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# 1963 Dalto

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CANNES—May 15, 2007

Kodak Celebrates Advances in Digital 3D Cinema at Cannes Film Festival

Kodak, 3ality Digital and REAL D to Host Reception Prior to World-wide Premiere of ‘U2 3D’
Kodak today announced it will host -- with 3ality Digital and REAL D -- a private reception celebrating the world premiere screening of U2 3D, the legendary rock band’s eagerly anticipated concert. The digital presentation officially debuts during the 2007 Festival International du Film Midnight Screening Section.

The exclusive, invitation-only reception, which will be held at the Kodak Pavilion on Saturday, May 19, will also highlight the latest technological advances in digital 3D cinema. 3ality Digital, which produced U2 3D, collaborated with REAL D, the world leader in digital 3D movie technology, on whose platform the film will be shown.

“This production is a milestone in the evolution of digital 3D production and delivery,” said Bob Mayson, general manager and vice president, Kodak Digital Motion Imaging. “The evening will, for the first time, deliver on two ‘promises’ of digital cinema: 3D that goes far beyond the fantasy of animation, and alternative content that’s never been available in a cinema before. Kodak is happy to join 3ality and REAL D to celebrate the uniqueness of 3D and its exciting future.”

3ality produced the movie by shooting U2 in seven different concerts, using as many as nine cameras, during the band’s most recent South American tour. When the movie is released worldwide later this year, this digital presentation will be shown on REAL D systems currently installed in theaters around the world.

“We take the cinema audience into the crowd, above the band, and up on stage,” said Steve Schklair, CEO, 3ality Digital. “Our cameras were everywhere and the sense of depth and dimension is incredible. This is high-energy entertainment that will bring moviegoers to their feet and keep them there. They’ll be part of an event in ways they’ve never been before. This is more than a concert; it’s a unique cinema experience.”

REAL D is accelerating its efforts to ensure that theaters world-wide will be equipped later this year to present U2 3D to consumers with all the magic that three-dimensional imaging conveys.

“We expect to have more than 1000 REAL D systems installed by that time,” said Joseph Peixoto, President, Worldwide Cinema, REAL D. “This is the first live action presentation to be released in REAL D and truly moves the medium forward. It provides a glimpse into the future of cinematic entertainment.”

In March, during ShoWest in Las Vegas, REAL D used Kodak’s system to show a preview of the concert to exhibitors and distributors. Their reception was enthusiastic.

“In support of digital 3D – and our partnership with REAL D and 3ality -- we’re pleased to be co-hosting the pre-screening party with them here,” Mayson said. “This promises to be an amazing evening.”
About Kodak's Entertainment Imaging: Kodak’s Entertainment Imaging business is the world leader in providing motion picture film and imaging products, services, and technology for the professional motion picture and exhibition industries. Kodak's Entertainment Imaging Directory page
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