In 2003, Rising Alternative’s founder, Giovanni Cozzi, organized one of the first presentations of High Definition Alternative content programs for the big screen: the LIVE transmission of a total Solar Eclipse, as seen from HD cameras in Antarctica. It was projected digitally on big screens across the United States to amazed astronomy enthusiasts, who actually clapped their hands at the moon covering the sun.

The big screen was no longer just about films. It was also now about special events, also called “alternative content”, which brought additional audiences – and consequently new business – to the cinema.

Shortly thereafter, the presentations of Opera and Ballet in High Definition began, and quickly became the most successful form of these special events.