Film-Tech Forum ARCHIVE: What is your 3-D DLP system doing now?

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Posted by Paul Konen (Member # 41) on 02-06-2006, 10:59 AM:

Wondering if you are showing regular DLP shows until your next 3D event happens?

If not, is it due to the 3-D hardware in front of the projector lenses? If you can't or unsure to speculate. Don't!

Posted by Steve Scott (Member # 630) on 02-06-2006, 11:17 AM:

And what about those fancy silver screens? [Smile]

Posted by Mike Schindler (Member # 1309) on 02-06-2006, 12:17 PM:

Our theater is opening its first 2D DLP movie on 2/17. As for the silver screen... it's still there.

Posted by Brian Michael Weidemann (Member # 2243) on 02-06-2006, 08:39 PM:

After Chicken Little, our DLP in #15 (the one installed explicitly for that 3D extravaganza) has stood idle while we played whatever 35mm print went in there. But whatever it was, it still looked good n' bright on that silver screen.

Although it's not in 3D, we opened Annapolis a couple weeks back on the DLP in that auditorium, the first DLP feature we've had since Chicken Little, and it (the image, anyway) looks great. Since Disney leased the projector, or paid to install it, or whatever, we're stuck playing Disney distributed shows in there. The polarizer mount just swivels out of the way, so 2D is no problem.

Our original DLP in #17 is still lying dormant (since we lost Corpse Bride, I think) and we're currently playing King Kong 35mm in there.

Posted by Mark J. Marshall (Member # 1409) on 02-07-2006, 02:18 PM:

The Regal / UA King Of Prussia in Philly is showing Narnia in DLP in that theater.

Posted by Paul Konen (Member # 41) on 02-07-2006, 06:51 PM:

Wow, they charge $1.50 extra per ticket.

Our theatre has never charged extra for the DLP shows vs film.

Posted by Mark J. Marshall (Member # 1409) on 02-07-2006, 11:39 PM:

They're the only DLP in town at the moment so I guess they do whatever they want. Kinda sucks. I might actually pay to go see stuff there if I didn't feel like I was getting raped.

Posted by Brian Michael Weidemann (Member # 2243) on 02-08-2006, 02:15 AM:

We don't charge a "premium" for DLP shows, but we DO charge an extra dollar on "Giant Screen" features: 35mm features on the IMAX screen. And that's always seemed a little backwards to me, although we don't quite get a say in that decision.

Posted by Matt Fields (Member # 3211) on 02-08-2006, 07:59 AM:

If you guys have two copies of a big movie (Narnia, for example), one in DLP and one 35 MM, do people seek out the DLP or do they just show up to see the movie?

Posted by Paul Konen (Member # 41) on 02-08-2006, 09:18 AM:

I have people from all over the area, and out of state, seek out the DLP showtimes. We list them separately in the ad in addition to mixing them into the regular showtimes too.

Posted by Brian Michael Weidemann (Member # 2243) on 02-08-2006, 09:18 PM:

When we opened Polar Express the first time, we had IMAX 3D, DLP 2D, and two 35mm prints. We tried to upsell to the IMAX one. When we opened Harry Potter GOF, we had IMAX, DLP, and three or four 35mm prints. We had people explicitly asking for the IMAX, but I don't think anyone noticed, or cared, that we had the DLP. So, as far as DLP goes, people just show up and it's just another set of showtimes.

Posted by Matt Fields (Member # 3211) on 02-09-2006, 07:57 AM:

Thats interesting Brian.

I don't think the public in unsatisfied with 35 MM in general, but more annoyed by cell phones in the theatres and rolling stock ads.

Posted by Stephen LaPadula (Member # 3050) on 02-09-2006, 02:56 PM:

My theatre has 4 DLP projectors, 2 of them are capable of 3D projection (installed for Chicken Little). For the most part we have been running 35mm prints in these houses with the exception of a DLP release. We pulled Narnia from the digital house Friday, but are booked to run 8 Below when it open in digital.

As far as patrons noticing the difference, I think it really depends on the area; for us, having a DLP print and a 35mm in the same size houses the DLP will always do better and usually by double. We also sell those thickets twice as fast, no matter what film is being shown.

Posted by Brian Michael Weidemann (Member # 2243) on 02-09-2006, 09:18 PM:

quote: Matt Fields
I don't think the public in unsatisfied with 35 MM in general

Do you mean to say that it's the public's dissatisfaction that is making them seek out the IMAX version? I don't believe that's the case, either. I think the particular reason we get people wanting the IMAX and "ignoring" the DLP is because our big ads have "IMAX" plastered in big, sectioned out bits, whereas the DLP logo is never "featured" so much as to distinguish itself from whatever Dolby Digital, DTS, SDDS logos, etc. happen to garnish the visual layout.

People see "DIG: HARRY POTTER" on the marquee and have no clue that it's something special. It may still be a novelty, but the IMAX presentations are getting the reputation of being superb ... at least locally, where all our regulars come to see every IMAX we have. We don't seen to have that equivalent of a DLP following.

But anyway, we have Annapolis in DLP, and it clearly says "DIG: ANNAPOLIS" on the marquee, and I don't feel that everyone who pays for that ticket knows what they're seeing, despite the series of snipes that scream it to you before the feature. I mean, it wasn't really a BIG or "special" movie (was it?), so--rhetorically--why would it be in a special presentation format?

Posted by Matt Fields (Member # 3211) on 02-10-2006, 09:18 AM:

I just meant to say that I wasn't surprised that people didn't really care if the movie was digital ot not... IMAX is a recongizable brand name and gives the customer a different experience then 35 or DLP.

Posted by Lyle Romer (Member # 1266) on 02-10-2006, 10:14 AM:

I wonder what would happen if somebody had DLP on one screen and 35mm 'scope on another but advertised the 35mm as being shown in "Cinemascope" with logos in the ads and at the box office and didn't say anything about the DLP. My guess is the 35mm would sell more tickets.

Posted by Frank Angel (Member # 248) on 02-15-2006, 04:48 AM:

I think in the beginning, like with anything "new," there is always the curiosity factor that will give it a bump. Once the general public, with its somewhat quality-challenged appreciation of presentation (it tolerates video ads, does it not? point made), realizes that when they walk into the DLP cinema, there is nothing different that they can tell from any other theatre they go to, the curiousity "bump" will be over. That initial bump the format might get at the outset will be gone and John Q. Public won't give a flying rat's ass whether it's DLP or 35mm. He goes to into an IMAX theatre and there is no question -- he knows it is something BIG and different; he perceives it as much BETTER. He goes to DLP and, hey, it's movies as usual. Or, if he's a serious film buff or a sharp-eyed photographer, he might notice the lack of visual dynamic range, the slightly soft look and the lack of detail in some scenes. Other than that, he's in the same place he's always been, seeing what he has always seen when he goes to the cinema.

And charging those movie-goers a premium price for something they can't discern as better or even different, that might very well backfire big-time. There is the distinct possibility that they can come away thinking DLP is nothing but a scam or even worse, that the theatre charging extra is purposely ripping them off and they will avoid the theatre altogether. Public opinion can turn on a dime with things like that and once the word gets out that DLP is a rip-off so the theatre can pull an extra $1 out of your pocket, that can spread like wildfire. I would be VERY hesitant adding any premium to DLP tickets; it could be a very bad PR move, negatively impacting the perception of DLP and the theatre as well.

Posted by Brian Michael Weidemann (Member # 2243) on 02-15-2006, 05:19 AM:

My thoughts exactly. A technician mentioned that we could get away with charging a premium for DLP, but I, too, feel it would be viewed as a scam or rip-off, just as you said; especially compared with the premium we DO charge for IMAX, which is so obviously remarkable and clearly superior! [Big Grin]

Our Dolby server DLP is opening Eight Below this week.

Posted by Mark J. Marshall (Member # 1409) on 02-15-2006, 07:19 AM:

I wonder....

If a theater sells premium priced tickets to a DLP show only to have the DLP projector choke at the last minute forcing them to run the 35mm version of the film... do they refund the premium part of the price?

Posted by Louis Bornwasser (Member # 3063) on 02-15-2006, 08:39 AM:

Frank: you are RIGHT ON. Louis

Posted by Brad Allen (Member # 470) on 02-15-2006, 01:58 PM:

Most people will care less about DLP projection, because most people tolerate horribly adjusted televisions at home. Bright red faces, or better yet, bright green faces are the norm on lots of folks tv's. They buy HDTV's and then butcher them by not having a clue or even care how to adjust the color or tint.

Posted by Michael Coate (Member # 757) on 02-17-2006, 02:54 PM:

Most of the "Chicken Little" 3-D locations appear to now be showing "Eight Below" in digital projection.

In the last few weeks there's been a rash of new D-Cinema installations. As a result, it looks like "Eight Below" is being shown in D-Cinema (in 2-D) in more locations than any previous D-Cinema release.

[ 02-18-2006, 06:51 PM: Message edited by: Michael Coate ]

Posted by Michael Coate (Member # 757) on 02-18-2006, 06:53 PM:

Post edited.

Posted by Jonathan M. Crist (Member # 413) on 02-23-2006, 12:01 AM:

According to a recent email from my WB branch representative, beginning with "V for Vendetta" it is supposedly going to be WB policy to have DLP versions available for all of its major releases.

Posted by Shane Cooper (Member # 2510) on 05-08-2006, 02:12 PM:

Pulled from the Real D site:

REAL D and Rave Motion Pictures Theaters Accelerate Digital 3D Rollout with 20 Screen Deal

REAL D Cinema Now Boasts Largest United States 3D Cinema Footprint

New Screens Being Added in Time for Summer Premiere of Columbia Pictures’ MONSTER HOUSE 3D

LOS ANGELES and DALLAS, May 8, 2006 – REAL D, the leader in the delivery of premium 3D experiences, and Rave Motion Pictures Theaters, the Dallas-based, all stadium theater circuit, today announced that the companies will install 20 more REAL D Cinema systems in Rave theaters nationwide. Upon completion of this rollout effort, Rave theaters will have 29 REAL D Cinema systems – more than any other circuit.

Rave Motion Pictures Theaters currently boasts nine REAL D Cinemas in select multiplexes and will add 14 new REAL D Cinema screens in time for the highly anticipated release of Columbia Pictures’ MONSTER HOUSE 3D starting July 21, 2006.

This deal underscores exhibitors’ commitment to the REAL D Cinema format and continues REAL D’s worldwide rollout plan. The addition of new screens at Rave theaters brings the total number of REAL D Cinemas worldwide to 124 and gives REAL D Cinema the largest 3D cinematic footprint in the United States.

“REAL D Cinema creates a unique and innovative entertainment experience that can only be found in theaters,” said Tom Stephenson, Chief Executive Officer, Rave Motion Pictures Theaters. “REAL D Cinema’s presentation of Disney’s CHICKEN LITTLE was a tremendous success, and we believe the additional REAL D Cinemas will further differentiate Rave theaters and drive attendance.”

“We’re thrilled to expand our partnership with Rave theaters, an industry leader that is elevating the movie-going experience by embracing new technologies,” said Michael V. Lewis, Chairman, REAL D. “Audiences couldn’t get enough of CHICKEN LITTLE in REAL D and the addition of more screens means we can amplify that success with the release of MONSTER HOUSE.”

Rave Motion Pictures Theaters in the following markets were among the first to offer REAL D Cinema:

• Chattanooga, TN
• Columbus, OH
• Ft. Wayne, IN
• Hickory Creek, TX (Dallas/Fort Worth)
• Hoover, AL (Birmingham area)
• Hurst, TX (Dallas/Fort Worth)
• Indianapolis, IN
• Viera, FL (Melbourne area)
• West Chester, OH (Cincinnati area)

New REAL D Cinema systems will be installed in Rave Motion Pictures Theaters in the following markets for the launch of MONSTER HOUSE in digital 3D:

• Baton Rouge, LA
• Destin, FL
• Fort Worth, TX
• Houston, TX
• Huntsville, AL
• Little Rock, AR
• Montgomery, AL
• Orange Beach, AL (Mobile area)
• Pensacola, FL
• Peoria, IL
• Port St. Lucie, FL

Posted by Mark J. Marshall (Member # 1409) on 05-08-2006, 03:22 PM:

The strobing effect on this system blows. I want to see more two projector setups. Actually, I only need to see ONE more two projector setup... somewhere close to me.

I know I'm probably dreaming on that.

Posted by Caleb Johnstone-Cowan (Member # 3710) on 05-08-2006, 07:29 PM:

We've got two screens with digital projection, been showing things in at least one of them since mid-March. We've only shown limited-release stuff on them.

Couldn't charge a premium, one film was shot on super 16mm so didn't look that great on digital and another seems to have been shot on DV-cam so again no. I noticed the quality was better on the 35mm film that we showed digitally. We don't adverise things as being a digital presentation.