Sponsoring the big screen
In December 2006, Barco joined with celebrated fi lm director, Zhang
Yimou, in premiering his latest blockbuster “Curse of the Golden Flow–
er.” The movie was premiered during a gala event organized by the
fi lm’s producers at the Beijing Film Production Factory. Zhang’s lavish
and opulent new fi lm is set before China’s Tang Dynasty and tells the
story of an imperial Chinese family collapsing amidst a power strug-
gle between the emperor (Chow Yun-Fat), the empress (Gong Li) and
the couple’s three sons. The family’s battle for control and authority
ultimately threatens to tear them to pieces.
Barco lit up the premiere by providing the Director (whose much-
lauded fi lms include Hero, House of Flying Daggers and Raise the Red
Lantern) with a 50 square-meter indoor LED screen. Live from New
York, Zhang greeted the 1,500+ guests and journalists via the Barco
screen.
Barco joined the list of offi cial suppliers for the 2006 Cannes Film Festival
as the provider of digital projectors. In partnership with XDC, Barco 2K
projectors were used in the Lumière, Debussy, Bazin and Bunuel audi-
toriums during the Festival. Thanks to Barco’s digital equipment at the
Cannes Festival, fi lm makers were able to show their fi lms in optimum
conditions without any compromise on image quality.
On the occasion, Stephan Paridaen, President of Barco’s Media and En-
tertainment division stated: “We are delighted to, yet again, be the
offi cial supplier of the Cannes Film Festival. It is an iconic event in the
fi lm industry and one that we are delighted to be a part of. Barco is both
committed to, and a supporter of, the global digital cinema industry.”
For the 57
th
Berlin International Film Festival, four Barco digital cinema
projectors were used for screenings in theaters throughout Berlin.
Barco lights up the world premiere of
the Chinese blockbuster “Curse of the
Golden Flower”
“
The increase in ticket revenue from hits such as Pirates of
the Caribbean and The DaVinci Code were a boost to all exhibi-
tion groups. Malco also took advantage of 3D content to provide
patrons with new experiences which further differentiates the
cinema from any home theater options.
Malco made defi nitive commitments to digital cinema in 2006. I
believe we’re moving at the proper pace to evaluate the impact
of DCinema on our patrons, facilities and staff. The integration of
new product components with the realities of human interven-
tion requires careful
planning, review and
analysis to achieve
the results we want
to show movie-goers.
DCinema does indeed
change the existing
model; ranging from
the procedures of our
internal operations all
the way to the prod-
uct that is ultimately
delivered.
The evolution will
continue
to
fi nd
ground in 2007 as
more benchmarks are
set. Clearly, we’ll see
a further shift toward digital in this current year and Malco will be
expanding our digital ‘reach’. It is known throughout the industry
that each of us are evaluating our path of entry. Like most technol-
ogy conversions, the big drivers will be price, regional competition
and long-term reliability. Our company will continue to act when
the opportunities meet our own roadmap; but we recognize today
the benefi ts DCinema can bring to the business.
The opportunities that DCinema brings to an exhibitor forces
change of proven business models that have been operating suc-
cessfully for decades. But Malco will exploit alternative content,
3D, in addition to the enhanced exhibition of standard studio con-
tent. Our overall business model of providing an unrivaled cin-
ematic experience will stay the same; the new digital tools at our
disposal will create exciting opportunities like none before and we
will be a leader in showcasing them.
Michael D Thomson
Vice President of Operations and Technology – Malco Theatres
Michael D Thomson
Barco provides digital equipment for
Cannes and Berlin Film Festvals
128844 - Brochure DC.indd 1
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