3D or not 3D?
March 5, 2010
With the release of Alice in Wonderland this weekend in 3D (in select theaters), it's time to discuss this hot topic.
Since we purchased the theater in November of 2003, the push by the film companies to convert to digital cinema has been a constant topic of conversation between those companies and theatrical exhibitors (that's what we are). In the beginning, digital cinema was an option that 'might become something' (remember the promises and speculation about Beta video cassettes in the 80's?).
Digital cinema has developed into a reality that has crept into many theaters around the world, although not entirely- almost all new multiplex theaters are being built with a combination of digital and 35mm projectors.
Those 35mm projectors have been the standard in film for a hundred years, and appear to be positioned to remain in the market for many, many more years to come. With that said, we have felt pretty safe with our 35mm projectors, that have served us well since they were new in 1985. [Sidenote: 2 of our current projectors were purchased new for the Aspen Park Cinema II in Conifer, where I worked in High School]
The switch to digital has been in the back our our minds, and something we intended pursue once the digital equipment market stabilized and a secondary market offered quality used projectors to smaller exhibitors. Considering the current price tag of nearly $100,000 per screen to retrofit a theater, price has also been in the back of our mind of reasons we may not tackle it sooner than later.
Enter James Camerons AVATAR. This film intentionally tested the limits of 3D. It was written, filmed and presented around the 3D concept. Cameron has always been a trend setter, not afraid of risks, and it's paid off again for him. AVATAR has sprinted to the position of the largest grossing film, ever. The story was spectacular, the concept out of this world- but the 3D worked very well toward it's overall success. We noticed.
The 3D that will be used from here on out is a digital format (which is an add-on option to a digital projector of about $45,000), and is something that is much more effective than even a year ago... Even today, some films made into 3D are neat, but not necessary. While many films will arrive that are neat in 3D, they are probably not worth a ticket surcharge of $4 for 3D, not worth wearing special glasses that give some folks a headache, nor worth the trouble of a theater making the expensive change. However, there will be some films that are good in 35mm (2D), but spectacular in Digital 3D.
So, we'll be looking onto digital and 3D for our community. If you'll do your part and support the theater, we'll continue to bring you the best presentation possible. For now, that's in vivid, vibrant, thundering 35mm film.
Since we purchased the theater in November of 2003, the push by the film companies to convert to digital cinema has been a constant topic of conversation between those companies and theatrical exhibitors (that's what we are). In the beginning, digital cinema was an option that 'might become something' (remember the promises and speculation about Beta video cassettes in the 80's?).
Digital cinema has developed into a reality that has crept into many theaters around the world, although not entirely- almost all new multiplex theaters are being built with a combination of digital and 35mm projectors.
Those 35mm projectors have been the standard in film for a hundred years, and appear to be positioned to remain in the market for many, many more years to come. With that said, we have felt pretty safe with our 35mm projectors, that have served us well since they were new in 1985. [Sidenote: 2 of our current projectors were purchased new for the Aspen Park Cinema II in Conifer, where I worked in High School]
The switch to digital has been in the back our our minds, and something we intended pursue once the digital equipment market stabilized and a secondary market offered quality used projectors to smaller exhibitors. Considering the current price tag of nearly $100,000 per screen to retrofit a theater, price has also been in the back of our mind of reasons we may not tackle it sooner than later.
Enter James Camerons AVATAR. This film intentionally tested the limits of 3D. It was written, filmed and presented around the 3D concept. Cameron has always been a trend setter, not afraid of risks, and it's paid off again for him. AVATAR has sprinted to the position of the largest grossing film, ever. The story was spectacular, the concept out of this world- but the 3D worked very well toward it's overall success. We noticed.
The 3D that will be used from here on out is a digital format (which is an add-on option to a digital projector of about $45,000), and is something that is much more effective than even a year ago... Even today, some films made into 3D are neat, but not necessary. While many films will arrive that are neat in 3D, they are probably not worth a ticket surcharge of $4 for 3D, not worth wearing special glasses that give some folks a headache, nor worth the trouble of a theater making the expensive change. However, there will be some films that are good in 35mm (2D), but spectacular in Digital 3D.
So, we'll be looking onto digital and 3D for our community. If you'll do your part and support the theater, we'll continue to bring you the best presentation possible. For now, that's in vivid, vibrant, thundering 35mm film.
Posted by Reel Mountain Theater
