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This Minute at Runco

Open Letter to Christopher Nolan

Tuesday, November 09, 2010

By Jennifer B. Davis

Open Letter to Christopher Nolan, the director of Batman “The Dark Night” who is working on his third Batman film, “The Dark Knight Rises,” which is planned for release in 2012. He announced in October the name of the movie and reinforced his decision not to film in 3D.

Dear Christopher,

First off, let me say that we at Runco are big fans of your work. We have recommended that every authorized dealer in the world buy a copy of “The Dark Knight” on BluRay to show in their showrooms, as it represents incredible movie making. Its dark shadows, specifically, show off the performance of our projection and flat panel products, just as it shows off your artistry.

We read with interest about your decision to buck the industry trends and NOT film the third Batman movie, “The Dark Knight Rises” in 3D. We applaud independent thinking, skepticism with mass-market fads, and trend setting (not following), so philosophically we are cheering for your decision and the boldness with which you have discussed it. So, 2D it is.

Now, with that out of the way, I do regret that we’ll never be able to see your new vision on our new Runco 3Dimension D-73d projector in 3D. Why? Let me tell you the reasons why we would have recommended the new movie as the go-to demonstration content on our 3D projection systems.

  1. You know how to tell stories in shadows

    The Dark Knight was dark. It visually depicted the depravity of a villain unlike anything we are likely to see for a while. And our products are technical marvels at delivering dark, but visible detail. The contrast on these projectors creates the inkiest blacks and would have brought your vision to life. We know the new movie will be along this same line, as you have striven for artistic innovation and consistency. More dark shadows. More details lurking in dim corners. More night sky vistas. More scenes that chill and thrill.

  2. You give us a sense of scale

    You have said that you wanted to be able to move from intimate scenes to large scale, immersive graphics and that the spatial illusion of the 3D effect might get in the way. It might have changed the feel of rooftop or aerial shots that create vast vistas. Your set, shot, story, and lighting choices all speak to the scale you wish to create. And we agree with you, poor 3D implementation could have made your next Batman movie look like the action figure instead of the gritty realism that you seek to create. Especially when people wanted to later view it on a small television, as many are thinking of doing. The diorama effect is a serious downside to 3D viewing in the home on a small display, but our projection-based system allows for big screen, cinema-worthy experiences, which help keep the scale you try so hard to depict. Your decision to shoot in high-definition and IMAX® formats speak to your commitment. Our release of and focus on projection-based 3D technologies first, even when the world is selling commodity 3D TVs on every street corner, speaks to ours.

  3. You make people lean forward

    As Geoff Boucher from the Los Angeles Times has commented, while “James Cameron is making a movie that makes people lean back, Nolan wants to make movies that make people lean forward.” So, the irony is this. You get a more compelling 3D experience when you lean in. When you become a part of the scene. When you lose yourself in the story. When you lose your bearings and don’t see the edges of the set, screen, or room. 3D begs for storytellers who make the audience lean in.

So, although we respect your choice (and that you have not become a grandstanding poster boy for anti-3D crusading, which is as wrong as the all-3D-all-the-time camp), we still mourn that we won’t see this new movie in 3D.

Lucky for us, the D-73d projector does 2D in breathtaking color and detail, so we’ll still be able to recommend “The Dark Knight Rises” for this and other products in our line-up. In fact, this new movie will be brilliant on the brightest LED home video projector on the planet, the Runco QuantumColor Q-1500d.

We’ll move on and make the best of it. You just keep making the best movies and we’ll keep giving you new places to show them off: in Runco home theaters!

Sincerely,

Jennifer Davis

Unmatched Brightness and Cutting Edge LED Technology: Q-1500d

Friday, October 01, 2010

Q-1500dOctober 1, 2010

The new Runco QuantumColor™ Q-1500d lampless LED home theater projector combines the revolutionary QuantumColor Series technology and powerhouse performance to create the brightest LED projector available for larger screens (up to 200 inches) and moderate-light environments. Q-1500d features Runco SmartColor™ and InstantOn™ to deliver an energy efficient system with the widest color gamut ever available in home theater.

The Q-1500d projector’s InfiniLight LED system is more stable than a traditional UHP mercury lamp and is calibrated at start-up for a more gentile brightness loss curvature. This combined with a phenomenon called Q-lumens means the perceived brightness-advantage is even more pronounced after 1,000-2,000 hours, enabling the Q-1500d projector to outperform its own specifications.

Q-1500d also features Runco’s Personal Color Equalizer™ (PCE), which allows the displayed colors to be individually dialed up and down for every video source. This allows for multiple personal preferences that achieve unprecedented colors, including those defined by Hollywood’s cinematographers.

With two lens options to accommodate nearly every theater and Runco’s award-winning CineWide™ and AutoScope™ available, the QuantumColor™ Q-1500d offers the latest LED technology, unrivaled customization and unsurpassed performance.

To learn more about Q-lumens, read Runco’s eBook “Out-of-the-Box Brightness for Life™.”

Setting a New Standard for 3D-at-home: The Award-Winning 3Dimension Series D-73d Projector

Thursday, September 23, 2010

Runco is proud to announce the new 3Dimension™ Series D-73d projector. Winner of the 2010 CE Pro Best of the Best Award for 3D Flat Panel & Projectors, Runco’s D-73d delivers exceptional native 1080p DLP 16x9 performance for both 3D and 2D content that is superior to 3D televisions and public 3D theaters.

Using Runco’s proprietary passive glasses approach to 3D, D-73d delivers stereoscopic video reproduction that is unlike anything else in the home or private cinema market. Many of today’s 3D technologies use time-sequential based 3D display systems that flicker the image on and off at the eye, often resulting in eye fatigue and discomfort. D-73d harnesses Runco’s Constant Stereoscopic Video (CSV) technology, which operates based on the science of how the human eye and brain process depth and dimension in real life. Constant images are projected to both the left and right eyes simultaneously, and Runco’s PreciseLight™ passive glasses show the dedicated image to its intended eye without sacrificing refresh rate or introducing flicker. For added style and convenience, optional clip-on, children’s and premium designer passive glasses are also available.

Runco’s CSV technology is combined with Runco’s InfiniLight™ lampless LED technology to offer exceptional performance and the largest color gamut ever available in front projection. Runco’s 3Dimension™ Series D-73d Projector also features the new sleek industrial design, Runco Copenhagen, which utilizes design aesthetic often used by furniture designers and luxury furniture retailers. Coupled with Runco ColourPalette™ for the Climate Portfolio Series, the D-73d projector can be customized to fit a variety of room designs and décors.

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