Avatar returns to the cinema, but without HDR! The great illusion of trailers and TV commercials!

For some time now it has been known that, parallel to the realization of the sequels – the second chapter “La Via dell’Acqua” will be released in theaters in December -, director James Cameron was working on a remaster of Avatar with a new version 4K, HFR (High Frame Rate at 48 frames per second), 3D with HFR and also HDR.

New “restored” version that Disney has decided to bring back in cinemas from 22 September, also to act as a promo for the unreleased sequels. What immediately jumped to my eyes when reading the press release sent to us last August 24 was the first sentence: “He will be back on September 22nd in Italian cinemas, even in an extraordinary 4K HDR versionthe epic adventure of James Cameron Avatar. “

Given that in Italy there are no theaters equipped with an HDR projection system (We do not have Dolby Cinema rooms with Dolby Vision projectors, much less structures equipped with LED video walls such as the Samsung Onyxfor example), then and there I thought of an oversight by Disney Italia, perhaps due to a hasty translation of an international press release (considering that HDR cinemas are present in the United States and in other countries, even close to us – in France there are 10 Dolby Cinema theaters and 2 theaters with HDR video walls and in Germany already 4for example), until then I saw the official italian trailer complete with explicit reference to “4K High Dynamic Range”.

I therefore decide to write to the Disney press office to report the matter and ask for clarification. In particular, I wanted to find out if maybe, in the meantime, I had missed the HDR update of some room on the peninsula. I also contact several exhibitors of my acquaintance, colleagues and some insiders in the world of cinema, always to ensure that my information is up-to-date. From Disney, I am still waiting for an answer today and everyone I contacted confirmed that they were unaware of any HDR rooms in Italy.

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For a few days, Disney has also started a campaign of TV commercials in which the presence of the 4K HDR version in Italian cinemas is confirmed once again. At that point I prefer to wait for the release of the DCP copies (the standard of distribution of films in theaters) and related technical specifications.

And look what a surprise? There is no trace of versions with HDR in Italy! As it should be, since unfortunately there are no compatible rooms. The new edition of Avatar will be distributed in Italian cinemas in the following versions (source: Cinemart and Deluxe ETS Italy, Telespazio and Opensky platforms for the distribution of DCPs via satellite to exhibitors, ed):

– 2D 24 fps 4K 14 fL ITA PCM 5.1
– 3D 24 fps 2K 4 fL ITA PCM 5.1
– 3D HFR 48 fps 2K 4 fL ITA PCM 5.1
– 3D 24fps 2K 6 fL ITA PCM 5.1
– 3D HFR 48fps 2K 6 fL ITA PCM 5.1

4K and 2K indicate the resolution, respectively of 4096 x 2160 pixels and 2048 x 1080 pixels (yes, in the cinema, the horizontal resolution is slightly wider than the corresponding 4K Ultra HD and Full HD “consumer”). For the uninitiated fL stands for Foot Lambertthat is the unit of measurement of screen luminance for cinemas. 14 fL correspond to 48 nits (so classic SDR in projection), while 4 fL is about 14 nits and it is a color made “ad hoc” for 3D projection systems that also takes into account the reduction of light due to the use of active glasses with shutter. The versions, always 3D, “brighter” from 6 fL (about 20 nit) I presume they were designed for RealD 3D projection systems with polarized glasses and combination with laser projection systems.

24 fps and 48 fps indicate the number of frames per secondwith the 48 fps version in 3D which therefore indicates the version in High Frame Rate (HFR), that is with a double cadence compared to the canonical 24 frames per second of the films. To give you an example, the “Lo Hobbit” were already distributed in some Italian cinemas in 3D HFR at 48 fps. This is the same technology. For the sake of completeness, I add that the film will also be released in IMAX (both 2D and 3D), which I remember being a proprietary format that requires compatible theaters (IMAX cinemas, in fact) and does not currently include HDR projection technology.

Practically, 30 fL DCP 4K HDR versions are missing for Italy (about 103 nits) destined for theaters Dolby Cinema with dual modulation laser projectors Dolby Vision (to be precise Dolby defines the format as EDR – Extended Dynamic Range) and from just under 88 fL (about 300 nits) intended for HDR rooms equipped with Videowall LED displays, in accordance with the provisions of DCI – Digital Cinema Initiative. The latter is the consortium founded in 2002 by the Hollywood majors and establishes strict technical specifications for in-room digital playback of 2D / 3D, SDR, HFR and now HDR movies.

Then there is also the audio chapter and here I take it out directly with some merchants. But let’s take a step back first: Avatar was released in 2009 and the Italian dubbing was made and released in 5.1 multichannel cinemas. In the meantime, 7.1-channel formats have been made available and now also the immersive multi-channel Dolby Atmos. But in order to be able to play in 7.1 or Dolby Atmos, Disney would have had to make a new Italian mix of Avatar, which was not done. The film will then be released as 13 years ago in multichannel 5.1.

The trouble is that some establishments are advertising on their sites that the screenings will take place in Dolby Atmos. But it’s not true! The rooms in question are undoubtedly Dolby Atmos compatible, but the Italian audio track is not! So don’t take the bait and, indeed, protest! Because whoever claims it is deceiving you! Moreover, it does not seem to be an isolated casegiven that also for the return to the cinema of the “extended cut” of Spider-Man No Way Homewhich Warner distributes exclusively with Italian in 5.1 (also in this case verified without fear of denial), several cinemas (from north to south of the peninsula) they are passing it off as Dolby Atmos and some even as 4K, while the DCP only came out in 2K.

Returning to Avatar instead, there is even a structure that praises an alleged 3D projection in HDR! And this case is doubly serious: not only is there no Italian copy of the film in HDR, but this cinema is not remotely in possession of an HDR compatible projection system.

Let me be clear, it is not my intention to make a bundle of all the grass and most of the structures do not boast. However the problem existsis unfortunately not limited to just the two films mentioned in this article, it has been going on for some time and damages the reputation of an entire industry.

In conclusion, for this expected return of Avatar on the big screen, in Italy a great mess of communication has been made: you won’t see HDR anywhere and the Atmos you can only imagine!

“Cinema must be entertainment, this is what the public wants”, Master Sergio Leone declared. Here, the solution to the crisis of the audience in the hall also passes from here: the big screen experience should be authentic and not a mere marketing illusion made up of crazy ads, broken promises and VIP seats. Disappointing fanssome of which are also willing to face many kilometers in order to enjoy a film in the best way, risks becoming a very dangerous spiral… and with no return!

PS Disney Italia has decided to release the HFR version at 48 fps exclusively in 3D, a choice that precludes its screening in the vast majority of Italian cinemas. Why not have released the HFR version also in 2D, technology instead supported by the vast majority of Italian cinemas? Mystery… Having said that, we hope this article will serve as a warning for the future and for the release of Avatar 2 (and not only) things are managed better!