CYPRESS, Calif. -- Christie®, a global visual technology company, was selected by Oscar-winning filmmaker James Cameron to assist him in showcasing the first "mass audience" demonstration of cinema projection that demonstrates the higher frame-rate delivery necessary for the next generation of 3D films. The demonstration took place at CinemaCon 2011 at The Colosseum of Caesars Palace.

Christie, the preferred choice for Cameron, used currently available Christie SolariaTM Series Digital Cinema® projectors to project 3D content at up to 60 frames per second (FPS). The current industry standard is 24 FPS, which can result in blurred images ("judder"). Unlike other solutions, the Christie CP2230 and others in its family are capable of delivering over 30,000 lumens on the largest screens, while delivering breathtaking 3D images, which, combined with higher frame rates, will speed the evolution of this next generation cinema experience.

"Our collective vision at Lightstorm is to continually push the bounds of technology to deliver a movie environment that makes cinema patrons feel that they are completely immersed in the locales, sight, sounds and world that the movie is conveying," said Cameron. "We chose the leader in digital cinema projection technology, to assist us in demonstrating our groundbreaking vision at CinemaCon 2011 because we know Christie for its mission critical reliability, brightness capabilities, and superior performance and support worldwide."

With Digital Cinema Advancements, Christie at Innovation Forefront Providing Upgradeable Solutions
Movies can currently be produced to incorporate panoramic, fast-paced action sequences but once the final digital content reaches the editing room, and then the theaters, the results hit a roadblock.

"Our cameras can capture scenes from 48 FPS to 60 FPS but end up being projected at the industry-standard 24 FPS, resulting in blurring - what the industry refers to as ‘judder' - which is disappointing," said Cameron. "Both the post-production and projection/display phases of the movie-making process need to advance to accommodate higher frame rates and deliver the thrills that these rates can deliver."

For Christie, the leader in digital cinema projection technologies, the firm's next generation of digital cinema solutions capable of projecting movies at the frame rates that Cameron desires are already here. The Christie SolariaTM series of 4K digital cinema projectors features Texas Instruments' (TI) (NYSE: TXN) next generation DLP Cinema® technology and can display 4096 x 2160 pixels of resolution. Among the brightest in the world, these projectors - including the CP2230s used by Cameron for his technology demo - are capable of delivering over 30,000 lumens on the largest screens and breathtaking 3D images. All next-generation Christie digital cinema projectors continue to utilize Christie Brilliant3DTM technology providing the ultimate 3D experience with the lowest cost of operation. Look to Christie to be the first to offer firmware upgrades in the near future to support the higher frame rates demanded by Hollywood's leading film producers.

"It's a boon to the industry to have advanced, upgradeable projector technology from Christie to solve part of the frame-rate puzzle," said Cameron, "but the entire industry needs to step up and realize the benefits. This would start with the standards bodies and would require support from post-production houses, which would have to upgrade the bandwidth and capacity of their entire workflow, as well as enhanced bandwidth support from server and media block suppliers."

Christie's Product Upgrade Path to Deliver Higher Frame Rates

"Christie is committed to supporting its customers today and in the future. That's the primary driver behind our 2K and 4K-ready solutions," remarked Craig Sholder, vice president, Entertainment Solutions at Christie. "We understand how important it is for exhibitors to safeguard their long-term technology investment. With Christie, exhibitors are assured they have a future-proof solution that can meet their needs both today and tomorrow. "

All projectors in the Christie Solaria series are designed to meet Digital Cinema Initiatives (DCI) specifications. They feature a new modular architecture for improved serviceability and ease of maintenance, with up to 25 percent lower cost of operation than competing technologies.

 

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battlelareview.pngInternational grosses:

Battle: Los Angeles: $14.7 million from 5,999 locations in 60 territories. International total: $100.5 million. Worldwide total: $179 million.

Sucker Punch: $12.4 million from 4,500 locations in 39 territories. International total: $21.2 million. Worldwide total: $51.1 million.

Just Go With It: $10.7 million from 2,281 locations in 44 territories. International total: $76.2 million. Worldwide total: $177.6 million.

HOP: $7 million from 2,362 locations in 26 territories. International total: $7 million. Worldwide total: $45.1 million.

Source Code: $5.6 million drawn from 1,202 locations in 7 territories. International total: $5.6 million. Worldwide total: $20.6 million.

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BAKERSFIELD, Calif. -- Bolthouse Farms' baby carrots are now the official snack of the Easter Bunny, it was announced today. The company has partnered with Universal Pictures and Illumination Entertainment's Hop, the new comedy from the creators of Despicable Me and the director of Alvin and the Chipmunks, which opened in theatres nationwide today.

Blending state of the art animation with live action, Hop is a comedy about E.B. (voiced by Russell Brand), the teenage son of the Easter Bunny. On the eve of taking over the family business, E.B. leaves for Hollywood in pursuit of his dream of becoming a drummer. He encounters Fred (James Marsden), an out-of-work slacker with his own lofty goals, who accidentally hits E.B. with his car. Feigning injury, E.B. manipulates Fred into providing him shelter, and Fred finds himself with the world's worst houseguest.

In recent months, Bolthouse Farms has undertaken a campaign, dubbed "Eat ‘Em Like Junk Food," to position baby carrots as the ultimate junk food. The company has claimed baby carrots' rightful place in the snack world by playfully mocking junk food marketing tactics and by targeting prime junk-food-heavy moments on the national snacking calendar, such as Halloween and the football playoffs. Now, with the partnership with Hop, Bolthouse aims to show how baby carrots, which are orange, sweet, crunchy and convenient, represent the ideal movie-viewing snack. The Easter Bunny's first-ever product endorsement - made possible by Bolthouse Farms' willingness to "unabashedly sell out" - lends credibility to this effort.

"We were honored to be chosen by the Easter Bunny as his official snack," said Jeff Dunn, CEO of Bolthouse Farms. "He's a rabbit, so we were up against lettuce, dandelion leaves, celery and hay. We think he made a wise choice."

The "Eat ‘Em Like Junk Food" campaign features playfully confrontational tactics that both emulate and mock junk food advertising. Campaign elements include new packaging and in-store initiatives, traditional TV and outdoor media, online and social media as well as school vending. The initial test effort kicked off in September 2010 in Syracuse, New York, and Cincinnati, Ohio, and has since garnered results exceeding the growers' expectations.

Many campaign assets may be viewed at babycarrots.com.

 

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On Wednesday, Boxoffice joined a small group of international press at Pixar's San Francisco campus for a preview of Cars 2 as well as the Toy Story short, "Hawaiian Vacation," which will precede the film when it reaches theaters. During a reception honoring the studio's 25 year anniversary, we spoke with Dan Scanlon, the director of the upcoming Monsters, Inc. sequel, Monsters University. Scanlon previously wrote the Cars short "Mater and the Ghostlight," and contributed screenplay material to the first Cars feature. Additionally, we met Kori Rae, who is producing the film, and previously worked on Up, The Incredibles, and the original Monsters, Inc.

The duo was tight-lipped about the film, but they confirmed the basic plot details revealed at Cinemacon earlier this week: Monsters University is a prequel to Monsters, Inc. which will focus on Mike and Sully during their college years, when the two of them met and forged an initially uneasy friendship. Meanwhile, Disney confirmed that both Billy Crystal and John Goodman were definitely returning to their respective roles as Mike and Sully, but didn't indicate which other cast members from the first film would appear in University. (Pixar, meanwhile, did not confirm that John Ratzenberger would be returning, but because he played the Abominable Snowman in the original film, who was not a character within Mike and Sully's regular world, it may make sense that he take on a different as-yet-unspecified role.)

Look for additional reports from our visit to the Pixar campus in the days to come. Cars 2 is scheduled for release on June 24, 2011.

 

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