Marketing Communications

CASE 2 67

Source : Reproduced with permission of Barco.

stakeholders in the industry on the value of 4K. Every day

he reported his findings on http://www.the4Kdiaries.com and

Twitter. The 4K diaries website received 2250 visitors.

Examples of posts are:

Indeed, there is more to image quality than resolution. There

are other things to consider as Michael Karagosian

explained, such as colour and contrast, which are probably

more important than pure resolution as they are perceived

by the human eye first.

I started this quest not knowing much about 4K, and what I

have discovered is that where 4K is concerned, you need to

look at much more than just resolution and even the image

on the screen. You need to consider the whole cinema going

experience as a concept which could provide additional

revenue for cinema owners.

For the launch of Barco’s 4K projector, the company

managed to get established parties in the industry as

sponsors. This enhanced Barco’s credibility even more as

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