durwood. "A motion picture company has to make most of its money during that four to six weeks that its marketing campaign is working. By supplementing their usual 35mm and 70mm runs with 16mm prints, they could open in as many as 3,000 theatres and make much better use of their advertising." With figures that estimate that a distributor could make a 16mm print for a quarter of what it costs to make a 35mm one, both Richter and Durwood think that such a scenario is entirely possible. The savings for exhibitors would be just as impressive, with Richter claiming that transportation costs could be cut by as much as 80 percent. "There used to be a small theatre in Essex, New York, where I live, but it went out of business when Bonded started charging $200 to transport a print from New York City to Essex and back again," Richter says, giving an "This system could surely replace SSmm in 80 percent of the theatres in this country. The image is £ne in theatres up to 500 seats." example. "That same film on 16mm could be carried by UPS for S15.00." (An additional savings to exhibitors, Richter says, is that the films are shipped and projected on a single reel. By eliminating assembling and breakdown duties, personnel hours would be reduced accordingly.) With savings as incredible as those cited here, one has to wonder if Hollywood and the major exhibitors across the country might not look to 16mm to replace 35mm entirely someday. Richter says no, conceding that the 16mm image is not that good, and that audiences in major cities will continue to demand 35 and 70mm prints. But Stanley Durwood is not so quick to dismiss the idea. "This system could never replace 70mm, but it could surely replace 35mm in 80 percent of the theatres in this country," he says. "The image is fine in theatres up to 500 seats." Durwood has tentative plans to test this belief this summer, when he hopes to place the 16mm projector package in 50 AMC theatres across the country (mostly in the Western states, he says). Almost every major distributor has seen the process and are ready to supply AMC with first-run, 16mm prints, Durwood says, and he intends to run these films head-to-head with 35mm films in adjoining theatres. The public will not be notified of the experiment, and Durwood is confident that no one will know the difference. "Our only concern at this point is the quality and consistency of the 16mm prints," Durwood says. "The sound and image quality of the projection system is just where we want it, and we'll be testing to make sure that the projector is as dependable as we think it is. But I am very picky, and I know that the picture projected by this system is excellent." rPROCTOR COMPANIES INDUSTRY SOURCE FOR: PORlABtl HOT DOC" SIAIION n D D D D D CONCESSION STAND DESIGN, FABRICATION, INSTALLATION PORTABLE CONCESSION FIXTURES ACOUSTICAL WALL PANEL FABRICATION AND INSTALLATION LOBBY RENOVATION/CONSTRUCTION MANAGEMENT CONCESSION EQUIPMENT AND PARTS SERVICE COMPUTER AIDED DESIGN FACILITIES SEE US AT SHOWEST, BOOTHS #107-109! 2335 SOUTH INCA DENVER, CO 80223 PHONE 303-934-5455 FACSIMILE 303-934-6236 Response No, 101 80 BOXOFFICE
I-UKUM New Strategies for the Future: Two Challenges Facing Exhibition Part 2 By Garth M. Urabinsky Chairman, Prcsidrnt and CEO Cint'plex Odt'on Ckirp. Transcript of a speech delivered Tliursdav, Novembir 19, 1987, at the NATO National C^()n\cntion, Marriott Wartjuis Motel, Atlanta, (it^orgia. Now let us consider the second challenge, staff at every level. Those days, you hear on every side that we are in a "post-industrial" society, that we now function in an "information economy" or a "service economy " In the Province of Ontano. for instance, which must be fairly typical of the North American continent as a whole, the service sector— which by dehniiion comprises all economic activity other than the primary industries—agriculture, resourtes and manufacturing— now accounts for 73 percent of employment An estimated 80 percent of all new jobs that will btr created in the next decade will be in the service sector Well, the motion picture exhibition industry has been a part of the service sector since it began almost 100 years ago when August and Louis Lumierc erected a wooden sign marked "Cinematograph" at 1400 Boulevard des Capucines in Paris And in approaching this problem, once again it helps to considi^r wh
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nuin^^ A Div)8k>n of Mara^ Incorpor
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CUSTOM FABRICATION A TECHNOLOGICALL
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ShoWest Intro Published by Boxoffic
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ShoWest and Showmanship By Harli-y
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V E S T R N PICTURES 88 I- CJ
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88 PAPERHOUSE PARENTS THE BEAT CALL
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' A PROGRAM: OPENING SESSION Record
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Page 53 and 54: Movie Theater Operators... Increase
Page 55 and 56: what does Pepsi give you that the o
Page 57 and 58: COLUMBIA PICTURES CORDIALLY INVITES
Page 59 and 60: FOR RELEASE 1988 A TIGER'S TALE STO
Page 61 and 62: Research among these candy experts
Page 63 and 64: ONGRATULATIONS JERRY FORMAN SHOWEST
Page 65 and 66: : CINEPLEX ODEON :! T^ ^ ^ ir CONGR
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Page 70 and 71: Twentieth Century Fox Film Corporat
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Page 80 and 81: STEAMETTE moist heat portable steam
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Page 86 and 87: MARKETING Using Promotional Materia
Page 88 and 89: THE NUMBERS PAGE were " "Ernest and
Page 90 and 91: SHOWMANSHIP Charity Benefit Premier
Page 92 and 93: Acoustical Control in Modern Multip
Page 94 and 95: SOUND ADVICE (continued) that the p
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Page 100 and 101: ODELL'S 4 we Cover 4 America's . Po
Page 102 and 103: KANSAS CITY, KS 8220 Nieman Road Br
Page 104 and 105: Kerasotes (continued from p 85) cor
Page 106 and 107: 1 THEATRE PROFILE (continued) Larry
Page 108 and 109: A Little More Clarity, Please IN By
Page 110 and 111: IN THE BOOTH FEELING LUCKY? THIS By
Page 112 and 113: NATIONAL NEWS It's Official: 1987 B
Page 114 and 115: I ' Springfield, Mass. The venerabl
Page 116 and 117: SILVER SCREEN SPECIALTIES PO. Box 1
Page 118 and 119: I FT. Folded Machine Roll Tickets C
Page 120 and 121: BATTERIES NOT INCLUDED Staning Hume
Page 122 and 123: EDDIE MURPHY RAW StatTing Eddie Mui
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Page 136 and 137: . "^^^^ rtearinq House rates: 75C P
Page 138 and 139: '. • • Ad Index SW-37 SW-2 Agfa
Page 141 and 142: «? : *• A-^AMERICA'S i.i^^. MCVI
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Boxoffice-March.1988

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