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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"Qube has the potential to transform the future of the cinema industry."1

- Craig Barrett, the CEO of Intel Corporation (Intel),2 in November 2004

"Wide adoption of the Qube will change the Indian movie industry totally just like the arrival of digital sound did in 1995. We are leading the move to digital editing of feature film."3

- Jayendra Panchapakesan, co-founder and Director (Marketing) of Real Image, in August 2003

Introduction

In March 2008, Chennai4-based Real Image Media Technologies Pvt. Ltd. (Real Image), a leading developer and provider of digital media technology for film, video and audio, announced that its integrated digital cinema system, called the Qube Hi-definition (HD) Digital Cinema System (Qube), had been upgraded to make it more piracy-proof.

The first improvement to the system was the incorporation of Thomson's NexGuard Forensic Water Marking (FWM) that would help identify where and when a pirated copy was made. The second one was the Trusted Device List, which ensured that the Qube server would function only with authorized projectors.

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Real Image had launched the Qube in mid 2003. Qube provided an end-to-end solution to the film industry, from digital mastering of the content to its exhibition. Exhibitors were required to install Qube XP HD digital cinema servers and a suitable high quality 3-chip DLP projector5.

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1] "The Qube Matrix," www.real-image.com, July 5, 2006.
2] Intel Corporation (Intel) was founded in 1968. Intel, based in Santa Clara, California, USA, is the world's largest semiconductor company.
3] "Real Image Takes Digital Cinema a Step Ahead," www.rediff.com, August 4, 2003.
4] Chennai is the capital of the state of Tamil Nadu, India.
5] Digital Light Processing (DLP) is a technology used in projectors. A 3-chip DLP projector uses a prism to split light from the lamp, and each primary color of light is then routed to its own DMD chip, then recombined and routed out through the lens. (Source: http://en.wikipedia.org)

 

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