posted 06-22-2011 10:54 PM                

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Complaints about dim 3D projection and worries about how to "save 3D" are finally prompting action -- from one studio, anyway.
For "Transformers: Dark of the Moon," Paramount and Michael Bay have gone beyond simply asking exhibs to turn their lamps up to proper brightness. Par is taking the unprecedented step of releasing a special digital print aimed at delivering almost twice the brightness of standard 3D projection -- even more than the dual-projector Imax Digital theaters.

By releasing the enhanced digital prints, which have been mastered and color graded for the extra brightness, Par is pushing the 3D envelope even farther than James Cameron and Fox did on "We want the best presentation possible," said helmer Michael Bay in an email to Variety. "We have created a special version with extra sharpening, color and contrast. It is a superior look in the format. The brighter the image, the brain processes in a different way (sic) and the result sharpens and makes it more vibrant.

"We did many studies on the formats for presentation and I found this to be the best result."

The special brighter digital prints will go to about 2,000 theaters, all using the RealD 3D system. Remaining screens, including all RealD competitors, will run at standard brightness.

It's unclear whether exhibs will advertise the special extra-bright 3D screens. AMC Theaters confirmed they will show the enhanced package but declined further comment. Exhibs may want to avoid planting the notion that some 3D screens are better than others when there's no price distinction between the screens.

No previous pic has been released with multiple 3D digital prints for different levels of brightness.

Standard brightness for a 2D digital cinema system is 14 Foot Lamberts, measured off the screen. About 75%-90% of the light is lost in 3D, so the informal standard for 3D systems is 3.5 FL, measured through the glasses. That's the light level 3D pics are color graded for.

However, some theaters either dim their lamps to save money or don't change them often, and therefore show pictures below standard brightness. That gloom, which prompted grumbling from cinephiles for regular 2D, has generated significant pushback over 3D.

The special DCPs for "Transformers 3" have been graded for 6 FL, amost twice the brightness of the usual 3D standard. By comparison, the dual-projector Imax Digital system only averages 5.5 FL for 3D.

"We believe in delivering premium 3D, so we applaud Paramount Pictures and Michael Bay for their focus on quality and presenting the brightest, most immersive and ultra realistic 3D entertainment experience possible," said a rep for Real D. "RealD 3D projection technology delivers twice the light of other 3D systems, making it possible to present an optimized 3D presentation like this on screens of all sizes."

No studio has sent out multiple DCPs for different 3D light levels for general release. According to Fox post VP Steve Barnett, for the "Avatar" premieres Cameron wanted extra brightness and dynamic range, so he did a special DCP graded and color corrected for 10 FL, but that required two projectors.

"Jim wanted it to be the best dream he could have for 3D color and projection," Barnett said. "That shows the real stunning possibilities for what 3D can be. It's why directors of photography would like a higher light level for 3D. That's why we're hoping that laser light engines will get that light level up for 3D."

However, for general release, "Avatar" only was graded for the de facto standard of 3.5 FL. Fox sent out multiple DCPs of "Avatar" for different screen formats (1.85 and 2.35) and to acommodate "ghostbusted" and "non-ghostbusted" 3D projectors.

Barnett expects the new laser light engines to get 3D light levels up to 7-10 FL. The special "Transformers" package approaches that level.

Contact David S. Cohen at david.cohen@variety.com

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posted 06-24-2011 10:20 PM                    

quote: Steve Guttag

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running 6fL on a flat silver screen

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