A “Giant” move by Warner Bros. reps another small step for digital cinema.
On June 7, the studio will offer a digitally projected screening of “Giant” in Marfa, Texas, where the James Dean classic was lensed in 1955.
The special screening — sponsored by Texas Instruments and presented by cast members Earl Holliman and Jane Withers — benefits a local library.
Event aims to promote Warner’s release of a remastered version of “Giant” on DVD. But it also signals another budding application for d-cinema, as the fledgling technology insinuates itself into exhibition.
“Digital cinema allows studios and distributors to utilize special theatrical releases without the cost and labor associated with recutting and reproducing film prints,” Texas Instruments says.
Meanwhile, the $50-a-ticket library fundraiser has sold out.
“The thing seems to have taken on a life of its own,” says Brian Jamieson, Warners VP of marketing, home entertainment.
“Giant” hits homevid shelves June 10.