video transcript

The glitzy world premiere of the highly anticipated film The Girl With The Dragon Tattoo in London is notable not only for what's being shown on the screen but also for how it's being shown according to Sony Europe's Oliver Pasch. SOUNDBITE: Oliver Pasch, Head of Digital Cinema Sales, Sony Europe saying (English): "I think we've come a long way in terms of 4K. Five years ago there was no 4K at all and now such a highly acclaimed movie such as The Girl With The Dragon Tattoo premieres in 4K and it will be distributed in 4K around the globe." Sony's head of European digital cinema sales explains that 4K is an ultra high resolution format that represents four thousands pixels horizontally, or four times more resolution than a standard digital cinema projector. SOUNDBITE: Oliver Pasch, Head of Digital Cinema Sales, Sony Europe saying (English): "It doesn't by any means look digital, or more digital than 2K. It actually looks like film. And that's also because the grain of the 35mm camera negative gets completely accurately rerproduced.: Technology Correspondent Matt Cowan saying "This premiere is taking place at the same cinema where Avatar held its world premiere, but whereas cinema goers are familiar with 3D technology - 4K? Not so much." SOUNDBITE: Unidentified film fan saying (English): "Never heard of 4K in my life." SOUNDBITE: Unidentified film fan saying (English): "No" Technology Correspondent Matt Cowan asks "what are the advantages of 4K?" SOUNDBITE: Unidentified film fan saying (English): "No idea." So with 10 thousand 4K equipped cinemas globally, up from just one thousand at the beginning of 2009 the format does seem to be going places, but Sony's Pasch concedes more needs to be done to raise awareness among the movie going public. SOUNDBITE: Oliver Pasch, Head of Digital Cinema Sales, Sony Europe saying (English): "At this moment in time, it's obviously us trying to communicate to movie going audiences when a movie shown in 4K. We're talking to movie distributors as well about putting something like this famous old 'Dolby Stereo in selected theatres'. That's actually what I'm looking for '4K in selected theatres'. The Girl With The Dragon Tattoo is the10th film this year to be released in the 4K format. The hope is that director David Fincher's vision realized in ultra high definition will help promote a new standard for digital film. Matt Cowan Reuters