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FOTOKEM HANDLES 'DETAILS' FOR LEXUS' IMAX SPOT

May 17, 2006
FOTOKEM HANDLES 'DETAILS' FOR LEXUS' IMAX SPOT

“The giant screen version of the spot had to maintain the high quality and fine detail of both the Lexus and the original TV (HD) version of the ad,” says Andrew Oran, VP of sales & operations for large format at FotoKem. “Only a complete 4K pipeline from the 35mm original negative could achieve a level of quality that would translate well onto an 80- or 90-foot wide IMAX screen. The format of the original spot was 16:9 and we were able to carry that image in a window to the edges of the screen with superior results.”  
 


FotoKem colorist Walter Volpatto did final compositing and color correction at 4K within the Pablo system. Volpatto used Pablo’s tracking capabilities to stabilize both sides of the split screen effect used throughout the spot. 
 

Team One arranged the deal in which Lexus provided free prints of the 40-minute Adrenaline Rush to select IMAX theaters in exchange for running the :30 Details spot at the head.

For more on "Film Scanning," check out Post's feature in the June issue.