So this is where this came from. Thanks @hollywoodtheatr! I’m am extremely honored. See you at the movies!



Whenever there’s nothing happening on the 12 blog, it almost always means that something big is happening in 12.

And something big and awesome is definitely happening.

Right now 12 is in the middle of the launch of our first client campaign: the Hollywood Theatre—the most perfectly abnormal…

It’s OK that you’re going to this new technology, but I really want that seven seconds of darkness to happen before the movie starts,’ because that’s one of the unintended consequences of our old system. When you turn on a 35 mm projector, they don’t turn on the picture and the sound until 7 1/3 seconds has elapsed since you pushed the button. So that means at the beginning of the movie, you push the button to start the movie — it’s totally dark for 7 1/3 seconds. And that’s something that digital stuff probably doesn’t need.

May not need it… but probably should keep doing it. At 7 1/3 seconds… it’s a silent “vine.”

Around the age of 12, he persuaded the grandfather who took him to Tannen’s years earlier to get him a Super 8 camera. And he began shooting movies around the house and the neighborhood, gravitating toward the thriller and horror genres and assigning the lead part to his younger sister.

What is this generation’s equivalent of the Super 8? Which of today’s technology will help shape next generation’s creative people? Video games? iPhone?

And second, early bedtime often means that you need to finish a movie tomorrow night, which the 24-hour window makes impossible. Would it really dent the studios’ bottom line if they gave you two days to watch a movie?

Oh my… I have the same issue with the 24-hour rental. I call it the “Rent Rant.” As new parents, we’re lucky if we can get through half the movie in one evening.

$1 on-demand TV is a brilliant idea in search of studio executives with a clue.