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Topic: AMC Signs $315,000,000 Deal with Sony 4k Digital
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Julio Roberto
Jedi Master Film Handler
Posts: 938
From: Madrid, Madrid, Spain
Registered: Oct 2008
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posted 04-01-2009 11:04 PM
Well, this is a welcomed and significant advance for digital cinema. Between Christie, Barco and Nec they have a little over 5000 2K installations in the USA.
Depending on how fast this is done, this will put Sony only a couple hundred units behind all their competitors together. It would also probably boost a bit other sales for them and the confidence on the Sony 4K system overall.
The good news in all this is that many more studios will be inclined to release their movies in 4K from now on. Several of the new ones are being filmed/scanned at an over-2K resolutions, so this will give them the perfect "excuse" to start releasing 4K more widely, which is what DCI wanted all along anyway.
Imax installations would also benefit, as would regular 2K installations since when a film is "mastered" in 2K it usually ends up having a bit less than that actual resolution (I.e. a common 35mm scanner resolution at 2K yields 1806x976 pixels from 1.85:1 negative area, which is under the 1998 x 1080 that DCI equipment is capable for that format)
When a film is "mastered" in 4K in has the "side effect" that the "true" resolution is usually well over 2K, even if it's usually under true-4K in reality, so when it's resized to 2K there is actually (potentially) at least that much (full-2K) detail in there. The 2K's would thus, hopefully, if the don't overcompress, be used to its fullest potential.
Wish TI would put serious thought into a 4K product, but I think they just can't offer a cheap-enough solution at that res. But perhaps they could come out with a expensive projector for those that can afford it.
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Frank Angel
Film God
Posts: 5305
From: Brooklyn NY USA
Registered: Dec 1999
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posted 04-02-2009 07:58 AM
After spending all that money on 4K projection, AMC marketing dept, if they knew what they were doing, should make one big bruhaha about it: AMC -- Double the picture resolution of "standard" theatres. Then they need to create a snipe which touts 4K al la what Disney does for every DVD release of their "digitally restored" classic stuff -- show the 2K resolution image on half the screen with the color saturation turned way down and the contrast decreased enough to make it look like crap, then on the other side, have what represents the 4K image all bright and crisp. Customers will eat it up.
Plus, the general public still has strong, positive brand identification, especially regarding picture quality, there is that perception that the best picture you could get in a TV set was a Sony Trinitron -- at least that would be true with the older demographic. The public as a whole doesn't know about the SDDS debacle.
It's hard to imagine that AMC would do this install without taking advantage of using it to trumptet their horn against their competitors in all their advertising, after all they do have that bigger 4K vs 2K number to exploit, regardless if 1) it doesn't actually mean double the resolution and 2) if allot of their stuff will still originate from 2K original elements. But since when do ad agencies worry about that pesky thing called truth in advertising? All I know is, if I were spending 315 million to install some equipment, I sure as hell would try to use it to my competitive advantage rather than keeping it hidden under a barrel. When and exhib spent money to get a THX certification, he sure as hell did his best to let it work for him to put more butts in his seats -- snipes, 1-sheets, gold looking placques on the walls, a huge, 4K standee in the lobby ![[thumbsup]](graemlins/thumbsup.gif)
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