For the past couple years, Silver Cinemas’ Market Square Location has been one of the only places to see new Hollywood movies on 35mm. On this visit INSIDE OUT and ANT-MAN were both playing on film, with the other three titles on DCP. About 5 months into its run, the print of INSIDE OUT had probably been run over 400 times (and still looked very nice).
Even for those paying close attention, the conversion from 35mm to DCP on all of Chicago’s multiplex screens happened with very little fanfare.
In December of 2010, Regal City North 14 was playing True Grit on 35mm, but by the time Super 8 came out in June 2011 all screens were DCP – some bitter irony. Kerasotes Webster Place (best worst 7th grade date spot) installed its first digital projector around February 2009, was taken over by Regal in May of 2010, and by August of 2011 all screens had been converted. The AMC-owned Piper’s Alley simply closed in May of 2011 without a word. The Logan Theater (best $3 date spot) closed for renovations in September 2011 and reopened in March 2012 as an all-digital 4-plex, with inaugural DVD and Blu-Ray screenings of The Wizard of Oz and Enter the Dragon – one 35mm Century SA projector and Christie AW3 platter was kept for special events. The Landmark Century was the last major holdout: Samsara screened on 35mm in August 2012, but The Master opened on DCP in September, with all projectors being swapped out and installed the night before. The single-screen Patio Theater closed Argo on November 21, 2012 and added a new, Kickstarter-funded digital projector the following week.
The Music Box and the Gene Siskel Film Center can still run 35mm and do with great frequency for repertory programming, but as far as first-run art-house movies go, the 35mm well pretty much dried up by mid-2012. Any subsequent runs on film would be anomalies, usually at the request of the filmmakers à la Son of Saul or The Love Witch, and many independent and arthouse titles that were shot on film didn’t have the luxury of 35mm release prints (most notably Certain Women, Queen of Earth, the partially-shot-on-65mm Sunset Song). Continue reading
The celluloid community received its first positive news in recent months when the Wall Street Journal reported on Tuesday that a consortium of studios was negotiating a long-term arrangement with Eastman Kodak Co. to maintain the company’s film manufacturing capacity. The Hollywood Reporter followed up Wednesday with word that the deal was “all but finalized.”
The situation is, of course, rich in irony. The negotiating studios—Warner Bros., Universal, Paramount, Disney, and the Weinstein Company—have been trying for more than a decade to wean their industry away from these very film products, which built and sustained Hollywood over the last century. Kodak, meanwhile, had been striving to transform itself into a desktop printing company under the tenure of recently-departed CEO Antonio Perez, despite the fact that motion picture film remained the declining company’s only profit center. (Speaking of profits, it’s hard to decide which Journal take-away is more astonishing: that Kodak’s film orders had declined by 96% since 2006 or that the film unit was still in the black throughout much of this death spiral. Only in March 2014 did newly-installed Kodak CEO Jeff Clarke discover that demand was dropping sufficiently to threaten film’s profitability. If film manufacture truly remained profitable operating at 15% capacity, perhaps it was a better business proposition than anyone guessed.) Continue reading
Now that the film vs. digital debate is winding down, the National Association of Theater Owners has turned its attention towards more pressing matters. Last month the exhibitor’s trade group issued new guidelines for movie trailers and related promotional material, effective October 2014. It was a canny move, seizing upon public sentiment that “trailers are too damn long” and thus earning ink for NATO in publications like RedEye that would typically ignore its pronouncements. (When you share an acronym with the instantly recognized North Atlantic Treaty Organization, it’s hard to get mainstream press coverage. Then again, as an industry trade group, perhaps you don’t want the sunlight in the first place.)
The new NATO guidelines, which are completely voluntary, mandate that movie trailers run no longer than two minutes and be released no more than five months before than the movie that they’re promoting. (Trailers are presently around two and half minutes apiece.) Each distributor will qualify for two exemptions per year, though these exceptional trailers cannot be any longer than three minutes. NATO’s latest also clamps down on “direct response prompts (QR codes, text-to, sound recognition, etc.)” in trailers and endorses practices that most theaters abide by already, such as assuring that age-appropriate trailers accompany each feature so that Dallas Buyers Club isn’t pitched at the Frozen crowd. Continue reading