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# 1939 Baird

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Los Angeles, CA—Dec 1, 2002

Entertainment Technology Center Named Official Testing Site By Digital Cinema Initiatives

Industry Groups Take New Steps to Realize Digital Cinema
The Entertainment Technology Center at USC's Digital Cinema Laboratory was named by Digital Cinema Initiatives, LLC (DCI) as the official site to test digital cinema technologies, it was announced today by Entertainment Technology Center executive director/CEO Charles S. Swartz.

A neutral research center funded by Hollywood studios and high tech companies and dedicated to evaluating new entertainment technologies, the Entertainment Technology Center will work with DCI, a joint venture of seven major studios, to establish uniform, open and voluntary standards for digital movie release that will be scalable into the future.

"To aid with the design and testing of digital cinema is among the highest purposes of the Digital Cinema Laboratory," said Swartz. "We are thrilled that DCI has shown its faith in our ability to help solve the central technical issues facing digital cinema today and to make digital cinema a reality for all."

"The Entertainment Technology Center has become the industry's de facto digital cinema test bed," according to DCI chief technology officer Walt Ordway. "There was no need for us to reinvent the wheel, because the Center provides a state-of-the-art facility, expertise and non-partisan stance we need to move our work forward."

Swartz and Digital Cinema Laboratory director Paul Miller will collaborate with Ordway, DCI chief executive officer Chuck Goldwater and DCI director of technology Howard Lukk to develop and implement procedures with which to evaluate digital cinema equipment and systems. They will focus on final mastering, distribution and exhibition to devise solutions that provide a perceivably higher quality image to audiences. Competing digital solutions will be compared to each other as well as to film solutions. The overall goal is to develop a global, interoperable digital cinema standard that will be the basis for suppliers to compete to provide equipment at a reasonable cost.
About Entertainment Technology Center-USC: The Entertainment Technology Center at University of Southern California (ETC@USC) is a neutral, non-partisan research organization in the School of Cinematic Arts that studies entertainment technology developments that are critical to the creative community; production companies; content owners, distributors and exhibitors; and technology companies. ETC@USC's sponsors include USC-School of Cinematic Arts; Hollywood's major studios: NBC-Universal, Sony Pictures Entertainment, Twentieth Century Fox, Viacom/Paramount Studios, The Walt Disney Company and Warner Bros.; Lucasfilm Ltd.; Cisco; Deluxe Entertainment Services Group, Inc; and Thomson. Entertainment Technology Center-USC Directory page About Digital Cinema Initiatives, LLC: Digital Cinema Initiatives, LLC (DCI) was created in March 2002, and is a joint venture of Disney, Fox, Paramount, Sony Pictures, Universal and Warner Bros. The primary purpose of DCI is to establish and document specifications for an open architecture for digital cinema that ensures a uniform and high level of technical performance, interoperability, reliability and quality. See www.dcimovies.com for more information. Digital Cinema Initiatives, LLC Directory page
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