Film industry counters new media with epics, immersive experience

When the movie industry faced competition from the television industry in the 1930s and 1940s, filmmakers and studios had to be creative and offer something different on the silver screen to get people to visit movie theaters. 

They looked for ideas in Germany and France, and introduced new and mixed genres such as film noirs or romantic comedies, which were not commonly seen on television then. Movies grew bigger in scale and new genres were introduced to differentiate them from television series.

A similar trend is happening today. Industry sources say that epic films are dominating movie theaters --- and will continue to do so -- to counter the growing impact of new media, including over-the-top content, which refers to film and TV content delivered via the Internet, as well as streaming platforms such as Netflix and Roku. 

“History seems to repeat itself. Superhero movies today offer that ‘epic scale’ with computer graphic-centric fantasy and action sequences that can only be truly enjoyed on the big screen,” said an industry source.

Then and now, new media has pushed filmmakers within the studio system to be innovative by experimenting with color and sound as well as marketing.

Although IMAX 70mm cameras are bulky, and hard to carry around and establish shots quickly on film sets, they offer an “epic picture quality” equivalent to epic master filmmaker David Lean’s “Lawrence of Arabia.”

For instance, films such as “The Dark Knight” and “Hateful Eight” were shot with 70mm film, creating a look and feel that can arouse nostalgia in the older generation while providing a new experience for the younger generation who are used to watching content on small screens of smartphones or tablet PCs.

“There is a reason why some filmmakers prefer to shoot movies with film rather than with digital cameras because film simply looks better, even though film is a lot more expensive,” said a film industry source.

Korean movies such as “The Thieves” with its star-studded cast and “The Admiral: Roaring Currents”, which had epic sequences, play along the same lines as their Hollywood counterparts.

“The movie industry is expected to spend much more on technology, stars and marketing to win audiences in this ‘winner-takes-all’ market,” the film industry source said.

Contrary to popular belief, new media technology platforms can provide film studios with new and extra sources of revenue.

Like when cable TV emerged and needed to purchase content for distribution, new media such as IPTVs and Netflix began to acquire a lot more content from traditional studios to satisfy growing demand from online consumers, industry sources said. This demand for more content led to new media producing original content, further spurring competition between conventional and new media. 

The film industry has begun to invest in databases and networks for computer graphics and consumer analyses.

Multiplex chains like CJ CGV in Korea are also trying to counter the rising tide of over-the-top media with new technology. CJ developed 4DX, a type of four-dimensional technology that enables moviegoers to not only see content in 3-D but also to feel like they are “riding the movie.” The company also developed ScreenX, a multi-projection and screen technology that enables audiences to feel like “they are in the movie.”

It recently also introduced SphereX, a dome-like theater system. The curved SphereX screen, which seeks to create an immersive experience integrated with visual and sound technologies, allows audiences to feel as if they are interacting with the characters in the movies, according to CJ CGV.

"Due to the growing platforms of IPTV and mobile content, it is true that the forecast for movie theaters is not all that rosy,” said Park No-chan, senior manager of CGV’s cinema technology.

“With its latest theater technologies such as SphereX, ScreenX and 4DX, CJ CGV seeks to enhance moviegoers’ experience.”

By Park Hyong-ki (hkp@heraldcorp.com)