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argumentl · 3 years

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The Freedom of Expression Ep 6 - 'Antrum', the most cursed movie in history.

K: Hi this is Dir en grey's Kaoru, and The Freedom of Expression..Joe san, Tasai san..

J: Yep

K: I think the viewers already realise this, but we're shooting four epidodes at once. (note:* the covid episodes were aired at short notice after ep 3*).

J: Yes, four.

T: Our clothes havn't changed.

K: Is our positioning ok like this? Wouldn't it be better with you in the middle, Kaoru?

K: Well, next time we could change seats if we want? But, I havn't seen you two in a long time, I thought it would be better to look at you from over here.

J: Ah, yes. If you are in the middle you have to keep looking from side to side..

K: Yeah, so..we could change seats next time...We might even change our filming location?

J: For sure

K: I don't know though...we can carry on without making too many set plans.

J: I see.

K: He's not coming out today, is he?

J: He's not. Let's leave him alone.

K: Well, shall we get started?... Oh, actually, when we finished recording the last epidode, my boss came here, and said 'that was a lie, thats wrong'.

J: Oh, what was it again? He took offense to something written in a magazine.

T:...and stormed over there.

K: He didn't actually angrily storm over there, he apparently went there, not to tell them to write nice stuff, but to get them to write what his band was really like, and he was fine with it then *1

J: Ahh, to stand out?

K: He was quite agitated. *T laughs*

J: No, but its a bit worrying isn't it? From the listeners point of view, you hear that type of story and interpret it as something amusing, the story gets communicated on in that way.

K: Well, theres no fire without smoke..

J: You mean, theres no smoke without fire.

K: Yeh.. Its because he's just a bit scary *the others laugh*, thats why that type of gossip appears.

J: Of course

K: Right?

T: I see

J: Well, we don't know what he was really like back then...

K: I don't either.

J: But he surely wasn't one of those cuddly, happy people?

K: People in bands were just kinda scary back then, right?

J: They were scary, yeah. But they were also really cool, weren't they?

K: *nods*

J: ..in reality....I think they were.

K: We're (Dir en grey) not scary though, are we?

J, T: Uhh... *K laughs*

J: You are not scary, but...

K: We're not THAT scary right? *laughing*

J: You have an incredible aura..

K: Well, lets leave it..

J: Fow now, lets just say your boss wasn't trying to make excuses..

K: Excuses? *laughs*

J: ..he was just trying to tell us that the stuff we said was not true. Right, well lets introduce today's topic.

' "You watch it, you die", Antrum - The most cursed movie in history.'

'Unbelievablely, its to be released in Japan, this incredible movie is to be screened. Filmed in California, America in 1970, the movie 'Antrum'. Rumored to be excessively scary, and to bring about misfortune to those who watch it, it was said that this movie should not be released, but buried and restricted. However, in 1988, it was screened for the first time in Budapest, Hungary, and during its screening, a fire broke out in the theatre and it burnt to the ground. 56 people died in this incident. Since then, whenever this movie is screened, the people involved have suffered mysterious deaths, one after the other. It became a work of art that no-one wanted to touch. Then, we arrive at the present day. After a long search, documentary movie makers Michael Licini and David Amito discovered the 35mm film reel of 'Antrum'. They have decided to screen it with the warning that viewers must take personal responsibility for anything that happens. The movie will be screened this year in venues across the country from Friday.'

K: Ahh, is it okay?...if this kind of incident occurs?

J: It says, if you watch it you die!

T: Its spooky.

K: Whether it lives up to expectations or not, theres trouble either way.

J,T: Thats right.

J: If people die, they're in trouble, and if people don't die, and they get sued for misrepresentation, they'll be like 'What? Arn't you glad you didn't die?!'

T: I wonder what will happen.

J: They say everyone has to take personal responsibility.

K: Well, I'm slightly interested.

J: Would you go and watch it?

K: Hmm, I want to see it, yeh.

J: You're attracted to it?

K: Um, Horror is...

Kami: Nononono! You must not go to see this, you must not go to see this!

J: Ahh, Kami says you musn't, he's worried suddenly....Its not okay, Kami?

Kami: No no, its not. I was quiet so far because I didn't want to have anything to do with this topic.

J: Oh, with this topic?

Kami: Yeh, its really scary.

J: Is this type of thing not good?

Kami: Its not good. I have to work nights..

J: Ah, night shifts? *the others laugh*

Kami: and I work alone.

J: Yeh.

K: Well, yeh, thats scary.

Kami: They say you'll die, I don't wanna die on my night shift.

J: Yeh, but gods can't die can they?

T: Right.

Kami: Well, outwardly.

J: What does that mean? Outwardly?? *laughing*

Kami: We don't die completely..

J: Oh, but from the human perspective you appear to die?

Kami: Yeah, I appear to die, but then am reborn. *J, T laugh*

K: He doesn't need to be scared.

T: Pretty interesting.

Kami: No no, the bit where I appear to be dead..its kinda troublsome.

J: Its trouble? You're a bit nervous about that?

Kami: Yeh, im nervous. Its not good.

J: Its not good?

Kami: Yeah, going to see this movie is not good.

J: But, there is a certain attraction by people to these kind of supernatural, occult things isn't there?

K, T: Yeah, yeah.

J: You know, things that science can't prove.

Kami: Yeah, I know about all of it though.

J: You do?

Kami: Yes, I do. Because, god created everything on earth.

T: Well, yeah.

J: I see.

T: So, he shouldn't really be scared of this, should he?

K: Really, that makes this situation here part of the occult too, doesn't it?

J: This is the occult. *T laughs* Us talking to a god..*K laughing* Talking to a god about movies even!

Kami: Well, there are many types of god aren't there?

J: Ahh, there are many types, yeh.

Kami: Yeh yeh, there are all knowing-all powerful gods...and gods like this one here. *the others laugh*

J: This god isn't very 'all knowing-all powerful'?

Kami: No, im probably in the lower orders.

J: *laughing* Yeh, we know that!

T: He sounds like a salaryman.

J: A hierarchy of gods..

Kami: Well, the middle-lower orders.

J: The middle-lower oders? *laughing*

T: Thats quite low, right? *J laughing*

J: It might just not be limited to recent times, but isn't there quite an occult boom going on now? How do you see it Kaoru?

Kami: An occult boom?

J: An occult boom.

Kami: Well, maybe its because a lot of things have already been solved. As science progresses, we know more...like the Higgs particle, you know it?

J: I've heard the name, but I don't know the details.

Kami: Its kinda like how the source of gravity was discovered. They spin it round really fast and crash it, right?

J: What a simple explanation!

Kami: Its in Switzerland!

T: In Switzerland...

J: They have the equipment to spin it and crash it powerfully, right?

Kami: Yes, yes. Atoms, they crash atoms into one another..and when they crash, the atoms break apart, and various particles have been discovered....and they saw a black hole forming and such. These kinds of mysterious things are really happening. *2.

T: Ehh, Kami, thats impressive.

Kami: So it could be just because of these solved mysteries, peoples' imaginations are swelling and giving them wild ideas?

J: I see.

K: Well, there must be people who like this stuff.

Kami: Wasn't my explanation easy to understand?

J: Yes, it was very well explained.

Kami: Spinning it around and bashing really hard, and then a kind of mysterious feeling...

*everyone laughs*

J: Thst is super easy to understand. Explained in simple terms.

T: Exactly

J: Only by a god..*3

T: Hey Joe, is that okay? *laughs*

J: Kami's awful aspects have transfered to me. *T laughs* The hopless parts. Those parts are showing in me.

Kami: Don't say hopeless!

K *laughs*

J: Oh did you hear that bit?

Kami: I heard it.

J: Of course, Kami hears everything (direct translation: hell ears)

K: This is awful!

Kami: Not hell, heaven.

T: Isn't this fourth time getting tiring?

*laughing*

J: Of course not

T: Actually, ive been to an event before where a spirit appeared.

J: Ehh?

T: When I say spirit, I mean Lincoln. There was a movie about the American president, Lincoln. So I went as a reporter to a weird movie event about it. And there was a medium there who could channel Lincoln so we could ask anything.

J: Wow...so, Lincoln spoke to you in person?

T: The medium started going 'Mmmghh mmmghh' and then 'Ready', so we all thought Lincoln had come to us, and we were told to ask anything, so someone asked 'Mr Lincoln, Mr Lincoln, what did you think of the movie? ..and after about three seconds the medium suddenly dropped down and said, 'Lincoln has left us'.

J: Ehh?! He didn't say anything?!

T: No, Lincoln didn't say anything.

J: Just 'Mmgh, mmgh'?

T: Yeah, and then he fell straight down..and was finished in three seconds. The whole venue had been waiting so eagarly...

J: What kind of article did Tokyo Sports write?

T: About how the venue was....*4

*laughing*

K: That fits well with this show!

J: This kind of chaos. So you were there, Tasai san?

T: Yes, I was reporting on it.

J: Oh really?

T: Yeh, that type of thing happened.

J: I wonder how the medium was after that, after Lincoln left.

T: She's getting paid for nothing.

K: Well, maybe some more accidents happened...

J: Oh yeah, she felt the danger. She didn't research enough before calling him.

T: She should have studied.

J: Maybe she didn't expect that many reporters?

K: Oh, maybe, she thought 'oh no..'

J: Maybe she was shocked to see so many people when she turned up. But the movie company paid her to promote the movie like this right?

T: Yes

J: Ahh, but people will probably go to see this movie right, Kami?

Kami: As for Lincoln coming down, he probably didn't say anything because he planned to speak in English.

J, T: Oh yeah.

K: Maybe

Kami: They forgot how to speak English?

J: I see..he hasn't been called in a long time, so even he forgot how to speak English?

Kami: No no, the medium.

J: Ah, the medium? Ah, I see.

Kami: Even I forget what to say sometimes, as soon as I think about it, and when im listening, you're like 'oh he's gone'

J: Isn't that dementia? Kami, can you speak to dead people like a medium can, can gods do it?

Kami: Gods? There are gods who can do that.

K: But you can't.

J: But you can't?

Kami: No, I can't do anything *J laughs*

J: We can only pray to you?

Kami: Yes, only pray.

J: I reckon I could be a god then too.

K: Yeh, yeh.

J: Its pretty interesting, no matter what your capacity, you could be a god, right? *laughing*

Kami: No, being a god is not about your capacity...

J: Oh, its not, im wrong?

Kami: Are you making fun of me?

J: No, im not! Im just too naive.

Kami: Being a god is something you're born with.

T: Ahh, its deep.

Kami: Being a god is something you are born with.

K: He just said that.

J: Im kinda imagining him with a smug face right now. *K laughs*

J: I havn't met him so I don't know though.

Kami: Even though I can't do anything, Im different from you guys.

J: Ah, you are born different?

Kami: Yes, yes, yes.

J: You exist differently from regular humans?

Kami: Yes, yes, yes.

J: I see.

K: We're right back to the occult now, aren't we?

J: Yeh, this is almost like a Tokyo Sports kind of issue.

Kami: No, you mustn't doubt the existence of god!

J: Oh, you musn't?

Kami: You mustn't! If you do, and you watch this movie, you will die.

J: We'll die?

T: Scary!

K: I wonder if we'll really die?

Kami: So believe in god!

K: Oh, if you believe in god, you won't die if you watch this movie?

Kami: Yeh, you can increase your shrine donation or something..

J: It ends up with money again *K laughs* He always ends up talking about money.

T: Whats up with him? *K laughing*

J: He doesn't have anything nice to say. Its always down to money in the end. With Ghosn he was the same.

T: He was, yeh *laughing*

Kami: Thats right

J: This has nothing to do with the movie 'Antrum'...

K: So there is a subscribe option on youtube right?

J: Yes, if you subscribe for us...

K: I think I should say 'please subscribe', I havn't said it yet * T laughs*

J: Please subscribe, everyone.

T: Please.

K: If we get more subscribers, we can do more things.

J: Right

Kami: Yes, please subscribe.

J: Subscribers will probably...

*sound cuts out*

On screen message :The sound cut out for some reason. We'll let you know what they said. For now, this episode has ended .

*1 - Not 100% sure I understood this story right.

*2 Translating quantum physics isn't my strong point.

*3 Im fairly sure i've missed some nuance here.

*4 Couldn't catch this.

#dir en grey #the freedom of expression #薫 #kaoru #TFOE

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arishamod · 7 years

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Arisha’s 3rd Fan Meeting Experience

ARISHAMOD FINALLY SEES KOMIYA ARISA IN PERSON

As many of you have seen from my updates, I finally had the chance to see Arisha live at her Fan Meeting, which happened on 16 July 2017. Here is a small report of what I could remember and my spaghetti on everything that happened!

More under the cut~

(Warning a lot of spaghetti/random fanboying happened while I was typing out this post...)

Day 1 & 2

Let’s start with the trip~ I flew from Singapore to Japan on a 7 hours Singapore Airlines Flight. Rather enjoyable flight since it was SIA and I was with my Dia neso : >.

On day 2 I did a little shopping in Akiba on the second day, buying UOs and Mari nesos for the SG squad :3 Kinda regretted after someone showed me how easy it was to get them from crane games... But meh I’m not paying for most of the nesos anyway :3

Arisha 3rd Fan Meet

I woke up and saw a tweet about fans queuing at at 7am and i knew i wont be able to secure Arisha Merchandise ):. So i went out with the rest who were in Tokyo on that day at Akiba. We went around looking at merchandise at Kbooks.

After having lunch, Fotc, Nozoheh and Astrobunny (from the /r/ll discord) went to the Sega cafe while i went back to my hotel first since i have forgotten my money that i left aside for the merchandise in my hotel (and since the venue was really nearby too). I went down to the venue early at 4pm for the sales of the goods and it was crowded AF.

Flower stands:

Here are the merchandise i managed to grab:

I didn’t manage to grab the Happi and mini photo book TT (WHICH IMO WAS THE MOST IMPORTANT ONES WTF WHY DIDN’T I QUEUE EARLIER GREATEST REGRET WHAT ARE YOU DOING ARISHAMOD?!)

I waited a while for Fotc (who was my plus 1) and we went in together and i was really, REALLY EXCITED. THE KIND OF EXCITEMENT WHICH MAKES YOU WANT TO THROW (or maybe it was just me being super nervous meeting my #1 favourite). Once the lights deemed and Arisha started announcing her fan meeting was about to begin, everyone went crazy!

When she came on stage, my heart skipped so many beats x.x SHE WAS IN A PINK DRESS AND HAD BRAIDS THAT ENDED IN TWINTAILS OMGOSH! She immediately started singing “Natsu Matsuri” ( 夏祭り ) and we started going along with the chants and waving our Kingblades. Some of them even broke UOs the moment she came out (which i regret not bringing TT) Her voice was so good omgosh and the song was sang really well.

She then ended the song and introduced the MC for the day, Maeda-san. He was pretty good, since he was able to lead the conversation and did everything a MC did. They chatted a little, welcomed everyone and moved on to the second song.

(This is how Maeda-san looked like btw)

Holy sheets the second song! I saw it from the song lists that were leaked from tweets from the first session and already knew what it was. I changed my Kingblade to yellow and followed the calls to “Busters Ready Go!”. It really brought back memories and Arisha's take on the song was so good! Not biased at all! She sang it with some rock in her voice and the chances of that is so rare outside of her fan meets. It was really enjoyable!

Next was sailor moon's " Moonlight Densetsu ". This song really brought about the 90′s vibes LOL. Now that I am thinking about it, the two songs were significant since she mentioned that she started dancing and performing by pursuing two of her favorite shows, the sentai series and sailor moon series. I didn’t know the calls to this song very well (since i never saw it when i was young as my mom never let me near it and the song came out before I was born ) but i knew some of it while researching on Arisha. After that they had a skit segment for Arisha (sad face coz no Q&A). She was to pick out from 4 boxes and perform a small skit based on it. (Imagine the skit segments in Aqours’ Niconama). First box was the theme, second box was the location, the third box was the person, and the last box was what she was doing. There were funny scenes like -Preparing for dance with a male partner while eating leftover food. (She perform the skit where she was dancing and eating at the same time and it was hilarious) -Eating an entire cake at a hospital and getting caught by her Senpai (i forgot the name of the senpai... sorry!) I either couldn’t remember the rest or i was not able to catch what they were saying. (Sorry im still not great at listening to japanese especially when they were sometimes talking at super speeds for the segment) The segment was fun because she was showing off her acting skills omgosh i almost fainted x.x After that she performed “Seikan Hikou”( 星間飛行 ). I recognised it from Macross but didn’t really know the calls, but it was a pretty fun song to wota to ^^. Once again her voice is really good omgosh the highs (even though her lows are much nicer :x)

She then performed "Platinum”.( プラチナ ). Cardcaptor Sakura! This feels so much like my age group :x (thinking of it we are pretty close in age maybe we can get married)

After the songs there was a present chuusen. Basically it is like a lucky draw where they gave out signed version of her merchandise. She would pull out a number and if it matched your ticket number you can redeem it after the show.

The highlight of this portion was Arisha encouraging people to shout "YAY" if they got it. (Imagine the same yay she did at Kanshasai Gu~rinpa segment). Someone went "YATTA" and the MC, Maeda-san told him it was YAY and everyone laughed when he was asked to YAY instead LOL. After that she perform her "last" song, “Touch” (タッチ) and ended the performance. But those in the second session knew about the song list anyway so we chanted for an encore.

She came back for an encore!!!! YAYYYYYYYYYYYYYY. She was in this skirt and her Arisha Happi over her shirt (im sure this picture came from the 1st session though cause her hair...)

The last two songs she performed was still the most lit. “ Cruel Angel's Thesis” (残酷な天使のテーゼ ) from Evangelion was so hyped and her voice was so amazing! She did her own version though :x

The last song she did was “Lion” (ライオン) and omgosh even though her voice waver at some parts, her take on the song and her energy while singing it was soooooo good. The best way to end it off! After that we had post encore MC and she ended it off with group photo taking. She took pictures with 3 different part of the crowd. Each separated by pillars at the venue. She really is the dorky Arisha that I love cause she keeps YAYYYYY-ing with all of us

Some random thoughts from the fan meet:

-i was kinda salty cause the venue was an open area except for this three pillars in the middle that blocked the view of those at the back. I was one of the few that had moments where i could not see Arisha TT -The site did mention that there was a female sitting area and males were in the standing area. There were seats on the second floor that were exclusively female only. When Arisha point or waved at the center portion of the crowd you could actually hear them fangirling from the second level. Arisha talked about the girl only area and then they started to fangirl again. The funny thing is that the guys on the first floor felt left out were imitating them and screaming in high pitch voices together with the girls. The MC picked up on it everyone laughed about it.

-Someone collapsed or something happened to them (it was on the other side of the venue so i couldn’t see what happened) during the skit segment and they handled it so professionally, letting the staff take over, taking the opportunity to remind everyone to stay hydrated cause of the weather, and continued on. -When we were taking photos at the end, Arisha took a photo with each section of the crowd from the stage. At the start everyone was cheering for Maeda-san to join them. He reluctantly accepted and Arisha proposed that they take a picture without him, and one together with him. At one point of time after taking a group picture with the center audience, everyone was shouting for Maeda-san to come in and were patronising him. Arisha stood up and reminded everyone that this was her event not Maeda's and everyone laughed. She got jealous in my opinion omgosh so cute

And yeah that is the end of whatever the hell i could remember from the event! (well... I blanked out a lot cause I couldn’t believe Arisha was in front and her beauty and her voice and ane’fglkasdpgd)

#Shout out to my man Fotc for being such a big help and great company for Arisha's Fan meet #I'm sure I will be more prepared for the next fan meeting (:#Arishamod Spaghettis #Arishamod meets Arisha #Arishamod posts #Arisha 3rd Fan meet #Arishagasm

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letskimmyyuanfan-blog · 6 years

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Will LED push out projection?

https://www.ledscreenparts.com/

Exhibitors are dabbling in a host of new technologies and applications, from direct-view LED displays to VR gaming. Tim Kridel explores why — and how – they could create opportunities for AV firms to expand into the cinema market.

On March 22, Zurich’s Arena Cinemas will become the first European theatre — and one of just a handful in the world — with a direct-view LED screen.

It’s an ironic milestone: LED technology enables the big yet affordable TVs that have cut into theatre admissions, which declined 6% over the course of 2017, according to the National Association of Theater Owners. But now LED technology could give exhibitors another tool for making and saving money.

Arena uses Samsung Electronics’ Cinema LED Screen, which is nearly 10.3 meters wide, supports 4K and has a peak brightness level of 146 foot-lamberts (fL). The world’s first Cinema LED installation was in July 2017 at Lotte Cinema World Tower in Seoul. Sony is among the other vendors developing direct-view LED displays for cinema applications.

“It is possible that our future complexes will be Cinema LED-only installations,” says Edi Stöckli, Arena Cinemas’ owner. “We will test our installation and see what other benefits we get. For the moment the price is very high, as all new technologies are at the beginning.”

“It is possible that our future complexes will be Cinema LED-only installations.”

Deploying a direct-view LED display is a lot different than replacing one projection technology with another projection technology.

For starters, LED doesn’t require a projection booth. That space could be used to generate additional revenue, such as premium seating.

Arena Cinemas converted its booth into a private lounge.

“Cinema LED is the future of the cinemas,” Stöckli says. “The digital projector was a step, but it is still a projector with all its technical limits. This technology needs much less power, less cooling and lives much longer than a projector.”

5 tons and 10 times the cost

Depending on the theatre, an LED screen might incur higher installation costs compared to projection.

“The LED screens weigh 5 tons, so you have to build a cinema a hell of a lot stronger,” says David Hancock, IHS Markit director of research and analysis for cinema and home entertainment.

“The cost of a direct-view LED screen is estimated to be up to 10 times the cost of a typical perforated screen,” says Mark Mayfield, QSC director of global cinema marketing. “But there is no projector, so that could be a wash.”

LED is a new technology not only for exhibitors, but also for the specialised integrators serving the cinema vertical? So it’s possible that LED could create an opportunity for traditional AV firms to expand into cinema.

“It’s far more common in the commercial AV world in applications like outdoor digital signage,” Mayfield says. “On the other hand, commercial AV integrators generally have little experience in the nuances of the cinema industry. So there is likely to be some cross pollination, potentially leading to another type of technology convergence.”

LED also could enable cinemas in new locations or breathe life into struggling ones.

“Direct-view screens can create a much brighter image with significantly higher contrast ratios,” Mayfield says. “They could potentially revitalise drive-in or outdoor cinema, and even make it possible to show movies in daylight or indoors in full lighting.”

Like laser projection, LED displays also could spur more 3D ticket sales by alleviating the brightness problem that meant an underwhelming experience with older technologies. But audio has to be addressed to avoid becoming the new weak link for both 3D and 2D.

“A solid direct-view screen removes the option of placing sound sources where they create the most realistic image-to-picture localisation: placing speakers behind the screen is no longer feasible,” Mayfield says. “So we have to develop new methods and potentially, new technologies to create that sense of accurate localisation.”

“A solid direct-view screen removes the option of placing sound sources where they create the most realistic image-to-picture localization: placing speakers behind the screen is no longer feasible.”

All of these factors have some industry watchers speculating that LED will fundamentally change the types of technologies, companies and venue designs in the cinema space. “LED has the potential to be a genuine disruptor of the business,” Hancock says.

Out with the old? Not so fast Direct-view displays come on the heels of two other formats and technologies generating buzz: high frame rate (HFR) and 4K.

“HFR has not appeared to go over well with general audiences,” says Dan Cofer, Alamo Drafthouse Cinema technical director. “I doubt we will see a huge push for that in the future. Also, there are not many releases in 4K, and it’s unclear if there is demand for it beyond the cinephile audience. We are currently looking at laser projection and direct display (such as the Sony C-LED) though mainly for premium large-format (PLF) screens at this point, as it is cost-prohibitive to retrofit existing installations.”

Meanwhile, some older formats are holding their ground.

“There has been a resurgence of interest in older formats such as 35 mm and 70 mm, and we are actively installing equipment for those formats in our theatres,” says Kimberly Sandel, manager for private and community events for Alamo Drafthouse Cinema’s Austin, Texas, market. “Seventy millimetre was once thought to be a dying art, but now more and more blockbuster titles are being released with 70 mm prints.” Virtual reality (VR) is another question mark. So far, it’s been a niche play.

“You’re not getting VR in the cinema auditorium,” Hancock says. “It’s more of a side thing: maybe a VR pod with 10 units in the foyer. It’s designed to complement the cinema experience, [such as] with games, trailers and stuff like that. It’s not challenging the cinema.”

For instance, VR game systems in the lobby could promote films in the hope of getting players to buy a ticket.

“This can be a good tool to keep visitors in the lobby longer and generate more concessions sales,” says Till Cussmann, CinemaNext vice president.

Like many exhibitors, Alamo Drafthouse is waiting to see if and how filmmakers embrace VR.

“We have done lobby installs for VR demos during our film festival Fantastic Fest,” Sandell says. “VR is definitely growing as a medium for filmmakers, so I expect we will see more demand for it in the future.”

But other exhibitors question whether VR will ever have a place in the auditorium.

“VR is a technology for individual use,” Stöckli says. “We sell collectivity in our theatres: the togetherness of movie-goers, sharing the same emotion at the same time.” Multi-player gaming is a form of togetherness.

“Gaming is indeed a growing market for cinemas,” Cussmann says. “Organising gaming sessions or tournaments in a cinema auditorium is technically easy to do, but it needs quite a lot of marketing and organisational skills and resources that not all exhibitors have in-house. This is why third-party event agencies are getting quite often involved in those sessions.”

Meetings at the movies For years, some exhibitors rented out their auditoriums for non-film events, such as all-hands business meetings. Flat or declining ticket sales have increased interest in rentals.

“The LED screens weigh 5 tons, so you have to build a cinema a hell of a lot stronger.”

“It’s clearly a growing market,” Cussmann says. “With digital projection and sound equipment, you can easily show any kind of content, from live events to recorded content: opera, ballet, sports, expos, red carpet, teleseries, etc.”

The opportunity varies based on several factors, starting with the theatre’s location. “There are relatively few that can do it: city-centre cinemas [in] big cities, business centres,” Hancock says.

Exhibitors also are competing with specialised theatres such as those in museums and other cultural attractions. Those “institutional theatres,” as they’re sometimes called, have cachet that helps attract event organisers and attendees.

“There’s no cachet with going to an event at the mall [multiplex],” says Derek Threinen, vice president of film distribution and business development at Giant Screen Films / D3D Cinema, which specialises in the institutional market.

Sales staff is another competitive factor.

“The institutional theatres are the ones that perfected that game 20 years ago,” Threinen says. “They have a distinct advantage over the multiplex theatres with regard to having dedicated sales staff. They’re already selling these venues.”

But as the cinema rental market matured, businesses have launched to help exhibitors go after non-film opportunities.

“Companies like Fathom Events have a huge offer for alternative content and help also to market it to the right audience,” Cussmann says. “The main challenge today is to connect the right audience to the right content without having the exhibitor bearing too much risk that the auditoriums are empty and that he loses revenue compared to regular movie screenings.

So the evolution from classical cinemas towards visual entertainment centre has started and will continue to change the landscape.

“Gaming sessions, business conferences and other events are part of this change, and every decent cinema chain has today a corporate sales or event department that markets those new activities. This is not a temporary trend but will be part of the future business of a movie theatre.”

Event organisers also look at whether a theatre can support a variety of AV inputs, such as wireless mics, laptops and Skype feeds.

“The majority of current digital projector setups these days come equipped to handle most outputs,” Sandel says. “We just know when building venues to include front-of-house connections. Having state-of-the-art projection and sound equipment is really the most important part when marketing a venue even for non-film events.

“We are currently looking at laser projection and direct display though mainly for premium large-format screens at this point, as it is cost-prohibitive to retrofit existing installations.”

“Another nice addition we like to include, but cannot always accommodate, is power outlets near the seats. This is incredibly useful for day-long conferences where attendees may need to charge various devices.” Direct-view LED displays also could help cinemas go after the non-film market.

“With this new technology, auditoriums can be screening content with full ambient light on without any compromise on quality,” Cussmann says.

Shaking up the market For years many institutional theatres have offered 4D technologies, such as seats that move and bursts of scents. Now cinemas are increasingly adding 4D to spur ticket sales.

“We’re trying to get people back into the habit of going to the theatres again,” says CEO Byung-Hwan Choi, CEO of CJ 4DPLEX, whose 4DX systems are in over 400 theatres in 50 countries. “We see enhanced cinema experiences as the first big step in achieving that: to create an atmosphere that can only be available in theatres. Not to just sit back and watch a movie, but to really experience it, to be immersed in it.”

For example, CJ 4DPLEX’s ScreenX platform gives audiences a 270 degree view.

“Think about seeing a film like ‘Pirates of the Caribbean’ where you can experience scenes as if you’re surrounded by the waves and the sea,” Choi says. “It’s really something to experience, and there’s nothing like this out there on the market. We like to try and keep ahead of the curve.”

One way is by adapting technologies from other verticals, such as theme parks. If that strategy is successful, it’s another potential way for AV firms in those verticals to expand into the cinema market.

“We have developed our own 4DX VR technology that’s currently featured in theme parks and arcades around the world,” Choi says.

“The VR world is an interesting, growing industry which with we want to keep up. We’re always on the lookout for interesting collaboration projects, specifically in the gaming and alternative content field.”

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