Film-Tech Forum ARCHIVE: Andy Rooney Rails Against Cinema Commercials

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Topic: Andy Rooney Rails Against Cinema Commercials

Steve Kraus
Film God

Posts: 4094
From: Chicago, IL, USA
Registered: May 2000

posted 08-15-2004 11:14 PM

There was a commercial for Renault made in 3-projector Cinerama.

Many/most cinema commercials have gone through a video stage and it's not always HD. Hence the crap appearance. Imagine them on an IMAX screen. Even if it were shot in large format the reaction at an IMAX theatre would probably be even worse than at a conventional venue. Maybe something really really clever where you don't even realize it's a commercial til the very end might go over okay.

I don't doubt that some of the resentment over cinema commercials is that they are often the same or virtually the same as are shown on television. Something unique and different might not be hated quite so much. Hmmm...maybe there is a vast untapped advertising possibility with R rated commercials. [evil]

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Bruce Hansen
Jedi Master Film Handler

Posts: 847
From: Stone Mountain, GA, USA
Registered: Dec 1999

posted 08-16-2004 08:19 PM

Sorry about starting a new topic about this subject, but I did a search, and it came up with nothing. Then again, I never have had much luck with the search here.

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Daryl C. W. O'Shea
Film God

Posts: 3977
From: Midland Ontario Canada (where Panavision & IMAX lenses come from)
Registered: Jun 2002

posted 08-16-2004 11:00 PM

No big deal. [Smile]

I just searched for "Rooney".

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Alexander Smith
Expert Film Handler

Posts: 128
From: Walney Island, Barrow-in-Furness, Cumbria.
Registered: Jun 2003

posted 08-17-2004 08:49 AM

Reference Steve Krauss on image quality of cinema adverts:

I watched the IMAX-ified Harry Potter 3 at The Printworks, Manchester
last week. I completely enjoyed the presentation. What I was surprised to
see was, a single advert preceeding the feature.

The advert was for HP's digital cameras and colour printers ("you are the
photographer and the photo lab"). The advert seemed to be derived from
the version currently being shown on 35mm, cropped to 4:3 and then given
the same image processing treatment as the feature.

It looked quite acceptable, for something that's (effectively) a blow-up.

There were no titles for the cinema advertising company (IIRC is Carlton
for that cinema), the advert was followed by a IMAX DMR title (which also
looked splendid), and immediately following that was the feature.

I was also moderately impressed that my ticket only cost 4.50UKP
(mid-afternoon show), when some cinema operators in the UK have the
sheer nerve to charge 5.20UKP for a regular 35mm show. ;-)

Alex.

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