Advanced Media announces details of three-day digital cinema workshop

UAE distributor Advanced Media Trading LLC has revealed more details about the workshops that it will conduct during CINE2022, the three-day digital cinema community event it is organising from March 17-19 at its Sheikh Zayed facility to mark the occasion of its 20^th anniversary.

With Sony and Panasonic joining RED, Sharp and Canon in the 8K revolution, productions will need to be thinking ahead to handle the increased resolution and the data required for ultrahigh-resolution HDR workflows. So, on March 17, Digital Imaging Technician (DIT) and Onset Color Theorist Gary Adcock will host a workshop on Understanding Your Optics: Shooting in 8K and Beyond from 2:30 PM to 4:00 PM. He will offer in-depth guidance and insight on the wide variety of available optical choices and what the evolution of 8K cinematography means to filmmakers, with an emphasis on the differing requirements for optics used in cinema vs broadcast vs independent filmmaking styles.

With RED Digital Cinema making high-end cinema-quality production accessible to a much wider group of filmmakers, Marc Cattrall, Marketing Director at RED Digital Cinema EMEA, (in-person) and Jonathan Petts, Product Manager at the company, (via weblink) will conduct the Power of RED workshop on March 17, where participants will learn about what makes RED different. They will also be introduced to the latest DSMC3 range of cameras, and learn how to get the best out of RED Technology.

UAE resident and audio specialist Simon Charles will host the second workshop on What’s in Your Audio Kit on March 18 from 2:30 PM to 4:00 PM. Attendees will have a chance to learn with, Simon Charles, who has more than 20 years of experience working in many aspects of sound, including short films and features, television series, reality, documentaries, commercials, corporate, audio postproduction and even theatre productions to equip with an in-depth knowledge of sound equipment, as well as popular cameras from Arri, RED, Canon, Sony to name but a few.

On the second day of the event, Gary Adcock will provide some insight on different aspects of the HDR (High Dynamic Range) workflow, from choice of equipment and data management, to other aspects like onset monitoring, monitoring final colour and deliverables during HDR Workflows from Production through Post workshop.

Gary Adcock will also host a workshop on the tools and techniques that are the most widely used in colour correction, grading and delivery of digital content and the theory behind colour choices. An Introduction to Color Grading workshop will take place on March 19 from 2:30 PM to 4:00 PM. He will cover a wide range of topics ranging from types of colour corrections, working color spaces, software tools for color correction, and color and white balance to luma and saturation, color matching, selections and masking, as well as conforming among others.  

On March 19, London-based gaffer Simon Battensby will share his perspective on working in a fast-paced environment and ensuring that lighting is always ready well before the cameras roll at his workshop on Lighting for Film & TV Drama. In the last decade, the film and TV industries have undergone enormous changes: smaller crews, stretched budgets, and an insatiable appetite for more content from Netflix/Amazon, all of which pressure the Lighting department like never before.

Battensby will also teach how to use Lighting for Corporate & Commercial Filming in his second workshop, which will take place from  6:30 PM to 8:00 PM, as the rapid growth of the “Corporate Image” concept has provided a huge opportunity to filmmakers to add prestigious brand names to their showreels, whilst also making some serious money giving them the freedom to work on more personal creative projects. He will also share his experience of working with brands like Nike, McDonalds, Adidas, JD Sports, Meta, and Guinness.

Advanced Media’s 1500 sqm office and showroom will be converted to showcase the potential and flexibility of the space and to serve as a community meeting point where a gamut of cinematography equipment, ranging from cameras and lenses to audio products will be demonstrated. The distributor regularly hosts free-to-attend training sessions for production and broadcast professionals in the market.

Some brands which Advanced Media represents like Sony, Manfrotto, RED, Zeiss, DJI, Astera and Sennheiser will have a prominent presence at the event. 

The company expects to host between 300 to 500 people at the event and up to 50 attendees for each workshop.