CinemaCon - Anything You Should Know

I attended CinemaCon this past week and can report that the only significant news was that Avatar will have FOUR sequels and not three as originally planned. Other than that, the gathered film makers/distributors and exhibitors united in a resounding NO to the upstart, first-run, in-home movie streaming service 'Screening Room' - which CMG  predicted was DOA when announced last month.

Avatar: Four sequels are planned

On the equipment front, there was a cadre of seating manufacturers totting their wares. I guess they believe very cinema in the world, that hasn't been constructed in the last year, needs to retrofit their seating with big, highly padded, recliners (that is some cases, gyrate, twist, shoot air or water in your face, and spew scents) and, of course, come with a hefty price tag.  It's the current theme of less but bigger and better seating gets more folks into cinemas.  To me, that is a lame and misguided strategy as the static cinema admissions numbers attest to.

On the projection and sound side, laser projection is being pushed - WHY?  Who needs it? It offers really nothing over xenon projection. It appears to be the projector manufacturers' ploy of getting exhibitors to spend money on new, but un-needed technology now that virtually all exhibs. have converted to xenon-based digital projectors.

Sound is another story. I am very big on the new Dolby Atmos sound system and its ability to be phased-in and enhanced as each exhibitor's needs and budget warrants.  Sound makes up one-half the sensory experience offered to moviegoers at their local cinemas - and the one-half that can be enhanced with the greatest bang-for-the-buck.

Now, back to Avatar. Are four sequels necessary? Hmmm, James Cameron thinks so - and how can one argue with the highest grossing film producer of all time.  No doubt, the Avatar franchise films will offer the very best that the cinema sensory experience has to offer. As Cameron stated in his presentation at CinemaCon "my films are made for and must be viewed at a cinema, on a large screen with immersive sound." Now, that's the strategy that sells tickets!

Just saying,
Jim