On June 14-15, EUROMAX held its summer meeting at the Tycho Brahe Planetarium in Copenhagen, Denmark. Although there was not a lot of new product to screen, 40 delegates from theaters as well as from production and distribution companies were attracted by the program that focused on digital projection. Of course, the innovative concept of digital projection on a dome that has been developed over the last few years at the Tycho Brahe, which was demonstrated and featured for the majority of the screenings, was the source for a lively discussion. Presentations from the field of immersive environment creation, postproduction and theater operations added to a fruitful event. To learn more about the event visit www.euromax.org.
While in the past EUROMAX had defined itself as the European promoter of the “large format” (including and limiting itself to 15/70, 10/70 and 8/70) a change in paradigm was accepted by the membership: The core paragraph now claims the following:
“The main aim of Euromax is to encourage and develop European co-operation in the educational, scientific, technical and artistic fields and in all other matters related to immersive theatrical giant screen experiences presented in 15/70, 10/70 or 8/70 film format or similar digital format […]”
Thus the visitors’ perception rather than the technical specifications of the industry is put into the focus of the organisation’s work.
This is certainly the outcome of a development initiated by technical development but also by the need to rethink marketing strategies to facilitate or even ensure the survival of this industry. In the old days the typical large film formats were a guarantee in themselves that it was clear what made the difference to any other (theatrical) film format. With the (r)evolution of digital projection the picture gets blurry as we all are more than well aware.
On the other hand the digital setup at the Tycho Brahe made it very clear that the ultimate solution for giant screens and especially for domes to replace 70mm film is probably not to be expected within a couple of years, even when considering the dynamic process of development over the last 3 to 4 years. The sole screening of Under the Sea in superb 15/70 quality clearly showed the limitations of digital projection on the dome. Yet, projection in 3D digital is grossing 80 percent of sold tickets in Copenhagen. Enough food for thought for quite a while I guess, so stay tuned and feel free to drop me a line.
Christian Scheidegger
Head of IMAX at the Swiss Transport Museum /
President EUROMAX