ANDHRA PRADESH

Digital treat for film-goers

Alla Venkat Nagarjuna Reddy explaining the working of the Qube technology.  

P. Samuel Jonathan

GUNTUR: Laws of digital cinema experience are being rewritten as passionate movie-lovers in Guntur are savouring the visual treat at a couple of cinema halls in Guntur which have installed Qube technology.

The renovated Siva A/C Cinema Hall, previously popularly known as Jyothi Mahal and Krishna Mahal, are the two halls that installed the technology and a couple of movie houses in Narsaraopet and Tenali are following suit.

Unique experience

The digital projection technology being currently utilised in Inox chain of cinema halls all over the country provides a unique digital experience by multicasting the digital content through satellite simultaneously all over the world, besides cutting down the cumbersome processes involved in conventional projection through reel.

It has also proved to be a perfect antidote to the dreaded piracy. Says Alla Venkat Nagarjuna Reddy, who manages the Siva Hall, “Besides providing quality digital experience with crystal clear visuals and sound, the technology has made handling easy and helps in doing away with high costs of film prints.

We have stopped the process of mounting reels on the projector and shuffling them after they are completed.'' The response is good and the latest Telugu flick ‘Leader' has run to packed houses for five consecutive weeks. With the successful trial run, more exhibitors in the district were tuning to the technology.

Industry sources said that close to 100 theatres in coastal districts had agreed to install Qube technology, conceived and developed by Real Image Media Technologies, India.

The exhibitors have also reasons to smile. The satellite-aided technology has proved to be an antidote for the evil of piracy, as the movie content is directly released to the cinema hall through satellite.