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# 1950 Theatre TV

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London and Hamburg—Aug 25, 2009

RealD Adds Third Dimension to CinemaxX

Large Volume Pact to Bring RealD 3D Experience to CinemaxX Theatres Across Germany and Denmark
Global 3D cinema leader, RealD, and major German cinema circuit, CinemaxX, have partnered to equip CinemaxX theatres across Germany and Denmark with RealD 3D.  This multi-screen pact builds on RealD’s extraordinary momentum that saw 400% growth across Europe in the first half of 2009, cementing RealD as the territory’s preferred 3D provider.

The multi-year agreement kicks off with 30 CinemaxX screens in Germany and Denmark immediately upgraded to RealD 3D in time for the highly anticipated September release of Disney●Pixar’s Up.  An additional 30 RealD 3D equipped screens will be added across the CinemaxX circuit by the end of the year, with an ongoing rollout of more RealD 3D enabled screens through 2010.  

“We’re pleased to welcome CinemaxX to the RealD 3D platform,” stated Bob Mayson, managing director of RealD Europe.  “This partnership will assure moviegoers across the CinemaxX circuit will experience the extraordinary line-up of movies this year and for years to come in crisp, clear, fully immersive RealD 3D.”

“We’re excited to partner with RealD to equip our circuit with the best 3D cinema technology available,” said Christian Gisy, CEO of CinemaxX AG.  “RealD 3D will give CinemaxX audiences an unmatched 3D entertainment experience in time for this year’s top films.”

Real D’s new generation 3D technology is deployed across the world’s largest 3D platform with over 8,700 screens under contract and over 3,200 screens installed in more than 45 countries with over 300 exhibition partners. The leading 3D provider around the world, RealD 3D is the market leading 3D cinema platform in territories including North America, Latin America, Australia and Europe, having notched 100% growth to its global install base in the first half of 2009 alone.  A bright spot for the entertainment industry, RealD 3D is driving box office to the tune of three to four times per screen revenue of the same film on 2D screens.
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 CinemaxX Cinema GmbH & Co KG: CinemaxX AG is the most well-known operator of multiplex cinemas in Germany. In total, the company has 36 cinemas with 303 screens and capacity for around 88,000 people in Germany and Denmark.  Due to their architectural design, CinemaxX multiplex cinemas occupy a unique position in the German cinema landscape and also offer exemplary standards of comfort and quality – including refined picture and sound quality, extra large screens, modern comfortable seats in air-conditioned cinema halls and an excellent ambience. CinemaxX Cinema GmbH & Co KG Directory page
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