SMPTE 2008 Show Opens With Launch of 3-D Cinema Sound System

Headline Address and Session Picture the Future of Storytelling and Digital Media

Los Angeles, CA - October 28, 2008 -SMPTE 2008: Annual Tech Conference & Expo (http://www.smpte2008.org) bowed today with the cinema launch of IOSONO, a fully immersive theatrical sound system for all feature films, especially those exhibited in stereoscopic 3-D. This cinema first followed a keynote address, "The Future of Digital Media," delivered by IOSONO's founder, Prof. Dr. Karlheinz Brandenburg, and an in-depth session, "Rebel Alliance - Geeks Lead Hollywood into a New Era," featuring Emmy Award-winning show runners and other top Hollywood creative talents.

IOSONO intensifies the theatrical experience, particularly with 3-D picture, by delivering ghostly whispers straight into viewers' ears from inches away and placing whirling helicopter directly over seats. Dr. Brandenburg, who is also the director of Fraunhofer Institute for Digital Media Technology (IMDT) and the "father of MP3," demonstrated the sound system at its first United States cinema location in the Mann Chinese 6 theaters in Hollywood, CA.

In his keynote address, Dr. Brandenburg laid out his vision for the future of digital media, which includes a home viewing experience that delivers personalized, automated, broadcast programming to viewers. He was followed on stage by executive producer/writers Tim Kring ("Heroes," "Crossing Jordan") and Javier Grillo-Marxuach ("The Middleman," "Medium"); executive producers Naren Shankar ("CSI," "UC: Undercover") and Jesse Alexander ("Heroes," "Alias"); videogame developer Matt Wolf ("Bourne Conspiracy" videogame); and director Rob Letterman ("Monsters Vs. Aliens"), who shined a light on transmedia, a new form of storytelling that incorporates branding and marketing and that unfolds across the television, Internet, videogames and mobile phones.

"It was an exciting opening day for SMPTE 2008, with a packed audience, sold out exhibit floor and inspiring content," said Kimberly Maki, executive director SMPTE and SMPTE 2008. "We were thrilled to host some of the industry's top technical and creative talent, who inspired us with their vision of the industry today and tomorrow."

Produced by the Society of Motion Picture and Television Engineers, SMPTE 2008 is a conference and tradeshow focused on new and emerging entertainment technologies used in content creation, management, distribution and display. It takes place October 28 - 30, 2008 at the Renaissance Hotel in Hollywood, CA, with Wednesday and Thursday sessions devoted to IPTV, image acquisition, the new SMPTE time code, and more. The conference closes with a gala ceremony, Thursday evening, which honors newly named SMPTE fellows and a host of awardees.

About SMPTE 2008: Annual Tech Conference & Expo
SMPTE 2008: Annual Tech Conference & Expo takes place October 28 - 30, 2008 at the Renaissance Hotel in Hollywood, CA. It is preceded by the full-day symposium, Innovations in Filmmaking and Live Event Broadcast, on October 27, 2008, at the same location. Produced by the Society of Motion Picture and Television Engineers (SMPTE), the leading technical society for the motion imaging industry, SMPTE 2008 is created by entertainment technology professionals, for entertainment technology professionals. It features educational sessions and a hands-on show floor that highlight new and emerging media technologies of practical use to content creation, management, distribution and display professionals. Http://smpte2008.org

About the Society of Motion Picture and Television Engineers
The Society of Motion Picture and Television Engineers (SMPTE) is the leading technical society for the motion imaging industry. As an internationally recognized and accredited standards-setting body, SMPTE develops standards, recommended practices and guidelines and spearheads educational activities to advance engineering and moving imagery. Since its founding in 1916, the Society has established close to 600 standards, including the physical dimensions of 35mm film and the SMPTE time code. More recently, it codified the MXF file format to support the exchange of professional AV content and crafted the Digital Cinema Standards, which paved the way for digital movie theaters. Headquartered in New York, SMPTE is comprised of engineers and other technical specialists, IT and new media professionals, filmmakers, manufacturers, educators and consultants in more than 65 countries. They are joined at SMPTE by more than 200 sponsoring corporations, principal players in content creation, production and delivery for all platforms and in entertainment hardware and software. Http://smpte.org

http://www.sampr.net/transmedia.jpg -- Javier Grillo-Marxuach, executive producer/writer (left) and Naren Shankar, executive producer (right) describe a world beyond traditional broadcast opening morning, SMPTE 2008, in Hollywood, CA

http://www.sampr.net/transmedia2.jpg - (left to right) Kimberly Maki, executive producer, SMPTE; Naren Shankar, executive producer; Jesse Alexander, executive producer/writer; Tim Kring, executive producer/writer and Matt Wolf, game developer describe a world beyond traditional broadcast opening morning, SMPTE 2008, in Hollywood, CA

http://www.sampr.net/iosono.jpg - Prof. Dr. Karlheinz Brandenburg (left) and Peter Dobson, CEO, Mann Theaters (right) pose at the theatrical launch of IOSONO at the Mann Chinese 6 theaters in Hollywood, CA

http://www.sampr.net/brandenburglude.jpg - Peter Lude, SMPTE editorial vice president (left), Prof. Dr. Karlheinz Brandenburg (right) pose at the podium before Dr. Brandenburg's keynote address, opening morning SMPTE 2008 in Hollywood, CA