Cinema Systems Summit

The inaugural Cinema System Summit, organized by InterSociety/ISDCF/ICTA/Cinema Foundation, convened on Monday at CinemaCon. The summit featured a diverse range of discussions, observations, and recommendations. Notably, it included a keynote address by Geoff Burdick, the lead technology guru for Lightstorm Entertainment. A substantial number of theater professionals attended, which is impressive considering the numerous scheduling conflicts during CinemaCom.

From Jerry’s Pierce’s perspective, the key highlights of the summit were:

1. The current supply of traditional studio movies is insufficient to sustain the exhibition industry. The utilization rate of theaters remains low, posing a challenge to their viability. Several entries are actively exploring ways to bridge this gap by introducing alternative non-traditional studio content to these screens. It is imperative that we closely monitor the emergence of novel distribution methods tailored to theaters and content producers.

2. Other theaters are investing in enhancing their multiplexes to incorporate FEC (family entertainment centers) activities at their locations. This strategy aims to reduce the reliance on movies as the sole attraction for patrons. For instance, a smaller four-screen site has implemented an IMAX screen, traditional screens, and a flexible screen for multipurpose use. These innovative approaches are being explored by smaller local theaters, and we can learn valuable lessons from their experiences.

3. The highly anticipated movie “Fire and Ash” is scheduled to premiere in theaters in December. Geoff Burdick provided insights into the goals for Avatar 3. Lightstorm Entertainment continues to push the boundaries of technical specifications for Avatar 3, including 3D, high frame rate, and high dynamic range. The studio anticipates producing over 30 different image versions to cater to various screen formats, such as scope, flat, 2D, and 3D, as well as different presentation environments.

4. The marketing landscape for movies and theaters remains dynamic. It is evident that social media has become a pivotal tool in engaging customers and attracting them to theaters for movie experiences and other activities. However, it is clear that the role of social media in marketing extends beyond mere interest-generation, and theater operators should allocate more resources to this area.

4. We received information regarding the growing importance of cybersecurity. A notable incident involved a system that retained its default password and subsequently fell victim to malware. To enhance cybersecurity measures, the organization TPN offered self-assessment tools.

5. LED screens were also a topic of discussion. While acknowledging the installation challenges, we explored the advantages for customers and potential drawbacks. The primary concern was the audio quality of these new systems. Cost was another important factor, although it was not fully elaborated upon.

6. A major theater chain shared their experiences in addressing technical support issues. They had experimented with outsourcing and in-house solutions and concluded that in-house technical support was the most suitable option for their specific needs. However, it was acknowledged that a one-size-fits-all approach may not be applicable. We engaged in a discussion on the benefits of third-party maintenance support.

In conclusion, it was a productive day of presentations and discussions. We anticipate organizing similar events in the future. If you have any ideas for topics, please do not hesitate to share them.