An initiative to beam movies into thousands of U.S. theaters by satellite was unveiled at the CinemaCon convention this week, Reuters reported. The move will bring traditional movie distribution fully into the digital age.
The Digital Cinema Distribution Coalition (DCDC), a joint effort by Warner Bros., Universal and theater chains Cinemark, AMC and Regal, aims to deliver movies via satellite.
Starting in the fall, instead of physically shipping out movies, studios will be able to digitally upload them via satellite, giving both themselves and the theater owners the flexibility to schedule or swap out movies and trailers. "It's using technology to take a lot of the cost out of the system," Tim Warner, the CEO of Cinemark, said.