General Cinema Launches Kodak ScreenCheck Experience
General Cinema has inaugurated the Kodak ScreenCheck Experience at the Westwod (Los Angeles) AVCO Theatre with a demonstration of optimal image quality for filmmakers and studio executives. General Cinema is the first chain to commit to a Kodak initiative designed to substantially enhance the movie-going experience by working with exhibitors to certify image quality on screens. General Cinema has announced plans to certify some 150 screens in Los Angeles, Seattle and Boston during the coming months. ""It is important for audiences to experience movies the way they are meant to be seen,"" says Ricahrd P. Aschman, President, Kodakís Professional Motion Imaging. ""Itís a more immersive experience when bright and sharp images are projected on big screens with clear lines of sight. This enables the audience to see subtle details in contrast, colors and textures that are part of the story. They can feel the danger concealed in the shadows, and see a glint in a characerís eyes htat reveals their mood."" Aschman says that studies by Kodak and other organizations indicate that the brightness of images projected on the average motion picture screen at cinemas in the United States falls far below industry standards. He notes that when screen brightness is sufficient it enables the audience to see details that are often more important than words. Industry standards specified by the Society of Motion Picture and Television Engineers (SMPTE) and embraced by the National Association of Theater Owners recommend 16 foot-Lamberts of brightness at the center of the screen and 12 at the edges. Aschman says surveys indicate the average screen measures at about half of the recommended brightness. ""When that happens, the audience doesnít see details on the film which are an important part of the story-telling,"" he says. ""Itís like having words out of sentences. Bright, sharp images projected on big screens enable the audience to temporarily suspend reality and embrace the movie fantasy. That can be a factor when people decide whether they enjoyed a movie or were disappointed."" Aschman lauded General Cinema President and CEO Bill Doeren for his leadership in being the first major chain to embrace the Kodak initiative. Doeren selected the AVCO General Cinema location in Westwod to launch the Kodak ScreenCheck Experience because it was the first cinema in the world ertified for THXÆ sound quality (though at a time when the main theatre was truly a showcase venue, but since has been multiplexed and reduced to a showbox-dimensioned theatre). ""We are absolutely committed to providing great moviegoing experiences for our audiences,"" said Doeren. ""This partnership with Kodak is important because it validates our commitment to the people who create movies and the audiences who pay to see them. The public recognizes and trusts the Kodak name and logo, and associates it with quality. When they see the Kodak ScreenCheck Experience logo on our screens and in our lobbies, it tells them they are seeing films the way they should be seen."" The ScreenCheck program is several layers deep. During the first stage, a Kodak team works with cinema managers to evaluate image quality on their screens. Problems are diagnosed and resolved. The Kodak team also provides ongoing training for projectionists to ensure proper maintenance. After a screen is certified, exhibitors can use distinctive signage, a trailer and other promotions to inform moviegoers. ""We believe the public will quickly learn to associate ScreenCheck with a satisfying moviegoing experience,"" says Robert Mayson, General Manager, Cinema Operations for the Kodak division. ""We also believe that discerning moviegoers will choose screens where they see the ScreenCheck logo because they know the exhibitor is committed to providing a high-quality experience."" Mayson says that most screens can quickly be brought up to standard with relatively inexpensive adjustments in projection equipment and maintenance procedures. Screens are periodically re-certified to ensure public confidence. ""We are making great progress in providing directors and cinematographers with very advanced imaging technologies, which gives them tremendous freedom to create more compelling visual stories,"" says Mayson. ""There is an array of camera films designed to provide maximum creative latitude. There are new print films designed to deliver those images to audiences. Now, thee is new digital intermediate technology, which provides a new creative tool and further enhances image quality. ""We believe it is a logical next step for Kodak to partner with exhibitors to standardize and promote an optimal viewing experience,"" he continues. ""This is an important initiative, because there are many ways the public can choose to spend their leisure time and dollars. For example, within several years, they will be able to see movies on demand on wide, high-definition screens with stereo, digital sound in their homes. We need to differentiate and enhance the total moviegoing experience."" Mayson says the Kodak ScreenCheck Experience will initially be available in the United States, and will rollout to Europe and other parts of the world later this year. ""We have great confidence in the future of the motion picture 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 moviegoing experience."" For more information about the Kodak ScreenCheck Experience, contact 310 204 7143.