Last month, after a long career with Barco and then Cinionic, Wim Buyens announced that he had founded the organization Cinema Coach and, at the same time, been named chairman of the board of Procella Audio. According to Buyens, Cinema Coach is unique in many ways. “We are dedicated to transforming and reimagining the cinema and entertainment landscape by fostering a dynamic ecosystem of innovation and collaboration,” he said. “Our goal is to address current challenges and unlock new opportunities in this industry. We facilitate collaboration between tech entrepreneurs and industry experts, utilizing strategic advisory services and tailored technological solutions specifically for the entertainment sector. Our work involves connecting with industry experts and tech innovators to drive advancements, providing tailored strategic advice to enhance operational efficiencies and customer experiences, and developing and implementing cutting-edge technological solutions to address industry challenges and explore new opportunities.” I recently spoke via email with Buyens about those challenges and opportunities. Here is that conversation.
Digital Cinema Report: After nearly seventeen years with Barco and more than six years as the CEO of Cinionic, the company formed after Barco merged with two other companies, you recently left and are now involved in some very interesting ventures. You are now the chairman of the board of Procella Audio. How did that come about?
Wim Buyens: My decision to join Procella Audio as chairman stemmed from a deep-seated passion for enhancing the cinematic experience. After nearly seventeen years with Barco and my tenure as CEO of Cinionic, I saw an opportunity to go deeper into transforming audio technology. Procella Audio's commitment to delivering unmatched sound quality resonated with me, and I'm thrilled to contribute to their vision as chairman of the board.
One of the emerging technologies is high dynamic range, which is pushing the boundaries of visual excellence in cinema. HDR enhances the contrast and color range on screens, offering a more vivid and dynamic picture. However, we noted that for HDR to be fully appreciated, screens need to be optimized for this technology, and non-perforated screens are becoming increasingly popular. This trend presents a challenge for audio, as sound systems traditionally rely on speakers placed behind perforated screens to deliver optimal sound quality.
Additionally, the rise of LED technology in cinema screens also poses similar challenges. LED screens offer exceptional HDR quality but do not allow for traditional speaker placements behind the screen. This necessitates alternative audio solutions to ensure that sound quality remains uncompromised.
This is where Procella Audio comes into play. We found that Procella Audio's innovative approach offers a unique solution to these challenges. Their expertise in delivering high-performance sound solutions allows us to overcome the limitations posed by non-perforated and LED screens. Procella’s technology ensures that even with hard surface, non-acoustically transparent screens, the audio experience remains unparalleled, perfectly complementing the advanced visual technologies of HDR and LED.
DCR: In the press release announcing your move to Procella Audio you talked about pushing the boundaries of audio technology. What did you mean by that?
WB: Our research revealed that sound, while often overlooked, has a profound impact on how audiences engage with film. This discovery led us to focus on how we could improve audio experiences in residential and commercial cinemas, especially in the context of emerging technologies.
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gnace Rombaut is the new CEO of Procella Audio. He was at Barco even longer than you were and the two of you worked together for more than two decades. How are you defining your separate roles at Procella Audio?
Ignace and I have had the privilege of working together for over two decades with Barco Entertainment. This long-standing collaboration with Ignace has been built on a foundation of trust and a shared commitment to pushing the boundaries of technology and market developments. While Ignace leads the day-to-day operations as CEO, my role as Chairman of the Board involves strategic oversight, guiding Procella Audio's long-term vision, and fostering key partnerships to drive innovation and growth.
DCR: I understand that Procella Audio has moved its headquarters from Sweden to Belgium. What was the thinking behind that?
WB: The relocation to Belgium reflects our strategic focus on expanding market presence and enhancing operational efficiency. Belgium's central location within Europe facilitates easier access to global markets and strengthens collaborations with industry partners, fostering an environment conducive to innovation and growth.
DCR: And now, Procella Audio is going to create audio technology for commercial cinemas. When can we expect to see the first products and what might they be?
WB: We're excited about our upcoming product launches aimed at improving audio technology in commercial cinemas. While specific details are forthcoming, our products will integrate state-of-the-art sound solutions designed to deliver unmatched clarity, power, and immersion, complementing the latest advancements in visual technologies.
DCR: You are also a founder of Cinema Coach. Tell us about that.
WB: At Cinema Coach, our mission is to deliver the most elevated moviegoing experience, revolutionizing the industry through cutting-edge technology and strategic partnerships. We are dedicated to enhancing every aspect of the cinema experience by embracing innovation and pushing the boundaries of what’s possible.
By partnering with Procella Audio, Cinema Coach is set to revolutionize the cinema experience, integrating state-of-the-art audio solutions with cutting-edge visual technologies to create a truly immersive and emotionally engaging environment for audiences worldwide.
Cinema Coach https://www.youtube.com/playlist?list=PLBNaHB3-TedodK7TntIv4c56lORcshNw4
Procella Audio https://procella.audio/