QUBE : EDGE CERTIFIED CINEMA EXPERIENCE

🎬 QUBE CERTIFIED CINEMA EXPERIENCE

🎖️ EDGE Certified Program | A Technical Standard for World-Class Theatres
👤 With insights from Mr. Prabhu, Senior Vice President – Qube Cinema Technologies

🏛 Setting a New Standard for Theatrical Presentation
Cinema is not just projected — it is presented. Every element of a theatre, from its screen to the seating layout, from sound response to light uniformity, influences how audiences experience the filmmaker’s vision. Recognizing the need for a standardized, measurable quality benchmark, Qube Cinema Technologies introduced the Qube Certified Cinema Experience — an initiative that is audited, certified, and guided by EDGE Agency, a technical authority in cinema presentation architecture and audio-visual benchmarking.
This certification is not a branding exercise. It is a rigorous engineering process, developed to elevate and standardize cinema viewing quality across India. As Mr. Prabu, Senior Vice President of Qube Cinema, explains:

🗣️ “EDGE certification is about integrity — technical integrity. It brings discipline, structure, and engineering to a space that deeply affects how cinema is consumed. With EDGE, we don’t assume — we measure.”

📐 How the EDGE Certification Process Begins
Once the theatre architect provides structural drawings, EDGE steps in with precision-based evaluations and recommendations. From sightlines to screen gain, every parameter is scientifically assessed and customized to the space.

🧠 CORE TECHNICAL ELEMENTS IN EDGE CERTIFICATION

1. 👁‍🗨 Audience Sightlines and Screen Geometry
The audience’s vertical sightline to the screen must fall within a comfort angle of 30° to 36°.
From the horizontal centre of the screen, visibility must extend 45° either side to maintain uniform composition delivery and immersive balance.
📏 The projector placement should align within 9° to 12° of tilt from the auditorium centre line — avoiding keystone distortion and ensuring lens-optical integrity.
EDGE calculates each row’s riser height and stage height to ensure unobstructed viewing from every seat.
🔄 The curvature of the screen is typically based on the “radius of curvature,” which is derived from the distance between the screen and the centre of the audience seating area. The screen curvature should reduce distortion and maintain uniform brightness across the screen.

2. 💺 Seating Configuration and Ergonomics
Screen-to-first-row distance is carefully planned to avoid visual fatigue, particularly for larger Scope screens.
Seating chair type and angle are chosen based on proximity:
➤ Front rows require higher tilt angles for ergonomic neck support.
➤ Remaining rows maintain relaxed tilt for long-duration comfort.
📐 Chair width is optimized between 23″ to 24″ based on number of seats and row capacity.
📊 Based on chair size and aisle spacing, seat count per row is finalized — ensuring central axis alignment with the screen.

3. 🔊 Acoustics and Sound Treatment
EDGE applies scientific acoustic modelling to ensure pristine sound delivery across all listening positions:
📉 Noise Criteria (NC) is assessed using frequency bands in decibels (dB). EDGE targets NC 30 or lower, aligning with global cinema standards.
⏱️ The RT60 (Reverberation Time) within the auditorium should be controlled to ensure that sound energy decays quickly and uniformly, providing optimal clarity for dialogue, music, and effects.
📈 The Noise Reduction Coefficient (NRC) is a single-number rating that represents the sound absorption properties of a material. It is calculated as the arithmetic average of the Sound Absorption Coefficients (α) at four key octave band frequencies. This formula averages the absorption coefficients at these frequencies to determine how well the fabric absorbs sound rather than reflecting it.
🎭 While dark interiors are preferred, EDGE allows theatre owners with various choices and still ensures the best cinematic experience with choice of fabrics that should have low reflectivity to minimize light bounce and distractions. For ex:

🎞️ Velour / Velvet: One of the most commonly used fabrics due to its excellent light absorption and rich aesthetic.

🪑 Suede / Faux Suede: Soft texture, good light absorption, and luxurious look.

4. 📽 Projection & Screen Configuration
🧮 Screen size and gain are precisely chosen based on throw distance, lumens output, and auditorium dimensions.
EDGE calculates required brightness to ensure 14 to 16 foot-lamberts on screen — the industry standard for 2D viewing.
🔍 Based on this, lens selection is made — whether the lenses would be of High Contrast / High Brightness or Ultra High Bright lenses would be accordingly suggested.
📊 Screen gains, typically 1.4–2.8 gain is suggested based on the requirement for 3D or a non-3D projection.
🎬 If in case of 3D then the Silver Screen would be required along with a passive 3D system to project 3D content.
🧾 In case the theatre decides only on 2D playback then a normal matte white or a High gain screen would be suggested based on the required efficiency of light output.

5. ❄️ HVAC & Noise Control
One of the most overlooked elements of cinema quality is HVAC noise, which often drowns out low-volume cinematic moments. EDGE strictly ensures:
🔇 HVAC systems do not exceed NC 25 in the auditorium — keeping background noise imperceptible.
🌬️ Airflow is baffled / absorbed strategically so that the noise from the Air conditioning system does not distract the silent moment in your viewing experience.

🛠 EDGE-CERTIFIED THEATRE MANAGEMENT SYSTEM
After all certification parameters are met, EDGE installs its proprietary EDGE Device Management System, which includes:
📷 A lens-calibrated camera and high-precision microphone system inside the auditorium.
📡 This device collects data on every show — including projection brightness, sound levels, and send data to the centralized dashboard.
🌐 The system only requires basic internet connectivity and allows remote diagnostics by EDGE for technical compliance.
🛎️ Each certified screen receives 3 quality service visits per year, and the certification is valid for 2 years — after which reassessment is conducted.

📌 FINAL DELIVERABLES OF THE EDGE CERTIFIED PROGRAM
✔ Official EDGE Certification Plaque and digital credentials for promotions.
📍 Theatre listed as EDGE Certified Cinema on distribution platforms and Qube’s network.
🖥 Integrated EDGE monitoring system for automated quality control.
📑 Detailed audit and improvement report for internal maintenance and training.
🌍 Inclusion in a growing network of EDGE Certified screens that stand for uncompromised quality.

🎯 THE EDGE PHILOSOPHY – ACCURACY IS ART
EDGE does not sell products. It doesn’t push brands. It measures, verifies, and guides. Every EDGE Certified Theatre becomes a benchmark of excellence — one that honours the artistic integrity of cinema through architectural and engineering precision.
As Mr. Prabhu summarizes:

🧭 “What EDGE brings is honesty. It’s not about just looking good — it’s about measuring what the audience actually experiences. We believe a filmmaker’s work should be seen with dignity — and EDGE is how we guarantee that.”

Article drafted by

CJ Rajkumar

Author/ Cinematographer