Qube: Market Development for Digital Cinema
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Case Details:
Case Code : MKTG195
Case Length : 14 Pages
Period : 2003-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : --
Industry : Computers
Countries : India
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Introduction Contd...
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Real Image's digital system reduced the cost of film prints for producers. The system also allowed for the simultaneous release of films in a large number of theaters, even in remote areas, thus discouraging piracy. It also provided multiple digital surround sound tracks and multi-lingual subtitling. However, even with these advantages, the initial acceptance of the concept of digitalization of cinema had been slow. The high cost (Rs.1.75 million) associated with the installation of the digital server and the projector was a major hurdle. In order to overcome this, the company came up with a repayment model that required exhibitors to pay only Rs.0.3 million upfront. The remaining amount was to be recovered through on-screen advertisements.
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By the mid-2000s, the concept of digital cinema was gaining currency in India and more and more cinemas started releasing in digital format, with an increasing number of cinema theaters installing digital servers and projectors. Industry experts said that the Indian film industry was in a transition phase, and needed more time to move to full digital release of films.
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Qube: A New Era of Digital Cinema
The origin of Real Image, which introduced several new technologies to the Indian film industry, can be traced to the late 1980s (Refer Exhibit I for some technical developments in Indian film industry).
In 1986, JS Films, which later became a division of Real Image, introduced the 'Time Code6,' which radically improved the sound quality of the films. In 1988, JS Films introduced digital audio in India. In 1992, Real Image was founded in Madras (later renamed Chennai) in South India... |
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