Coming to a Theatre Near You, Eventually…
Since the advent of sound and large screen formats, your local Cineplex has not had to consider upgrading its projection systems for some time. Even with the invention of THX and Dolby surround sound, those systems were a retrofit to the existing projection systems. Theatre projection systems of course use film that is projected through a gate, one frame at a time and fools the eye into thinking that it is moving. But you already knew that.
Typically, a feature is fit onto five or six reels of film that are then, in most cases, spliced together to make one piece of film stored on a horizontal platter where it is projected in its entirety. This cuts down

on labor for the exhibitor as it does not require someone in the projection booth at all times, nor does it require two projectors, where, when one reel is nearing the end, the projectionist, on the correct cue, starts the second projector, and turns off the first, then loads the third reel, on the first projector, and so on.
Theatre projection systems are relatively inexpensive, and you can always find parts and bulbs available for them if there is a problem. Additionally, most theatres have paid off their projectors, having amortized the cost over a period of years, making the projection of film fairly inexpensive for the exhibitor.
But not so to the distributor. A six reel print of a film costs the distributor over $2,000 per copy. Now if you want to have a major release of your film to 3,000 theatres across the country, your costs of prints, alone, will run $600,000 plus shipping to and from the theatre and handling. And these reels, that are shipped in bulky metal shipping containers, are heavy and difficult to handle. So, at the end of the day, prints, shipping and handling could easily run over a million dollars for a single release.
And, unfortunately for the distributor, those single platter projection systems are very hard on film and have a tendency to once in a while eat a film instead of projecting it, where by rendering it useless and the distributor is required to FedEx out another set.
Enter digital cinema projection. Digital cinema projection requires no film at all, and pending on the compression rate, can be stored on 55 to 100 gigs of storage.
The process of projecting film digitally has been around for over 10 years. Distributors look at it as an easy solution to solve their distribution problems, as a film can be downloaded over a fiber optic cable or off of a satellite whereby eliminating the need to shuttle heavy film cans to the theatre for release of your favorite block buster. And, the picture is clearer, more stable as it does not have gate flutter that projected film has, and it never scratches, tears or gets damaged in any way. Also, the contrast ratio among colors, hue and contrast is better. That’s the good news. The bad news is that unless you were to project the two side by side you’ll likely not know you were watching a movie projected digitally or on film.
The first film to be released for digital projection was “Star Wars Episode I: The Phantom Menace” in June of 1999. Being the technocrat that I am, I of course, had to attend the very first digital screening of the film at the Burbank AMC. I even have a badge that they gave out, commemorating the event. The major difference that I noticed was that the star fields in the background were crisp and clean.
As Lucas had produced much of the film digitally (not using film at all) to begin with, this clearly marked the threshold of a new way to make, and distribute films.
Everyone jumped on the digital projection wagon. Texas Instruments (remember them, they manufactured the first digital calculator in the ‘70’s) is a leading manufacture of the projectors, and Sony now has both a 2K and 4K digital projector on the market. Eastman Kodak, seeing the writing on the wall, in 2001 invested millions of dollars in the idea and came up with an elaborate digital distribution and projection system that they clearly thought could jam down the throats of exhibitors. Think again.
Although the digital distribution and projection system gives the movie watcher a better viewing experience, and it’s a huge cost saving for the distributor, installation of a digital projection system costs about $150,000 per theatre. YIKES! And there in is the basic problem. Exhibitors are unwilling to pay for the upgraded equipment and distributors have not been able to stay in the same room long enough to pool their resources and equip the theatres with the digital cinema projectors, whereby saving them millions every year in film copies.
Enter 3D

Remember 3D films? Previously, 3D using 35mm film was a tedious process to project and you were limited to wearing those odd-looking red and blue 3D glasses. Today's 3D digital cinema systems still use glasses, but they are mostly clear and are capable of delivering a better 3D experience than the red-blue anaglyph process. There’s just one hook. The 3D has to be projected digitally. So, in order to experience the total movie going experience to see “Monster’s Vs. Aliens”, “Up” or “Ice Age 3, the Dawn of the Dinosaurs” in 3D your local Cineplex has to invest in digital cinema projection.
And finally, as more and more animated films are being released in 3D, exhibitors are begrudgingly upgrading to digital cinema projection to accommodate this new hybrid of movie exhibition.
I couldn’t believe my eyes when I visited the local Cineplex here in Podunk Lake Elsinore, on the marquee, in big black letters it read “3D DIGITAL PROJECTION COMING SOON!” And it isn’t soon enough!