Over the last hundred years the film processing business and the business of making film has been pretty consistent. You needed to get the image in camera, you got it onto film, you would edit that film, and you would display it to the audience.
Since digital came along theres a whole number of processes that now come to bear. Not only are we trying to capture the image but we are trying to capture the image so that we can create a post-production piece for it.
So that we can create visual effects with it, so that we can increase the emotional aspect of the film, not only when we are creating it on set but also when we are creating it in post.
The entire process of creating a film, from the day you capture it in camera, through the point at which you are displaying it to the audience, is a creative process now.
It doesnt just stop at any point. We are actively involved in trying to manipulate the image at every step of the way, through editorial, through visual effects, through color correction, even in the ways we distribute the film.
We change what the audience is able to see, because the film maker has a desire to show what they want in different formats, to different audiences.
One of the things that has occurred with all these new technologies is that we now have to be comfortable with change. Technicolor has always been around in the process of being ahead of the curve and of being part of the change. But for us to make sure the film makers are comfortable with that change has been a challenge over the most recent years because the changes have come so fast.
Were engaged in making sure that not only the changes we are looking at today, are something we can handle but the changes we envisioned tomorrow and far into the future are things that we ready for.