Village Cinemas Australia has finished converting its 210 screens to digital projection.
The switch to digital equipment, which produces a far better picture than traditional 35mm projection, has been accelerating since the success of James Cameron's Avatar in 2009. Village said its final switch occured at the Coburg Drive-In.
“Digital cinema not only allows us to achieve incredible on-screen presentation but also allows us to expand our offering to our customers," Village Cinemas chief executive Kirk Edwards said in a statement. "This now includes not just Hollywood blockbusters but also sporting events, concerts, opera; the possibilities are endless.”
An industry-wide virtual print fee scheme (VPF) is expected to help allay the major costs of the installation. Film distributors, which save substantial fees by no longer having to order 35mm prints, will instead pay ongoing fees to exhibitors over an extended period.
Village Cinemas said the installation was completed on schedule and on budget with key technology supplier Edge Digital Technology (which is owned by rival cinema owner Amalgamated Holdings) and its own technical department.
Village Cinemas is part of Village Roadshow, which also owns Event Cinemas, Greater Union and Birch Carroll & Coyle theatres. The Village and Event brands have a combined market share of 40 per cent in Australia.
Contact this reporter at bswift@www.if.com.au or on Twitter at @bcswift.