How many years will
it be before digital projectors are in a majority on the world’s
screens? In 2013, according to the forecast published by MEDIA Salles
in the new issue (no. 1/2007) of the “European
Cinema Journal”. To download it, please click
here.
This Newsletter, which has just been presented to the participants in
the course “DigiTraining Plus: New Technologies for European Cinemas”,
now being held in Belgium, contains the results of a study which provides
a forecast of the spread of digital projectors worldwide. Underpinning
the elaboration by a young marketing expert, Marco Del Mancino,
are the latest figures published by MEDIA Salles in the “European
Cinema Yearbook – 2006 final edition”, which show that the
number of digital screens on the five continents had risen to 2,866 by
the end of the year, growing by an average 382% in twelve months. The
leap forward on the North American market was crucial for this development,
recording a growth rate of 1,031%, far superior to that in territories
such as Europe (+168%) or Asia (+70%).
Del Mancino elaborated this data by using a well-established forecasting
tool, borrowed from scientific management, as is the “epidemiological”
growth model, which makes it possible, on the basis of quantitative data
and strict mathematical logic, to show what will happen if the market
continues to grow according to the pattern followed up to today. This
analysis estimates that, after reaching the mark of 50% of the potential
market in 2013, with a peak of 20,000 new installations in that same year
alone, in 2019 saturation point will be reached, covering 99% of the 105,000
screens operating throughout the world. This was the background to the
second day of the course for European cinema exhibitors, which includes
in its programme talks by Ad Weststrate, President of
Unic (the international exhibitors’ union) and Michael Thomas
representing Cicae (the international confederation of art-house cinemas).
After presenting the expectations and questions from the professional
organisations towards the new technologies, the focus has shifted to the
field of content. This includes films from the archives, which will be
able to reacquire commercial value thanks to digital distribution, and
3-D productions. As emerged in the words of Matt Cowan,
Chief Technology Officer of Real D: “3-D is one of the main catalysts
in the development of digital cinema. Over 700 of the 2,866 digital screens
at present open to the public are equipped for 3-D projection”.
That 3-D is also amongst the main issues of interest to the course participants
is confirmed by the words of the Finnish Riitta Haapiainen,
Cinema Manager of SES Auditorium in Helsinki: “I had the opportunity
to attend a digital 3-D test screening, which clearly indicated that this
innovation opens a completely new field of possibilities outside the range
of the traditional techniques. The old 35mm 3-D horror and action movies
gave us merely a vague idea of what kind of an experience a digitally
made 3-D can offer”.
To download Marco Del Mancino’s article, please click
here.
MEDIA Salles, a project
operating within the framework of the European Union's MEDIA Programme,
with the support of the Italian Government, fosters theatrical
distribution of European audiovisual products, both by high profile campaigns
involving Europe's cinema exhibitors and by initiatives to raise the visibility
of European productions with industry players and potential audiences,
creating specialized information channels on a global scale. Thus the
current initiatives from MEDIA Salles dovetail in a program with a triple
focus – training, promotion and information – and maximum
combined effect.
MEDIA Salles
Via Soperga, 2 – I-20127 Milan
Tel.: +39.02.66984405 – Fax: +39.02.6691574
E-mail: infocinema@mediasalles.it
Website: www.mediasalles.it
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