IBC in retrospect: looking back on our thought leaders’ sessions

In this post, the four Barco speakers provide the key takeaways from their sessions and the conference in general.

Laser projection - is it ready for wide deployment?

Bill Beck
, aka 'The Laser Guy', clearly answered his session's opening question: 'Laser projection, is it ready for wide deployment?' with an enthusiastic 'Yes'. Not only is laser projection ready, it is well down the track in providing both superior, even unprecedented image quality, and much lower operating costs. Barco is alone in its commitment to provide attractive and appropriate laser solutions for all screens.

'We are providing exhibitors with two product lines; one based on our unique, integrated, single projector, 6P RGB laser architecture, our flagship, which provides moviegoers with stunning, consistent 2D and 3D image quality and the other based on our break-out laser phosphor technology, providing superior image quality but at a reduced total cost of ownership (TCO)'. Beck informed a stunned audience that 1,000 Barco projectors have already been retrofit with 20,000 lumen laser phosphor engines.

'Our exhibitor customers can now craft the perfect mix of RGB flagship and laser phosphor models to outfit the new all-laser premium multiplex. We have the full range of approaches already deployed,' said Beck. 'From the world's largest all flagship laser multiplex, with 22 premium RGB screens in the Mall of Dubai, to all laser phosphor retrofit upgrades of existing multiplexes in China'. But most of the 15 all-laser multiplexes combine a mix of flagship and laser phosphor models, resulting in improved experiences for the moviegoer and lower cost and simpler theater operations for exhibitors.

Immersive audio - balancing key stakeholders' needs

Brian Claypool, an industry Immersive Audio expert, brought the audience up to date on progress in standards and how premium immersive sound is an extremely important complement to the premium image quality that Barco's flagship RGB laser projection provides. 'SMPTE standards for immersive sound are more likely now than ever and Barco AuroMax provides commercially attractive and high-quality immersive sound, compliant with studio intent and security requirements.' Claypool made the point that 'Sound doesn't have to be loud or expensive to offer great value to the premium cinema audience… it needs to be natural and complementary to the overall PLF experience'.

Demystifying laser projection for cinema - 5 FAQs

Dr. Tom Bert, Cinema Product Manager, provided perhaps the most useful and broadly appreciated presentation to the EDCF Forum session, a group that included a wide range of thought leaders from the European scene. His talk, called 'Demystifying Laser Projection for Cinema - 5 FAQs ' (and answers), expanded upon Beck's high level comments made earlier in the day. Laser projection is now emerging rapidly, driven by early adopters validating predicted benefits. 'Laser enables nearly all the elements of higher image quality,' said Dr. Bert.

He then drilled down and provided the EDCF audience with clear explanations of how laser supports wider color gamut (WCG), higher dynamic range (HDR), brighter, crisper 3D and then went on to explain how the long lifetimes of laser light sources, both RGB and LP, dramatically reduce operating costs vs. Xenon by eliminating all lamp change costs and reducing power consumption by up to 50%. In addition to technical clarity, Tom also brought enthusiasm and wit to his technical presentation.

Digital cinema investment 2.0: Where's the ROI?

Domien De Witte, Barco's Strategic Marketing Manager for Cinema, was invited to set the stage for perhaps the most innovative and broadly informative session of the conference entitled Digital cinema investment 2.0 - Where is the ROI? After De Witte laid out key technology options ranging from flagship laser to immersive sound to 'shaky seats', Celluloid Junkie's Patrick von Sychowski, like a polished game show host, clicked through the list of 20 possible investments and the panel, including De Witte, David Hancock of IHS Technology and two, very seasoned exhibitors were asked to rank the ROI potential of each on a scale from 1-10. No beauty contest, this - just pure, cold ROI.

To nearly everyone's surprise, at the top of the list was laser phosphor projection! Clearly, exhibitors can already see the value of no-lamp, power-efficient cinema projectors. According to one exhibitor panelist, 'anyone that puts in a new multiplex without taking advantage of the benefits of laser phosphor is crazy'.

A second consensus takeaway was that 'exhibitor-branded' PLFs are now a very high growth segment, but that they have to include more than one new technology to maximize overall ROI. Laser projection, immersive sound, comfy and yes, even 'shaky' seats are all typical elements.

De Witte maintained that PLF must be a 'coherent concept', reflecting the exhibitor's vision of a 'premium' total experience, with an appropriate mix of outstanding image quality via flagship laser and immersive sound and operational simplicity and cost reduction via laser phosphor. PLF is growing because it provides opportunities to increase ROI driven by increased attendance, premium pricing, higher per person concession spend and lower operating costs.

Despite the fact that this was the last session of the conference, the audience stayed engaged to the end, providing one of the most enlightening and interactive Q&A sessions of the weekend.

Summary

The future of cinema exhibition is starting to clarify: complementary advances in laser projection and immersive sound provide the foundation for the entertainment center of the future. Flagship 6P RGB laser and laser phosphor are the product lines that enable the perfect mix of high-end and work-horse laser projection.

Exhibitors have already started a long-term trend toward the all-laser multiplex. Whether with an all flagship installation or a mix, more than 15 such 'cinemas of the future' are already here. Yes, laser is ready for widespread deployment… and it is coming to a theater near you.