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This topic comprises 3 pages: 1 2 3
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Author
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Topic: Digital Storage Space
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Frank Angel
Film God
Posts: 5305
From: Brooklyn NY USA
Registered: Dec 1999
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posted 12-15-2004 10:31 AM
quote: Matt Manalis whats going to happen when the multiplexes are the ones that can afford to go DLP and the independents are going to be left in the dark and people are going to want to goto GUE or BCC because "THEY HAVE DLP PROJECTION".
I have never seen any study that shows people seek out a particular theatre because it has DLP equipment. Theatres did find out that patronage increases when they switched to Dolby Stereo; it was a dramatic difference the public could appreciate. Dolby even used this in their ads -- a picture of two theatres -- one had the Dolby Stereo logo on the marquee and there was a crowd at the box office, the other had the same title but with no Dolby Stereo logo and only a few people on that line. This is language that the exhibitor understands instinctively if he is a good businessman.
People choose to see a movie because the hype and publicity surrounding the release catches their imagination. Very few technical improvements, especially those that do not present a very dramatic difference in presentation that the public can really oh and ah about, have the power to make patrons choose to seek out that technology. Digital, at best can only hope to give the public exactly what they have seen all along -- same picture on the screen (just a figure of speech here, of course, we know it's not even), same sound. Very soon Joe Public will realize that they have been had....that all that hype about digital didn't amount to a hill of beans; there is nothing that gets the public more pissed than when they realize that they have been sold a bill of goods, as they say.
I deal with patrons all the time and aside from the occassional tech oriented individual, precious few ever ask what projection system is up in the booth; it simply isn't the issue that drives the choice for the public.
What moves patrons to make choices between the actual theatres where they want to see a movie is almost always simple creature comforts -- they want a theatre that is comfortable, clean and has decent picture and sound (which is easily accomplished by the film projection equipment that an exhibitor already owns).
So I think the more pertinent question that should be asked would be, "What are the big multiplexs that can afford to install digital going to do once they realize that their very sizable investment doesn't give then any additional audience drawing power (more behinds plopped down in their seats) than their competition? The competition, by the way, which didn't spend a penny on digital equipment, is still able to give his patrons the creature comforts they want and a flagship quality presentation that his patrons want to see? In other words, won't their accountants be screaming bloody murder when attendance remains the same after all that money thrown at digital equipment and they discover that THEY have been had?!!
Rule-of-thumb for any successful business: you NEVER spend money if you cannot be reasonably sure that it will continue to generate a better bottom line; I proffer that there is no guarantee that investing in digital will even pay for itself and return the investment in a reasonable time-frame -- THEN what do you do when you find out you now own equipment that can never amortize and you've junked your 35mm equipment that you have already paid for? Scream more bloody murder, that's what, and envy the guy who kept his 35mm projector! heh heh. [ 12-15-2004, 10:04 PM: Message edited by: Frank Angel ]
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