CineEurope: Sony Claims 4K Is Now 'Mainstream'

The company demonstrated the technology with the 4K trailer of "Elysium" and is currently readying a 4K test run at Wimbledon.

BARCELONA – "4K is now 'mainstream,'" asserted David McIntosh, senior vp at Sony Digital Cinema, during the company’s CineEurope press conference on Tuesday.

“The movement over the last year is very clear,” he said of the technology, referencing not only the company’s 15,000 installed 4K projectors, but its latest production gear and new Ultra HD (4K) TVs.

“Pixels matter, but it is not the whole story; picture quality has other elements, like contrast -- and color gamut is vitally important,” Macintosh said. To demo 4K projection, he screened a range of 2D, 3D, 2K and 4K content using a Sony 4K projector.

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The clips included the trailers for Life of Pi and Cloudy With a Chance of Meatballs 2 (3D); the trailer for the upcoming Tom Hanks drama Captain Phillips (2K); an F55-lensed short called Dig; and a trailer for Elysium (4K).

As previously reported in The Hollywood Reporter, Sony currently is testing 4K at the FIFA Confederations Cup in Brazil, with an eye toward using 4K at next year’s World Cup.

It additionally plans to test 4K at this year’s Wimbledon Championships as part of its long-term partnership with the All England Lawn Tennis Club. That test will involve its F55 4K camera and NEX-FS700U super-slow-motion camcorder.

At CineEurope, Sony launched its Theatre Management System Lite, a workflow management software designed for independent and small- to medium-sized cinemas.

On the alternative content side of Sony’s Digital Cinema business, the company is continuing to run tests of its developing web-based, content exchange platform xMassif, which was announced at CinemaCon in April. The service is expected to be available in November.