E-Guide to Digital Cinema

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Enthusiast's Guide to Digital Cinema

A viewer’s guide to digital cinema in the home

Jennifer Davis, Vice President of Marketing, Runco

Jeremy Sternhagen, Technical Sales, Runco

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•  Introduction

•  Digital Cinema Basics

•  Digital Cinema Initiatives and the Motion Picture Studios

•  Digital Cinema Standards

•  Digital Cinema Content

•  Digital Cinema Technology and System Design

•  The Differences between D-Cinema and E-Cinema

•  Runco’s Digital Cinema ConciergeTM Offering

•  Summary

•  About the Authors

Table of Contents

Enthusiast’s Guide to Digital Cinema

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“The home theater is unique, for unlike any other room in the house, it is

designed to display some of the greatest products of the imagination –

our passion, hopes, and fears when the curtains part, our window upon

the universe opens wide, and the heart begins to beat a little faster.”

-  Theo Kalomirakis, President, TK Theaters

In this eBook, we explore the technical principles

regarding digital cinema for private screening rooms.

Together Ms. Jennifer Davis and Mr. Jeremy

Sternhagen have unique insights on what luxury homeowners should be looking for in a video solution.

Jennifer is the Vice-President of Marketing for Runco, a leader in home theater and video technologies.

Jeremy is a digital cinema expert and as part of our technical sales team consults with clients and dealers

daily on the elements that make exceptional home

theater experiences. You will find more information about Jennifer and Jeremy on the Author pages toward

the end of this book.

All brand names, trade marks, likenesses, and service marks included in this

eBook are property of their respective owners. All rights reserved.

Introduction


Digital Cinema is a Technical Term

As the name implies, digital cinema is a description of a method of creating and delivering content digitally to commercial cinemas for the enjoyment of the movie-going audience.

This begins often with digital movie capture. Although around for more than a decade, George Lucas launched a digital cinema revolution in earnest in 2002 with “Star Wars: Episode II, the Attack of the Clones,” which was the first big-budget, live-action movie shot entirely in digital format. It is estimated that digital “film” saved the studio more than $1.7 million in production costs and allowed the immediate review of every shot without having to wait for a costly and time-consuming conversion process.

That said, most movies are still shot with 35mm film are then converted to digital files for distribution.

Digital Cinema Basics

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The single most compelling aspect of digital cinema for the movie studios is distribution. Digital cinema has allowed more simultaneous openings and has helped production companies avoid the expense of printing their movies to film and shipping these heavy reels to film theaters all over the world, just to have the film quality visibly degrade with every showing.

However, the digital cinema trend created new fears. The relative ease with which copies of a digital file could be made caused the studios to work on new encryption schemes to protect their movies from piracy (which already was costing the industry hundreds of trillions of dollars a year), thus the term “digital cinema” gained a more specific meaning and more narrow application.

Digital Cinema Basics

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Digital Cinema Initiatives

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The Studio Standards

The term “digital cinema” was defined by Digital Cinema Initiatives, LLC (DCI) is a joint venture founded in 2002 between 6 studios: Walt Disney® Pictures, 20th Century Fox®, Paramount®, Sony Pictures Entertainment®, Universal®, and Warner Bros® Studios. The organization was created to establish a standard of technical specifications, performance, and quality control for first-run commercial cinemas displaying digital versions of movies. Their specification was published in 2005. Per that specification, genuine DCI-compliant projection systems are complex, commercial-grade solutions that allow for the decrypted playback of specialized content in a format designed for this purpose.

A DCI-compliant system meets the movie studios’ stringent quality standards and delivers consistently captivating, vibrant, and detailed imagery exactly as the directors and producers envisioned their work. Because they control distribution and projection standards, you are assured that there is no degradation between what the film-maker intended and what you are seeing on the cinema screen. And the studios could be assured of security and copyright protection. All the entertainment, none of the compromises.


Digital Cinema Standards

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In addition to DCI, The Society of Motion Picture and Television Engineers (SMPTE) began work on their own standards in parallel 2001. The ISO and IEC standards boards have contributed specifications and the members of the National Association of Theater Owners (NATO) have complied.

The resulting standards for digital cinema projection include the following:

•  Picture encoding using ISO/IEC 1544-1 JPEG2000 (.jpg2) standard.

•  Use of the CIE XYZ color space at 12 bits per component encoded with a 2.6 gamma applied at projection. This is more than 35 trillion colors!

•  Audio using the “Broadcast Wave” (.wav) format at 25 bits and 48 kHz or 96 kHz sampling, controlled by an XML format Composition Playlist, into an MXF-compliant file at a maximum data rate of 250 Mbit/s. Of course, the audio is encrypted with forensic watermarking for security and output at 300 millivolts.

•  Three authorized levels of playback: 2k (2048x1080) resolution) at 24 frames per second, 4k (4096x2160) at 24 frames per second, and 2K at 48 frames per second.

•  Texas Instruments’ Digital Light Processing® (DLP®) Cinema technology, including a special encryption mechanism called CineLink® 2, is licensed to only three commercial cinema projector makers. These three licensees provide 98% of the digital cinema projectors in the world.

•  There are also standards for the contrast ratios and the brightness of the image when it is measured off a projection screen (these standards parallel Runco’s own CSMS™ measurement system).


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Digital Cinema Content

The idea of first-run movie content for private viewing is hardly a recent invention. In fact, before the creation of digital cinema systems, motion picture pioneers and executives had 35mm cinema film projectors installed in private theaters at their estates in Hollywood and Bel-Air.

What began as a courtesy for the studios to loan out copies of their latest movies to this privileged audience, has grown into a number of insider’s networks for unreleased studio prints, and now digital cinema reels, with keys for decryption. This content is distributed - at the studio’s request - by TechniColor®, Deluxe®, and many others. Many of Runco’s Digital Cinema ConciergeTM clients are connected to the entertainment industry and require a highly-specialized solution for their private screening rooms.

This market, combined with the nearly 8,000 digital cinema movie screens that exist in the U.S. and Canada, represents 21% of the total movie screens of this caliber, and the growth rate is astonishing and is expected to continue.


Digital Cinema Technology and System Design

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Preserving Quality and Security

Below is a basic diagram showing the digital cinema ecosystem from a technological workflow perspective.


Digital Content Created • Digitally recorded at 24 frames per seconds or converted to “one per frame” digital files

DCP Created • Per DCI, ISO/IEC & SMPTE standards

• Encoding + Encryption Added

Deliver DCP • Via secure broadcast or physical delivery of a computer HDD, USB or CRU drive

Generate Keys • Create Key Delivery Message (KDM)

• Outline date/day playback parameters

Deliver KDMs • Via email, USB or universal CRU drive

Load and Verify • Load DCP to digital cinema media server

• Verify KDM

Play DCP • Via DCI-compatible digital cinema projector

• Playback at 2k + resolution

Comparing and Contrasting D-Cinema and E-Cinema

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Different Standards, Different Markets

You may have heard the term E-Cinema in the context of digital cinema (or D-Cinema) and it is worth a note of explanation. D-Cinema, as we have discussed, is a technical term referring to the international standards and delivery of content to meet the DCI standards and those set by SMPTE, ISO/IEC, and delivered via a projection system enabled with Texas Instruments® CineLink™ technology.

In contrast, E-Cinema is a standard for Electronic Cinema Systems delivery that is digitally mastered and distributed, but does not meet the D-cinema standards for quality or security. Most utilize 1080p resolution (rather than D-Cinema’s 2K requirement) and they may not hit the color points of the DCI specification. E-Cinema is often used by commercial cinema operators in emerging markets where the cost and complexity of D-Cinema can not be justified. E-Cinema projection systems are relatively more expensive than a standard conference room or event venue projector or even those products marketed by some as capable of home theater, so it isn’t strictly a matter of cost. In fact, Runco’s Digital Cinema Media Server ™ (DCMS) is capable of playback in both D-Cinema and E-Cinema formats.

They are really different systems designed to different standards for different markets.


Runco Digital Cinema ConciergeTM Offering

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Digital Cinema Standards: Runco Service

Runco is bringing this state-of-the-art technology to you with the new Digital Cinema ConciergeTM offering, exclusively available through authorized Runco® dealers.

This innovative new offering enables Runco dealers to provide their clients with complete projection and media server systems, custom-engineered and built to specifications to meet the exact needs of each individual client and is certified to meet the stringent standards of Digital Cinema Initiatives (DCI). Theaters deserve a truly unique video solution that matches the personalization of the rest of the room and delivers a true cinema experience in the privacy and comfort of the room they choose.


The Digital Cinema ConciergeTM offering begins when Runco sales engineers personally review plans for every room and develop a complete solution tailor-made for each project, complete with a DCI-compatible projector and lens option ideally suited to the installation and a corresponding configuration of our proprietary Runco Digital Cinema Media ServerTM (DCMS) for the playback of encrypted content for both D-Cinema or E-Cinema installations. Naturally, a myriad of commercial 3D options are available. Products are factory-calibrated to exacting standards and when combined with installation and on-site support, the Digital Cinema ConciergeTM offering is custom video and personalized service from start to finish.

Theater Design by TK Theaters

Runco Digital Cinema ConciergeTM Offering

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Beyond Digital Cinema: 2k Projection

The true value of Runco’s Digital Cinema ConciergeTM offering does not end at digital content.

The systems can also be customized and configured to accept a range of inputs including Blu-Ray® disc, DVD, satellite, cable, and even computer sources for gaming or internet browsing. Your private theater can be as flexible as your taste in entertainment.

Fully-controllable using state-of-the-art home automation systems, Runco’s Digital Cinema solutions are designed for the ultimate in personalization and remote control.



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Summary

The Ultimate Director’s Chair is in Your Own Private Screening Room

In conclusion, digital cinema is a specific configuration and delivery method for movie content for theaters whose designs meet the highest specifications and standards. Systems-compliance with the movie studios and industry association’s stringent requirements are rare and can be complicated to design, install, and manage.

Runco’s new Digital Cinema ConciergeTM offering reduces the complexity and provides an unmatched viewing experience, by partnering with Runco authorized dealers around the world to deliver a tailor-made solution for every client need. And what better chair from which to experience the joy, horror, laughter, and tears found in today’s feature films than in the comfort of your own private theater? Yours will truly be the best seat in the house.


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Jennifer Davis Vice President, Marketing

Ms. Davis is an experienced executive with more than16 years of experience in display technologies, software, and internet services. She has held leadership positions at companies ranging from a small software start up to Intel, a Fortune 50 technology firm. She joined Planar Systems in 1998 and has held

operational, marketing, and strategic roles.

Jennifer graduated summa cum laude from Warner Pacific College with degrees in business and history and holds a Master’s of Business Administration from Pepperdine University. A self-described geek with a belief that technology “with a point” can be a powerful part of people’s lives, she is proud to provide leadership to Runco’s product planning and marketing efforts.

For further information on Runco’s industry-leading video technology, please visit www.runco.com.

Special thanks to colleagues Bob Williams, Dan Matosin, Ben Clifton, and, of course, my co-author Jeremy Sternhagen for their contributions to our understanding of digital cinema.

About the Author


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Jeremy Sternhagen

Field Engineer and Product Specialist

Mr. Sternhagen is a Field Engineer and Product Specialist for Runco, and has over 10 years experience as a Theater installer and calibrator. He has was an installer and calibrator for a top Runco dealer for over 8 years, before joining Runco in 2007. He now works in the field with Runco dealers and installers assisting them with real world applications. He also works with the product team in the development of Runco Products.

Jeremy attended the film program at Montana State University, and is a self described film geek. He believes in film as an art, and that the technology used to display movies needs to accurately represent the film makers intent, preserving all the details the film makers intended.

For further information on Runco’s industry-leading video technology, please visit www.runco.com.

About the Author


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Runco International is a leading provider of premium video products for home theater and entertainment. Our expansive product line includes award-winning projection solutions, plasma and LCD flat-panel displays, as well as innovative product categories such as display walls and video processors.

Please visit us at www.runco.com where you can learn more about Runco’s video solutions, to locate an authorized dealer near you, read our blog, and see a gallery of installations that might be useful to your own planning and design efforts.

Additional Information



17 Enthusiast’s Guide to 3D from Runco International

Authorized Dealer Profile: Rolling Thunder Group Inc.

Rolling Thunder Group, Inc.

3241 Kerner Blvd

San Rafael, CA 94901

415.456.1681

www.rollingthundergroup.com

Jeff Symonds

[email protected]

Rolling Thunder has been creating custom lifestyle and dedicated home theater systems since 1986. With a long history of high end audio and video integration, Rolling Thunder high performance systems are recognized for their artful design and integration with outstanding attention to detail.

Honors: - Gold Medal Winner 2009 Electronic Home Magazine Best Media Room - 4x nominated 2010 Project of the Year including Best Theater and Best Green Home - Voted Best Home Theater by local residents in the SF Bay Area's Marin County

E-Guide to Digital Cinema

Documents

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