MEDIA Salles an initiative of the MEDIA Programme of the European Union with the support of the...

MEDIA Sallesan 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

MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

MEDIA Salles

is a non profit association operating since 1991with 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

MEDIA Salles provides services to European cinema exhibitors

in the fields of:

PromotionInformation

Training

PROMOTIONPROMOTION

INFORMATIONINFORMATION

TRAINING TRAINING

DIGITAL CINEMADIGITAL 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

D-screens worldwide(Cinemas equipped with DLP CinemaTM technology)

November 2001 August 2003 June 2004

WESTERN EUROPE 11 14 32EASTERN EUROPE 0 2 3

NORTH AMERICA 21 80 85LATIN AMERICA 0 9 11ASIA 8 55 109AUSTRALIA 0 2 2TOTAL 40 162 242

DIGITAL PROJECTION:DIGITAL PROJECTION:

“D-cinema: slow ahead”

D-screens worldwide(Cinemas equipped with DLP CinemaTM technology)

0

20

40

60

80

100

120

November 2001 August 2003 June 2004

WESTERN EUROP E EASTERN EUROP E NORTH AMERICA

LATIN AMERICA ASIA AUSTRALIA

DIGITAL PROJECTION:DIGITAL PROJECTION:

“D-cinema on the move”

(a statistical elaboration by MEDIA Salles)

12/2003 06/2004 var. % 12/2003 06/2004 var. %AFRICA - - - - -ASIA 57 87 53% 61 109 79%EUROPE 27 32 19% 30 35 17%LATIN AMERICA 10 11 10% 10 11 10%NORTH AMERICA 66 69 5% 80 85 6%OCEANIA - 1 - - 2 -TOTAL 160 200 25% 181 242 34%

TOTAL NUMBER OF CINEMAS TOTAL NUMBER OF SCREENS

D-cinemas and screens worldwide(Cinemas equipped with DLP CinemaTM technology)

D-cinemas and screens worldwide

NOTE: screens equipped with DLP CinemaTM technology.

12/2003 06/2004 var % 12/2003 06/2004 var %AFRICA - - - - - -ASIA 57 87 53% 61 109 79%

China 34 54 59% 34 54 59%Japan 16 17 6% 20 22 10%Singapore - 5 . - 21 .South Korea - 4 . - 5 .Thailand 4 4 - 4 4 -Taiwan 3 3 - 3 3 -

EUROPE 27 32 19% 30 35 17%Austria 1 1 - 1 1 -Belgium 8 8 - 10 10 -Cezch Republic 1 1 - 1 1 -France 3 4 33% 3 4 33%Germany 2 2 - 2 2 -Hungary 1 1 - 1 1 -Italy 1 1 - 1 1 -Norway 1 1 - 1 1 -Portugal - 1 . - 1 .Russia 1 1 - 1 1 -Spain 2 2 - 2 2 -United Kingdom 6 9 50% 7 10 43%

LATIN AMERICA 10 11 10% 10 11 10%Brazil 7 7 - 7 7 -Mexico 3 4 33% 3 4 33%

NORTH AMERICA 66 69 5% 80 85 6%Canada 4 5 25% 4 5 25%United States 62 64 3% 76 80 5%

OCEANIA - 1 . - 2 .TOTAL WORLDWIDE 160 200 25% 181 242 34%

CINEMAS SCREENS

“Digital films: scarce but growing supply of movies in a digital format”

D-CINEMA:D-CINEMA:

1999 2000 2001 2002 2003 total

Number of films 4 12 20 32 42 110

Digital films worldwide(as at December 2003)

NOTE: films released in DLP CinemaTM technology.

NOVEMBER 2001 DECEMBER 200332 110

of which: % of which: %27 produced in the US 84,4% 70 produced in the US 63,6%4 produced in Japan 12,5% 14 produced in Brazil 12,7%

1 produced in France 3,1% 7 produced in China 6,4%- 6 produced in Japan 5,5%- 3 produced in France 2,7%- 3 produced in UK 2,7%- 1 produced in Finland 0,9%- 1 produced in Italy 0,9%- 1 produced in Hong Kong 0,9%- 4 international co-productions 3,6%

NOTE: films released in DLP CinemaTM technology.

Digital films worldwide(as at December 2003)

The growth of d-cinema is slow, standards are The growth of d-cinema is slow, standards are now being established,now being established,

thus, new digital technologies offer exhibitors thus, new digital technologies offer exhibitors new business opportunitiesnew business opportunities

(both d-cinema and e-cinema):(both d-cinema and e-cinema):

• alternative contents and film programming alternative contents and film programming for specific audiencesfor specific audiences

• digital cinema advertising digital cinema advertising

NEW DIGITAL TECHNOLOGIESNEW DIGITAL TECHNOLOGIES

DIGITAL PROJECTION: DIGITAL PROJECTION: WHAT’S GOING ON IN EUROPEWHAT’S GOING ON IN EUROPE

THE PIONEERS


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)


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 Director’s 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


A STRATEGIC CHOICE:

DIGITAL AS AN ADDED VALUE AND A

COMPETITIVE ADVANTAGE


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


COOMING SOON:

THE DIGITAL CINEMA AS A CHANCE FOR A

WIDER DISTRIBUTION OF EUROPEAN FILMS


UK Film Council, United Kingdom

• Digital Screen NetworkDigital 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).


DIGITAL CINEMA ADVERTISING


• 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.

Capa, Norway

DIGITAL PROJECTION: DIGITAL PROJECTION: WHAT’S GOING ON IN THE WORLDWHAT’S GOING ON IN THE WORLD

Regal CineMedia, US

• Digital Content Network (DCN): the world’s 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.

DIGITAL PROJECTION: DIGITAL PROJECTION: WHAT’S GOING ON IN THE WORLDWHAT’S GOING ON IN THE WORLD

China vs India Digital vs Electronic

CHINA: fast growth of d-cinemasd-cinemas, supported by local authorities:

34 D-cinemas and screens as at February 2003, 54 as at June 2004.

INDIA: the world’s largest digital theatre country with around

130 e-cinemas in small towns and rural areas.

“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

To know more about MEDIA Salles visit

www.mediasalles.it

To receive the European Cinema Journal free of charge, send an e-mail to

[email protected]

MEDIA Salles is an initiative of the MEDIA Programme of the European Union

with the support of the Italian Government

www.mediasalles.it

MEDIA Salles an initiative of the MEDIA Programme of the European Union with the support of the...

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