Although true cinema quality D-Cinema was first successfully trialled in the UK almost a decade ago, the number of digital screens remains low - both here and worldwide. The lead territory remains the US though which has seen the most dramatic growth to date.
The initial stumbling block for all parties involved was to achieve a global consensus and arrive at a common industry standard. Through the DCI (Digital Cinema Initiative) this has been largely achieved but the next hurdle has proven to be much more challenging. Namely what will it cost, how can it be financed and who pays for it all?
The recent global turmoil affecting the world of finance has no doubt impacted adversely on the latter currently, which has put some of the more ambitious digital switch over plans into the deep freeze for now.
Digital cinema will happen – it's just the time table that is yet to be made clear and in the short term we will be running dual projection for some time with 35mm film playing alongside digital in many complexes here in the UK .
3-D movies (around 10 are already slated for 2009) will stimulate digital growth but given that there are circa 500 movies released each year, are not as a significant Trojan Horse as some are maybe suggesting.
The eventual arrival of digital also means that exhibitors will be able to offer alternative content such as live shows, sporting events and retro movie seasons and the like which could all potentially both extend and broaden cinema's appeal.
A key role for P&D is now to work with our exhibitors in identifying and marketing these new audience strands being created by digital and market these to prospective advertisers.
Glossary of D-Cinema Terms
(click on excel icon for spreadsheet)
Pearl & Dean and D-Cinema
As one of the very first media companies to set up a website in the early 1990's you could say that we are something of an early adopter!
With the development of the new digital cinema technology, as a sub-contractor we can only move as fast as our exhibitors but we are fast being recognized as a key partner in helping them to arrive at the right conclusions.
Indeed, choosing the right platforms and hardware is an essential part of this dialogue and we ourselves have therefore assiduously avoided making any expensive mistakes in this critical area by not rushing in before certain industry benchmarks are fully agreed.
2000 - first fully digital film feature and supporting programme
2002 - P&D trialled a number of sites with digital pre shows
2005 - Iive concert via satellite (Genesis) with commercials
2008 - currently trialling screens with digital commercials
Pearl & Dean and D-Cinema
25.09.08 UK Digital Cinema Conference
Pearl & Dean were recently invited to speak exclusively at the above Digital conference alongside other worldwide industry figures and share our vision for the new digital age.
Whilst much of the current digital cinema debate has been focused on delivery of film and content to the cinema and from the projector to the screen, Pearl & Dean gave insights into the likely impact on the delivery and composition of future audiences.
http://www.emapconferences.co.uk/digitalcinema/
