Digital Cinema: Raise Your Expectations.

By: Brian Kercher, General Manager
Kodak Digital Cinema
Europe, the Middle East, and Africa

Brian Kercher

If you are looking to invest in digital cinema simply for improved image quality, you should raise your expectations. Digital does provide consistent quality, but so can film. You should expect your digital cinema system to do so much more.

In fact, if you are worried that digital won't let you raise ticket prices, you should look at your new investment from a wider perspective - as the engine that will provide the power for greater efficiencies, enhanced revenue opportunities, new business alternatives, and expanded audience entertainment.

There are so many entry points into digital cinema. As you evaluate systems, look for those that let you start anywhere - and head in any direction - to learn as you grow -- without paying a penalty. You should expect your system to enable you to earn a return on your investment today - and to provide a sensible foundation for your future.

You should be able to start with a system that lets you get involved slowly, cost-effectively, exploring the immediate potential profitability of a sophisticated and polished digital pre-show - even targeted to specific audiences -- and presented on selected or all screens, in the lobby, or in any combination.

That same system should be able to control the entire presentation - pre-show, trailers, snipes, PSAs, features - through a theatre management system -- and deliver 'the show' seamlessly, smoothly, automatically to the audience, on time and as scheduled.

You should be able to do your programming locally, centrally, or remotely - and build your playlist on-site or download it over the network.

And your system should connect to your ticketing system - and your automation - so all content - including pre-show advertising - migrates, stages, stores, and plays accurately, as expected and programmed, and automatically on the right screens.

Your network should allow you to distribute content, to monitor the health of the system and its components, and to collect and aggregate data into electronic reports that make your decision-making easier, more complete, and more informed.

You should be able to show studio and other major movies in JPEG compression, documentaries and local language productions in MPEG, or alternative content and pre-shows in high definition. In 2D, 3D, or any combination. And you should be able to rely on your supplier for full project management, all service and support, as well as complete training - with a choice of service and support plans.

You should be able to start with 2K projectors - there is an increasing variety and quantity of content available, digitally, today -- and still have the option for adding 4K projectors, if you choose them in the future. Your system should accommodate multiple resolutions and formats.

As you look for your own entry point into digital cinema, start anywhere you wish but start with a proven system from a supplier you trust.

Choose a brand and a team with experience in the real world, one that listens to you and can handle your full requirements, a company with the depth of technology and long-term commitment to meet your changing needs.

These are changing times, times of evolution, times for important decisions.

Where you enter the digital cinema arena, may depend on your interest in pre-show ads, showing alternative content, or differentiating your cinema in other ways.

When you enter may be governed by your long-term plans, availability of investment, current capabilities, and long-term strategies.

Why you get involved may depend as much on positive factors - your vision and business plans - as negative ones: fear of being left behind, uncertainty about what others will do, or concern of missing out on a competitive advantage.

But how you enter - with a system that lets you manage your business differently and with a supplier who responds to your needs today - and tomorrow - that makes all the difference.

Start with a brand you trust, a 'partner' who can help you go anywhere you wish, as quickly or as slowly as you wish, in whatever direction you wish, and never wish you had started with someone else.

Kodak Digital Cinema would love to be your partner. We'll show you how you can raise your expectations.