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  • ‘The real push for digital cinema will come when biggies like Adlabs decide to ramp up’ : Senthil Kumar – Real Image Media Technologies director

    ‘The real push for digital cinema will come when biggies like Adlabs decide to ramp up’ : Senthil Kumar – Real Image Media Technologies director

    Already setting cash registers ringing across Hollywood, with movies like Beowulf, Hannah Montana and Meet the Robinsons, Digital Cinema has been touted as the next big thing in the entertainment industry. And Chennai-based Real Image Media Technologies (RIMT) is already geared up to herald a major resurgence of the film exhibition industry in India with the introduction of this new technology.

     

    In an interview with Indiantelevision.com’s Anindita Sarkar, Real Image Media Technologies director Senthil Kumar says that the future of cinema lies in digital and unveils the company’s growth plans.

     

    Excerpts:

    Do you see digital cinema growing faster from now on?
    Several things that were roadblocking the growth have got sorted out. Prices have fallen and the technology has settled down. Film producers, distributors and exhibitors have realised that digital makes better economics. There has been an improvement in sound, though we do not see the same jump in picture quality.

    What will fuel the growth?
    Digital cinema will grow on its own as it is an effective tool against piracy and saves on print costs. But what will further fuel this growth is the emergence of 3D. Across the world today, there are around 5000 digital screens of which at least 1000 are 3D – that is 20 per cent already. In India, we are already seeing a 15 per cent conversion of theatres (about 10,000) into digital. We haven’t seen a 3D wave as yet, but I am sure it will come. More and more people are finding that with plenty of 3D Hollywood ventures coming up in the next two years, 3D makes a lot of sense commercially. That realisation will come in India too.

    What will drive digital cinema growth in India?
    We are already seeing decent growth in India. We have installed 550 digital systems across the country. UFO Moviez has touched 1000 theatres. Reliance ADAG’s Adlabs is testing the technology.The real push will come when Reliance decides to ramp up.

    What is the model that you follow?
    We sell our equipment to various providers like E-City, Pyramid Saimira, and PVR. UFO Moviez, on the other hand, follows a rental model; they act like a technical service provider.

    So you are not looking at the rental model….?
    The rental model is not lucrative for us right now.
    ‘Digital cinema will grow on its own as it is an effective tool against piracy and saves on print costs. But what will further fuel this growth is the emergence of 3D‘

    But doesn’t this model provide UFO the volumes?
    If you put out the money and you operate at the theatre saying pay me a rental, why would you not have takers? Theatre owners do not have any commitment. If the theatres want the digital systems for two weeks, UFO will give it for that period and then take back the services when they do not want it anymore. So it is an easy scheme. Therefore, it is quickly chosen. But these theatres do not always run on digital systems.

    Isn’t your system more costly?
    We charge Rs 3 million for installation of our system. But we have a cheaper option where theatre owners have to pay Rs 1-1.2 million; they can upgrade later on. Most of our customers are from this bracket. For the 3D system, theatre operators will have to further part with Rs 2 million. So it takes Rs 5 million to do digital plus 3D.

    Is the growth coming in from smaller cities?
    No.These 550 equipments are mainly with mainstream A and B theatres including multiplexes. E-City alone is using 150 systems, mainly in Gujarat. Pyramid Saimira has taken 100 while Sri Venkatesh Films in West Bengal has installed our systems in 40-50 theatres. PVR is also using our systems.

    Is an export market available?
    We have sold 150 systems in overseas markets. Our main clients overseas are in US, Canada, Korea and European countries.

    How effective has digital cinema been in tackling piracy?
    We have put in invisible water markings into our system to fight piracy. If a film has been shot from the screen directly, we can tell exactly from which theatre the copy came from. And the best thing about these water markings is that it cannot be edited. We also lock the projector and the server in such a way that the projector is unable to work with any other server.

    Do you see digital theatres tapping new streams of revenue?
    Advertising is a new revenue opportunity. We are going in for consolidated advertising. We have a technology wherein you can put in an ad at a particular time to get the best audience attention. You can also decide the number of times the ad could appear, thereby hitting at the target audience directly. Using this technique, You can also choose the theatres in which you would want your ad to get displayed. This leads to targeted advertising, next only to internet.

    How big an attraction is 3D?
    3D is definitely an attraction – like digital. Take for example the 3D Disney film Hannah Montana that is stated to have made $30 million during its opening weekend.

     

    3D is also lucrative for other programmes like live concerts and sports. Today, concerts are being covered in 3D and released; sports are being covered live on 3D and released.

    Is the cost of covering a live concert on 3D the same?
    Covering live concerts on 3D is much more cost effective when compared to films. When you are making a full movie, of course, the cost on the budget will go much higher; live event coverage is on the other end much cheaper.

    How is the installation done?
    The movie is placed on the server to a digital projector and we transmit the movie through satellite or by hard drive depending upon how many theatres are receiving it. Our system accecpts anything. There are two kinds of technology that can produce a 3D effect, the passive and the active.

     

    When it comes to the passive technology, we put them up along with the system in our servers. For example the external rotating polarizing filter that works with a single projector for the single screen. We have taken this technology from Master Image. The other technology is for the dual projector with fixed polarizing filters on each projector. It is for the silver screen. Here there is not active involvement of the eyewear.

     

    The active systems include the infrared emitter and shutter glasses technology from XpanD. It requires a single projector and has and active eyewear and is for the white screen.

    How cost effective is it in converting old movies into 3D?
    The cost varies between $5 million to $30 million, depending upon how lengthy and complex the movie is. There is only one company that is currently doing it. It’s called In3.

    How many movies have been converted till now?
    Nothing has been released yet. But yes, there are movies like Star Wars (1979) that have been converted.

    What are your 3D plans for India?
    We are trying to act as a catalyst to make 3D happen in India, in both production and exhibition.

     

    Satyam in Karnataka has already installed one screen with 3D and we assume that a few more will be coming up very quickly like Adlabs and PVR. Also, we will start helping Indian films shoot in 3D. And this we see will definitely bring in a huge boost to our technology.

    Since the digital market is growing, will you need to raise money to fund your expansion?
    We are looking at a third round of funding within 6-12 months and expect to raise Rs 600-800 million. The funds will be mainly used for rolling out digital cinema and development work. We are also looking at expanding in the area of 3D. We already have Intel Capital supporting us in the second round. Street Edge and Novastar have participated as initial investors.
  • Disney unveils ‘Hannah Montana’ merchandise in US

    Disney unveils ‘Hannah Montana’ merchandise in US

    MUMBAI: Disney Consumer Products has unveiled a new line of products inspired by Hannah Montana in an assortment of apparel, home décor, stationery, games, electronics, and personal care items.

    The first items will be launched this month including a collection of apparel, handbags and accessories available at Macy’s department stores in the US. Especially designed for tween girls (sizes 7 – 16), the new line features lifestyle sportswear pieces incorporating key fashion trends and style direction taken from lead character Miley Stewart’s duality (by day girl next door, by night pop star princess). The prices for the products will range from $20-$39 SRP, informs an official release.

    “Hannah Montana has resonated with kids and tweens with its relatable stories, sense of humour and its charming characters,” said Disney Consumer Products TV Licensing vice president Lisa Avent. “This new line of merchandise will extend the series beyond TV into a full lifestyle brand offering many ways for tween girls to celebrate their sense of style – be it casual or glamorous pop star.”

    Also available this month is an assortment of stationery and self-expression items including posters, bookmarks, greeting cards, gift wrap and party goods at retailers nationwide such as Wal-Mart and Party City.

    A series of junior novels launched earlier this year and will also expand in the spring. In 2007, Hannah Montana fans can look for a new line of cosmetics at Club Libby Lu. In addition, a collection of Hannah Montana fashion dolls will also be available at retailers nationwide. Home décor, consumer electronics, video games and toys will launch later in the year, while apparel and accessories will expand to other retailers including Dillard’s, adds the release.

    Hannah Montana is a live-action comedy series that follows typical tween Miley Stewart, who lives with her older brother and widowed dad, a songwriter. But unbeknownst to her friends and classmates, Miley has a secret double life – she is the world famous pop star Hannah Montana. Combining a stage persona with creative costuming, Miley discovers she can have the best of both worlds – the fame and fortune of a well-known singer and the fun of middle school with her best friends Lilly and Oliver, whom she has entrusted with her secret identity.

  • Disney US signs deal with Nintendo for games

    Disney US signs deal with Nintendo for games

    MUMBAI: US broadcaster Disney and games firm Nintendo have announced a deal.

    Characters from shows The Suite Life of Zack & Cody, Hannah Montana, American Dragon: Jake Long and That’s So Raven are available on Nintendo handheld video game systems.

    Buena Vista Games VP marketing Craig Relyea says, “This fall, kids of all ages can experience the fun of following characters from their favorite Disney Channel shows through a series of great new video games. Whether at home or traveling during the holidays, kids can enjoy these all-new adventures on the Nintendo handheld system of their choice.”

    Based on the TV show American Dragon: Jake Long and developed by WayForward, American Dragon: Attack of the Dark Dragon for the Nintendo DS lets players take control of Jake, who must punch and kick his way through an onslaught of villains to save girlfriend Rose from the Dark Dragon. American Dragon: Attack of the Dark Dragon boasts five distinct worlds with more than 20 levels. When Jake transforms into the America Dragon, players can release dragon fire, perform jump attacks, whip with a tail swipe and take flight in 3D with up to four friends in wireless mode.

    In the game based on the show Disney’s Hannah Montana 13 year-old Miley Stewart lives a double life as girl-next-door and pop sensation in the Disney Channel original show, Hannah Montana. In Disney’s Hannah Montana for the Nintendo DS, developed by DC Studios, someone is threatening to reveal Miley’s secret and it’s up to the player to determine who it is.

    Playing as Miley, gamers must use spy skills and gadgetry to investigate their school, the boardwalk, stadium and beach to uncover hidden clues and solve the mystery. Players can interact with their favorite characters from the show using a branching dialogue system while exploring familiar Hannah Montana environments, and meet hilarious new characters along the way. Mini-games include a wireless two-player skateboard, rollerblade and scooter challenge and a mode that enables players to share clothes in Miley’s secret wardrobe with others via wireless connection.

    The Suite Life of Zack & Cody: Tipton Caper for the Game Boy Advance takes players on a daring adventure with the 12-year-old twins at the Tipton Hotel. The boys are on a mission…crawling, climbing, jumping, racing and wearing disguises to conquer enemy forces, when they discover a plot to steal the crown from a Teen Beauty Pageant being held at the hotel. Players control the twins independently or team up in fun-filled missions to ensure the thief is stopped and the night is a success, all while trying not to get caught.

    Developed by Handheld Games, That’s So Raven: Psychic on the Scene challenges players to solve a hare-brained mystery brought on by one of Raven’s psychic visions. Taking the role of Raven or one of her friends, Chelsea or Eddie, players must gather clues to solve the mystery, fix fashion mishaps, save friends and progress through an array of fun puzzle challenges – all in 3D and for the first time ever on the Nintendo DS.

    Players can mix and match more than 40 different outfits, hairstyles and disguises, create custom clothing styles that can be shared over the wireless connection, sew new garments, and take the driver’s seat in several mini-games.