There’s too much talk on the premium experience, and not enough focus on the standard, argues CTC’s Toni Purvis as she ponders presentation. The latest technology is all very well, but if you can’t get the basics right, then why bother with the whistles and bells?
T’S AN EXCITING TIME for cinema. It’s almost as though we’ve managed to get through a decade of digital and the big question now is ‘What can we do next?’ It appears anything is possible, from 120fps per eye 3D, to wonderfully immersive objectbased audio. Now we’re seeing HDR on the market, chairs that move, air vents that blow wind in our faces, on purpose no less, and aspect ratios that we haven’t seen for a long old time finding their place in the modern digital world.
The luxury feel of real (or fake) leather In addition to the technology, we are finding ourselves on leather (or faux-leather if the fan base includes the animal conscious population) reclining seats, with gourmet burgers and a glass of champagne being delivered to us, without even having to move. All of this combined leads us into the realm of the ‘Premium Experience’. Of course, there are many 6 2
>
0 3 / 2 0
062_MAR20_PRESENTATION.indd 62
www.cinematech.today
15/02/2020 10:10
