Article in the local newspaper yesterday

[CarlKenner]

Cinema world in a 3D revolution
The Advertiser, Monday November 12

THE new generation of high-end digital cinemas will boast stunning detail, a wider range of content and amazingly realistic 3D effects.

But while cinema owners claim the move to digital will not push up ticket prices, the estimated $100,000 cost to convert a single screen is likely to send some operators broke.

The transition to D Cinema is gathering pace with a slew of 3D films only available in digital cinemas scheduled for release over the next two years, including Robert Zemeckis' Beowulf, which comes out on November 29 (although it will be simultaneously released in normal cinemas in 2D).

By 2011, 26,000 additional D Cinema systems conforming to the Digital Cinema Initiatives (DCI) standard will have been installed across the world.

"It's a massive, massive seachange in infrastructure across the global industry," said Mark Sarfaty, executive director of the Independent Cinemas Association, which represents 84 cinema owners and 360 screens in Australia.

"I think some operators may well think the capital costs are too great," he said.

"It won't just be the independents. I think the majors will have to look at their operations as well and consider whether or not the cost of transition is worthwhile."

Greater Union's Marion Megaplex is South Australia's only DCI-compliant D Cinema - although there are 13 other digital screens (known as E Cinemas) operating in the state at lower resolutions deemed unacceptable by Hollywood studios.

GU projectionist for 37 years, Doc Condon, said digital saved time and labour and unlike film never deteriorated or picked up scratches.

"Digital is just so much better," he said. "You watch it a hundred times and it's exactly the same as the first time."

He said the technology would be particularly beneficial in Australia as studios often provided second hand prints that had already been used in other countries.

GU spokeswoman Danielle Tsogas said the chain intended to open more D Cinemas in SA in "the near future".