We were quite overwhelmed by the response to last week’s article about how China is inventing the future of cinema with the concept of ‘barrage’. (Thank you for all the tweets, Facebook posts, emails, LinkedIn mentions and other shares.) So we have decided to do what Hollywood always does when it has an unexpected hit on its hands, which is to quickly rush out a sequel.
The cinema barrage concept also stirred a lot of interest in China (we’ve found no less than 353 articles). In the last piece we focused on the trial involving The Legend of Qin (a.k.a. Qin’s Moon). This time we look at the other film to have tried this concept in a slightly different format at the same time, Generation 90 blockbuster Tiny Times 3.0.
Putting it all on the screen
Unlike the Legend of Qin special ‘barrage’ screening you can see from the picture above that for Tiny Times 3.0 the barrage was overlaid on the main screen showing the films, rather than projected onto the walls on either side of the screen. This makes the tucaos harder to ignore, so it is obviously only something for those cinema goers who seek out this activity, rather than casual cinema goers.
Call it striking up a conversation with the auditorium or turning the cinema screen into a graffiti wall for people to sign temporary messages.
JRJ.com interviews Wang Jun, who was responsible for the Tiny Times 3.0 barrage trial.
Mr Wang was keen to point out that this was an early experiment and is not something that should be expected to be rolled out to every screen any time soon. But the first question was about the equipment and cost.
Wang says that “the barrage is not complicated. There are numerous equipment package available now that add up to about 100,000 yuan [USD $16,240].” He then goes on to elaborate:
First, the film technology currently requires a digital movie player is a secret key [KDM?]. Simultaneous subtitles during playback and video cannot be implemented under the current terms from the policy. This broadcast mainly relies on our software. Only a screening device hardware is not speculation that the two were a movie projector screen with a barrage content superimposed on each other.
The current software was designed for 200 simultaneous participants, which Wang admits is a problem when you have sold 250 tickets. Questioned about whether the wifi network can handle that many simultaneous streams, Wang points out that because these are only short messages there is actually relatively little data being handled.