This Minute at Runco

Runco launches its 3D Enthusiast's Guide

Friday, April 23, 2010

Runco is proud to introduce and share an ebook called “Enthusiast’s Guide to 3D”. This is a viewer’s guide on how to evaluate good 3D, including an introduction to 3D in the home and important evaluation criteria. Click to view the 3D Guide and download the ebook.

Visit Pandora on Earth Day

Thursday, April 22, 2010

Posted by Jennifer B. Davis

Today’s the big day! The day that every one has been waiting for. The day when the highest grossing box office hit is released on Blu-Ray disc and DVD. The day when you can own a piece of history and hold what some has lauded as the most spectacular visual experience in movie-making in the palm of your hand. The day when the movie that put 3D squarely on the map is released….in 2D.

This may not be a surprise, as the film’s producer, Jon Landaufrom Lightstorm Entertainment estimates that in the States 60% of the viewing audience saw the film in 2D. When asked when we will see a 3D Blu-Ray version of the technology, Jon responded, “I think right now it's too premature. We would a little bit be the egg coming before the chicken. You know, we've worked with a lot of the manufacturers to ensure that there's gonna be a high quality of 3D out there in the marketplace, but the last thing you want to do is go out on some of these screens you've seen in the past where the quality just isn't there.” We, here at Runco wholeheartedly agree with that.

Industry players estimate that it might come out a year or two from now. We can’t wait, but are pleased that they are waiting for the right, high-quality 3D experience in the home.

Apparently the movie itself takes up the entire capacity of the Blu-Ray format, so these discs will not include director’s notes, special features, or the like. This is the first time that a major theatrical release has been done this way. They expect an ultimate Blu-Ray version for November. Since Avatar’s plot so closely follows that of Pocahontas, it is no surprise that the first Blu-Ray release date corresponds with Earth Day 2010.

So what’s next for the creative team? They are apparently working to convert Titanic to 3D to honor the 15th anniversary of the original movie and the 100th anniversary of Paramount studios which could be breathtaking! James Cameron is already working on Avatar 2 (mark your calendars for 2012 or there abouts) and the movie will be set in the ocean (keeping with their blue theme). Perhaps he’ll borrow from the plot of another Disney movie and remake “The Little Mermaid.”

~Jennifer B. Davis is all about technology innovation and is a customer advocate, business executive, mom, and loves her job as Runco’s VP of marketing.

This Side of Psychedelic: Avatar and Color Gamut

Monday, December 21, 2009

Posted December 21, 2009 by Jennifer Davis

A lot has been said about James Cameron creating Avatar for the medium of 3D.  Volumes have been written about how he staged the movie and made decisions based on the new toolset presented by 3D, but after watching the movie I was struck by something else entirely.  Avatar wasn’t created for 3D, as much as it was created for a wide color gamut.

Allow me to explain.  On opening night, Avatar was playing in 3D and IMAX 3D theaters, alongside a 2D showing.  Clearly, ol’ James is a pragmatist.  He knew that not everyone would spring for the extra ticket price (although I have heard the ratio was like 10:1).  But, EVERY theater showing utilized a color gamut called DCI, which insider’s may know as the Digital Cinema Initiative.  It is a wide color space that allows the plants to be shades of bright lime as red flying animals pepper broad skies.

It is a broad and rich color palette (combined with contrast) that allows the night scene in the jungle to jump off the screen when fluorescent plants glow on a dark background.  Even subtleties, like the little embedded lights in the alien skin (think fiber optic), is made possible with a wide color gamut.  Due to a optical phenomenon called the Helmholtz-Kohlrausch Effect, perceived brightness is based both on luminance (brightness as measured from the lens of the projector in lumens or off the screen in foot Lamberts) and chromaticity (color saturation).

A narrower color gamut (as defined by points on a CIE chromaticity chart) lead to flatter, duller imagery.  Most flat panel televisions and home projectors can hit about 70% of NTSC (the standard for television broadcasts which is the common metric for measuring color space in home entertainment for reasons we can’t quite defend, but that is an entirely different rant).  Runco’s home theater projection products are proud to accurately recreate REC-709 standards which have been the standard for movie distribution since the days of film. 

But, in typical fashion, Runco is innovating and setting new standards.
We have told you before about the QuantumColor projector from Runco, the Q-750i.  It comes with DCI color space as a pre-set.  However, if you want to enjoy even more of the dimensionality that is possible with brilliant, vibrant colors made possible by an InfiniLight™ LED illumination system, you have additional options.   The Runco Q-750i includes a proprietary color space is a whopping 135% of NTSC and takes you beyond the bounds of DCI.  Colors like cyan (which is the blue-green shades) and red are where this color gamut really shines.   With this color space and our architecture, lights really do seem to “light up” the screen.  Somehow, I think it is poetic that we called this color gamut “Native” in our menu structure, because it is the scenes of the native creatures and their homeland on Pandora that will look absolutely incredible in our Native mode.

And if it doesn’t exactly suit your taste, our included Personal Color Equalizer lets you dial up and down the colors along 6-axies (red, green, blue, cyan, magenta, and yellow).  We put you in the director’s seat, if you dare.

I can’t wait to see the movie again, but I won’t watch it again in a commercial theater.   It has just wetted my appetite to see it on a video device that can really portray the luminance and magic of Pandora.  I can’t wait to see it on a Runco QuantumColor projector and to experience the unbelievable world Cameron created,  in a color space that is out of this world.

I am convinced that after people see this movie on a Runco QuantumColor projector in our Native color gamut, they will forget about Cameron’s previous movie about the boat.

~Jennifer is a Linfield College Wildcat and has enjoyed her work with Runco for the past 3 years. In her spare time she enjoys running, golfing, working in the garden, and trying new things in the kitchen.

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