Eurocinema Expo 2011
DIGITAL CINEMA - How to obtain funds and
effectively manage a 3D cinema
Venue: KIJÓW.CENTRUM, Al. Krasińskiego 34, Kraków
February 16-17, 2011
The idea to organize Eurocinema Expo was born out of the statutory
mission of the Cinema Development Foundation, and also of the
involvement of Apollo Film in supporting the development of traditional
cinemas. As a result of the effort of these entities, as well as 4D
media relations and a Japanese company NEC Display Solutions,
organization of a two-day forum was possible, giving way to a meeting of
the representatives of: studio and local cinemas, community centers and
institutions running a cinema operation.
On 17th February this year, a two-day conference Eurocinema Expo has
ended; it was devoted to issues related to digitalization of cinemas.
The meeting attracted over 250 participants from all over Poland as well
as guests from France, Belgium, Italy, Germany, the Czech Republic,
Great Britain, and Hungary. During the conference the following were
discussed: impact of digitalization on regional and cultural
development, issues of 3D cinema funding, and opportunities of using
WHAT WAS DISCUSSED
During the conference, we have, above all else, discussed methods of
fundraising for cinema digitalization, from public funds, support of the
Polish Film Institute, Filmoteka Narodowa, through the VPF model, to
bank leasing. The Lesser Poland Digital Cinema Network was also
presented in more detail - it is a pioneering project for the
digitalization of local cinemas in Europe, with the use of structural
funds. Whereas Elisabetta Brunella from MEDIA Salles has presented the
latest statistics regarding digital cinema e.g. verifying the number of
digital screens in Europe. International companies AeroFilms and
CielEcran - have presented their offers aimed at alternative contents.
This includes transmissions from the most interesting operas and theater
shows from Metropolitan Opera, National Theatre, or Bolshoi Theatre.
Apart from that, additional ways of income generation were discussed,
such as: advertisement or social media. The latter was presented by
Frauke Feuer from Peaceful Fish, indicating the promotional potential,
which can be exploited with the use of such platforms as Facebook.
The leitmotif of the conference was the question, which appeared during
various lectures: Will modern technologies make cinema fully commercial?
All doubts were finally dispelled by Marta Materska-Samek - MSKC Project
Coordinator, who said:
Just look at the Mikro Cinema in Krakow, which lost nothing of its
character. Mikro is still a studio theater, which plays a European
repertoire, belonging to Europa Cinemas, and on the other hand it uses
new opportunities. We broadcast transmissions from the National Theatre
in London, ballet transmissions from the Bloshoi Theater, and from the
Paris Opera. We should not, therefore, fear new solutions but use them
NOT JUST LECTURES
The participants of the conference were also able to see the actual
products they were interested in, e.g. the 2K NC2000 projector with
Dolby 3D system, a Dolby cinema server and a preview of the NEC PX750U
model. 5D cinema enthusiasts also found something of interest –
volunteers could take a short trip aboard the Polar Express in a
specially prepared D-Box installation, made by XDC International.
Moreover, they could view other presentations on special video walls by
NEC as well as short 3D movies shown by Cine Project. NEC Display
Solutions has also shown their modern Digital Signage system, which
enables displaying digital posters for specific movies and its trailers
on large vertical monitors.
The high attendance and extreme interest in the topics discussed between
the representatives of the cinema business confirmed the organizers in
their plans to make Eurocinema Expo a cyclical event.
There is only one conclusion of numerous conversations I was lucky to
have during these two days of the conference - and it's a very positive
one - no-one denies anymore, that it is worthwhile to invest in
equipment, in digitalization. There is no IF about it anymore, there is
only WHEN and HOW, since many of my interlocutors believe that there is
no sense in waiting anymore, and that the year 2011 must be the year of
digitalization. – says Mariusz Orzechowski, Representation Director
of NEC Display Solutions Europe GmbH in Poland.