Milan, 6 April 2004
Dear friends,
the Barco headquarters in Kuurne, Belgium, just saw the closure of the
specialized course for cinema exhibitors: "DigiTraining Plus: New Technologies
for European Cinemas", organized by MEDIA Salles, that was specifically
dedicated to digital cinema.
A highly positive evaluation of the course emerged from the more than
40 participants and experts, arriving from 13 European countries, from
Spain to Denmark, from The Netherlands to Hungary, including a guest speaker
from the United States. Those attending included exhibitors representing
both small and mid-sized companies and the representatives of large commercial
chains, operating both multiplexes and art-house cinemas.
Barco, a company of worldwide importance in producing big-screen digital
screening equipment, offered the opportunity to acquire in-depth knowledge
regarding important technological innovations in this course held at its
headquarters. The course participants acquired hands-on knowledge of one
of the leading models, the D-Cine Premiere DP100 projector, that guarantees
excellent quality projection for screens of up to 23 meters wide. Nicolas
Hamon, representing Barco Digital Cinema and Michael Gillessen, representing
EVS, demonstrated the various processes of installation, programming and
play-out, including monitoring and maintenance for the optimal functioning
of the projector and the server.
The main course topics included:
- a general overview of the digital cinema market in Europe, the United
States and Asia, presented by Sjoerd De Clerck, the Managing Director
of Barco Digital Cinema;
- statistics relating to the spread of digital cinema throughout the
world, the subject of a special section of MEDIA Salles' "European Cinema
Yearbook - 2003 final edition";
- a definition of digital cinema and e-cinema by Keith Morris, International
Marketing Manager for Barco;
- an explanation of the expectations and doubts of American and European
theatre owners regarding digital cinema, illustrated by John Fithian,
President of NATO (the American theatre owners' association), Guy Morlion,
Senior Vice-President of UNIC and, representing art-houses, Pierre Todeschini,
President of the CICAE;
- discussion of relevant experiences: Rickard Gramfors from Folkets
Hus och Parker described the "Digitala Hus" project, that was born in
Sweden in late 2002, with 7 screens equipped for digital and electronic
screenings, and that is ready to add another 9 screens during 2004;
Laura Fumagalli, Marketing Director for the Arcadia Cinema in Melzo
(Milan, Italy), illustrated her company's strategy that considers digital
cinema as an opportunity of consolidating the image of "high-technology"
theatres and of guaranteeing their competitive edge.
Kees Ryninks, Head of the Documentary Sector presented the Docu-Zone
project, centered on alternative contents, that was developed by the Dutch
Filmfund, and there was also the experience of Euro1080, a European provider
of alternative contents for e-cinema, that was described by Rob de Vogel,
Head of the Project.
At the Kinepolis cinema of Kortrijk, the participants also had the opportunity
of observing the quality levels of digital and electronic cinema: after
viewing two segments of Brother Bear, one on film and one in digital format,
projected next to each other on a split screen, they had a preview of
a television serial realized by VTM, the leading commercial Flemish television
channel in Belgium, inspired by the crime novels by the popular writer
Pieter Aspe, with HDTV pre-screenings of the episodes in the Kinepolis
group's cinemas before their TV release.
Gianni Profita, the General Director for Cinema for the Italian Ministry
for Cultural Affairs commented on the course, saying "Technological development
is a crucial factor for economic development and it is even more so regarding
digital technology applied to the cinema sector, an activity having both
economic and cultural importance."
"DigiTraining Plus" is the first initiative of its kind on an international
level, with the full support of the General Direction for Cinema and the
European Commission.
Costas Daskalakis, acting as the temporary Head of the MEDIA Programme,
underlined how the course content is in harmony with one MEDIA Plus' main
goals: that of increasing the awareness and implementation of innovative
digital technologies applied to cinema. Furthermore, these goals have
brought about the realization of the so-called "Pilot Projects". He also
expressed hopes to see the new technologies facilitate the international
distribution of European films.
Now, upon return from this positive experience, MEDIA Salles has already
started preparations for the next 2004 training initiative: "European
Cinema Exhibition: A New Approach", that will be held at Budapest, Hungary,
from 22 to 26 September 2004. This course, promoted by MEDIA Salles, with
the support of the European Union's MEDIA Programme and the Italian Government,
is organized in collaboration with the European Film College, DB (the
Danish cinema exhibitors' association), Mozisok Orszągos Szņvetsege (the
Hungarian cinema exhibitors' association), Magyar Filmunió and with the
partnership of the Hungarian Ministry of Cultural Affairs. Among the main
topics are promotion and marketing, analysis of the different types of
films adapted to the different groups of spectators, theatre management
and digital cinema. The lessons will be held in Hungarian and English
and the enrolment deadline will be 2 August 2004. The enrolment form will
be available shortly on our website at www.mediasalles.it
With the hope that the Budapest course will be of your interest,
I send you my best regards,
Jens Rykaer President
For further information:
MEDIA Salles
Via Soperga, 2
I-20127 Milan
Tel.: +39.02.66984405 - Fax: +39.02.6691574
E-mail: infocinema@mediasalles.it
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