The Future of Cinema: Re-imagining Theaters

 Ok, let's assume that the coronavirus is going to be around a while and that a vaccine is some time away from being ready. Let's say another 12 to 18 months. That would probably require the re-imagining of theaters by theater owners, right?

Thankfully, many theaters and their employees have been saved somewhat by federal stimulus (USA) so far, is it enough?

Theater patrons need to feel that they are safe when they return to the cinema, so social distancing and mask-wearing must be in place and monitored (probably not too far off from monitoring recording devices in the audience). It can be done.

Christopher Nolan's TENET (July 17) is tentatively planned for release in July as well as Disney's live-action MULAN (July 24). Does this mean there is a good chance it will happen? Well, let's go to the top to find out:

When John Fithian, CEO of the National Association of Theater Owners (NATO) spoke to Variety on this very subject, he said:

"Some states will be able to reopen relatively quickly. Others may take a while. The question is how long will that take? We’re not just a national industry. We’re a global industry. Major studios won’t release big, wide-release films if only a couple of states and a handful of countries in Europe are open. They need a wider footprint. We don’t need 100% of markets to be in business, but we need a majority of them."

Aha. So a majority would mean literally 50%+ of all worldwide markets must be open for business, not just some states and provinces where Covid-19 has had its restrictions reduced. That's about 100 countries, give or take out of the 195 that exist today. Clearly, some countries have more impact than others (USA, China).

Will this happen for July 2020? Good question. I won't get into coronavirus numbers here, but some countries are not doing well, or are experiencing new outbreaks and hotspots. To release tentpoles like TENET and MULAN, studios are going to need some sort of confidence of box office return. 

Now, this is focused on NATO and theatrical release, what about a combination of theatrical and streaming? That might be able to whet the appetite of studios. What do you think?

And what about social distancing within theaters? Have you seen mockups of what a theater might look like when they reopen? It's not pretty, but functional. Revenue will be clearly down from pre-coronavirus. More screenings may alleviate demand.

Wearing masks must be mandatory obviously and while not being comfortable at all, it's a sacrifice that has to be made for the privilege of going to the cinema.

Improved air filters for air conditioning / heating would probably be prudent.

As I mentioned yesterday, drive-ins will need to address washrooms and concessions; so will theaters. There must be protocols to be strictly followed. Ordering your popcorn and soda through an app (reserving a washroom stall?) and having it delivered to your seat might help with lineups.

So, if the stars align and half the world box office markets open around the world; studios decide to release their big-budget tentpoles; theaters adopt revised seating plans / restrict washroom use to one or two / clean everything all the time / deliver concessions to your seat, and you don't mind wearing masks, maybe paying more and risking infection, WOULD YOU GO?

Surely I've missed some things here - let me know in the comments!

Sources: Variety
Images: The Guardian | IMDb

Check Out This Year's 3D CinemaCon Posters!!

Well it's a shame I won't be able to attend CinemaCon this year (first time that's happened in a LONG time - it used to be called ShoWest) and quick frankly it's my favorite convention. It's kind of like a Comic Con for theater owners and it's not open to the public. The previews are amazing (as the owners need to see what's coming down the pipe) and this year is no exception - Warner Bros is showing about 10 minutes of THE HOBBIT in 3D and at 48 frames per second!

So yeah, you can see why I'm disappointed.

Here are some poster shots that I would have normally taken myself if I was there but this time they are courtesy of Steve over at Collider. Have a look!

I'm really amped about 47 RONIN. It's a top flight team making this thing so definitely looking for more info when it becomes available.

Further, the team at 3ality Technica are looking after the 3D for PROMETHEUS, THE HOBBIT, STEP UP REVOLUTION and THE AMAZING SPIDER-MAN so look for some very cool visuals in these top native 3D productions this year!

I will be keeping you up to speed with all the 3D happenings at CinemaCon 2012 - stay tuned for more!

Sony Raises Eyebrow At NATO: Intends To Stop Paying For 3D Glasses For Movie Goers - Here's The Simple Solution...

Honestly I don't know what the big deal is here. Seriously. The National Association Of Theater Owners (NATO) seems to be on their high haunches as much as Sony is here in that they each want the other to pay when the answer is perfectly clear.

The cost of a pair of RealD 3D glasses is about 50 cents. Read that again, 50 CENTS. Sure amplified over millions of seats and the cost is significant so both sides are going ballistic, but this cost of 50 cents is insignificant to you and me as theater goers as we can RE-USE our glasses anytime we want without fear of someone else's fingers being all over them previously.

The model I speak offer here is purely borrowed from airlines. When we board a plane in economy you can expect to pay for headsets to view the entertainment - unless you bring your own. Makes perfect sense. Sure you have the choice to NOT view the entertainment if you don't want to which defeats the purpose in going to a theater, but you are not paying $3 to $5 for it either! We are taking 50 cents here folks. Big deal.

So lets drop with the Hollywood dramatics and let customers buy their own for a couple of quarters. Heck, theater owners can up-sell them with branded pairs if they want to do so. Further, we'll see increased reuse of glasses which is better for the environment. But lets stop making a problem where there is none. Let's focus on maintaining the quality of our 3D releases (STUDIOS!!!) and making sure the illumination of the projectors are on standard or above (THEATER OWNERS!!!) and not being distracted with foolishness.

NATO's Cinema Buying Group Secures Massive Deal with Real D For 3D Screens

This is simply AWESOME news for the 3D movie industry! Hats off to all that negotiated this tremendous deal and lets get to work!! :-) Here is the release...

Los Angeles (September 2, 2008) – Cinema Buying Group (CBG), a buying program for independent theaters administered by the National Association of Theatre Owners (NATO), today announced an agreement with RealD, the world’s largest digital 3D experience provider. The agreement brings next-generation 3D capability to CBG’s independent cinemas, currently totaling over 8,000 screens in the United States and Canada.

With CBG’s earlier announcement of Access Integrated Technologies, Inc. as its selected digital integrator, the essential ingredients for taking North American independent cinema operators into the digital era, including digital 3D capability, are now in place.

The new generation of digital 3D exemplified by RealD has been hailed as the most vital and exciting development in cinema since the advent of color film.

Wayne Anderson, CBG’s managing director, said, “CBG is committed to bringing the best 3D experience possible to our members. We are very pleased that we can offer a simple, affordable, and superior 3D experience to all of our cinema guests. As the penetration of digital screens grows, we anticipate RealD installations to top 1,000 among CBG members.”

Joe Peixoto, President, Worldwide Cinema, RealD, said, “We are very proud to add Cinema Buying Group to our family of exhibition partners. RealD has allowed both large and small exhibitors to take full advantage of next-generation 3D technology. The addition of CBG is further validation that 3D is here to stay. With over 30 3D titles already announced in the next three years, exhibitors and audiences can truly believe in the future of cinema.”

Kendrick Macdowell, NATO’s vice president and counsel to CBG, said, “CBG’s mission is to ensure a thriving community of independent exhibitors in the digital age. The RealD deal takes us a critical step forward in that mission. 3D capability, however, requires a digital projector and server. So it’s now incumbent on all the industry stakeholders, including studios, to get agreements in place that ensure access to affordable digital equipment for independent exhibitors.”

The Cinema Buying Group, a NATO-administered program for independent theater operators, currently represents 643 members with 8,125 screens in the United States and Canada.

RealD is the global leader in 3D, bringing the most advanced and enjoyable digital 3D experience to cinemas worldwide. RealD’s next-generation technology, deployed across the world’s largest 3D platform in 27 countries with more than 1,400 installations worldwide, provides a stunningly realistic viewing experience beyond the usual concepts of 3D cinema. The impact of 3D upon today’s moviemaking has been compared to the advent of color film when once there was only black and white. Beyond cinema, RealD is the worldwide inventor and provider of key stereoscopic technologies used in science, manufacturing, marketing, and other industries, with thirty years of scientific development behind its systems. RealD’s mission-critical 3D visualization technologies are used by organizations such as NASA, Pfizer, BMW, Boeing and more. For more information, visit www.reald.com.

Real D is a sponsor of MarketSaw.com

John Fithian Does Not Get It: Spielberg is a Purist

I am calling you out John. I wasn't going to post on this but after seeing my friends over at Cinematical post on it I decided to cave in. Variety caught it all in this post.

John Fithian, President of NATO (no not the treaty org) gave a keynote speech to NAB 2008 and in it, he landed these nuggets:

"You've all heard Jeffrey Katzenberg as one of the great priests of digital cinema. He and Jim Cameron have (done) more to push digital cinema than anyone else in the industry. But his partner Steven Spielberg is not convinced."

"If we haven't convinced Steven Spielberg yet, we're not quite done."

Now John. If you would kindly drop me a note so that we can speak I would like to review this with you. My main point is: "Tintin". Read about it and discover who is behind it. Yes, it is a digital 3D effort.

I can tell you why Spielberg did not want a digital release for Indy 4 and that is simply because the original three are all on film. He wanted continuity - he is a purist and I respect him for that. In fact, I am quite proud that he has not given into re-releasing his Indy franchise in digital.

But to say Spielberg is on the fence - that's nuts. Seriously.