When Barco emailed a press release last Thursday with the subject “Sundance Film Festival expands digital cinema footprint with Barco projectors” I initially figured it must be an error. Sundance is held in Park City, Utah and takes place in January each year. If Barco was looking to get press for this year’s festival they are a little late and if they were trying to get ahead on next year’s event they are way too early.
In fact, the release was about the 2012 festival. Turns out Barco is not only helping theatre owners convert to digital, but they are also giving a hand to film festivals who will ultimately have to adopt the technology. For this past year’s festival Barco provided four additional digital cinema projectors to go with a number of others Sundance was using previously.
You may be wondering why we’re paying any attention to a corporate announcement that comes six weeks after the event in its subject line. Yet the real importance of the release is not necessarily that Barco is supplying film festivals with digital projectors (though it’s great that they are). Rather it is the meaning found between the words and sentences of the press notice that truly matters. It’s not written in black and white, but more of an invisible gray.
For those who may not be familiar with the Sundance Film Festival (i.e. non-film buffs or intelligent life forms from other planets), it is the premiere independent film festival in North America. Along with those in Berlin, Cannes, Telluride, Toronoto and Venice, it is one of the largest such festivals held each year. It has become known as the launching pad for such filmmakers as Darren Aranofsky, the Coen Brothers, Spike Lee, Christopher Nolan, Robert Rodriguez, David O. Russell, Bryan Singer, Kevin Smith, Quentin Tarantino and countless others. “Precious”, “Blood Simple”, “Little Miss Sunshine”, “sex, lies, and videotape”, “Reservoir Dogs”, “The Blair Witch Project”, “American Splendor” and “Super Size Me” are just a few of the indie-films which were first shown to the public at Sundance.