WEEKLY CineBUZZ REPORT - 21 April 2012

Highlights of this Report:
- Hollywood Studios Extend VPF Program Sign-up Deadline
- Christie Digital Previews Laser Projector w/High Frame Rate
- Screenvision Releases New Prefeature Show & Mobile App
- Viacom Poll Shows Tablets Are Go-To Devices For Media Viewing
- "Wearables" - The Next Devices To Go Mainstream

 VPF: How It Works

Studios Extend VPF Deadline
On Thursday (4/19) the Hollywood studios participating in the Virtual Print Fee Program (VPF) extended the Program's sign-up deadline to September 30th. from the previous April 30th deadline.  This extension was anticipated and provides wiggle room for those exhibitors that still need to work out financing for their cinemas' digital conversion. 
As of year end 2011 there were approximately 14,000 screens in the U.S. that had not converted to digital projection - the studios believe this sign-up extension will help in getting those exhibs. to convert.


Christie Digital Demos High Frame Rate Laser D-Cinema Projector

Christie HFR Laser Projector

At their worldwide headquarters in Kitchener, Ontario Christie Digital (owned by Ushio Inc. of Japan) demonstrated their new D-Cinema Laser Projector which also incorporates the High Frame Rate (HFR) option that some Hollywood's honchos would like the studios to adopt. Note: the current frame rate is 24 frames per second the new, higher rate would be 48fps.
Christie's demo, was required, as they need to keep up with the digital projection technology.  Kodak demonstrated their laser projector last year and Barco followed suit with their entry several months ago (both of these were highlighted in CMG posts last month).  NEC will demo their projector shortly and I'm sure it will also highlight the HFR feature.
The cinema industry will have to adopt laser projection and the HFR. Why?  Because the industry can not stop digitally based projection and sound technology from advancing.  And the 'latest and greatest' must be marketed and sold - this is the way consumer-driven economies function and grow.

Limelight Preshow also available as mobile app 

Screenvision's 'Limelight' to Entice Moviegoers
Preshow advertising company Screenvision has developed an application for mobile devices that the company says will entice viewers to go to the cinema 20 minutes before showtime to watch ads and play interactive games.  Dubbed 'Limelight', the new show will replace Screenvision's current prefeature (and really out-dated) 35mm slide presentations which feature movie trivia and local ads.
Viewers can download the Limelight app - called Screenfanz - and view movie trailers, search for showtimes, check in at a theatre, and earn points toward free admissions and concession.
A giant leap for Screenvision, the purpose of the preshow show is to provide advertisers a means to have their ads mixed in with interactive content and be accessible via mobile devices.  Cinemas have always offered a good space to engage consumers with ads, given that moviegoers are a 'captive audience'.  The trick is you don't want to bore them with an out-of-date slide show.  Screenvision believes Limelight is not only entertaining but provides advertisers a new format to present their message. Screenvision estimates 8-10 million people per week view their current in-cinema preshow.  The new Limelight show and mobile app are intended to provide advertisers a better, more effective means to reach consumers who also happen to be moviegoers.

Tablets Overtake PCs

Tablets: the Go-To Devices for Media After TVs
Viacom (owner of Paramount Pictures) recently released the findings of a study which found that tablets have quickly become the preferred second choice (after traditional TVs) for viewing TV shows and movies.
The study found that tablets did not decrease the use of TVs but did reduce the time spent viewing content on PCs and smartphones. This is not surprising as tablets, such as the iPad can be wired into any TV for playback of TV shows and movies via free or low-cost apps.
About 22% of tablet owners watch full-length programming on their devices, with content streamers such as Netflix providing up to 24% of that content.  68.7 million tablets were sold worldwide in 2011. For this year the forecast is for 106 million units to be sold.  The highest users were in the 18-24 age group. 
The bright note of the study was that the increase use of tablets for movie viewing as not had any negative impact on cinema attendance by the public.

Apple's iBangle Wrist Computer

Wearables: The Next Wave In Mobility

Tattoos that vibrate when your cell phone rings. Dual-focus contact lenses with data displays. Termed wearables these communication devices are destined to have a huge impact on humanity and the way we work, play, and socialize.   Wearables will have enormous potential in health and fitness, navigation, social networking, business, the media, and is areas of human endeavor that we can't even imagine today.

Asus Waveface Web-based PC

How about reminding you of the latest movie via a trailer played on your watch or a GPS device embedded into your clothing.  Wearables are here now, it's just of matter of roll-out by the tech manufacturers.  You'll be hearing, seeing, and using wearables within the next 2 years.

Best and Happy Movie Going!
Jim Lavorato