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  3. This month is expected to see that seminal (有创意的) moment when digital cinema will outstrip the 35mm technology that has been the

This month is expected to see that seminal (有创意的) moment when digital cinema will outstrip the 35mm technology that has been the

admin2015-07-15  8
问题     This month is expected to see that seminal (有创意的) moment when digital cinema will outstrip the 35mm technology that has been the dominant projection format in movie theatres for over 120 years. In 2009, digital accounted for only 15% of global screens. But the movie Avatar changed all that.
    3D movies required digital, and Avatar’s phenomenal success with 3D pushed cinemas to adopt digital screens. IMS Screen Digest Cinema Intelligence Service estimates that by the end of 2012, digital will account for 63% of screens, and by 2015 , 83 % .
    A majority of those screens will be based on Texas Instruments’ digital light processing (DLP) technology, a technology that uses millions of tiny mirrors on a tiny chip, each of them capable of moving thousands of times per second to create a digital image.That same technology today is also beginning to be used in cellphones and digital cameras to project images in those devices onto ordinary surfaces.
    That will be a bigger opportunity, says Kent Novak, Texas Instruments’ senior VP for DLP products, who was in Bangalore recently.
    Cinemas are moving rapidly to digital screens.Why?
    The first digital movie was premiered (首演) in 1999. Initially it was thought moving to digital would give better picture quality and cost savings, but it took many years for a few systems to get deployed. And then Avatar happened. That was really the tipping point. In 2008, 15 3D movies were released; in 2009, it was close to 50.Theatres were able to get more people and get a higher price for the ticket, so it became a significant revenue generator. We have seen more conversion of film to digital in the last two years than in the previous ten.
    You are now bringing the technology to smaller devices.
    We are moving to put these chips into cellphones, digital still cameras, camcorders, laptop accessories, tablets,docking stations, media players. We’ve been hearing of pico (handheld) projectors for some time now. But we don’t really see products in the market. The technology has only recently reached a tipping point in terms of lighting efficiency and total brightness. Three years ago, 1 watt of power could get the brightness measurement of about 5 lumens. Today that 1 watt can give 20 lumens (making the projected image brighter). We designed the chip to be more efficient. Also, the industry driver for efficiency is LED.The amount of investment going into LED is enormous. As technology has improved, volumes have gone up, and cost has come down. Micromax and Spice in India have put projection even in some of their feature phones; Samsung has put projection on some of their phones. Nikon has DLP embedded in some of their digital still cameras, Sony has them in camcorders.
    What are the use cases that you see?
    You can use your phone to show video clips, pictures, power point presentations, and make it a shared experience. India has been more progressive in adopting the technology because feature phones are a phone during the day and become the primary entertainment source in the evenings. India also has mobile TV phones with pre loaded Bollywood movies that can be projected out of the phone.
The success of the 3D movie Avatar brought a(n)______ increase in the digital globalscreens.
选项 A、limited
B、subtle
C、ambiguous
D、dramatic
答案D
解析 根据关键词定位于第二段第二句，by the end of 2012，digital will account for 63% of screens，and by 2015，83%。三年20%的增长率，由此推出应该是极速增长，故选D。
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