Theaters Suffering From Insufficient 3D Screens – Since Hollywood has become hooked on 3D in theaters (and upped their profits as a result), exhibitors are struggling to run all the 3D movies that are coming out, with many multiplexes having so far only a single 3D screen. Paramount is using high-pressure techniques to ensure that its new 3D spectacular “How to Train Your Dragon” will get onto scarce 3D screens around the U.S. The single 3D screens many exhibitors have are busy now showing “Alice in Wonderland” or “Clash of the Titans.” So Paramount is threatening theaters, saying that if they don’t show the upcoming “How to Train Your Dragon” in 3D, Paramount will withhold the 2D version of the film which the theater would normally play instead. Not having a conventional version of movies they can’t show in 3D would greatly decrease ticket sales, but theaters don’t want to alienate a major studio they rely on for movies. DreamWorks has three 3D movies this year, including the upcoming “Shrek Forever After” – the third sequel in the franchise. They are not as worried about the shortage of 3D screens. Disney is also bringing out “Toy Story 3” in 3D in June.
Possible Solution to Insufficient 3D Screens – Technicolor is installing an analog, film-based 3D system in 25 screens which may offer a quick and cheap solution to the lack of current 3D screens around the country. Most 3D theatrical projection has been done using the Digital Cinema Package (DCP), which is distributed on hard drive, by Internet or satellite, and projected using a digital cinema server and digital cinema projector with either 2K or 4K resolution – which equals or betters that of 35mm photographic release prints. In 1970 a 35mm single-strip format called Stereovision was created, which printed two images side-by-side and squeezed, requiring an anamorphic lens to widen them via polaroid filters and glasses. (Sort of a rotated Cinemascope.) The new Technicolor process is a variation of this, and there is also a competitor called Oculus3d. Most of the early single-strip 3D photographic processes used the over/under method rather than side-by-side. (Both are approved in the new digital 3D standards.) Both worked better than film 3D using two separate projectors, but there were often problems. Technicolor’s process probably won’t be as good as digital 3D projection – which is already causing headaches and other problems for a few viewers, depending on the particular theater where they view 3D – but to use it theaters only have to install silvered screens and pay Technicolor a $1000 license fee.
New Technology Confuses Consumers – A recent poll carried out by a retail chain found that 65% of consumers have a hard time understanding instruction manuals or don’t even take the time to read them. 43% found it difficult to get new devices up and running at home, and 33% complained that technology has become more complicated. 27% believe technology will get even more confusing in the future. The survey also found that many shoppers are choosing new products based on their performance and features rather than on their ease of use. More than half the respondents indicated that understanding complicated instruction manuals is the biggest challenge to make their new technology work. Here is where we editorialize that most of the manuals are written by engineers who don’t begin to know how to communicate logically, in English, to the uninitiated. That’s the major problem behind this! Vital, rational information is often omitted entirely. For example, the remote for my AV preamp has multiple generic displays with four-letter acronyms. While some make sense – REWD, for example – others look like Greek. Is there a list of translations somewhere in their manual, or perhaps even on their web site? Nope.
