On January 6, 2015, the "2014 China Film Market Impact Research Report" showed that Chinese films have been increasing their contribution to the national economy and have become the main engine of global box office growth. In 2014, the overall scale of the industry driven by movies exceeded 68.7 billion yuan, indirectly providing no less than 500,000 jobs. With the rapid development of the movie market today, large LED screens are rarely seen in theaters of various lines that are popular with urbanites. In the face of the relative blankness of the movie market, can the LED display, which integrates many broadcasting advantages, get a share of the huge movie market?
The advantages of LED screens in theaters are obvious
In the face of the relative blankness of the movie market, does the large LED screen have enough advantages to compete with traditional theater playback equipment and enter the movie playback market?
As a novel electronic dynamic graphic dot matrix display, LED large screen is a kind of information release media that can automatically and continuously work in the masses. It is a wonderful embellishment that can enhance the atmosphere and decorate the environment. This is more realistic The way of expression will provide the audience with a more interactive, more vivid and interesting way of participation, and meet the subjective needs of the audience.
Compared with traditional movie playback systems, traditional movie theaters use projection systems, so there will be a certain degree of defocusing problems. Normally, even if it is adjusted well, the amount of defocusing of 1-2 pixels is very common. This is because fundamentally speaking, the distance projected from the projector to the center of the screen is different from the distance projected to the four corners. The principle of projection also determines that there are three primary colors in the projection tube, and their arrangement is different in position. For example, when arranged horizontally, the natural geometric shape projected on a flat screen, even if various techniques are used to correct and correct It is very common for the result to have 2-3 pixels of residual distortion. The direct effect of this misconvergence is the color flanging. When projecting movies, the refresh frequency of the projector is generally 48 Hz, which may also produce a little flicker. At the same time, the screen is reflected light, so a white background must be used, which results in low contrast and low contrast.
And the movie playback on the large LED screen is digital to digital, all is an electronic process, the color of the LED light is constant for a long time, plus the LED screen is self-luminous, there is no screen, no lens, no reflection, no glare, and It is a black background, so the contrast is much greater, and the contrast of the image is also much greater. According to the actual measurement results, the contrast of the LED display screen will be several times that of the screen even if it is an indoor type, so the contrast of the image will be much better. This also determines that the use of LED screens to play movies will no longer have the common problems of low refresh rate, misconvergence, and defocus in traditional movie playback.
From the perspective of the audience's viewing habits and physiological habits, the actual brightness of the cinema projectors projected on the screen is quite low, and it is often necessary to close all doors and windows and can only be used in a dark environment. Since the projection beam is inherently insufficient in brightness, the viewing conditions are degraded, which mainly affects audiences who are closer to the projector at the back of the movie theater. These audiences will feel a beam of light on their heads and cause discomfort. Without a projection system, There is no so-called "mans". Anyone who has experienced theater knows that when watching a movie in a movie theater, the human eye has to go through the process of "dark adaptation" when entering the theater and the process of "bright adaptation" when leaving the theater. In both cases, there are human eye cone cells. Physiological studies believe that "dark adaptation" is not obvious to the human eye, but it takes a long time; although the time is short, the "bright adaptation" has a strong sense of discomfort to the human eye. The eye is often in a state of alternating between pyramidal cells and cylindrical cells, which can cause obvious fatigue of the eye and even cause other diseases. These two situations do not exist for LED screen movie broadcasting.
Moreover, the current indoor small-pitch LED screen generally solves the problem of multi-signal cut-in and processing in indoor use. It is easy to switch at any time, and there will be no format problems in the projection. Furthermore, in terms of service life and supporting facilities for projection, the longest light source of the traditional projection system is only 20,000 hours. Each projection hall must have an independent projection room, which must occupy a large independent space. Compared with the general life of LED display screens up to 100,000 hours and the need for special projection halls, there is a problem of excessive long-term investment costs.
Breakthrough in LED screen technology LED screens are expected to enter theaters
As a flat panel display, LED display is composed of small LED module panels. Although the price of a single LED lamp bead cannot be taken seriously, when hundreds of thousands of LED lamps are combined together, the cost required is difficult to ignore. Take the small-pitch LED display of P2.5 specification as an example. It has a total of 160,000 lamp beads per square meter; if the spacing is further to the level of 1 mm, there will be 1 million lamp beads per square meter. The large LED screen in the room is calculated as 100 inches, and the cost of the lamp beads will affect the cost of the entire LED screen. Therefore, the primary reason that affects the entry of LED screens into theaters is the excessive investment in the early stage. Secondly, the problems of low brightness and high gray, heat dissipation and seam are also the key factors.
From the development of the LED screen industry in recent years, it can be seen that the competition of conventional LED screens is particularly fierce, and the price war has almost invaded the company's basic profits. Following this, various emerging markets have developed rapidly. Outdoor media, advertising, outdoor surface mounts, special-shaped screens and other markets have performed well. Among them, high-density, small-pitch LED displays have become the hottest products in the industry. In the past few years, most of the indoor LED display screens could only be viewed from a distance, because the distance has not yet reached the technology of close viewing. The spacing of the LED display screen determines the viewing distance and pixels, as long as the dot spacing is small enough, close viewing can be completed. With the continuous progress and renewal of LED technology, the civilian market of LED displays is gradually being valued by many LED companies.
Although the information revealed by various data points to the LED display screen or will replace the traditional movie screen to become a new round of dominance in theaters, Zhao Handing, secretary general of the large-screen projection display equipment branch of the China Electronic Video Industry Association, raised several questions:
1. At present, 3D laser projectors are commonly used in theaters. The movies watched by the audience are softly reflected light. This kind of light is softer and less harmful to the eyes, which can meet the requirements of the audience for watching movies for a long time. However, what the LED display screen emits is self-luminous, and the light has not been effectively moderated, and there are not enough data or experiments to prove whether it can allow people to watch for a long time.
2. Although with the continuous advancement of LED technology, the industry generally believed that the cost problem that was the biggest obstacle to the replacement of traditional screens by LED display screens has been expected to be solved, but in the future, will the cost performance compare with the generally recognized 3D laser playback system? The absolute advantage needs to be studied.
3. Like many new things, whether the emerging LED display screen can be recognized by practitioners in the film industry is also a question to be verified.
4. The problem of large power consumption of LED display screens needs to be solved technically.
Of course, when talking about the entry of LED displays into the malleable space of cinema systems, Zhao Handing also expressed his appreciation for the advantages of LED display screens in simplifying the projection room and adjusting the brightness. Zhao Handing believes: "The idea of replacing traditional screens with LED display screens is very innovative, but more experiments are needed to demonstrate."
Indeed, when LED displays are hesitant to enter the LED screen civilian market, breakthroughs in technology and cost have brought hope for LED screens to enter the market of 68.7 billion yuan in the film industry. It cannot be ignored that the current cost and technological breakthroughs are still insufficient for LED screens to enter the film industry at this stage. However, to borrow a fashionable phrase: dreams are still necessary, what if they are realized?
