Cinema Technology Dec. 02, 2021
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GDC Technology is a leading manufacturer and provider of cinema equipment and solutions including cinema automation systems, cinema servers, cinema enterprise software, cinema storage, cinema audio solutions, and cinema projectors that meet the highly demanding performance, security and reliability requirements established by motion picture studios.





USHIO manufactures the highest-quality digital cinema projection bulbs available. USHIO xenon short-arc lamps boast a spectrum that is closer to natural sunlight than that of any other artificial light source. In addition to commercializing products for search and spot lights, which demand precise, powerful white beam lamps, USHIO became the first in the world to develop a xenon short-arc lamp exclusively for large scale, theater-use movie projectors.



DTS:X transports you into a new dimension of sound immersion by delivering truly captivating entertainment experiences. Be prepared -- this improved lifelike immersion and heightened realism makes horror movies scarier, comedies more laugh-out-loud, and car chase scenes even more intense. Movies are being shown with DTS:X sound at an ever-growing number of theaters in the U.S., China and Europe.





SHARP NEC Display Solutions’ Digital Cinema Projector Series offers the most comprehensive digital cinema solution on the market today. These 3D-capable models enable theaters to deliver stunning digital images regardless of screen size, while simplifying theater management and reducing costs. All of SHARP NEC's digital cinema projectors meet DCI specifications for performance and reliability, meeting the requirements of today’s cinema industry. SHARP NEC also offers full digital signage solutions, highlighted by its award-winning 32”-98” LCD displays, multimedia projectors and desktop monitors for lobbies, concessions and concourses.



Strong Cinema, a segment of Ballantyne Strong, Inc., consists of:

Strong Technical Services (STS) that offers a comprehensive suite of cinema-focused services, including installation, maintenance, and technical support, to exhibitors throughout the United States.

Strong/MDI Screen Systems Inc. one of the world's leading cinema screen manufacturers that produces and sells specialty screens, screen support structures, and other film exhibition equipment for customers globally.  





QSC is the global leader in cinema signal processing, power amplifiers, and loudspeakers for all applications within today's modern cinema entertainment center. Our “SystemSynergy” design approach ensures that the entire system, from source to sound, delivers an audio experience as intended by the filmmakers. Beyond cinema audio for the movies, QSC also provides complete audio systems with network control and monitoring for other areas in the cinema entertainment complex, such as lobbies, concession, food service, arcades, and bowling centers.



Christie is a leader in visual solutions for world-class organizations, offering diverse applications for business, entertainment, and industry. A leading innovator in film projection since 1929 and a pioneer in projection systems since 1979, Christie has established a global reputation as a total service provider and the world's single source manufacturer of a variety of display technologies and solutions. Christie offers comprehensive solutions for cinema, large audience venues, control rooms, business presentations, training facilities, 3D and Virtual Reality, simulation and education as well as industrial and government environments.



Dolby Laboratories has been a leader in developing many groundbreaking technologies and advancing the science of sight and sound for more than 50 years. Based in San Francisco with offices around the world, Dolby, through industry-leading research and engineering innovation, is expanding creative possibilities and enhancing collaborative relationships spanning musicians, filmmakers, and other artists as well as with businesses and consumers globally. Along with its partners, Dolby creates and delivers incredibly vivid experiences transforming entertainment and communications at the cinema, at home, on the go in mobile devices, and at work. Dolby Laboratories develops and delivers products and technologies that make entertainment experiences more realistic and immersive. By giving everyone the power to see, hear and feel the spectacular, Dolby is ideally positioned to transform the future of audio, voice, and imaging experiences worldwide.



welcome to Cinionic
welcome to wow

These days, it’s no longer just about technology, it’s about experiences – WOW experiences. We are a team of cinema and technology experts from around the globe – Barco, ALPD, and CGS – who help you in creating surprising experiences.  We combine innovative cinema technologies with our unique and comprehensive service models to guarantee your peace of mind. So you can focus on new ways to surprise and delight your customers for years to come. Together, we engage to deliver a world-class cinema experience - the one you’ve been waiting for.



Industry Partners



The Inter-Society for the Enhancement of Cinema Presentation, Inc. promotes interactive dialogue and information exchange between cinema-related entities with the goal of resolving issues affecting the overall cinema presentation. Founded in 1978 by Eastman Kodak VP Ken Mason, membership is composed of its four charter trade organizations - International Cinema Technology Association (ICTA), the Motion Picture Association of America (MPAA), the National Association of Theatre Owners (NATO), and the Society of Motion Picture and Television Engineers (SMPTE) - along with over 40 member companies, made up of trade organizations, motion picture studios, exhibition companies, manufacturers, technical consultants, and other industry stakeholders.
 




The EDCF is a not-for-profit voluntary organisation that aims to act as a "Forum" to discuss key issues surrounding Digital Cinema in Europe. The purpose of EDCF is to provide a basis of common understanding across all European territories of the business and technical matters of digital cinema. 



The International Cinema Technology Association is a global network of professionals in the motion picture industry. Members of the ICTA are those companies that manufacture, service and create the equipment that goes into movie theatres. Our members are on the cutting edge of new technologies and have been the driving force in digital, 3D, immersive sound systems, high frame rates and lasers. The ICTA promotes technological advancements in the motion picture industry through educational seminars and programs. The ICTA logo stands for excellence and professionalism and when on a member’s letterhead signifies that the company is reliable, competent and committed.



For more than a century, the people of SMPTE (pronounced “simp-tee”) have sorted out the details of many significant advances in media and entertainment technology, from the introduction of “talkies” and color television to HD and UHD (4K, 8K) TV. Since its founding in 1916, SMPTE has received an Oscar® and multiple Emmy® Awards for its work in advancing moving-imagery engineering across the industry. 



The Union Internationale des Cinémas/International Union of Cinemas (UNIC) represents the interests of cinema trade associations and cinema operators covering 37 countries in Europe and neighboring regions.​ ​



Shows & Events



CinemaCon 2022 has been scheduled for April 25 - 28, 2022 at Caesars Palace in Las Vegas.  Check the links below for the latest information. 




CineEurope 2021, has been re-scheduled for October 4-7 in Barcelona.  CineEurope promises to bring you another year with the very best in exclusive studio screenings and product presentations, cinematic technologies and innovations and educational seminars to keep your business on top of industry trends.



-- cancelled --  CineAsia 2021 has been scheduled for Dec 6-9th 2021 in Bangkok.  Check links for the latest  information. 



ShowEast 2021 -- cancelled --,  scheduled to be held in Miami from Nov 8-11, 2021 at Loews Miami Beach, features a range of exclusive product presentations and screenings from both Independent and Major Hollywood studios to help you make important programming decisions for the 4th quarter box office.  Powerhouse seminars offer valuable insight from top executives on the latest industry trends and concerns; while our EXPO experience offers delegates a glance at the latest and best technologies, entertainment, services, comforts, and conveniences to make their theatres must-attend destinations.  ShowEast’s International program draws a large contingency of Latin and South American delegates – more than any other convention of its kind. A one and a half day program dedicated to the latest content and concerns and within this rising region.


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London—Nov 1, 2011

QubeMaster Pro Making Digital Cinema in Soho

Colorist Dado Valentic of MyTherapy Talks about his Work and his Technology
Soho-based Dado Valentic is a colorist and digital image workflow expert. His facility, MyTherapy, provides clients with on-set supervision, including look development, color grading and finishing, and digital distribution, with a specialization in stereo 3D.

While much of Valentic’s work is on independent feature films, such as Inbred -- the latest work by director Alex Chandon -- the facility also delivers commercials projects, music videos and television shows.
    
Traditionally colorists have not been involved in distribution, but Valentic takes a larger view. “I believe that it is our responsibility as colorists and post artists to push digital technologies forward. While camera manufacturers are creating better sensors and more refined tools, our mission is to learn how to process these images to ensure they look their very best once they reach the viewer.”

We spoke recently with Valentic at his facility in London.

Tell us about your most recent project, Inbred.
I think this is, so far, my best work. Things just came together really nicely for this project. I had just got an upgrade for my DaVinci Resolve system. It was shot in 4K, so I had these beautiful images to work with. I had an amazing director, Alex Chandon. This was his comeback project after 10 years away and he was so passionate about the film. We had a great time and everything just came together: my equipment was working great and the film was great, and when I look at it, I am very proud. I think it’s the nicest job I've done so far.

Did you do digital cinema mastering for Inbred?
Yes, because that is the way I work. I never just grade something and then hand over the hard drive. My job is make sure that when the film is out there in the cinema, it looks exactly the way we wanted it to look. I never take a project on without delivering it in the format that they require. I make a version for digital cinema, and then I make a one for DVD, and another for BluRay and for the internet as well.

What are some of the differences to watch for with different deliverable formats?
Cinema is different from watching a movie at home. A movie theater is much darker. The images are bigger, so my vignettes are a different size in a cinema than they are in a DVD. I make my blacks different for the cinema than for a DVD. The same thing applies for iPads. The iPad looks too dark if you put a normal cinema grade onto it, so you have to really embrace the medium you are delivering to get the best possible picture. 

How much of your work is in production, or near the set?
I am getting more and more involved in set work. Postproduction is starting earlier and earlier now. I am often consulted on jobs when they are in the planning stage. My clients come to me with the script and talk about how they can make it happen best. 

How did you get into digital cinema mastering?
When I was working for Sony I saw one of the very first prototypes of a DLP projector and the moment I saw those images, I knew that this is going to be the future – the images were so stunning. So even before digital cinema had become a standard, I had already started looking into ways to do it. I did a lot of research on how to get into digital cinema. That's when I discovered this company called Qube.

I found that their approach was actually the best of all, in terms of the architecture. In 2006 I bought one of the very first mastering systems in the UK from Qube. And I became just the second or third facility in the UK to provide digital cinema mastering services. I've been making DCPs ever since.

What makes Qube's DCP mastering architecture different?  
The early specifications for how DCPs should be made were written by people who worked with films, so they basically took the 35mm processes of filmmaking and transferred those processes into the digital world. But digital is different. I never agreed entirely with the process that was being advocated. I felt that they were complicating things too much and that there were too many conversions. There had to be a better way to approach this process, especially when it comes to what source material to use, and how to manage color and the image size, etc. This is exactly what Qube had already figured out.

What is your approach to making DCPs?
Even today other companies force you to use specific image files as your source material for mastering DCPs, but it is much better if you can take your RAW master image, buffer it in the computer memory and do the conversions on the fly, reading the buffer and encoding into a JPEG 2000. This is what QubeMaster does. They wrote the software to be more flexible, and along with that, they introduced color management right in the beginning, which is actually the key.

You really can't encode something without having total control over the image and color, especially if we are talking about a larger color space like P3.  

You do a lot of work in stereo 3D. How is that different?
I've done four feature films and lots of commercials in stereo, but I still think that I have a lot to learn about stereo. We all do. It is so interesting what you can do with depth if you apply different amounts of brightness or saturation. It's amazing how sensitive we are to even 2D clues about depth. 

I've done a lot of 3D work in terms of brightness, which, as we all know, can be an issue with stereo projection. There is only so much light you can use in the projector, but what we can do is change theperception of brightness in the image.

How do you change the “perception of brightness?”
I found an incredible theory about light from Helmholtz, who describes the importance of local contrast for the perception of brightness. For example, if I put a black box next to white box, I would have a certain perception of brightness. If I put the same white box next to a gray box, the perception of the white will be different. Perception is subjective, but we can get so focused on the measurable aspects of light and color, we can overlook the importance of the subjective experience.

I've been working with a developer to write an algorithm, which we are deploying now, to apply a better perception of brightness in films. There are eight or nine color anomalies that humans have which we always need to consider during grading. We need to stop trying to measure the image and start just looking at it to see how we feel about it.

What are the challenges of mastering stereo 3D for digital cinema?
I did the very first stereo feature film in the UK called Streetdance 3D (released in 2010). Those were the early days and the biggest challenge we had then was the compatibility of servers. There are some servers out there that are so old that their hardware and software struggle with 3D content. Because you have double the frame rate in stereo, you need to reduce the bandwidth of the encoding without maxing out the server, or it starts dropping frames.

You have to be really clever with your compression to make sure you still get a good image without compression artifacts. I have seen some masters out there made by big facilities that suffer from the problem of artifacts, simply because they had to produce the DCPs quickly, or just because of carelessness. 3D mastering is tricky and it takes a lot of testing.

How does QubeMaster Pro help with stereo 3D?
QubeMaster allows you to really dig deep into your files and adjust them exactly. You can go as far as you want to distribute the bandwidth exactly the way you want to. You can actually tell the encoder what detail level you want. You can also tell it to ignore certain parts of the image because they are only noise. All these little things are important.

On the surface, all of the DCP mastering systems may look the same, but when you really need precision, when you really need access to specific parts, it is so important that you can get in there. And that's what QubeMaster gives you.

What do your clients like best about your work?
I think they like my passion the best. I love what I do, and even if it's just a short movie, I'm still going to try to get the best out of it. And that's why people like to work with me, because I am totally engaged in a project.


Dado Valentic’s facility, MyTherapy is based in London. QubeMaster Pro is part of the QubeMaster family of digital cinema applications, which also include QubeMaster Xpress 2.0, (which offers easy DCP mastering on Windows); QubeMaster Xport, (a plugin for mastering DCP with Apple Compressor on Mac OSX), and QubeMaster Packager for creating new versions of DCPs without having to re-encode the entire file. 


About Qube Cinema, Inc: Qube Cinema (www.qubecinema.com) is a pioneer in crafting end-to-end digital cinema technology and solutions. Drawing on decades of experience in the cinema business, Qube provides a seamless digital environment across the industry right from filmmakers and post-production companies to exhibitors with DCI compliant products to moviegoers.
Qube Cinema, Inc Directory page

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