WEEKLY CineBUZZ REPORT - 12 May 2012

Highlights of the Week's Report:
- Iconic Kodak Theatre Renamed Dolby Theatre
- Some Cinemas Do U-Turn on In-Theatre Cell Texting
- Sony's New Access Subtitling "Glasses"
- SMPTE on 3D

Kodak Gives Up Rights to 'Oscar' Theatre
Kodak gave up the naming rights to the Oscar venue last week. In bankruptcy court, a Kodak spokesperson said it would save the company $3.6million per year. In turn, Dolby signed a 20 year deal for naming rights to the Hollywood and Highland located Theatre and the Motion Picture Academy of Arts and Sciences has agreed that the Oscars will be hosted at the Dolby Theatre through 2033.
The Hollywood and Highland complex houses retail, dining, entertainment establishments, and a hotel; additionally, it is adjacent to the historic Grauman's Chinese Theatre, ABC's TV studio, and the Disney El Capitan movie palace.
Kodak had designed and built the Theatre specifically for the Oscars: the stage, backstage, sound system, and other infrastructure were all oriented to the Academy night award presentations.  It is a very glamorous yet very functional venue in an extremely accessible location.
Given Kodak's current financial situation the naming rights fees can be put to better use elsewhere in the company and I predict Kodak will return as a viable and profitable organization.  As for Dolby, it's a great way to keep their brand in the spotlight (literally) and keeps the sponsorship in the Hollywood family of companies.

Some Cinemas Give OK to Patron Texting
In a reversal of policy some cinemas are now endorsing a policy to allow texting during the movie presentation.  At a time when teenagers are visiting the cinema less and less it might be time to relax the bans on cell phone use during youth-oriented films.
For me, customer etiquette at cinemas is a big deal.  You are viewing the movie in a room with many others and expect to view the movie unencumbered by other patrons' activities - be it talking, texting, unnecessary moving about, etc. However, young people don't see it that way and could care less if someone is texting during the movie. And they may be right. Lets face it, exhibitors have embraced and are heavy users of communication technology, so don't be hypocritical exhibitors.  Consumers use cellphones to find cinemas, obtain show times, share their movie experience, buy admission tickets and concession, watch trailers, etc. all on their mobile devices. So, can you really use the technology when its convenient and profitable for you and ban it when its not?
Everything is changing regarding movie exhibition and so might what it means to go to the movies.  But than again, isn't going to the movies all about escapism.  Leaving the real world and for a few hours entering a world of fantasy and emotion - isn't that what you pay admission for? To be able to unplug the tether of the cellphone and all of the 'obligations' attached to it, and indulge in undisturbed fantasy.
See, you can argue both sides of the issue -  it's all personal. However, going forward if you are viewing a Harry Potter, Avengers, or Twilight, be tolerant because the person next to you (your daughter or son) may just be texting.

Sony's New Access Glasses

Sony Provides 'Access' to Moviegoers
At CinemaCon I was introduced to Sony's new Access Subtitling System. Access consists of special glasses ( in my case, worn over my own glasses) that display closed-captioned text in up to six languages.  Capable of accommodating both 2D and 3D (via a clip-on filter) these glasses were great.
This is a huge step up in allowing hearing impaired individuals an enhanced movie entertainment experience, while eliminating the need for on media subtitling in various languages.  Good job Sony.

The History of 3D
Let's see now, 3D has been around how long ?  Oh, let's say 100 years, give or take - really !  Yes, really.  The first patent for stereoscopic motion-pictures was filed in 1898 by C. Francis Jenkins, who wrote the book on 3D.  This and other facts, data, and information are compiled in a new 550 page book published by the Society of Motion Picture Television Engineers (which itself will turn 100 in 2016).
I don't usually recommend books or other publications in CMG but if you have the least bit of interest in 3D technology and how it has progressed through the decades this is the book to get. Soft-cover is $89 (less $20 if you are a SMPTE member).  It's also available for download from Amazon.

Best and Happy Movie Going!
Jim Lavorato