OnQ Blog

A Night at the Ultra HD Museum celebrates the evolution of high definition

Oct 22, 2014

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We threw an event to celebrate all of the great things that 4K technology is making possible now that it’s so readily available. It’s not just in television sets, either—a lot of 4K Ultra HD ready smartphones powered by Qualcomm® Snapdragon™ processors are already in plenty of people’s pockets.

We invited some special guests to take the stage with us, like Joe Inzerillo, EVP and CTO of Major League Baseball Advanced Media, Nathan Silver, an independent film director, and James Gunn, Director of the summer blockbuster Guardians of the Galaxy.

Complete Panel, Night at the 4K Museum

The party kicked off with a speech from Tim McDonough, Qualcomm Vice President of Marketing, about all the ways that 4K technology is changing the way that people experience and create content. 4K videos have a level of detail much closer to what is seen by the human eye. Colors are rich and vivid, and scenes comes alive with stunning clarity.

It’s really exciting that so many people now have the ability to preserve the passing moments that make up their lives with such incredible fidelity. The high quality of 4K content can create an amazing, immersive viewing experience.

Tim McDonough speaking at the Night at the 4K Museum

In an interview with Raj Talluri, Qualcomm Vice President of Product Management, Andrew Nusca, the Senior Editor at Fortune Magazine, posed a question that comes up a lot: "What makes 4K different than other display innovations, like 3D televisions which failed to catch on?"

Raj observed that when a new technology asks users to adopt a new behavior in order to use it, it has much lower chance of being adopted itself. With 4K there’s no glasses or other extras, and users don’t have to learn any new behaviors to enjoy the enhanced experience. Even if 4K was named something different, and nobody knew anything about the technical specifications, they would only need to view the content to understand the value. With 4K, seeing is believing.

To prove that point, Nathan Silver, who uses spontaneous footage and improvised situations to craft his films, unveiled a short film called Family Affair that he shot in 4K on an LG G3 smartphone. It was a great example of how the availability of high-quality tools allow anybody to create and share their unique stories. For example, when James Gunn worked on Guardians of the Galaxy, he could use a smartphone to preview a scene before saying “Action!”

Discussion at the night at the 4K museum

Unlike the kind of storytelling done in Hollywood, Major League Baseball uses new technology to capture moments in reality and present them in extraordinary ways. Seeing the dirt kicked up by a slide into first, or the stitches on a baseball that will soon become the winning home run, in such incredible detail brings fans much closer to the player’s reality. Joe Inzerillo explained how the fan experience can be elevated by using personal devices like smartphones and tablets to incorporate added features to the experience of viewing live games. Features like instant replay, multiple camera angles with zoom and even streaming multiple simultaneous games.

Joe really crystallized the sentiment of our Night at the 4K Museum event in a beautifully simple revelation (if we can say so ourselves). When asked by a member of the audience whether he would rather have a big-screen 4K television or a 4K-ready mobile device, Joe chose the mobile device. Why? Because display resolutions will continue to improve, and while 4K televisions will soon be standard, the moments you will capture with your phone only exist right now.

In that spirit, we also announced the Snapdragon 4K Video Contest. Show us in a 1-2 minute movie shot using a Snapdragon powered smartphone or tablet with 4K Ultra HD capture, and upload it to your YouTube channel. If your story is chosen you could win up to a $25,000 grand prize. What’s your unique vision?

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Snapdragon Staff

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