Why are theatres around the world converting to digital projection?
By 2013, most studio films will be released in digital format. In order to present these movies, theaters worldwide must replace their current 35mm equipment with new digital projection systems.
This change is happening because Hollywood studios have seen the cost of raw materials for 35mm film continue to increase. It currently costs $1,000 - $1,500 to produce a single print of a movie, compared to $100 - $200 to produce a hard drive, the delivery format of a digital movie. With the decline of DVD sales and the introduction of Netflix and streaming, the studios are looking for any way they can to reduce expenses.
Both the music industry and book publishing have undergone major technological advances in the last decade in terms of how their products are distributed to their audiences (e-readers, iPods, iPads, etc.). Now it's our turn.
Is there a deadline for converting to digital projection?
Yes. Within 12 to 24 months major Hollywood studios will no longer be distributing their movies on 35mm film. Already, over 60% of the nation's screens have converted to new equipment and are presenting movies digitally.
What does this mean for filmmaking?
The last remaining company to manufacture the 35mm movie camera ceased production in 2011. Directors have begun transitioning to digital cameras and filmmaking techniques. From silent films, to talkies, to Technicolor, this is the next chapter for both directors and audiences.
What does this mean for other small movie theaters?
It's a challenging time. One theater owner we know recently made the technical conversion using their retirement savings. Many other theaters, (like the JEM Theater in Harmony, MN and the Cheyenne Theater in St. Francis, KS) are doing exactly what we are--asking the community to help finance their digital conversion. Still others may be forced to close. Without new projectors, they won't have the capability to show mainstream movies.
What are the benefits of digital projection?
The best picture quality imaginable. Most films are hauled between dozens of theatres and by the time we receive them can be scratched and dirty. We'll never have to deal with a missing or damaged reel, and the sound will be perfect.
Will it change the kinds of movies we play?
No. Updating our equipment means that we'll be able to enjoy the same programming as always.
What happens if the Rose doesn't convert to digital projection?
We would not be able to show the same kinds of movies we've played for the last 20 years. Our audiences have always had a broad spectrum of cinematic tastes, from Hollywood blockbusters to more obscure independent and foreign fare. Installing digital projectors means that we'll be able to continue to present this wide variety of movies. Without that equipment, we would be limited to small-budget fringe films. This could significantly reduce our audiences and seriously threaten our business.
Doesn't the Rose already have a digital projector to show DVD's and broadcasts from the Metropolitan Opera and the National Theatre of London?
We do, but that is not the same digital equipment required by the studios to present feature films.
Why are we asking for help from the community for funding?
As a small independent business there is just no way we can afford to raise our overhead to an extent that would allow us to finance a $200,000 investment. Ticket sales have been in decline nationally as audiences gravitate towards Netflix and are able to stream movies on demand, which means we certainly don't have the savings to fund this project. Asking for donations is our best option for the health and longevity of the business.
How much money do you need to raise?
Our goal is $200,000, which would allow us to convert both of our projection booths, and to take the opportunity to update to 3-D.
Why 3-D?
The film industry has made it clear that 3-D will be far more prevalent now that digital distribution is the norm. Until the last few years, 3-D technology has mostly applied to big budget Hollywood action films and animation. But as digital filmmaking has come to the fore, directors like Wim Wenders (Pina) and Werner Herzog (The Cave of Forgotten Dreams) have utilized 3-D in beautiful new ways to help heighten the storytelling experience. 3-D in the hands of real artists like Martin Scorcese (Hugo) and Steven Spielberg (Tin Tin) can be a real asset to moviegoing.
Does this mean the Rose will be showing more 3-D movies?
Not necessarily, we won't be choosing movies simply because they're 3-D. We'll still be just as selective with our films. It just means that when a wonderful 3-D movie is released we'll be able to treat our audiences to the full experience. This is the future of the industry.
Are donations to the Rose tax-deductible?
Unfortunately no, because we are not a non-profit organization.
Is there a minimum donation amount?
$1 and up! Anything helps.
What will happen to community donations if the Rose isn't able to reach its financial goal?
The money will still be used to fund the conversion, even if it means we are only able to update the Rose and not the Rosebud (this would mean that the selection of movies we could play in the Rosebud would be extremely limited in the future). We will take stock of the situation over the next few months, and if we are unable to raise $200,000 in donations, we will find a way to supplement what we have, even if this means working to take out personal loans.
If you have further questions, feel free to contact Rocky: (360) 385-1039 or rocky@rosetheatre.com