Multipurpose C5 Transforms Your Film Visual Experience

In August 2018, China’s first DCI-certified laser digital cinema projector C5 produced through independent R&D process was showcased in Beijing. Powered by ALPD 4.0 laser phosphor technology and delivering the Rec.2020 gamut, it fully supports on-demand projection in commercial cinemas.

From the perspective of the product alone, in a market that has long been dominated by several powerful manufacturers, the launch of the laser digital projector with the brightness of 5000 lm seems to have no impact on the industry at all. But in fact, it has drawn great attention in the industry. What does that mean? How will it help cinemas find a new way out in the increasingly competitive market? Let’s talk about it!

Status quo of traditional cinemas: the business model of traditional cinemas is facing challenges due to the lack of innovation

Statistics show that in the first half of 2018, the box office in the mainland reached RMB 32.03 billion (a year-on-year growth of nearly 20%), and almost surpassed that in North America. Compared with the previous year, the box office in different periods of 2018 all reached a record high, except on Valentine’s Day which happened to be not in the period of the Spring Festival. However, in spite of the growing overall box office, a worrying concern is that the box office of independently operated cinemas continued to fall in the first half of 2018, although there were 707 new cinemas representing an increase of about 20%.

It is particularly noteworthy that the box office of the top 10 cinemas in this period fell sharply. 7 of them saw a year-on-year decrease in the box office, which has become a time bomb despite the prosperity. To reverse the situation, the film industry has been putting efforts in attracting attention with major brands such as IMAX and Dolby Vision. However, the emerging new-generation laser projection technologies have been improving the average projection quality in different regions, and brands are no longer the top priority for cinema-goers.

Nowadays, most innovative efforts in the film industry are limited to traditional movie viewing technology. There are other limitations too: limited options of films determined by cinemas and relatively open viewing space. There is still room for the improvement of viewing experience. That is why private theaters have begun to emerge in recent years in many places.

Status quo of private theaters: unsatisfactory visual experience poses challenges to the business model innovation

To some extent, private theaters have satisfied the needs for “personalized” visual experience and eliminate other annoyances such as queuing up for tickets and being disturbed by others. They can realize free selection of when and what to watch, excellent privacy, personalized environment, diversified supporting facilities, etc., which cater for the taste of young consumers.

The operation status and quantity of private theaters vary in different regions, but this industry is on the rise in general. Meanwhile, what is even more noteworthy is that after experiencing the skyrocketing growth, the market has become more rational. New theaters are no longer guaranteed to make profits, and the challenges and issues in the industry have seriously hindered their development.

For one thing, there is no guidance on how to deal with the status quo, regulate the operation of private theaters, and examine the inclusiveness and diversity of urban culture. For another, movies currently playing in cinemas are not available in private theaters on demand. Is there a way out? In fact, attention has been paid to this “blank” field, but no standard nor regulation for it have been made yet. However, such personalized and customized visual experience will undoubtedly shape a trendy and attractive market. Based on the situation, it is predicted that VOD services of commercial movies may be the focus of innovative operation and profit-making in the industry in the future.

C5 may serve multiple purposes

Whether for the traditional on-demand market or the one we conceived for commercial movies, the launch of C5 by CINEAPPO will play a positive role. First of all, technically speaking, the cutting-edge C5 is China’s first DCI-certified projector powered by the latest ALPD 4.0 trichromatic laser phosphor technology and supports the Rec 2020 gamut.

More importantly, C5 is more competitive compared with the commercially available products at the same level in terms of price. Therefore, it is desirable for both mature commercial cinemas and on-demand markets that have been brought to public attention since last year. It is especially suitable for small cinemas in small cities as it helps cut the investment in equipment. At the same time, its cost-effectiveness will also reassure the investors.

The industry is about to witness a drastic change. Will C5 trigger the transformation? Time will tell...


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