Newswise — The first-ever conference dedicated to in-theatre content beyond motion pictures was announced today by the Entertainment Technology Center at University of Southern California (USC ETC). "Other Digital Stuff: Expanding the In-theatre Experience" will examine the new forms of content enabled by digital cinema technologies, including pre-show ads and entertainment, real-time sports and music, 3D trailers and lobby displays, and more. It will feature demonstrations of the latest innovations; discussions about technology and bottom-line issues; and a digital cinema overview. It will also look at how to devise alternative content that appeals to audiences. "Other Digital Stuff" is free for qualified industry members and will take place March 10, 2006, from 9:00 AM " 3:00 PM, in Hollywood at ETC-USC's Digital Cinema Lab theater.
"Other Digital Stuff" is designed for creators and distributors of content for new in-theatre platforms; exhibitors seeking to build attendance and revenues and who must negotiate new technologies and business issues; and marketers and advertisers striving to maximize the big screen's storytelling power along with its new capabilities for targeted messages.
John Fithian, president of the National Association of Theatre Owners (NATO), will keynote along with Kurt Hall, president and CEO, National CineMedia and Bob Lambert, senior vice president, Worldwide Technology Strategy, The Walt Disney Company. Texas Instruments is sponsoring the day and providing technical and program support, along with NATO.
Said Charles S. Swartz, executive director/CEO of ETC USC, "Digital cinema enables exciting new opportunities in in-theatre content, but making it work is a complex process. Our goal for 'Other Digital Stuff' is to help major stakeholders expand on the alternative content already in theatres and embark in new directions."
"Other Digital Stuff: Expanding the In-theatre Experience" is the first in what will be a series of events presented by the ETC-USC tackling exhibition industry issues.
About the Entertainment Technology Center at USCFounded in 1993, the Entertainment Technology Center at University of Southern California (ETC-USC) is a neutral, non-partisan research organization in the School of Cinema-Television (USC-CNTV) that studies entertainment technology developments that are critical to the creative community; production companies; content owners, distributors and exhibitors; and technology companies. ETC-USC's sponsors include USC-CNTV; Hollywood's major studios: Sony Pictures Entertainment, Twentieth Century Fox, MGM, Universal Pictures, Viacom/Paramount Studios, The Walt Disney Company and Warner Bros.; LucasFilm; Cisco Systems; Deluxe Laboratories; Laser Pacific Media Corporation, a Kodak company; Panasonic; and Thomson. For more information, visit http://www.etcenter.org.
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