Empire Theatres Is First National Exhibitor In Canada To Complete Circuit Wide Digital Cinema Conversion

I have always thought myself lucky to be in a market where the local theater chain takes movie going very seriously and thinks about how to best serve the customer. Empire Theatres is amazing! Their new IMAX 3D upgrades in Halifax simply astounds too...

I want to thank Empire Theatres as well for supporting MarketSaw throughout the years as well. Much appreciated!

Here's their press release for the achievement! (Emphasis is mine):

HALIFAX, March 9, 2012 /CNW/ - Empire Theatres, a partner in the Canadian Digital Cinema Partnership, announced today the completion of their digital cinema conversion project. The conversion began in theatres starting in May 2011, and its completion makes Empire Theatres the first national exhibitor in Canada to complete a digital cinema conversion. As of March 7, 2012, 359 screens in 45 theatres have been converted from 35mm to digital projection.

Empire Theatres partnered with Barco to complete the digital cinema conversion. As a global leader in digital cinema projection, Barco offers a wide range of Series II projector models that allowed Empire Theatres to select appropriate projectors for each of their screens, providing the best and brightest 2k and 4k digital images available.

"We are excited about our growing relationship with Empire Theatres as we help them embrace the latest digital cinema solutions," commented Joe DeMeo, Director of Sales, Digital Cinema for Barco North America. "We are committed to serving the ongoing needs of our Canadian exhibitors."

Doremi Cinema, the leader in digital cinema technology, was selected as Empire Theatres' partner for all projector server technology featuring Doremi's TMS platform. Empire Theatres' digital projectors incorporate either Doremi's DCP-2000 or Integrated Media Block (IMB) with Doremi's ShowVault, and provide outstanding 2K playback for 2D and 3D, and have allowed for the introduction of CaptiView™ throughout the Empire Theatres' circuit for select titles.

CaptiView™ is a personal in-theatre closed caption viewing device for deaf & hard of hearing moviegoers. The CaptiView™ system consists of a small OLED display on a bendable support arm that fits into a cup holder. The easy-to-read screen can display three lines of text at a time and can support up to four languages.

"Empire's ability to complete the conversion in such a short period of time show's their commitment to providing their customers the best possible presentation in every screen," stated Michael Archer, VP Digital Cinema, Doremi. "Empire is the quintessential exhibitor for Doremi. They have utilized four separate Doremi products in the multiplex to help them maximize all opportunities afforded by digital cinema."

As a result of the conversion, 40% of Empire Theatres' screens now have RealD 3D capability, delivering a stunningly realistic and fully immersive entertainment experience for moviegoers. RealD is the world's most widely used 3D movie technology.

In select Empire Theatre locations, distinctive Empire Extra auditoriums offer guests a revolutionary new digital cinema experience. Empire Extra auditoriums allow guests to enjoy stunning digital presentation on a massive, wall to wall wrap-around screen with picture provided by a Barco projector and Doremi server. In addition, Empire Extra auditoriums provide dynamic sound through a proprietary custom-designed multi-channel sound system for the ultimate audio experience; and reserved seating in comfy, high back rockers.

"As a guest-focused company, we view the rollout of digital cinema projection technology as an important and strategic investment in our business" says Dean Leland, Vice President of Studio & Media Relations for Empire Theatres Limited. "The digital conversion will allow our guests to benefit from the best and brightest picture presentation each and every time they enjoy a movie at Empire Theatres, and enables us to provide a premium guest experience through our Empire Extra auditoriums."

"I would like to acknowledge our partners Barco, Doremi, RealD, ProjecTech, and DCIP who have been great assets to our digital conversion project" states Valerie Ryan, Chief Operating Officer for Empire Theatres Limited. "The collaboration and hard work of our internal teams, along with the support and expertise of our partners have enabled this project to be completed within only 8 months without business interruption."

About Empire Theatres Limited:
Empire Theatres Limited is a Canada-wide movie exhibition company providing an exciting out-of-home entertainment experience including traditional movie exhibition as well as other content using its digital and satellite capabilities.

Empire Theatres Limited is a 100% owned subsidiary of Empire Company Limited that owns and operates 50 theatres across Canada with 383 screens, including four IMAX auditoriums and six Empire Extra auditoriums.

Empire Theatres Limited' corporate headquarters are located in Stellarton, NS, with regional offices in Halifax, NS; Toronto, ON; and Calgary, AB. With approximately 2,500 employees, Empire Theatres provides excellent employment opportunities for the youth of Canada in an exciting and energetic industry.

Who Will Win The Ultra Hi-End Theatrical 3D Projection Race?

You have probably all heard by now that Peter Jackson is shooting THE HOBBIT movies at 48 frames per second which is double the 24 frames that is standard now. James Cameron will be also shooting AVATAR 2 and 3 at a higher frame rate. Word is getting out that higher frame rates are the future, especially for 3D. The experience is sublime!

But what about the back end of all this? We have major tentpoles now being conceived and shot with higher frame rates but what about the projection? Is the industry keeping pace? Can we actually see the results of all these improvements on the production side of things?

The short answer is yes. Most of the new digital projectors today can handle higher frame rates. Keep in mind that 3D systems (like MasterImage3D or RealD) are typically add-ons to these projectors. But the longer answer is audiences are demanding more and more from theater presentations. IMAX has already proved that over and over again throughout their existence.

We all know about IMAX and their large screens but did you know they recently bought out all the patents for Kodak's laser projection technology? There were about 50 patents involved that enable the display of digital content to large 80 to 100 foot screens and dome theaters. Brightness is the key.

Further, IMAX has taken these patents in hand and teamed up with Belgium based Barco to pool their expertise in creating a 'super' projection technology to display digital movies on a large, large scale. It's a seven year partnership deal which sees some royalties revert back to Kodak.

Barco has been recently installed in the Empire Theatres chain where I live and I have thoroughly enjoyed the new projection.

The IMAX / Barco partnership sounds great does it not? The end result should be fantastic! But I'm not done yet...

Industry visionary (and legendary) Douglas Trumbull (Brainstorm was a movie that deeply affected me) has his own plans, and grandiose plans they are! He developed Showscan so he has the chops to deliver more so than just about anyone else other than IMAX. Concurrent with receiving multiple awards for his projection technology prowess, Trumbull is also trying to secure financing for his next big set of ideas. And 3D is a huge part of it.

Trumbull has set up shop in Massachusetts to show off what he has deemed "Hypercinema"...

Here is what he had to say on the tech:
"No one in the industry has seen a 3D movie at 30 foot Lamberts at 120 frames per second. What happens when you get into this hyper-real realm of a movie, that seems to be a window onto reality, is that the entire cinematic language begins to change." He wants to make a movie using Hypercinema and move away from the master shots, two-shots, over-the-shoulder shots and close-ups we've all seen thousands of times, to create "an experience of tremendous participation in an alternate world, which I think people will crave and are ready to pay for."

Trumbull is talking about changing the way Hollywood shoots their movies. Their very dogma. Personally I will have to see what Trumbull is talking about before I can fully comment. I think the way James Cameron and Peter Jackson shoot their movies is perfectly fine. In fact I see their Performance Capture technology as the next wave of production much more than I do with the elimination of standard cinematography shots. But I have an open mind. Perhaps all of this combined could soar over what we have today.

It is certain however that Hollywood and theatrical chains cannot sit idly by. Audiences ARE changing and demanding more. 3D and digital media are just the beginning. I'm very excited by these developments with IMAX, Barco and the creative genius in Douglas Trumbull, James Cameron and Peter Jackson. With the industry looking at the whole 'food chain' of production, distribution and projection rather than just one segment of it, audiences should ultimately get what they want.

The Michael Bay's of the world should not have to personally write to the projectionists and ask them to display his 3D movies at the recommended brightness. There has to be an elegant answer.

Where do you see the future of cinema? Near term? Long term? When I saw the footage that James Cameron showed us at CinemaCon last year in 24, 48 and 60 frames per second and in 3D I was stunned as was everyone else in the theater. The higher frame rates are amazing. I can't wait for you all to see it too! The question is, HOW will you see it? While most recent iterations of digital projection can handle higher frame rates, the folks mentioned in this article are working on the next level after that. It's getting exciting again! Can you feel it?

I'll be talking with all these players again at CinemaCon 2012 - stay tuned!

Sources: Variety | THR