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Home arrow Online Media arrow 'Star Wars' Remains Ahead of the Digital Curve
'Star Wars' Remains Ahead of the Digital Curve
By Kathy White

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With standards still evolving and theater owners resisting the jump, most audiences will see the digitally formatted "Star Wars Episode III: Revenge of the Sith" on traditional film.

With the release of "Star Wars Episode III: Revenge of the Sith," a new age in digital cinema is exploding into movie houses—except that everybody's heard this story before, and heard it just about every year since "Star Wars Episode II: Attack of the Clones" was released in 2002.

But things have changed, and with that change come some interesting questions around this digital medium, about security and about DRM (digital rights management), consumer interest, and what this medium means for the future of cinema.

When George Lucas released "Episode II" in 2002, there was industry buzz galore about digital cinema, and Lucas was busy pushing for theaters to adapt and begin showing films shot digitally with high-tech digital projectors.

When the movie was released, only about 70 theaters in North America played it in its original digital format. This, obviously, was not the adoption rate Lucas had hoped for. Now, with the final Star Wars movie headed to screens, just where is digital cinema?

"Part of the problem is that it has meant different things to different people," said David Hancock, digital cinema analyst for Global Media Intelligence's Screen Digest, based in London. "The United States has set up a standards initiative, decided by the big studios, and once adopted, a film won't be released to a theater unless it meets those standards."

Digital cinema has been around in earnest since about 1999, but the disconnect has come over distribution, security and cost.

For effects-intensive movies like the "Star Wars" series, imagery shot on film would have to be scanned and converted into digital information for the artists at Industrial Light & Magic to incorporate the amazing effects.

When a film is shot entirely in the digital medium with the use of high-definition cameras, it saves that time-consuming step and keeps the picture digital throughout the production pipeline, from the editorial department on to effects, on to the final mastering—and, now, right through to digital projection without film.

Right now, however, there are about five different digital formats, and it was beginning to look like digital cinema would never get off the ground without some standardization.

Digital Cinema Initiatives LLC, a limited liability company that was established in March 2002 and whose members include Disney Enterprises Inc., 20th Century Fox Film Corp., Metro-Goldwyn-Mayer Studios Inc., Paramount Pictures, Sony Pictures Digital Inc., Universal Studios and Warner Bros. Entertainment Inc., just completed its final draft of standards in March of this year.

This 176-page document establishes and documents specifications for an open architecture for digital cinema components that ensures a uniform, high level of technical performance, reliability and quality control, as well as addressing security concerns for this digital medium.

"By the end of May, we hope to have this absolutely completed and be holding a press conference in June," said Walt Ordway, chief technology office for DCI. "The outstanding issue we face is really around security."

This involves security regarding fingerprinting and watermarking the digital films to prevent piracy.

Click here to read more about security and DRM issues in digital cinema.

"There were so many different formats for the content, and every packaging stream had to be different," said Brian Claypool, senior product manager for Cinema for projection company Christie Digital Systems Inc., which has its digital projectors in two-thirds of the theaters in the United States that show digitally shot films.

"The big studios finally said this was ridiculous—there needed to be the same kind of standards that there are for 35MM film," Claypool said. "You can send reels of film anywhere in the world and they can be viewed in any theater. They decided you need that kind of plug-and-play for the digital film. DCI has written an A to Z handbook: how to master, how to package, how to deliver to the theater, [how to handle] security and what the projector interfaces should be."

Next Page: Digital cinema has many advantages.

The benefits of digital cinema are many:

  • Cheaper distribution via satellite or broadband or, as they do today, via hard drive.
  • Integrated Digital Rights Management that places security on the film before it leaves the building to be distributed.
  • Film quality: The thousandth time a digital movie is screened provides the same quality as the first time. There is no breakdown in the digital file as there is with film, no scratches or film breaks or degradation of the audio.

    But theater owners haven't been stampeding to places like Technicolor Digital Cinema and Christie Digital Systems to buy the equipment to turn their theaters into digital movie havens.

    "I think a lot has changed and we're finally resolving a lot of the issues," said Ahmad Ouri, president of Technical Digital Cinema, the company responsible for the distribution of the digital master to theaters for "Star Wars Episode III." "DCI is going to solve a lot of problems. But there were a number of factors—economic issues, distribution costs, standardization issue and quality issues."

    Prices have dropped on the server and projection equipment needed to be in digital cinema. A single setup costs between $80,000 and $100,000. This still prices out the smaller, independent theaters, but the cost also varies depending on how many theaters you're going to set up.

    As for distribution, the price of a disk drive has dropped dramatically, and when there are more theaters doing digital projection it'll be more cost-effective to use satellite and broadband to distribute films, according to Ouri.

    Currently, films are sent to duplication houses and then delivered to cinemas via distribution chains. Release prints cost about $2,000 to ship, plus there is an insurance premium. All this adds up to several million dollars just to distribute one film.

    For digital distribution, Technicolor will get the digital cinema master that's color corrected. Technicolor does the content prep, including compression, versioning, dubbing and subtitles for international release. It then applies the encryption and generates the encryption keys. Then it ships the movie via hard disk drives—a more cost-effective solution—to the theaters.

    Texas Instruments Inc.'s DLP (Digital Light Processing) is an all-digital display technology that is used in these digital projectors. At the heart of DLP technology is the DMD (Digital Micromirror Device), a semiconductor-based "light switch" array of thousands of individually addressable, tiltable mirror-pixels.

    It is an all-digital display technology that delivers the best picture for DLP Cinema today and is used by all three major digital projection companies: Barco Projection Systems Inc., Christie Digital Systems and NEC Viewtechnology Ltd.

    "Do consumers know the difference?" Hancock said. "I know people who are technologically savvy know what this can mean, but I think the average consumer could care less about this and I think that also means exhibitors aren't necessarily in a hurry to adopt it."

    Next Page: "Episode III" could cause increase adoption of digital cinema.

    With the release of "Star Wars Episode III: Revenge of the Sith," Claypool said, his company is seeing a huge uptick in business for its digital projectors. "It's obscene, but where these exhibitors make their money is on concessions. But they still need people in the theater and in the seats. 'Episode III' is a huge release and its ideal showing is in the digital format."

    This huge release could make the difference in getting theater owners to adopt digital cinema, but the bigger problem is the disconnect between distributors and exhibitors.

    Exhibitors, according to Claypool, feel that distributors should be helping to defer the cost of getting this equipment into their theaters. Distributors are in no hurry to help out because there just aren't that many films being released digitally.

    According to a Screen Digest report released in April, the number of titles released in digital form is rising—just not very quickly. In 2004, according to the report, Hollywood studios released 30 titles in digital format, up from 23 the year before; and in 2002, the year of "Star Wars Episode II," only 16 films were released digitally.

    From 1999 to 2004, Buena Vista Studio has led the way with 32 titles and Warner Bros. follows closely behind with 31 released in digital format. Finishing in third is the distributor for "Episode III," 20th Century Fox, which has released 12 films in that same time frame.

    According to Ordway of DCI, the real questions about adoption involve the obstacles of cost and security. "Will the DRM issues of the security system be workable between all parties? That's the real question," Ordway said.

    The parties are exhibitors and distributors. The standards will determine much of what can happen with a film once DCI is adopted. Today, when a film hits a theater, the theater owner may decide to run a private showing for some friends at 2 a.m.; of course the contract for showing the movie doesn't allow this, but nobody's enforcing that. With digital cinema, encryption and far more control by the studios, there could be a huge change—and one theater owners aren't overjoyed to embrace.

    "It really is a huge pain to try to figure out all the parts and pieces and follow their rules," said one theater owner who asked not to be identified. "The level of control these big studios want over the movie and how it's shown, when it's shown, to whom it's shown, how many times it's shown—well, it's a little ridiculous. They're making money."

    Ordway would like to see a large beta test of the equipment and so forth of the DCI standards and then a rollout. "Nobody is going to be DCI-compliant in 2005. A cycle of this complexity, if you ask an engineer, would take 18 months."

    Lucas, in an interview earlier this year with Hollywood.com, complained about this process, saying, "[The film industry] is dawdling on purpose for various reasons, to see how they can control it, but they're not going to be able to, and it'll all work itself out. They deny that they're stalling, but six years is a long time to wait for this stuff to happen.

    "They'll say 'Oh, no,' but we've been shooting this way for six years, we've been projecting this way for six years, the equipment's all there, everything's ready to go, the quality's better than film, and they're just still arguing among themselves about nothing."

    It remains to be seen just how fast the standards will get adopted, how quickly theater owners will begin showing digital movies en masse. So far, change has come at a snail's pace, but many are hoping this is the true start of digital cinema.


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