tech
Screenmaxxing: why Hollywood is supersizing the big screen experience
With Imax more popular than ever, a new way to watch movies – HDR by Barco – has been quietly rolling out but what difference does it really make?
TL;DR
- Disney has introduced InfinityVision, a certification for premium large-format auditoriums focusing on size, sound, and picture quality.
- InfinityVision aims to provide a premium experience comparable to Imax, especially when Imax screens are booked by competing films.
- The theatrical exhibition industry is investing in Premium Large Format (PLF) screens as a way to attract audiences and justify higher ticket prices.
- New technologies like HDR by Barco offer enhanced visual capabilities, including deeper blacks and higher brightness, with Alamo Drafthouse adopting the projectors.
- A comparison of HDR by Barco projection for 'The Mummy' showed a noticeable visual improvement over standard Dolby projection, particularly in dark scenes.
- The proliferation of PLF options, including Imax, Dolby, RPX, Big Show, and now HDR by Barco, could become confusing for consumers.
- Genuine, purpose-built Imax screens are highlighted as superior to retrofitted auditoriums, emphasizing height and offering a unique viewing experience.
- While screenmaxxing can be appealing, an excessive number of options might imply that a regular movie theater is insufficient, potentially harming the industry.