Virtual Print Fee (VPF) is a subsidy paid by a film distributor towards the purchase of digital cinema projection equipment for use by a film exhibitor in the presentation of first release motion pictures. The subsidy is paid in the form of a fee per booking of a movie, intended to match the savings that occurs by not shipping a film print. The model is designed to help redistribute the savings realized by studios when using digital distribution instead of film print distribution and is intended to vanish when the transition phase is over when the vast majority of cinemas screens are equipped. == History == The first public demonstration of digital projection for cinema took place at ShoWest in 1999, and it was readily apparent that the technology was further ahead than the business model. Early technology presentations attempted to claim that the technology would pay for itself through new revenues generated by new forms of content. But exhibitors knew their audience, and could see that digital projection was only a replacement technology, creating new financial liabilities, and not new revenue. It wasn’t until the rollout of digital 3-D years later in 2005 that digital projection demonstrated that it could be used to generate additional revenue. The economics were challenging. Film projectors and platters cost in the neighborhood of US$30,000, while early digital projectors cost up to US$150,000. Further, film projectors had a lifetime of 30 years with relatively small annual expenditures in maintenance and replacement parts. On the other hand, exhibitors felt they would be lucky to get 10 years of service from a digital projector, after which there would have to be a refresh in capital expenditure. Meanwhile, distributors would realize significant savings by eliminating the high cost of film prints with corresponding shipping costs, and instead distributing digital files either by satellite or hard drive. The Virtual Print Fee was designed to better balance savings and expenditures for both exhibitors and distributors. It is intended to primarily assist in the replacement of film projectors, and not assist in the purchase of new projection equipment for new construction. To give confidence to financial institutions that digital cinema technology was stable and worthy of investment, Digital Cinema Initiatives was created in 2002, resulting in the release of the first version of the DCI Digital Cinema System Specification in 2005. The DCI Specification continues to be the core specification for digital cinema, establishing the baseline technology and system requirements for which studios will release digital movies. The first set of VPF agreements executed with four major studios were announced by Christie/AIX in November 2005. Christie/AIX at that time was a subsidiary of Access Integrated Technology, now renamed Cinedigm Digital Cinema Corp. The agreements were for the rollout of digital cinema technology to 4000 screens. Since that time, numerous other Digital Cinema Deployment Agreements have been executed around the world, allowing exhibitors in nearly every territory to benefit from VPF subsidies in the conversion from film projection to digital projection.
Verbal overshadowing
Verbal overshadowing is a phenomenon where giving a verbal description of sensory input impairs formation of memories of that input. This was first reported by Schooler and Engstler-Schooler (1990) where it was shown that the effects can be observed across multiple domains of cognition which are known to rely on non-verbal knowledge and perceptual expertise. One example of this is memory, which has been known to be influenced by language. Seminal work by Carmichael and collaborators (1932) demonstrated that when verbal labels are connected to non-verbal forms during an individual's encoding process, it could potentially bias the way those forms are reproduced. Because of this, memory performance relying on reportable aspects of memory that encode visual forms should be vulnerable to the effects of verbalization. == Initial findings == Schooler and Engstler-Schooler (1990) were the first to report findings of verbal overshadowing. In their study, participants watched a video of a simulated robbery and were instructed to either verbally describe the robber or engage in a control task. Those who engaged in giving a verbal description were less likely to correctly identify the robber from a test lineup, compared to those who engaged in the control task. A larger effect was detected when the verbal description was provided 20, rather than 5, minutes after the video, and immediately before the test lineup. A meta-analysis by Meissner and Brigham (2001) supported the effects of verbal overshadowing, showing a small but reliably negative effect. == General effects of verbal overshadowing == The effects of verbal overshadowing have been generalized across multiple domains of cognition that are known to rely on non-verbal knowledge and perceptual expertise, such as memory. Memory has been known to be influenced by language. Seminal work by Carmichael and collaborators (1932) demonstrated that labels attached to, or associated with, non-verbal forms during memory encoding can affect the way the forms were subsequently reproduced. Because of this, memory performance that relies on reportable aspects of memory that encode visual forms should be vulnerable to the effects of verbalization. Pelizzon, Brandimonte, and Luccio (2002) found that visual memory representations appear to incorporate visual, spatial, and temporal characteristics. It is explained as follows: With the temporal code (where the only information available is the sequence of the stimuli), performance levels remain high, unless participants are required to retrieve the stimuli in a different order from that used at encoding (visual cue). In this case, performance is significantly impaired, even in the presence of a visual cue. The study showed that order information acts as a link between the two separate representations of figure and background, hence preventing verbal overshadowing at encoding (temporal component) or attenuating its influence at retrieval (spatial component).(p. 960) Hatano, Ueno, Kitagami, and Kawaguchi found that verbal overshadowing is likely to occur when participants verbally described targets in detail. Detailed verbal descriptions resulted in more frequently inaccurate descriptions that in turn created inaccurate representations in the memories of participants. Inaccuracies are also likely to occur when face recognition comes immediately after verbalization. Other forms of non-verbal knowledge affected by verbal overshadowing include the following: [Verbal overshadowing] has also been observed when participants attempt to generate descriptions of other 'difficult-to-describe' stimuli such as colors (Schooler and Engstler-Schooler, 1990) or abstract figures (Brandimonte et al., 1997), or other non-visual tasks such as wine tasting (Melcher and Schooler, 1996), decision making (Wilson and Schooler, 1991), and insight problem-solving. (p. 871) (Schooler et al., 1993) Verbalization of stimuli leads to the disruption of non-reportable processes that are necessary for achieving insight solutions, which are distinct from language processes. Schooler, Ohlsson, and Brooks (1993) found that face recognition requires information that cannot be adequately verbalized, giving rise to difficulty in describing factors in recognition judgments. Subjects were less effective in solving insight problems when compelled to put their thoughts in words, which suggests that language may interfere with thought. The verbal overshadowing effect was not seen when participants engaged in articulatory suppression. Performance was reduced in both the verbal and non-verbal description conditions. This is evidence that verbal encoding plays a role in face recognition. By testing with distracting faces presented between study and test, Lloyd-Jones and Brown (2008) suggested a dual-process approach to recognition memory took place, that verbalization influenced familiarity-based processes at first, but its effects were later seen on recollection, when discrimination between items became more difficult. == Verbal overshadowing in facial recognition == The verbal overshadowing effect can be found for facial recognition because faces are predominately processed in a holistic or configurable manner. (Tanaka & Farah, 1993; Tanaka & Sengco, 1997) Verbalizing one's memory for a face is done using a featural or analytic strategy, leading to a drift from the configurable information about the face and to impaired recognition performance. However, Fallshore & Schooler (1995) found that the verbal overshadowing effect was not found when participants described faces of races different from their own. A study by Brown and Lloyd-Jones (2003) found that there was no verbal overshadowing effect found in car descriptions; it was only seen in facial descriptions. The authors noted that descriptions were no different on any measure including accuracy. It is suggested that less expertise in verbalizing faces rather than cars invokes a stronger shift in verbal and featural processing. This supports the concept of a transfer inappropriate retrieval framework and addresses some limitations of the effect. Wickham and Swift (2006) suggested that the verbal overshadowing effect is not seen in describing all faces, and one aspect that determines this is distinctiveness. Results showed that typical faces produce verbal overshadowing, while distinctive faces did not. In studies of eyewitness reports, variation in response criteria given by participants influenced the quality of the descriptions generated and accuracy on identification task, known as the retrieval-based effect. Face recognition was also impaired when subjects described a familiar face, such as a parent, or when describing a previously seen but novel face. Dodson, Johnson, and Schooler (1997) found that recognition was also impaired when participants were provided with a description of a previously seen face, and they were able to ignore provided versus self-generated descriptions more easily. This finding of verbal overshadowing suggested that eyewitness recognition is not only affected by their own descriptions, but of descriptions heard from others, such other eyewitness testimonies. == Voice recognition == The verbal overshadowing effect has also been found to affect voice identification. Research shows that describing a non-verbal stimuli leads to a decrease in recognition accuracy. In an unpublished study by Schooler, Fiore, Melcher, and Ambadar (1996), participants listened to a tape-recorded voice, after which they were asked either to verbally describe it or to not do so, and then asked to distinguish the voice from 3 similar distractor voices. The results showed that verbal overshadowing impaired accuracy of recognition based on gut feeling, suggesting an overall verbal overshadowing for voice recognition. Due to the forensic relevance of voices heard over the telephone and harassing phone calls that are often a problem for police, Perfect, Hunt, and Harris (2002) examined the influence of three factors on accuracy and confidence in voice recognition from a line-up. They expected to find an effect, because voice represents a class of stimuli that is difficult to describe verbally. This meets Schooler et al.'s (1997) modality mismatch criterion, meaning that describing the speakers age, gender, or accent is difficult, making voice recognition susceptible to the verbal overshadowing phenomenon. It was found that the method of memory encoding had no impact on performance, and that hearing a telephone voice reduced confidence but did not affect accuracy. They also found that providing a verbal description impaired accuracy but had no effect on confidence. The data showed an effect of verbal overshadowing in voice recognition and provided yet another disassociation between confidence and performance. Although there was a difference in confidence level, witnesses were able to identify voices over the telephone as accurately as voices heard direc
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