(by guest writer Romona Paden, at Sundance)
: Movie stars and film industry executives aren�t the only ones making an appearance at this year’s Sundance Film Festival in Park City, Utah. Technology companies have identified the high-profile event as a venue for selling their wares and as providing solid promotional opportunities.
Intel, for instance, is pushing its new Centrino brand in the premier showing of a film called “November”, which stars Courtney Cox. Rather than showing the movie in a traditional theater on a wide screen, the film is debuting to reviewers and other showbiz folks over Intel notebook computers.
Dan Gilbride, product marketing engineer manager for the super-speed wireless technology, says Centrino is aimed at business travelers. The product, he says, allows users to quickly download movies to laptop hard drives and then view them while on an airplane or elsewhere. Other features of Centrino compliment this as, for instance, battery life is around six hours.
But Intel’s technology is not being embraced by movie execs, Gilbride says, as the industry views the distribution format as a threat even though security protocols for the product are extensive.
While copyright concerns on the part of movie moguls are understandable, he says, the drama taking place in the music business should serve as a warning to the film industry. Capability means users will access the content their looking for. It’s up to the industry to figure out how to regulate it and build a business model around that.
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