David S. Cohen, who writes about the technical aspects of filmmaking for Daily Variety, claims today (Thursday) that exhibitors are in denial over what many producers and directors regard as the degradation of their work when it finally hits the screens of movie theaters. "This is ridiculous," he quotes one exhibitor as saying in response to a previous column, "everyone I know in the industry is trying their best to light up their screens and put their best foot forward." Cohen maintains that studios are not doing enough to compel theater owners to implement greater quality control in their projection booths. He had already written about dim projection at many theaters. "But I also hear stories of 3D pictures being shown with the left and right eyes flipped, and of improper framing, and of masks left off projectors, and all kinds of sound problems." Addressing studio executives, Cohen writes "The product you are selling isn't what you see in the studio screening room, or even what you send out. It's what the audience sees. It's as if you're bottling a fine Bordeaux but your consumers are being poured Two Buck Chuck." Meanwhile, Cohen reports in a separate article for Variety that Paramount and Michael Bay, the director of this coming weekend's Transformers Dark of the Moon , have taken "the unprecedented step" of releasing a special digital version of the movie that will produce a brighter image than usual when it hits the screen.