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# 1935 Scophony

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Toronto, ON—Jul 22, 2008

Cineplex Entertainment and RealD Sign Major Agreement for 175 3D Installations

Cineplex Entertainment and RealD announced today they have signed a long-term agreement to install a minimum of 175 3D systems into Cineplex Entertainment theatres across the country by December 2009 bringing RealD’s committed screen count to well over 5,500.  The commencement of the RealD rollout is dependent upon Cineplex Entertainment entering into a digital deployment agreement to begin the conversion to digital projection.

“We are pleased to partner with RealD, the leader in 3D technology,” said Ellis Jacob, President and CEO, Cineplex Entertainment.  “There is an exciting slate of 3D films scheduled for release during the next 18 months that includes Jeffrey Katzenberg’s Monsters vs. Aliens in addition to about a dozen other 3D films and this agreement with allow us to provide even more guests across the country with the most advanced digital 3D movie-going experience possible.”

“We are thrilled to be the 3D provider of choice for Cineplex Entertainment,” said Michael Lewis, Chairman and CEO, RealD.  “The partnership brings next-generation 3D to even more cinemagoers across Canada.”  RealD is the global leader in 3D, with 90% of the worldwide digital 3D market and 97% of the domestic market.  RealD is the most advanced digital 3D experience available in cinemas. The RealD cinema experience is based upon visualization technology used by NASA and Fortune 500 companies, and utilizes a circular polarization system to create a vivid and immersive three-dimensional picture.

“2009 is truly shaping up to be the year of 3D, in which exhibitors and film studios will join together to provide moviegoers with a bigger and better experience at the theatre than ever before,” said Jeffrey Katzenberg, CEO of DreamWorks Animation (NYSE:DWA).  “By this time next year we will be closer than ever to seeing digital 3D become a mainstream reality in theatres across North America.”

“The good news just keeps coming as moviegoers get even more access to 3D screens,” said Bruce Snyder, President, 20th Century Fox Domestic Distribution.  “With Ice Age 3: Dawn of the Dinosaurs and James Cameron’s Avatar both being released in 3D next year, we’re obviously committed to the 3D format and couldn’t be more excited about RealD’s continued expansion of its 3D technology and digitalization of theatres globally.”

Cineplex Entertainment currently has 41 RealD 3D systems installed and will begin the rollout of the remaining systems into its theatres later this year to bring the total to 175.  The majority of installations are expected to be completed in time for the slate of 3D films being released in 2009.

About RealD: RealD (NYSE: RLD) is a leading global licensor of 3D technologies. RealD's extensive intellectual property portfolio is used in applications that enable a premium 3D viewing experience in the theater, the home and elsewhere. RealD licenses its RealD Cinema Systems to motion picture exhibitors that show 3D motion pictures and alternative 3D content. RealD also provides its RealD Display, active and passive eyewear, and RealD Format technologies to consumer electronics manufacturers and content producers and distributors to enable the delivery and viewing of 3D content.  RealD's cutting-edge 3D technologies have been used for applications such as piloting the Mars Rover.  RealD was founded in 2003 and has offices in Beverly Hills, California; Boulder, Colorado; London, United Kingdom; Shanghai, China; Hong Kong; and Tokyo, Japan. RealD Directory page About Cineplex Entertainment: Cineplex Inc. (“Cineplex”) is one of Canada’s leading entertainment companies and operates one of the most modern and fully digitized motion picture theatre circuits in the world.  A top-tier Canadian brand, Cineplex operates numerous businesses including theatrical exhibition, food service, amusement gaming, alternative programming (Cineplex Events), Cineplex Media, Cineplex Digital Media, and the online sale of home entertainment content through CineplexStore.com and on apps embedded in various electronic devices.  Cineplex is also a joint venture partner in SCENE – Canada’s largest entertainment loyalty program. 
  
Cineplex is headquartered in Toronto, Canada, and operates 164 theatres with 1,678 screens from coast to coast, serving approximately 77 million guests annually through the following theatre brands: Cineplex Cinemas, Cineplex Odeon, Cineplex VIP Cinemas, Galaxy Cinemas, SilverCity Cinemas, and Scotiabank Theatres.  Cineplex also owns and operates the UltraAVX™, Poptopia, and Outtakes brands.  Cineplex trades on the Toronto Stock Exchange under the symbol CGX.  More information is available at Cineplex.com.
Cineplex Entertainment Directory page
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