Termed - "over-under" - Technicolor's new (but yet to be sold), on film 3-D projection process may well be the formula needed by the cinema industry. Technicolor, owned by Thompson, the French media technology company, is one of the largest processors of movie film - it will process over 3 billion feet this year - but is also the leader in the processing and distribution of digital cinema. In all, Technicolor generates $3 billion in annual revenue - about 45% of Thompson's total.
Principally, because of its high expense, Digital Cinema - which has been available since 2000 - has not been widely accepted by movie theatres primarily because it has no positive impact on boxoffice admissions. Currently there are only 6500 Digital Cinema installations out of a universe of 39,000 total screens in the U.S.
Now, Hollywood has embraced 3-D which requires a D-Cinema projection system. However, this has not moved exhibitors to mass conversion either as 3-D films have not really "pushed" the boxoffice. Through mid-September the U.S. boxoffice - including eighteen 3-D releases - totaled $7.6 billion, only 7.4% over 2008, while admissions were only 35,000 higher!
Recently, however, Technicolor unveiled a system that can exhibit 3-D movies using existing 35mm film projectors - saving exhibitors the expensive investment required for a Digital/3D projection system (about $90,000). Technicolor's belief is that many more screens will convert to 3-D using their much less expensive system.
Rumor has it that Technicolor's 3-D system will be priced under $8,000 and be comprised of a state-of-the-art split projection lens and polarized glasses which when coupled with a split 35mm film frame produces an excellent on-screen 3-D image.
To date, Technicolor has not provided a timeframe as to when their 3-D system will be available.
MOVIES ON PHONES - WHY NOT
mSpot, a U.S. mobile entertainment company, has begun offering full-length movies for streaming to cell phones. In an announcement last week, mSpot stated it has signed deals with Paramount, Universal, and the Weinstein Co. to bring movies to the "tiny screen". Currently, 300 movies are available. Termed, Mobile Movies, they are available (thus far) only in the U.S. on 4 mobile carriers and 30 different phones including iPhones, Blackberries, and Androids.
The movies are streamed directly to the user's phone - and can be stopped and started on demand. A movie downloaded from mSpot costs $4.99. Note: I recommend users have an unlimited data plan with their mobile carrier.
CAN TWITTER MAKE OR BREAK A MOVIE?
When people view a movie, if they Twitter their critique as they walk out of the cinema their impact is instantaneous. That is called the Twitter Effect. Can it break or boost boxoffice performance? Maybe not yet, but social networking platforms will continue to impact the studios' marketing campaigns. The Twitter Effect came to life after Hollywood blamed Twitterers from panning Universal's "Bruno" which supposedly caused that film's lackluster boxoffice.
To counteract, Sony Pictures, recently created branded Twitter pages for its films. These sites are meant to keep the "conversation" around each film active and updated. Sony has dedicated staffers who manage and measure social-networking activity around their films - manufacturing hype for the film around those all important first three days of cinema release.
As Peter Bradshaw, VP at Nielsen Ratings On-Line stated, "The name of the game for studios is to take full advantage of all the early signals - the buzz - on a film. The downside is a movie can be damaged very quickly". The flow of information on Twitter, and other social network platforms, is fast and their influence - at least for now - unmeasurable.
ARBOREEL NOTES
The latest in electronic recycling is the EcoATM which pays you for used/old electronic gadgets! The EcoATM is a self-serve kiosk that electronically inspects a cell phone, or other device, assigns it a value, and automatically issues a gift card or an in-store coupon. If the phone has no resale value you can choose to re-take the phone, or request that the phone be retained and re-cycled.
EcoATM, a San Diego start-up, is using the Nebraska Furniture Mart in Omaha, as its first test site. The company plans to install kiosks at wireless stores, as well as, big-box retailers beginning in 2010.
EcoATM's will be able to recognize phones, MP3 players, digital cameras, notebooks, printers, and storage devices, and rely on a camera-based system that detects wear, cracked screens, missing keys, etc. to determine the device's value. If it's not worth anything, users can still get a free gift - such as a waterproof phone case. Retailers get the EcoATM installed free. Obvious incentives include: reward tie-ins, increased foot traffic, and eco-cachet for your cinema. Eco-cachet is a term I coined to dsscribe the consumer goodwill afforded businesses that embrace green initiatives.
Consumer convenience is important to solving the huge e-waste issue and the EcoATM is a great way for cinemas to participate. The EcoATM is aimed at the growing problem of e-waste. In the U.S. alone, over 100 million cell phones are thrown away each year.
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