{"id":1443,"date":"2020-10-29T09:04:47","date_gmt":"2020-10-29T16:04:47","guid":{"rendered":"https:\/\/blogs.qsc.com\/cinema\/?p=1443"},"modified":"2026-03-24T14:50:50","modified_gmt":"2026-03-24T21:50:50","slug":"cinema-audiovisual-solutions","status":"publish","type":"post","link":"https:\/\/blogs.qsc.com\/cinema\/2020\/10\/29\/cinema-audiovisual-solutions\/","title":{"rendered":"Cinema Audiovisual Solutions"},"content":{"rendered":"\n

Technology Convergence Brings New Opportunities<\/strong><\/h3>\n\n\n\n

Q: When is a movie theatre not a movie theatre?<\/p>\n\n\n\n

A: When the content appears to be feature film or custom created content, but you don\u2019t smell popcorn as you walk in, and you didn\u2019t have to buy a ticket.<\/p>\n\n\n\n

The venue might be a high school or college auditorium, a community center, a museum, or a showroom on a cruise ship. The space doesn\u2019t look like a movie theatre, because that\u2019s not its main purpose. The technology may be more akin to \u201cAV\u201d than \u201cCinema\u201d (think Blu-ray disc player, not an integrated media block), yet, the intent is to show non-DCI content with \u201ccinema-like\u201d presentation quality.<\/p>\n\n\n\n

This is the idea behind QSC\u2019s Cinema Audiovisual Solutions program. It\u2019s an intentional but controlled effort to cross-market technologies to end-customers who want the best of both worlds. It\u2019s products designed for use in movie theatres being used in non-Cinema applications.<\/p>\n\n\n\n

Why are we doing this?<\/p>\n\n\n\n

In the AV world, the one trend overshadowing all others, for almost two decades, has been the convergence of AV and IT. I first wrote about it back in 2003 for a publication called Pro AV<\/em> magazine. In my editorial, I called \u201cconvergence\u201d an overused term (even back then!), and wrote:<\/p>\n\n\n\n

\u201c\u2026it\u2019s probably time to retire that word because it implies \u2018the act of converging,\u2019 and it\u2019s pretty clear now that the act may never really conclude. The new state of the (AV) industry may never be fully resolved into a static, singularly definable one. If there is one immutable characteristic describing what we\u2019re about, it\u2019s that we use technology tools that involve multiple human senses to achieve communication. For now, the tools primarily address the visual and auditory senses, and so we are all \u2018AV professionals\u2019 to some extent.\u201d<\/p>\n\n\n\n

Seventeen years later, that convergence continues, and extends to yet another group of AV professionals: those of us in the Cinema technology business. As digital technologies pervade nearly every facet of what we do, the lines between what we once thought to be discrete markets are being blurred. Virtually all content is created, stored, and delivered digitally. The technologies to do so, whether IT, AV, or Cinema are far more alike today than back in the days of mainframes and terminals, overhead projectors, and discrete motion picture frames on celluloid film. It\u2019s all digital and it\u2019s all networked. The major differences lie in how systems are designed and installed.<\/p>\n\n\n\n

<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

In a similar way that telephones, televisions, and computers have converged, it seems that AV, Cinema, and IT technologies are headed on the same path. But it\u2019s important to acknowledge that while the technologies may converge, the markets and industries that serve them do not necessarily converge. There are different end-user outcomes for each: AV is generally used to communicate, Cinema is primarily an art form used to entertain, and IT is essential for business applications, as well as serving as the technology backbone that supports everything (AV, Cinema, television, telephony, and just about every other technology application). There are sufficient differences among all of these applications that require specialized expertise and knowledge to properly address and support each one individually.<\/p>\n\n\n\n

I think of technology convergences as \u201casymptotic lines\u201d that bend closer and closer together over time, but never quite merge into one. In practical terms, that means that while technologies and markets may move closer together and share technologies, it doesn\u2019t mean one will absorb another. It simply means a sharing of technologies and markets toward the goal of maximizing opportunities for technology providers and the quality of experience for technology users. <\/p>\n\n\n\n

What do you think? Let us know in the section below if this \u201cconvergence\u201d has affected your business and how you are adapting to it.
<\/p>\n\n\n\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

Technology Convergence Brings New Opportunities Q: When is a movie theatre not a movie theatre? A: When the content appears to be feature film or custom created content, but you don\u2019t smell popcorn as you walk in, and you didn\u2019t have to buy a ticket. The venue might be a high school or college auditorium, … Read More<\/a><\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1443","post","type-post","status-publish","format-standard","hentry","category-blog"],"yoast_head":"\nCinema Audiovisual Solutions - QSC Cinema Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.qsc.com\/cinema\/2020\/10\/29\/cinema-audiovisual-solutions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cinema Audiovisual Solutions - QSC Cinema Blog\" \/>\n<meta property=\"og:description\" content=\"Technology Convergence Brings New Opportunities Q: When is a movie theatre not a movie theatre? 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