It's a Brave New World – Blog edited by Scott Arundale

Iron Man 2 to beat Batman’s Dark Knight in terms of number of screens (4,380 vs 4366) and likely will beat the B.O. haul.

UPDATE: 5.7.10

NO RECORDS BROKEN: ‘Iron Man 2′ Opens To $52.4M Friday. I wonder if Marvel and Paramount are wishing this had been a 3D release thus inflating the numbers to a more stellar peak.

When you see the advertisements on TV and they say:

“LIMITED ENGAGEMENT” means one or two screens only in major cities and not for long before it disappears.  Woody Allen movies tend to go out this way.
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“AT SELECT THEATERS” means a larger handful of theaters (approx. 500)  as in the studio is putting their toe in the water before rolling out and building up a head of steam.

“AT A THEATER NEAR YOU” means fairly wide in terms of distribution. Lotsa prints (approx. 2000) in lotsa theaters. Shouldn’t have a problem getting in to see this one.

“EVERYWHERE” means saturation and by todays measure is over 4,000 screens and suggests that you can see it on every street corner.  Digital prints and multiplexes means a bigger footprint for the studios thus pushing out the smaller films.

Most tentpole films come out as a carpet bomb picking up as much coin as possible during the opening weekend and if the film is any good it will not drop more than 50% the following week.

To put the current release patterns into perspective, look at Steven Spielberg’s JAWS released in 1975. It was the first Hollywood release to open wide in 464 theaters and use extensive television advertising to support it. A month after opening it expanded to 675 theaters.  Contrast that with todays tentpole releases which in the case of IRON MAN 2 tops out at over 4K screens.

In the latest edition of Newsweek, Roger Ebert runs out of thumbs as he provides some very good arguments as to why we should all be 3D skeptics:

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“3-D is a waste of a perfectly good dimension. Hollywood’s current crazy stampede toward it is suicidal. It adds nothing essential to the moviegoing experience. For some, it is an annoying distraction. For others, it creates nausea and headaches. It is driven largely to sell expensive projection equipment and add a $5 to $7.50 surcharge on already expensive movie tickets. Its image is noticeably darker than standard 2-D. It is unsuitable for grown-up films of any seriousness. It limits the freedom of directors to make films as they choose. For moviegoers in the PG-13 and R ranges, it only rarely provides an experience worth paying a premium for.”

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Last week I had the good fortune of training with Sinclair Fleming, one of the senior engineers at Silicon Imaging (www.si-2k.com) on their new 3D system.

The system easily connects two SI-2K mini camera heads to a laptop, workstation, or SI Cinedeck. The system is capable of recording uncompressed RAW or Cineform RAW data. Cineform data from both left and right eyes is saved and synchronized in a single Quicktime-wrapped Cineform file with active-metadata for instantaneous import and management in Final Cut Pro and Avid Media Composer.

Looking forward to the shoot this week and upcoming post-production!

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Earlier this month I mentioned that 3eality’s camera utilized an app on the ipad that worked as a controller and display for the 3D metadata.  Now comes RealD’s Professional Stereo 3D Calculator featuring the ability to calculate:

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