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Dreams' Come True: Television Directors Screen Series of New Shorts in 24p

(January 14, 2002)
What do you get when you place new technology in the hands of leading television commercial directors and ask them to interpret a singular theme?
The answer: "Dreams," a series of new short features to be unveiled on Jan. 16 in New York and on Jan. 22 in Los Angeles.

Sponsored by Young & Rubicam Advertising and Sony Electronics Inc., "Dreams" will showcase the work of Simon Blake of Chelsea Pictures in New York; Chuck and Clay of Crossroads in Los Angeles; Bruce Dowad of Bruce Dowad & Associates in Los Angeles; Bob Giraldi of Case Giraldi Media Co. in New York; Tony Kaye of Tony Kaye Films in Los Angeles; Jordan Scott of RSA in Los Angeles; Peggy Sirota of HSI in Los Angeles, and Frank Todaro of @Radical.Media in New York.

The directors shot their work digitally using 24P high-definition video acquisition equipment from Sony and retained complete creative freedom throughout the entire process.

"We created the 'Dreams' events to introduce 24P technology as another tool to be used by television commercial directors," said Ken Yagoda, managing partner/director of broadcast production for Young & Rubicam, New York. "We simply gave them a single topic, 'Dreams,' a timeline, and the equipment. When the final works arrived, we were astounded by their vision and innovation. And we think our industry will be too."

The screenings for the advertising industry will take place on Jan. 16 at the Museum of Modern Art in New York and on Jan. 22 at the American Film Institute in Los Angeles.

Major motion picture and episodic television producers have increasingly adopted high-definition acquisition equipment. Acclaimed filmmaker George Lucas recently shot "Star Wars: Episode II Attack of the Clones" entirely in 24P. And a number of primetime network television programs currently are being shot digitally.

"Digital acquisition offers incredible creative benefits, superb picture quality and system flexibility," said Larry Thorpe, senior vice president of acquisition systems for Sony Electronics' Broadcast and Professional Company. "It's highly stimulating to see these directors wholeheartedly embrace this new technology to create beautifully compelling works of art."

Added Yagoda: "The way I look at digital film production now is much different than the way I looked at it a week ago. There's tremendous upside potential."

Leading post-production and rental houses throughout the country provided the directors with equipment support and technical expertise, including: American Production Services in Los Angeles; Bexel Corporation in Los Angeles; Broadcast Video Rentals in New York; Modern Video Film in Los Angeles; Panavision in New York; Plus 8 Video in Los Angeles; Rhinocerous Editorial & Post in New York; Roland House in Arlington, VA; Tape House Editorial's Advanced Imaging Center in New York and Video Equipment Rentals in Los Angeles.

Y&R Advertising is one of the world's leading full-service consumer advertising agencies, offering expertise in creative development, consumer research, marketing and media buying and planning. Young & Rubicam Advertising is a division of Young & Rubicam Inc., a member of the WPP Group of Companies.

Sony Electronics' Broadcast and Professional Company provides advanced products and systems for a variety of professional markets, including broadcasting, production, corporate, industrial, government, security, medical and educational institutions. Sony offers products and systems designed to facilitate the transition to digital technologies in the emerging broadband network era. Sony products, systems and services include those for broadcast acquisition, production, storage, data management, system integration, digital imaging, digital printing, large and small venue display, and projection applications.

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Related Keywords:HDTV, High definition, movie making, short films, digital film production


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