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Topic: Sony exhibiting Da Vinci Code in 4K
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Aaron Haney
Master Film Handler
Posts: 265
From: Cupertino, CA, USA
Registered: Jan 2001
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posted 05-19-2006 04:59 PM
From here:
quote:
The company has installed one of the projectors at a theater in Los Angeles that will show Sony Pictures' "The Da Vinci Code." The company, in conjunction with National CineMedia, a joint venture of AMC Entertainment Inc., Cinemark USA Inc. and Regal Entertainment Group, will install projectors in two other theaters next month in yet to be determined locations.
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The 4K projectors promise richer color and better contrast that draws moviegoers into the image. The major difference, however, will be seen by those who sit closest to the movie screen, who will see sharper images without noticing individual pixels, which can occur in a theater with 2K projection.
Sony recently tested its system using a clip from the 1965 classic "The Sound of Music." When it was projected in 4K, viewers were able to pick out two hairs sticking up from Julie Andrews' head and see details of the weave in her dress.
"Anything that enhances the visual experience, that better supports the artistry, the story of the motion picture being exhibited, anything that raises the bar of higher quality is a benefit to the moviegoer," said Andrew Stucker, general manager of the digital cinema systems group at Sony Electronics.
I'm surprised any company would still do business with Sony when it comes to theatrical equipment, after getting burned on SDDS. Still, I'm glad to see 4K moving forward, even if it's just a baby step.
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Paul Linfesty
Phenomenal Film Handler
Posts: 1383
From: Bakersfield, CA, USA
Registered: Nov 1999
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posted 05-22-2006 02:06 AM
And here is from an "official" source:
From Variety.com :
Sony Pictures isn't the only division of its parent conglomconglom banking on "The Da Vinci Code" this weekend: Sony Electronics is looking to it as the first test of its digital cinema strategy.
Pic will be the first to play commercially in the U.S. on one of Sony's 4K digital projectors. While other d-cinema companies are producing so-called 2K projectors, which are lower-quality but easier to manufacture and deploy, Sony is competing with its bigger, better and more expensive alternative.
Sony's 4K projectors have lagged behind 2K projectors, which are already in the market. The first one has been installed at the AMC Century City 15, however, and will play "Da Vinci" on its opening night.
Sony is installing projectors at Regal and Cinemark theaters in the next few weeks and plans to use the three to test its technology, thus far used only in Japan.
"This is our opportunity to test how our equipment works in the real world," said Sony digital systems group manger Andrew Stucker. "We're anxious to talk with all the studios about playing more movies on them throughout the summer."
(end of article)
Interestingly, the Cinerama Dome at the Arclight has dropped all references to DA VINCI CODE being shown in 2K Digital Projection from their ads and website (where they have been "hyping" the 2K). Could this be because they fear hyping an "inferior" presentation? (The Arclight is a prime example of a theatre where digital might improve things. They seem to LOVE splotches of dirt and scratches on their prints, including brand new 70mm ones).
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