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Kodak Unveils Plan For Broad Digital Initiative
Eastman Kodak Company has announced an expanded role for its Hollywood imaging complex in helping the company set its objectives and define its strategies for its initiatives in digital cinema. The complex will be the `core' of a virtual team charged with providing leadership, coordination, prototype testing, and development work on a wide range of potential applications from digital cinema to the Internet and asset protection, the company told attendees at the Annual Conference of the Society of Motion Picture and Television Engineers at the Jacob Javitz Convention Center here. ""We are committed to providing leadership in the evolution of imaging science and technology,"" Joerg D. Agin, President of Kodak's Entertainment Imaging division, said during a keynote address at the conference. ""We all need to challenge ourselves to drive digital image quality to a level where it exceeds the expectations of the most creative filmmakers and the most critical audiences."" In a wide-ranging speech that emphasized Kodak's strong imaging capabilities and commitment to working with the industry to find long-term solutions that make sense, Agin talked about the challenges and opportunities that new technology brings. He emphasized the importance of standards, open systems, security of images and solutions that are scalable and extensible. ""We believe digital technology can meet those challenges,"" Agin said, ""and, in the process, future advances in technology will lead to new creative visions, new ideas, and new ways to extend the power of pictures."" Agin emphasized that Kodak is already pioneering the implementation of digital intermediate and digital mastering technologies at its Cinesite facilities in Los Angeles and London. He said that the response from customers has been very enthusiastic. ""There are creative and cost benefits, in addition to applications for film restoration and preservation,"" he said. ""Studio and other asset managers are embracing the concept of having standard digital master files for potentially valuable content. Digital masters are an entry point for Kodak into digital cinema."" Agin noted that digital television (DTV) and its synergy with the Internet also has broad potential for opening vast new global markets for content that can be delivered to homes, schools and entertainment centers via satellite, fiber optic lines and hard media. ""That potential is the cutting edge of the digital revolution,"" he said. ""We are also impressed with the image quality seen in electronic cinema demonstrations, however, there is still much work to be done before it makes sense to implement this technology on a wide scale. Progress will require a cooperative effort involving all sectors of the industry. We will participate actively in that effort."" Agin said there is considerable headroom for driving the evolution of film, hybrid and digital imaging technologies forward along parallel and converging paths. He concluded, ""We will continue to listen to our customers and respond to their needs. This is a time of great opportunity for the entertainment industry, and for Kodak. In a world changing beyond recognition, people will continue to communicate with pictures. And we will continue to find new opportunities to apply technology - and extend the power of moving images ñ in creative ways. The possibilities are unlimited.""