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MEDIA Salles an initiative of the MEDIA Programme
of the European Union with the support of the
Italian Government DIGITAL TECHNOLOGIES
WHICH OPPORTUNITIES FOR THE
CINEMAS? Talk by Elisabetta Brunella, Secretary
General of MEDIA Salles
At the seminar New technologies in film
marketing and distribution Kino Expo
2004 Moscow, 18 September 2004
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MEDIA Salles is an initiative of the MEDIA
Programme of the European Union with the support
of the Italian Government
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• MEDIA Salles
• is a non profit association operating since
  1991
• with the support
• of the EU MEDIA Programme and the Italian
  Government
• its members are the national and international
  organizations representing the cinema exhibitors
  in Europe

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Promotion Information Training

• MEDIA Salles
• provides services to European cinema exhibitors
• in the fields of

PROMOTION INFORMATION TRAINING
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• DIGITAL CINEMA
• MEDIA Salles mission
• Help the European cinema exhibitors
• get accurate and objective information
  European Cinema Yearbook
• exchange views and compare experiences
  European Cinema Journal, Cinema
  Research Library
• be trained, updated and orientated towards
  digital screening and digital cinema
  
  DigiTraining Plus New Technologies for
  European Cinemas

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DIGITAL PROJECTION
D-cinema slow ahead
D-screens worldwide (Cinemas equipped with DLP
CinemaTM technology)
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D-screens worldwide (Cinemas equipped with DLP
CinemaTM technology)
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DIGITAL PROJECTION
D-cinema on the move
D-cinemas and screens worldwide (Cinemas equipped
with DLP CinemaTM technology)
(a statistical elaboration by MEDIA Salles)
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D-cinemas and screens worldwide
NOTE screens equipped with DLP CinemaTM
technology.
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D-CINEMA
Digital films scarce but growing supply of
movies in a digital format
Digital films worldwide (as at December 2003)
NOTE films released in DLP CinemaTM technology.
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Digital films worldwide (as at December 2003)
NOTE films released in DLP CinemaTM technology.
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NEW DIGITAL TECHNOLOGIES

• The growth of d-cinema is slow, standards are now
  being established,
• thus, new digital technologies offer exhibitors
  new business opportunities
• (both d-cinema and e-cinema)
• alternative contents and film programming
• for specific audiences
• digital cinema advertising

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DIGITAL PROJECTION WHATS GOING ON IN EUROPE
THE PIONEERS
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DIGITAL PROJECTION WHATS GOING ON IN EUROPE
Palace Cinemas, Czech Republic - Hungary

• 2 screens equipped with DLP CinemaTM projectors
• (Palace Slovansky Dum in Prague, MOM Park in
  Budapest)
• Digital Hollywood films (i.e. Finding Nemo, The
  Day After
• Tomorrow)
• Alternative contents
• Music events David Bowie and Bon Jovi Live
  concerts DVDs premiere
• (i.e. The Beatles Concert for George)
• Sports events UEFA Euro 2004
• DVDs projections for specialized audience i.e
  Bowling a Columbine,
• Apocalypse Now Redux (that probably would not
  have been shown at the
• cinemas in 35mm)

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DIGITAL PROJECTION WHATS GOING ON IN EUROPE
Arcadia, Italy

• 1 screen equipped with DLP CinemaTM projector
• Digital Hollywood films (i.e. Atlantis The Lost
  Empire, Star Wars Attack of the Clones,
  Pinocchio, Alien Directors Cut)
• Alternative contents
• Music events David Bowie Live Concert
• Stanley Kubrick A Life in Pictures
• Star Wars Episode II - Attack of the Clones -
  making of

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DIGITAL PROJECTION WHATS GOING ON IN EUROPE
A STRATEGIC CHOICE DIGITAL AS AN ADDED VALUE
AND A COMPETITIVE ADVANTAGE
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DIGITAL PROJECTION WHATS GOING ON IN EUROPE
Kinepolis Group, Belgium

• 10 screens equipped with DLP CinemaTM projectors
  in Belgium
• Digital Hollywood films (i.e. Finding Nemo,
  Brother Bear)
• Alternative contents
• digital previews of Aspe series, a popular
  weekly TV movie series
• broadcast of TV News
• special digital screenings of local productions
  for the young audience
• (Plop en de Toverstaf)
• broadcast of prestigious events and concerts

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DIGITAL PROJECTION WHATS GOING ON IN EUROPE
COOMING SOON THE DIGITAL CINEMA AS A CHANCE FOR
A WIDER DISTRIBUTION OF EUROPEAN FILMS
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DIGITAL PROJECTION WHATS GOING ON IN EUROPE
UK Film Council, United Kingdom

• Digital Screen Network
• a National Lottery funded scheme to increse the
  distribution of specialised films on a regular
  basis.
• UK Film Council will make available digital
  projection equipment to around 200 screens in
  around 150 UK cinemas to improve the distribution
  of British specialised films, foreign language
  films, films with specific cultural, social,
  political interest,
• reducing their print and distribution costs (35mm
  vs. digital copies).

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DIGITAL PROJECTION WHATS GOING ON IN EUROPE
DIGITAL CINEMA ADVERTISING
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DIGITAL PROJECTION WHATS GOING ON IN EUROPE
Capa, Norway

• Leading Norwegian cinema advertising company
  conversion of its Scandinavian network to
  satellite delivered e-cinema projection,
  developing a larger base of advertising clients
  and offering exhibitors a reduction of
  reel-assembly time and more flexibility.

Carlton Screen Advertising, UK

• Leading UK cinema advertising company
  investment in digital advertising to distribute
  digital video contents via satellite to the
  cinemas.

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DIGITAL PROJECTION WHATS GOING ON IN THE WORLD
Regal CineMedia, US

• Digital Content Network (DCN) the worlds
  largest digital network for the delivery (via
  satellite) of on-screen and in-lobby marketing
  and advertising products as well as digital video
  contents to over 5.000 Regal Cinemas screens in
  US
• delivery of The 2wenty, the Regal CineMedia
  20-minute pre-show programme offering advertising
  and entertainment,
• delivery of alternative contents (HD format)
  simulcasting of live music concerts and events,
  delivery of educational, entertainment and sports
  programming.

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DIGITAL PROJECTION WHATS GOING ON IN THE WORLD
China vs India Digital vs Electronic
CHINA fast growth of d-cinemas, supported by
local authorities 34 D-cinemas and screens as
at February 2003, 54 as at June 2004. INDIA
the worlds largest digital theatre country with
around 130 e-cinemas in small towns and rural
areas.
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For me the biggest transition in the history of
the worldwide cinema is the transition from
traditional film technologies to new digital
technologies. The new technologies will ensure
that the quality of movies is consistent around
the world with every show, whereas film
technologies can degrade or deteriorate over
time. They allow cinema owners to offer new types
of entertainment, sporting events, music
concerts, educational programs so that the
worldwide cinema will become a destination point
for many different types of entertainment. The
digital cinema revolution will help every
territory around the world. The technology is
there, the technical standards are being
developed and the business models are coming
together. Interview with John Fithian,
President of NATO (National Association of
Theatre Owners) From MEDIA Salles Newsletter
European Cinema Journal, No. 4/2004
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To know more about MEDIA Salles
visit www.mediasalles.it
To receive the European Cinema Journal free of
charge, send an e-mail to infocinema_at_mediasalles.
it
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www.mediasalles.it
MEDIA Salles is an initiative of the MEDIA
Programme of the European Union with the support
of the Italian Government