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Sony says it has signed a $315 million deal to install its digital projectors in all AMC Entertainment theaters.

The contract will close the gap between Sony and Texas Instruments in the digital projector market. Texas Instruments has equipped 5,476 screens in North American theaters with its digital light processing projectors. The deal with AMC will increase Sony’s presence to about 5,000 screens.

Theater chains are replacing film projection equipment with digital versions because new technology provides a clearer picture. No film is used, so digital images are devoid of scratches and wobbly images. Distribution costs will also be lower, as studios no longer need to create and distribute reels of film. Rather, movies can be downloaded from a satellite or served to several projectors in one theater from a hard drive.

The Sony projectors will be installed beginning in the second quarter this year and continue through 2012.

Frank Rash, an AMC senior vice president, said AMC settled on Sony’s 4K technology because “digital cinema gives us a huge opportunity to do 3-D, live broadcasts and playback of live events.”

(Article by Eric A Taub)

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Posted by Steve Guttag (Member # 268) on 03-30-2009, 07:10 AM:
 
And those that don't learn from history.....
 

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Posted by Scott Norwood (Member # 30) on 03-30-2009, 09:12 AM:
 
It sounds as if there will be some cheap SDDS units for sale over the next few years....

Does this deal fall under the auspices of the DCIP arrangement, or did AMC decide that DCIP was worthless and make this deal on its own? Will they get a discount on Sony/Columbia "film" rentals now? It sounds as if they agreed to pay about $68k per screen, which may be a reasonable deal if it includes the server and installation.
 

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Posted by William T. Parr (Member # 677) on 03-30-2009, 09:19 AM:
 
Yep and if history follow suit with Sony they will stop supporting the product about the time they do the final install for AMC in 2011 0r 2012.
 

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Posted by Louis Bornwasser (Member # 3063) on 03-30-2009, 10:39 AM:
 
Remember: sdds stood for "someday, damn soon." Louis
 

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Posted by Mark J. Marshall (Member # 1409) on 03-30-2009, 10:51 AM:
 
I thought it was "Shoulda Done Dolby Stereo".

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Frank Rash, an AMC senior vice president, said AMC settled on Sony’s 4K technology because “digital cinema gives us a huge opportunity to do 3-D, live broadcasts and playback of live events.”

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Does that make sense to anyone else? Can't you do those things with just about any digital projector? The quote doesn't seem to explain why AMC "settled" on SONY.
 

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Posted by Sam D. Chavez (Member # 1841) on 03-30-2009, 02:00 PM:
 
AMC has a culture of doing everything differently. Their motto from years back was "AMC, There is a Difference!"

Periscopes, Smart, Ceiling Surrounds, Taurus Screens...

One of these days they will hit a home run.
 

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Posted by Scott Norwood (Member # 30) on 03-30-2009, 02:34 PM:
 
To answer my own question, this deal does fall under the DCIP umbrella.

It does seem odd to me that they would commit their entire chain to a single-vendor product. Unlike SDDS, every AMC screen would be put at risk of going dark if Sony decides to abandon the product or significantly raise parts prices or if a major part becomes NLA. It would have been a better long-term business decision to install a mix of equipment, which would prevent the company from being completely screwed if there are issues with the Sony product.

Apparently this is what happens when you hire your CEO from Starbucks....
 

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Posted by Mark Gulbrandsen (Member # 72) on 03-30-2009, 02:34 PM:
 

quote: Mark J. Marshall

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I thought it was "Shoulda Done Dolby Stereo".

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quote: Sam D. Chavez

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Periscopes, Smart, Ceiling Surrounds, Taurus Screens...

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quote:

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AMC Signs $315 Deal with Sony 4k Digital

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Cheap deal, isn't it?


 

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Posted by Tony Bandiera Jr (Member # 2365) on 03-30-2009, 07:22 PM:
 
Nope, you all got it wrong. SDDS is System Dumps During Show.

Steve summed it up: AMC is incredibly stupid and hasn't learned from history.

Sony needs to stay the of the the cinema biz..they cause a lot more damage than good.

quote: Sam Chavez

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One of these days they will hit a home run.

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Sam, I hope that was sarcasm....AMC hasn't even managed a base hit yet...

AMC = American Monkey Cinema...
 

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Posted by Louis Bornwasser (Member # 3063) on 03-30-2009, 08:02 PM:
 
Another example of too much money and not enough brain! Louis
 

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Posted by Joe Redifer (Member # 3) on 03-30-2009, 08:36 PM:
 
Their ALL DIGITAL Orchard 12 or whatever it is called out her in Denver is pretty good, much better than most AMC theaters. No Torus (that I saw), surround speakers were on the wall and not the ceiling, seats were comfy and the auditorium looked very nice and was comfortable. It was like going to a non-AMC theater!! Needless to say I was very confused. The picture was pretty good coming from one of those Sony 4Ks (I assume), but of course the source was 2K like most/all digital movies. This theater also had an IMAX which I did not see, but it is not real IMAX it is the fake digital IMAX so it probably is pretty lame.
 

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Posted by John T. Hendrickson, Jr (Member # 849) on 03-31-2009, 09:42 AM:
 
I thought SDDS ment "sound dies during show".

It will be interesting to see how quickly this venture goes forward. Wonder where AMC is getting the money from??
 

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Posted by Mark J. Marshall (Member # 1409) on 03-31-2009, 10:26 AM:
 
That's money they have from not paying me anymore after I quit.
 

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Posted by William T. Parr (Member # 677) on 03-31-2009, 02:04 PM:
 

quote: Joe Redifer

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Their ALL DIGITAL Orchard 12 or whatever it is called out her in Denver is pretty good, much better than most AMC theaters. No Torus (that I saw), surround speakers were on the wall and not the ceiling, seats were comfy and the auditorium looked very nice and was comfortable. It was like going to a non-AMC theater!! Needless to say I was very confused

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Joe,

A few years back AMC realized that anything over 16 screens was killing them bottom line wise. At the same time they fired thier in house designer that pioneered the Toradial Screen System and they also started building THX certified auditoriums. So somewhere they have picked a few brain cells there only 25 plus years behind now.
 

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Posted by Joe Redifer (Member # 3) on 03-31-2009, 03:34 PM:
 
Are you speaking about Larry Jacobson or whatever his name is?
 

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Posted by William T. Parr (Member # 677) on 03-31-2009, 04:41 PM:
 
Can not recall what his name.
 

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Posted by Julio Roberto (Member # 4976) on 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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Posted by Frank Angel (Member # 248) on 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
 

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Posted by Lyle Romer (Member # 1266) on 04-02-2009, 12:20 PM:
 
Actually it's 4x the resolution of other digital theaters.
 

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Posted by Scott Norwood (Member # 30) on 04-02-2009, 12:55 PM:
 
Since no one else has mentioned this yet, I will. According to the Sony web site, their brightest 4k unit provides 11,000 lumens of light output. I've been told that 10k lumens is roughly equivalent to a 2kw xenon with 35mm (subjectively, it looks slightly brighter to me). AMC has many theatres with larger screens which are currently using 3kw and larger xenons.

This presents three possibilities which are not mutually exclusive: a) Sony has a brighter unit in the works, but which is not available yet; b) AMC will install multiple Sony units on its larger screens; and c) a significant number of AMC screens will soon be under-lit.
 

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Posted by Frank Angel (Member # 248) on 04-02-2009, 01:05 PM:
 
Has AMC not had any digital screens so far? And if so, are they chucking those systems an reinstalling Sonys? Or will they actually not be exclusively Sony 4Ks in all theatres?
 

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Posted by Lyle Romer (Member # 1266) on 04-02-2009, 01:06 PM:
 
I'd guess b or c. Most likely b. Either that or the larger screens will get digital IMAX which will be lower resolution than the smaller screens (unless they do digital IMAX with Sony 4k's like originally planned or like the Simpson's ride at Universal Studios).
 

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Posted by Julio Roberto (Member # 4976) on 04-02-2009, 01:10 PM:
 

quote: Scott Norwood

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This presents three possibilities which are not mutually exclusive: a) Sony has a brighter unit in the works, but which is not available yet; b) AMC will install multiple Sony units on its larger screens; and c) a significant number of AMC screens will soon be under-lit.

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quote: Frank Angel

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Has AMC not had any digital screens so far? And if so, are they chucking those systems an reinstalling Sonys? Or will they actually not be exclusively Sony 4Ks in all theatres?

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The new anamorphic lens, model LKRL-A001, will allow exhibitors to reach 14 foot-lamberts of brightness on screens up to 70 feet wide

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Sony Electronics’ Digital Cinema Solutions and Services (DCSS) group has entered into a non-exclusive digital cinema deployment agreement with Walt Disney Studio Motion Pictures and Walt Disney Studios Motion Pictures International. The companies will work together to provide operational and financial resources to exhibitors that encourage them to feature Sony’s 4K SXRD™ projection technology in both 2D and 3D digital cinema-enabled screens across North America and Europe.

Sony’s digital cinema group has now signed digital cinema deployment agreements with four major studios: Walt Disney, Twentieth Century Fox, Paramount Pictures, and Sony Pictures Entertainment.

"Disney continues to be very excited about the possibilities of digital cinema, and has long supported new technologies that give moviegoers the best possible theatrical experience, and provide a wide range of benefits to our partners in exhibition," said Anthony Marcoly, president, sales and distribution, for Walt Disney Studios Motion Pictures International. "We're pleased to be working with Sony's Digital Cinema Solutions and Services group in deploying this advanced technology and finding new ways to help theater owners upgrade their equipment economically and efficiently. Sony's 4K projection system offers magnificent state-of-the-art technology, and gives theaters the flexibility for high-quality 2D playback as well as the increasingly important ability to display spectacular 3D productions.”

He added that, “With 17 3D feature films in the Disney pipeline, ranging from great animated fare to fantastic live-action epics, we believe that 3D exhibition and digital cinema are vitally important to the future of moviegoing."

The Sony DCSS group was formed to provide turn-key solutions for exhibitors, enabling them to efficiently convert their operations to digital technology. In addition to digital projection system deployment, the DCSS group will offer installation and maintenance services, customized solutions, delivery of alternative content programming, and high-level service support.

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Will Disney be offering VPF to those using Sony's 4K
 

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Posted by Mark Gulbrandsen (Member # 72) on 04-02-2009, 07:01 PM:
 
Actually DCIP of which AMC is a partner says they only need to be able to receive VPF's from three studios to be able to convert to digital...

"Where are they getting the money....?"

From Wall Street investors and partners, about 1 billion to convert...
 

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Posted by Tony Bandiera Jr (Member # 2365) on 04-07-2009, 12:50 AM:
 
I reiterate that this whole thing smacks of a massive repeat of the SDDS caper..I feel sorry for those foolish enough to sign on with Sony...like someone else said earlier in the thread, Sony will most likely drop the support for those units right after the last one is installed..

For a company of Sony's stature, I cannot figure out why they continue to make so many fucked up decisions....like not licensing the Betamax technology to other manufacturers until it was too late to counter VHS...history repeats itself....

Another point to ponder: Christie and I believe Barco are using DLP technology, which has had many years of development and field application, whereas Sony's "Super LCD" technology is newer and prone to damage/aging from lamp heat.

Perhaps Sony is using all these poor saps as "Beta Testers" for their machines.
 

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Posted by Peter Castle (Member # 1997) on 04-07-2009, 12:59 AM:
 
Super LCD?

Where have you been? LCoS technology is not new. It was developed quite some time back by JVC and Hughes. Sony has just continued with development where JVC decided to concentrate on its use in home systems.

I much prefer a situation where the future of digital cinema is not in the hands of just one company - TI.
 

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Posted by Tony Bandiera Jr (Member # 2365) on 04-09-2009, 02:23 PM:
 
Peter, did it ever occur to you WHY LCoS is not the dominant player in the D-Cinema industry right now?

Lack of support and development by the parent company amongst other things. IIRC, JVC/Hughes had the Sony Betamax attitude in the beginning, not even wanting to license the technology to other manufacturers to develop their own brand name of projector. I used to service a home screening room with one of JVC's early LCoS projectors..JVC stopped servicing it after only two years in operation, and the client was left with a $100k boat anchor..they replaced it with a Christie DLP which is still being supported. That was over eight years ago...

TI HAS licensed it's DLP imager to many manufacturers for home, commercial AND D-Cinema uses.

The DLP imager has proven itself to be pretty robust and reliable. It is not as sensitive to heat and UV degradation as ANY LCD technology is.

And while TI is currently the only maker of the DLP device, TI has been around for a very long time and has shown a vested interest in continuing to support DLP technology. The mere fact that they have allowed so many manufacturers to use their light engine shows their commitment to supporting the technology. TI would be killed as a company if they pulled the same stunts Sony and for that matter JVC/Hughes has by abruptly pulling out of the market.

Sony has a shitty record of continuing support for their products..just ask anyone with an SDDS system.

I was told of a client who initially was interested in Sony's 4k projector who ended up going with Christie after they had met with Sony's DCCS people...they were appalled by Sony's attitude of we (Sony) are the ONLY ones who can install and maintain the equipment....they would NOT allow the client to use their own preferred vendor to purchase and install the equipment.

Now THAT'S a prime example of putting yourself in the hands of ONE company. With Sony's past record with SDDS would YOU trust them to be the SOLE vendor for your D-Cinema solution?


 

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Posted by Mark Gulbrandsen (Member # 72) on 04-09-2009, 05:44 PM:
 

quote: Tony Bandiera Jr

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just ask anyone with an SDDS system

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quote: Tony Bandiera Jr

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I was told of a client who initially was interested in Sony's 4k projector who ended up going with Christie after they had met with Sony's DCCS people...they were appalled by Sony's attitude of we (Sony) are the ONLY ones who can install and maintain the equipment....they would NOT allow the client to use their own preferred vendor to purchase and install the equipment.

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That musta been our client!! He also calculated in his head whilst dealing with the Sony folks at Showorst that the $83,000 dollar projector would cost him $190,000 dollars(each) by the end of the lease period. The service expense(by Sony) also goes up after the warranty expires... . Seems like even they don't trust their own gear after the tag goes ding...

Mark
 

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Posted by Bruce Hansen (Member # 281) on 04-09-2009, 07:34 PM:
 
I would think that, as part of such a huge deal, Sony pix would insure that there is plenty of 4K stuff to play on those projectors. That would give AMC a leg up on their competition.

I hear a lot of whining about SDDS, but no one seams to have another example. Sony has had a lot of supper successes, such as the trinatron(sp?) tube, the walkman, the CD walkmen, and on and on. Any company that is out there trying, will have a failure now and then. The only way not to fail, is to not try; but isn't that failure as well?

Mark, I work in broadcast. and I have not problem with Sony parts. Their cameras are very good, and their tape machines are the standard. You want to complain about someone, look at Painasonic (panasonic). M format, then M2 format that were complleatly incompatible, and had lots of problems. Painasonic stoped supporting them quickly. Then D3, which sucked, and Painasonic stoped supporting them quickly. How many different incompatible versions of DV (Damaged Video) are there? And their cameras suck. Sony has made tape machines backwards compatible.
 

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Posted by Tony Bandiera Jr (Member # 2365) on 04-10-2009, 01:13 AM:
 

quote: Bruce Hansen

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I hear a lot of whining about SDDS, but no one seams to have another example.

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OK, how about Betamax?

In all technical aspects, a superior format to VHS, (as in some ways SDDS has better quality that Dolby or DTS..when it works...) but Sony's refusal to be smart and license other manufacturers to build the machines (and IIRC for some time even make the blank tapes) is what killed off the format. Despite some fairly decent numbers of Betamax decks sold, Sony, rather than keeping consumer faith by continuing to support the format just abruptly dropped all support. Just like SDDS..and the broadcast gear Mark mentioned.

By contrast, look at Laserdisc.... Pioneer continued to support it for a LONG time after DVD totally took over the market..and they licensed other brands to make Laserdisc players early on.

And Panasonic was one of those makers..and I have found out they can still repair my 15-year old Laserdisc player. I can't speak for Panasonic's pro gear, but I have NEVER had any trouble with their consumer gear.

I DO agree with you that the incompatible formats of tape with Panasonic pro gear IS stupid.

I have used and encountered a lot of Mini-DV (is that the same thing you're talking about?) and again it's been pretty trouble-free for me...
 

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Posted by Mark Gulbrandsen (Member # 72) on 04-10-2009, 08:43 AM:
 

quote: Bruce Hansen

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Sony pix would insure that there is plenty of 4K stuff to play on those projectors

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quote: Tony Bandiera Jr

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TI HAS licensed it's DLP imager to many manufacturers for home, commercial AND D-Cinema uses.

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quote: Steve Guttag

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Now what?

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