Barco HDR Projector Pilot Program Launches at CinemaCon (EXCLUSIVE)

Belgian cinema tech developer Barco launched its anticipated HDR By Barco theater projector at CinemaCon in Las Vegas with specially graded trailers from movies such as Parmount’s “Top Gun: Maverick,” video testimonials from “Maverick” producer Jerry Bruckheimer and director Joe Kosinski, and the launch of the projectors’ pilot program with exhibitors including AMC and Regal.

Barco is set to announce on Wednesday that the new HDR laser projectors — what Barco’s Gerwin Damberg called “a premium experience that we want to bring to the mainstream” — will be installed at select AMC Theatres, B&B Theatres and Regal Cinemas in the U.S., as part of a commercial pilot program aimed at bringing its imagery to moviegoers in time for 2024 holiday season. Sites will include AMC The Americana at Brand 18 in Glendale and the Regal Irvine Spectrum. The HDR by Barco pilot program is set to begin on Sept. 1 and run through the end of the year, with rollout of HDR by Barco permanent sites expected in 2025.

A big part of the development is the aim to give a wider creative palette to filmmakers, and the “Top Gun: Maverick” segment of the CinemaCon demo includes a testimonial from Bruckheimer, who said, “I want the best cinema experience possible. I think this new HDR Barco technology…really sets a new bar.”

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“Maverick” director Kosinski appeared in a video with colorist Stefan Sonnenfeld of Company 3, after they completed the grade of the “Maverick” trailer. “I’m thrilled with how it turned out and very excited to work in this format on future projects,” said Kosinski. Sonnenfeld added that the “impressive” system “allowed us to highlight some of the extreme contrast ranges that we wouldn’t normally be able to display.” The HDR by Barco system also includes a software-based measurement tool for use during postproduction.

Barco is currently working with postproduction houses to outfit them with HDR by Barco and prepare a slate of remastered HDR titles. Barco is currently testing content for the projectors with major studios. No specific content has yet been announced for release, but based on the demo it could be assumed that Kosinski and Bruckheimer are at least considering it for their upcoming untitled Formula One racing movie.

The HDR by Barco CinemaCon demo also includes specially-graded trailers for Lionsgate’s “Borderlands” and Paramount’s “Bob Marley: One Love” and “A Quiet Place: Day One.” CinemaCon runs through Thursday in Las Vegas.

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Reinaldo Massengill

Update: 2024-09-05

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