Emerging
Film Technologies. We have established links
with film technology providers and ensure we have a
sound understanding of emerging technologies in order
to utilise the latest innovations to help you market
and promote your film.
Digital Cinema
Digital Film
DVD Formats
Digital Cinema
The UK Film Council have also developed the ‘Digital
Screen Network’ to broaden the range of film available
for audiences and reduce costs of prints and distribution
to cinemas
The aim is to have a virtual network of
240 screens located in around 200 cinemas. The UK Film
council aim to ensure digital picture will match or
surpass the highest existing standards for digital cinema. In return for subsidies towards the cost of equipment
cinemas will be expected to devote a set amount of their
cinema screening time to ‘specialised programming’
which will be prescribed by the UKFC. Specialised films include foreign language, documentaries, indie English language films and classics which all fall outside manistream cinema.
From 2004 to 2007, 33 specialised films have grossed £1 million plus at the UK box office, compared to 11 in the previous three years.
ODEON launched a 4K projector pilot in May 2007 on 3 screens at it's multiplex in Guilford. 4k projectors ran the same film in tandem with a version on traditional film and audiences chose the digital over standard format. ODEON is also planning Playstation 3 tournaments in an obvious brand tie in with the Sony projectors.
Warner Brothers is driving the development of 4K titles including remasters of classic titles. Any remastered titles will be also released on Blu Ray at a resolution equivalent to 2K.
The progress of the roll out of digital cinema is staggered especially in Europe, where exhibitors and distributors have not agreed on whether to support Arts Alliance Media's Virtual Print Fee.
The Virtual Print Fee Model is a means of financing the conversion of the cinema industry to digital cinema. A thrid party such as Art's Alliance Media plays up front for the equipment and then recoups the cost of the equipment over time through payments from distributors and exhibitors.
The theory is that distributors are saving money on prints by shipping digital and these savings are in turn used to contribute towards the cost of digital equipment.
In N America, 3,700 digital screens have been rolled out but European distributers are sceptical as to how much will actually be saved by digital as opposed to print versions in the light of the DCI's compulsary minimum 2K projection quality standard.
TOP
Digital Film
Physical film obviously has a different quality to
digital film and has a depth and vividness but now with
technological advances, there are only benefits to be
found using high definition film.
Physical film is a shifting medium with issues of gate weave, jitter and other effects
to consider. Using the equipment to support traditional
film is cumbersome, time consuming, requires a certain
degree of expertise and is expensive. In contrast, due
to the comparatively cheap cost of DV or High Definition
cameras, multiple cameras can be employed on shoot to
reduce shoot times by shooting simultaneously from several
angles.
There are issues in transfer from film to video medium
for enhancements then final mastering and distribution.
All of these processes and disadvantages can be negated
by the use of digital technology. Digital filming allows
the filmmaker to view content shot immediately and verify
its quality. Effects work is facilitated by the medium
and this is why it is often the choice of productions
incorporating special FX and green and blue screen work.
Once the action has been captured digital film can be
tailored in post production to appear like physical
film by imitating the qualities imbibed in real physical
film.
Other obvious benefits are a quick route to market
and the ability to distribute film via new media such
as SMS or internet downloads.
3D digital film is predicted to drive cinema to digital formats. Studios are also focusing on online download and video on demand as easy routes to market.
TOP
DVD Formats
There is no agreed industry standard and therefore we are in the midst of the 'format wars'.
The following formats are being developed, both use
a blue laser for reading and recording data:
- Blu -ray
Offers a capacity of 25 GB per layer. Is
subject to significant manufacturing problems and
requires new mastering and replication equipment and
processes.
Blu ray can be found on Sony's latest play station.
A pre recorded version (BD-ROM) will offer a 25GB
capacity per layer on single sided, single and dual
layer discs.
- HD DVD
Can be manufactured using existing DVD lines
and existing UV mastering equipment.
There are 3 versions:
- HD DVD – ROM – pre recorded with
a capacity of 15GB per layer per side, with a
total capacity of 60GB per disk. These can be
used to distribute HD movies.
- HD DVD – RW – re writable disks
can be used to record 20 GB per side.
- HD DVD – R – write once recordable
with capacity of 15GB per side.
Different film studios are sponsoring contrasting formats. Meanwhile home entertainment is becoming less and less reliant on DVD's with film rental companies concentrating on investing in download technology as a driver for the home rental market.
TOP
Emerging Marketing
Technologies. As interactive marketers, Siren
use new technologies. We see it as integral to our service
to spot emerging technology providers and set up relationships
so we can offer new media to our clients.
Typical media we are investigating are as follows:
Internet Film downloads
Podcast advertising
Adwalkers
Interactive TV advertising
Webisodic filmmaking
DVD trading services
Moving poster sites
SMS broadcasting
New media are emerging every week and film is particularly
suited to embrace experimental media. We aim to use
the above media to support traditional advertising techniques,
such, as PR, posters, TV and trailer programmes.
TOP
|
