DIGITAL CINEMA - THE WAY FORWARD
The immense possibilities and benefits of Digital Cinema have changed the landscape of the cinema industry and Christie is proud to be at the forefront leading the way in the deployment of Digital Cinema systems around the world. With well over 3,000 Digital Cinema projectors installed worldwide, Christie has fortified its leadership in the world’s largest deployment of Digital Cinema systems, and is on track to reach the historic 4,000th installation milestone by the end of 2007.
WHAT IS A DIGITAL CINEMA SYSTEM?
A Digital Cinema system represents the convergence of technologies including software, projection such as the Christie CP2000 DLP Cinema® projector, compression, digital storage and transmission. The combination of these technologies has allowed the transport, storage and presentation of motion pictures, that is now called “Digital Cinema”. At the heart of Digital Cinema projection is Texas Instruments’ DLP Cinema® - a technology that uses three separate optical semiconductors known as digital micro- mirror devices (DMD), each of which contains a rectangular array of more than a million microscopic mirrors. The Christie CP2000 uses DLP Cinema technology at the base.
HOW DOES DLP CINEMA® TECHNOLOGY WORK?
- A digital projector based on DLP Cinema® technology transfers the digitized image file onto three separate optical semiconductors known as DMD chips. Each of these chips is dedicated to one primary color – red, green, or blue. A DLP Cinema chip contains a rectangular array of over one million microscopic mirrors.
- 2. Light from the projector's lamp is reflected off the mirrors and is combined in different proportions of red, green and blue, as controlled by the image file, to create an array of different colored pixels that make up the projected image. Think of the DMD’s as the colored cards held up by an audience in a sports arena to create a giant image. Each person holds up a single colored card, yet when combined, these thousands of cards create a picture. If the card colors are changed, the picture changes too.
- 3. Each micromirror tilts either toward or away from the light source thousands of times per second to reflect the movie onto the screen. These images are sequentially projected onto the screen, recreating the movie in front of you with perfect clarity and a range of more than 35 trillion colors.
WHAT ARE THE BENEFITS OF DIGITAL CINEMA?
- Enhanced, pristine razor sharp image quality
- Image does not degrade with repeat viewings – 2K resolution (2048 x 1080) at every screening
- Movies can be shown on more screens and at higher frequency
- Lower cost and more convenient distribution
- Reduced shipping costs
- Economic savings free up resources to afford more digital movie copies, increasing variety of cinema programming
- More efficient management of theatre operations
- Ability to play alternative content (i.e. live sports broadcasts, a Broadway show)
- Ability to use cinema downtime for alternative purposes (i.e. events, seminars, conference venues)
Digital Cinema offers real advantages for movie patrons who expect a superior entertainment experience. With Digital Cinema, the viewing experience is significantly enhanced with the projection of pristine, razor-sharp, 2K resolution images at every screening. With digital content, the risk of film scratches and image distortion is a thing of the past. In addition, with DLP Cinema projection and distribution, movies can be shown on more screens and at higher frequency providing movie-goers ample opportunity to watch movies of their choice.
From the exhibition stand-point, Digital Cinema offers a high-quality image, unaffected by repeated showings. The digital copy at the 1000th viewing is as good as the movie’s premiere – as digital files do not get scratched or degrade with each viewing. In terms of cost, Digital Cinema offers significant savings in distribution with the elimination of the need to make, copy, and ship bulky reels of 35mm film. The cost savings in distribution frees up resources to afford more digital movie copies increasing the variety of cinema programming.
The long term strategic benefit lies in the flexibility to use the Digital Cinema system to present alternative forms of content. Exhibitors can use cinema downtime for such events as seminars, conference venues, etc. Alternatively, the content that is played on the system can range from movies, to live sports broadcasts, to a Broadway show.
DIGITAL CINEMA STANDARDS
In July 2005, after years of evaluating and testing different technologies, the studio members of Digital Cinema Initiatives, LLC (DCI), a joint venture of Disney, Fox, MGM, Paramount, Sony Pictures Entertainment, Universal and Warner Brothers Studios, published and released to the industry voluntary technical specifications for Digital Cinema. These specifications provide a guideline for technology providers ensuring the system’s components are interoperable and provide a high level of security for the content.
THE BUSINESS OF DIGITAL CINEMA
In the Fall of 2005, Access Integrated Technologies, Inc. (“AccessIT”) (NASDAQ: AIXD), after successfully negotiating with major Hollywood Studios, contracted Christie Digital Systems for the supply of an integrated DCI-compliant Digital Cinema system. AccessIT created their wholly owned subsidiary, Christie/AIX, an entity responsible for executing an innovative business plan and administrator for the first practical Digital Cinema rollout in the world. The plan satisfies the diverse concerns of movie studios and exhibitors by standardizing with DCI compliant content format, delivery and presentation.
Christie/AIX serves as the intermediary between content owners (major studios and independent distributors) who pay the virtual print fees (VPF) for each movie projected on a Christie/AIX Digital Cinema system, and exhibitors, who are responsible for the installation costs, software licensing fees and 10-year maintenance contract.
Christie/AIX provides exhibitors with a full range of DCI compliant hardware and software including Christie’s latest generation 2K resolution 3-Chip DLP Cinema® projector and all hardware, media players and central server equipment.
Diagram courtesy of:
Access Integrated Technologies, Inc.
HOW ARE DIGITAL COPIES OF MOVIES DELIVERED TO A THEATRE?
A digital copy of a movie can be delivered to a theatre on an external hard drive, using a fibre network or via satellite delivery.
RAISING THE BAR IN 2007 AND BEYOND
Industry observers acknowledge that Christie has taken a clear and commanding lead in the Digital Cinema revolution; first establishing the framework for its widespread adoption, then setting the pace by which the technology is finally being implemented around the world.
Christie's manufacturing facilities in North America continue to expand and operate at full capacity to satisfy an unprecedented, global demand for the world's most acclaimed DLP Cinema projector, the Christie CP2000. Utilizing the Kaizen quality process, a Japanese method of continuous improvement that is recognized internationally, it has restructured every aspect of manufacturing to ensure peak efficiency, while maintaining the highest standards of quality that is the hallmark of Christie products and services.
DLP® and DLP Cinema® are registered trademarks of Texas Instruments.