Technicolor (Euronext Paris 18453; NYSE: TCH) announced that its next-generation 3D-on-film solution has commitments for more than 150 screens to be installed in North America by the release of Clash of the Titans from Warner Bros. on April 2.
Technicolor 3D is a new 3D system for 35mm projectors, enabling exhibitors to equip theatres for high-quality 3D at a fraction of the cost of installing a digital 3D projection system. Technicolor 3D utilizes a new split-lens for projectors and over-under film prints created with patent-pending digital processes to optimize the motion picture image for 35mm 3D projection. Technicolor’s pricing model features a “pay-as-you-go” business model than has proven particularly attractive to theatre owners in mid and small size markets where the cost to convert to digital projection may be difficult to justify.
“Technicolor 3D offers exhibitors a high quality solution at a low cost of entry, and helps get the industry past the current shortage of 3D screens,” said Joe Berchtold, President of Technicolor’s Creative Services business. “This is a win-win for exhibitors and studios that will generate immediate additional revenues from greater attendance and 3D ticket premiums, and provide a bridge solution to the digital transition.”
Due to overwhelming global demand for more 3D screens, Technicolor is expanding its 3D offering internationally to UK, Spain, Italy, and France starting immediately. Technicolor has partnered with German-based TC3D to act as its sales and marketing agent for Germany, Austria and Switzerland. The service launched with a demonstration at the Berlin Film Festival in February. In addition, Technicolor has formed a strategic alliance with FujiFilm to market the 3D solution in Japan starting in April.
Technicolor will be hosting a demonstration of Technicolor 3D at the ShoWest conference in Las Vegas on Wednesday, March 17 at 11:30 a.m. in Bally’s Jubilee Theatre. The event is open to all ShoWest registrants.
Technicolor 3D Motion Picture Support
DreamWorks Animation, Lionsgate, Paramount Pictures, Overture Films, Universal Pictures, Warner Bros., and The Weinstein Company have announced support for the Technicolor 3D format. These studios represent 13 of the 19 3D films already announced for 2010 release. As previously announced, the Technicolor 3D system will initially debut in theatres for How to Train Your Dragon from DreamWorks Animation SKG, Inc. on March 26.
How Technicolor 3D Works
Technicolor 3D employs a proprietary “production to projection” system that leverages 35mm film projectors in use today by the majority of U.S. and international theatres to deliver a high-quality 3D presentation to moviegoers. A patent-pending lens system splits the left and right eye images as the film runs through the projector and delivers a 3D-ready image onto a silver screen. The solution works with circular polarized glasses—identical to the ones used for existing digital 3D cinema—to “translate” the film’s content into an image that is perceived by the viewer as being three-dimensional. The silver screen can be used for the projection of both Technicolor 3D as well as digital 3D content Technicolor 3D is available now in the U.S. and Canada, Europe and Japan.