Given the potential for serious damage if done incorrectly, the

topic of screen-cleaning remains ever-controversial. While
screen-manufacturers generally say “don’t”, screen-cleaning
specialists affirm it to be more than possible, while saving
exhibitors big bucks. Which course, then, is the right one?
screentrade investigates.

Fact: screen-purchase isn’t cheap and great numbers have been, and still are being, installed following the recent, ongoing drive to 3D-equip cinemas. Understandably, then – and with screens typically lasting maybe seven-to-ten years – exhibitors do well to protect their investment. However, with manufacturers advising mainly against cleaning, but with specialists claiming the potential doubling of a screen’s useful life, along with savings to boot, we spoke with a cross-section of both camps to determine where the middle-ground should lie. In addition, the following article offers some positive measures designed to protect against screen damage, as well as some practical tips to help extend screen-life.

However, why, in the first instance, should screens need cleaning (or even replacing) at all? Screen-replacement usually results from vandalism, or, given enough time, a gradual deterioration due to airborne dust, particulate dirt, and PVC-yellowing – the PVC element often becoming brittle and showing cracks. And while it is true that smoking-bans have certainly helped to increase screenlife, dramatic drops in theatre usher presence have also led to corresponding rises in screen-vandalism. In terms of screen-maintenance and improving screen-longevity, however, there remain two distinct schools of thought.

WHAT CAN AND CAN’T BE DONE
The Manufacturers’ View According to Benoit Mailloux, EVP of Québec-based screen-manufacturer Strong/ MDI Screen Systems, Inc. – main supplier of giant screens for IMAX worldwide, and for Regal’s 3D rollout programmes – the view is that ‘as soon as a screen is touched, the finish becomes disturbed and the results look bad’. However, and while he concedes that PVC matt screens, which of course comprise no coating – may be dusted down using a smooth, soft brush – for coated surfaces, like white gains and 3D silvers containing aluminium flakes, the surface fragility is much greater and so too is the risk of serious, if inadvertent, damage. If dirt-problems arise, the usual advice [MDI states] will be for operators ‘to speak to the installer’. Neil Fryer, of Powell Cinema Engineers, installer of screens throughout the UK, concedes some improvement to be possible upon cleaning, but neither generally recommends it, noticing, amongst others, discolouration to result. From 28 years’ experience, Fryer suggests that a screen – essentially a coat of plastic – when disturbed, can create more problems than it solves. Problems such as ‘streaking’, through the up-and-down movement applied to stains, or via the drying process; or else from dirt actually being pushed through the sound perforations. Moreover, he observes that even professional cleaners may be far from infallible in this respect.

Harkness Screens’ MD, Andrew Robinson also advocates caution, and for two principal reasons: not only because of the risk of damage through inappropriate solvent use; but also because of its ineffectiveness. Instead, he recommends that because most screens will be uniformly dirty, they would need cleaning thoroughly, otherwise comes the risk of showing up unevenlytreated areas that may end up reflecting light differently. However, he continues,
that with the right techniques and equipment, whole screens may be cleaned effectively.

Gorman White, of Hurley Screen Corp., offers a similar complexion along with some additional measures. The Maryland manufacturer receives frequent screen-cleaning-related calls, which revolve, again, around the damage that either could be, or indeed has been, done. In applying powerful solvents, admonishes White, it is easily possible to degrade the topical finish of a screen surface – particularly with pearlescents and silvers – which illustrates that following over-aggressive treatment, a 1.8-gain pearlescent screen could be turned into the equivalent matt finish. Also that spot-cleaning (cleaning just small, localised areas) risks creating ‘hot-spots’ – light, localised white patches that affect presentation quality.

“As soon as a screen is
touched, you disturb the
finish and the results tend to
look bad… exhibitors
need to take good care of
auditorium conditions and
introduce good security”.

Benoit Mailloux
President, Strong/MDI

But despite the present economy and the sometimes shortened screen-life due to vandalism, White takes a realistic view of screen replacement, underscoring 1)the screen’s importance to exhibitors as the one auditorium component that all eyes will be on; and 2) that, in practice, the screen is a comparatively inexpensive theatre component to replace.

However, White also refrains from ‘saying never’ when it comes to cleaning, and recommends some positive maintenance protocols. Strongly discouraging the use of solvents and soaps, he okays the use of soft brushes. “We offer a horse-hair brush which, being of the right constitution, won’t harm a screen – and even allows access to the screen’s perforations”. White also recommends vacuuming dirt from perforations, but only from behind the screen to avoid contact with the surface area. Indeed, his advice is to avoid touching the finished screen both whenever and whenever possible.

So far, then, there seems to be a limited, if still useful, amount that exhibitors can do to maintain their screen investment and in ways enabling them to steer clear of damage. Now, however, supposing your screens have suffered ‘spot’ vandalism – vandalism that won’t warrant screen-replacement – or perhaps are looking past their best or have begun attracting customer complaint. Will a professional screen-clean help prolong its life?

Wait, there is more....

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