OFFICIAL NEWSPAPER OF
Presenting Show Partner
A JOINT VENTURE PARTNERSHIP OF
DAY THREE EDITION 2020 | WWW.ISEUROPE.ORG
‘Cinema is the last collective experience – and it’s here to stay’
CEDIA’s Walt Zerbe and Ed Wenck join Rich Green (second from left) and Peter Aylett (third from left) on the ISE Main Stage
Designing custom experiences for all At CEDIA’s Human Centric Design session on the Main Stage yesterday, senior AV system designer Rich Green defined human-centric design as a way of transforming an engineering mindset into a humane design mindset. This phenomenon, which began around 15 years ago, has evolved very quickly into what is now being called design thinking. Peter Aylett, president and CTO at Archimedia, added to this definition, describing human-centric design as the link between technology and the discovery process, for example, when you find out who your client is, as well as what their needs and challenges are. “By gaining empathy with the end-user, you become an anthropologist or an ethnographer,” said Green. “You go into their lives, you sit in their chair, you wear their shoes, you see the world from their perspective. By doing this you gain an understanding of where the friction points are and what makes their life a little more complicated
than it needs to be. Once you have a better understanding of their needs, then you can start developing processes around that.” How might we improve a family’s experience as they come home from school or work? How might we make the TV watching experience more effective for them? How might we make the dinner preparation less painful? These were all questions proposed as part of the human-centric design consideration. Adding to this, Aylett said: “It’s all about discovery and empathy. Asking about a customer’s needs is not something that you have to do directly; instead it’s much, much more subtle.” Green then went on to explain a term used in design thinking, known as the actionable point of view; the idea is
The future of cinema unsurprisingly took centre stage at yesterday’s Digital Cinema Summit ISE at the Hotel Okura, where the ICTA independent advisor Jan Runge was joined by David Hancock, director of research and analysis for cinema & home entertainment at IHS Markit, to deliver the first keynote of the afternoon. “There are lots of sensationalist headlines claiming that streaming is the end of cinema,” said Hancock. “Cinema is such a long-established medium and it’s been here at various points in history. Many formats have risen and fallen, but cinema has Runge: “Many formats have risen and remained.” Hancock explained that, fallen, but cinema has remained” according to IHS Markit statistics, the average person is still going to the cinema three times a year. “We may not be talking about something people do every day, but cinema is still very much in everyone’s minds,” he said. Ultimately, he added, “people are still watching more content than ever. Underpinning all the changes in consumption of media, cinema is a remarkably stable sector.” While no individual technology is dominating cinema, Hancock noted that many ‘burgeoning trends’ – such as boutique, experiential and design – offer great opportunities for
continued on page 3
continued on page 3
Come visit with the google_logo meeting solutions team Booth 15-N265
ISE09_Page_001, 3pb.indd 1
12/02/2020 19:00