Six years ago, Barco began giving private demos for key creatives and exhibition executives of its high dynamic range projection technology called Lightsteering. Today the Lightsteering line of products includes projectors for exhibitors as well as complimentary technology and software toolkits for studios and post-production professionals. Steering light to specific focal points within each frame, Barco says, produces brighter highlights and deeper darks for rich, brilliant, high-contrast images. This is what enables the patented laser projection technology at the core of the HDR by Barco eco-system to deliver a visual experience that the company says is unlike any other HDR system on the market today. HDR by Barco is expected to be widely available later this year. I recently spoke via email with Anders Ballestad, head of content and studio relations for Barco Cinema to learn more about HDR by Barco and, specifically, about Lighsteering. Here is that conversation.
Digital Cinema Report: Barco first showed its high dynamic range Lightsteering projection technology in private demos during CinemaCon 2018. What was the initial feedback that you received there?
Anders Ballestad: The feedback was extremely positive at our initial debut of Lightsteering. From there, the intrigue and interest continued to build throughout subsequent demos, especially as the growing need for a path to premium gained momentum across the industry.
DCR: I assume that the pandemic had something to do with the timing of the projection technology's development and ultimate release to the market. Is that correct and, in any case, what was going on regarding HDR by Barco in the ensuing six years?
AB: Lightsteering was well-received at its early debut, confirming that we were onto something really special. After the initial concept debut in 2018, we spent years working with and listening to the creative community to develop a solution that would revolutionize onscreen cinema presentation and expand the possibilities for filmmakers. The result is a full HDR eco-system that delivers the best possible experience for audiences, along with a suite of technology and software for post-production that fits within the existing studio workflows for seamless integration.
DCR: How does Lightsteering differ from other laser projection technologies?
AB: For Lightsteering, Barco built on the concept of laser projection to develop the next generation of cinema technology. Unlike traditional laser projectors which distribute light evenly across the screen for a consistent, uniform image, Lightsteering’s patented algorithm strategically deploys light within each frame wherever the image demands it. The result is immersive presentation featuring deeper darks and brighter lights for a true high dynamic range (HDR) cinema experience.
DCR: In some of your press releases, you’ve made a point to specifically compare Barco HDR to LED cinema screens. In your view, what are some key differences between the two technologies?
AB: Our patented Lightseering technology is like nothing else on the market today, providing exceptional HDR presentation through a scalable and sustainable solution. Advancing laser projection technology is the most cost effective and environmentally sound approach to enhancing moviegoing and filmmaking for all parties. LED cinema screens need significantly more power and heat output to run, which requires more air conditioning, impacting costs and the environmental footprint to run the screens. There are also structural and sound considerations as theatres are not currently set up to run movies on LED screens.
DCR: What was the reaction to Barco HDR from exhibitors who saw it at CinemaCon 2024?
AB: Since the launch of HDR by Barco in April, we have had an outpouring of excitement from exhibitors looking to give moviegoers a more premium experience. Today’s theater owners are looking for new ways to differentiate the cinema offerings and draw audiences back; Barco’s HDR is poised to be that solution.
DCR: You also showed Barco HDR at the National Association of Broadcasters convention this spring? What was the reaction there?
AB: NAB 2024 allowed us the opportunity to share the new HDR by Barco ecosystem with a wider audience, including some of the technical and broadcast professionals that don’t typically attend CinemaCon, and the response there was equally enthusiastic. There is a general excitement around the next evolution of moviegoing and we are thrilled to be leading that conversation.
DCR: You’ve now had Barco HDR installed in several post houses and movie theatres. What has been the feedback so far?
AB: To this point, all installs have been for private demos or special exhibitions, and the response continues to be fantastic. We set out to improve the cinema experience for moviegoers while giving filmmakers a wider creative canvas, and the feedback we’ve received suggests we’re succeeding on both fronts. Now we are preparing our first public installs for the launch of our Pilot Program later this year, and we’re confident that audiences will be just as blown away.
DCR: I’m sure there were some pre-orders made at CinemaCon 2024. Are there any numbers in that regard that you can share?
AB: Details on the wide launch of HDR by Barco in theaters, including pre-order numbers and locations, will be shared when we get closer to rollout, but for now we can say there is a lot of excitement from exhibitors.
DCR: You’ve announced that Barco HDR systems will be ready for delivery in time for the 2024 holiday season. What is the current timetable?
AB: Our team is currently working to have the first round of HDR systems in place for an exclusive Pilot Program this holiday season, as planned. This initial phase will bring HDR by Barco to key US markets, including Los Angeles, New York, and Dallas, among others. Wide rollout will follow next year