Kodak Enters New Arena, With Focus On Exhibition

Kodak announced at the 1999 ShoWest convention in Las Vegas, March 9-11 the formation of a new Cinema Operations group that will develop and provide products and services designed to enhance the entertainment experience at cinemas. The group will also seek opportunities for affiliations and participation in all aspects of the exhibition industry. Robert Mayson has been named General Manager of Cinema Operations, part of Kodakís Professional Motion Imaging. Mayson reports to Richard P. Aschman, President of the division. ""We will do what it takes to ensure that the great visual stories produced by contemporary filmmakers are seen the way they are meant to be seen on motion picture screens in every part of the world,"" says Aschman. Aschman says that Kodak plans to operate showcase cinemas in promising under-screened markets. The company has operated Kinomir, a 480-seat cinema in the heart of Moscow since 1996. It has consistently been among the top grossing single screen cinemas in the world. Aschman says Kinomir has provided valuable insights into what it takes to provide a superior entertainment experience for moviegoers. ""At least half the people in the world have never experienced a motion picture in a modern cinema on a big screen,"" says Mayson. ""Those are the types of cinemas which are sparking growth particularly in under-screened markets."" Aschman says that Kodak is investing heavily in researching and developing film, digital and hybrid imaging technologies during the next several years. This comes on the heels of a billion-dollar investment in research and development and the construction of modern film manufacturing facilities during the past decade. ""We have made incredible progress in developing camera and print films which give cinematographers and directors the latitude to tell more sophisticated stories,"" says Aschman. ""We also pioneered the development of advanced conversion technologies which provide seamless gateways between film and digital formats."" Aschman notes that Kodak digital intermediate mastering technology was used during the production of Pleasantville. Virtually that entire film was converted to digital format for visual effects and look-creation. Then it was recorded back onto an intermediate film used as a master for generating pristine release prints. ""In the future, Kodak digital intermediate mastering can provide many creative options for enhancing story-telling, as well as offering an opportunity to improve the quality of release prints. The advances we are making in film and digital intermediate mastering technologies add up to an opportunity to put very high quality images with subtle nuances in colors, contrast and textures on motion picture screens. The next logical step is improving projection technology,"" Aschman says. Kodak has also rolled out the ScreenCheck Experience at premium and chain screens in the United States. Mayson says the company plans to offer the ScreenCheck Experience in parts of Europe and in Pacific Rim countries later this year. ""We are partnering with exhibitors to significantly improve the quality of images projected on motion picture screens,"" says Mayson. ""We believe that on the average we can improve screen brightness, for example, by twice as much and usually at relatively low costs. We are working with exhibitors to evaluate the performance of their projection systems. If they show potential for improvement, we provide solutions and train their staff.""Mayson says that the ScreenCheck Experience was successfully tested at various cinemas during the past year. Kodak will provide certified screens with a trailer, advertising and promotional materials which leverage the Kodak brand and the ScreenCheck Experience logo. ""We believe discerning moviegoers will gravitate to cinemas which promote the ScreenCheck Experience, because the Kodak brand is recognized and associated with the highest quality images in every part of the world,"" he says. ""Many studies indicate that when high-quality images are projected on big screens, the audience is pulled deeper into the story providing a more engaging experience."" Mayson says the company is investigating all facets of projection technology including film, digital and hybrid solutions. It is also conferring with other companies, which have a common interest in enhancing the movie-going experience. ""We have great confidence in the future of the film industry,"" he says, ""but it is not going to happen if any of us settle for being good enough. We have made a commitment to invest in developing and implementing the presentation technologies needed to measurably enhance the current movie-going experience."" Professional Motion Imaging focuses on the motion picture, television and commercials industries and is part of Kodak's Entertainment Imaging. For more information about Kodak, visit their website on the Internet at: www.kodak.com.