Although the first movie was shown digitally in 1999 still less than 1% of the world’s cinema screens have been converted to digital.
The past seven years have been spent gaining concensus among the industry stakeholders, and agreeing standards. These are now pretty much agreed enabling the real development work to begin.
Standards
One global digital standard for showing Hollywood movies has now been agreed for both Digital Cinema Projectors and playback systems. This means that studios will be able to release their movies in one standard digital format which can then be compressed and encrypted before being sent to cinemas.
Screen Roll-Out
The screen roll out has begun and although things are moving very slowly there has definitely been a shift in mindset on the part of both exhibitors and distributors towards digital technology. Business models are developing, particularly in the US, which should enable cinemas to take advantage of the benefits of the new technology, without having to necessarily invest the vast sums required to finance.
Projected Numbers of Digital Screens:
| UK |
320 (9%) |
530 (15%) |
775 (22%) |
1050 (30%) |
| Western Europe |
1,310 (5%) |
2,160 (8%) |
3,200 (11%) |
4,360 (15%) |
| USA |
2,635 (16%) |
4,705 (30%) |
7,145 (44%) |
10,285(63%) |
Source: Screen Digest Forecasts 2006
Specific UK Development
The UK Film Council Digital Screen Network Initiative is backed by £14m of Lottery Funding. Consumer demand for specialised films (such as foreign language films or documentaries) often outstrips supply of release prints, due to the cost constraints of 35mm. The objective of the initiative is to increase the number of specialised films on release throughout the UK by investing in Digital Cinema equipment.
Digital equipment has been installed into 250 cinemas (by June 2007) across all major chains and specific independents.
Digital Advertising
To date all digital cinema screenings have only included the feature film, with all pre show content including Trailers, Advertising and House Features being played either via the traditional 35mm projector, or a smaller lower grade projector.
Carlton Screen Advertising is currently working with cinema exhibitors and technology providers to develop efficient and accountable conversion and delivery and playback for digital cinema advertising methods.
Digital Benefits
The key benefits for advertisers are linked to the benefits digital brings to the cinema industry:
- Increased diversity of film product, encouraging greater audiences (e.g. 3D)
- Opportunities to generate revenue from alternative content (e.g. Live events)
- Better quality cinema experience
Other benefits involve the increased flexibility:
- Lower production costs
- Shorter lead times
- Greater creative flexibility
- More targeted campaigns