Dolby Laboratories, Inc. (NYSE: DLB) and Shanghai United Circuit (SUC) announced that Journey to the Center of the Earth 3D recently debuted in China at the premiere ceremony in SUC’s Yong Hua Cineplex on September 25, 2008. Journey 3D was the first digital 3D cinema movie released in China. Journey 3D is opening on 21 SUC digital cinemas screens featuring Dolby® 3D Digital Cinema. SUC announced last March that it adopted Dolby Digital Cinema for 100 of its screens.
“This is the first time that Shanghai United Circuit is presenting a 3D digital movie. We are so excited to have the wonderful 3D movies we have scheduled in Dolby 3D,” said Zheng Zhong, Vice President of Shanghai United Circuit. “Dolby 3D Digital Cinema will definitely wow the audience with pristine pictures and a realistic experience.”
“We were very pleased to attend this 3D movie premiere and we thank Shanghai United Circuit and Shanghai Film Group for selecting Dolby 3D,” said Mahesh Sundaram, Vice President, Asia Pacific, Dolby Laboratories. “Cinema entertainment is evolving quickly in China. The 3D movie premiere in collaboration with Shanghai United Circuit and Shanghai Film Group has opened the door to commence the rollout and deployment of Dolby 3D, bringing a new and inspiring cinema viewing experience to consumers in China.”
About Dolby 3D Digital Cinema
Dolby 3D Digital Cinema technology, in conjunction with digital cinema projectors featuring Texas Instruments Digital Light Processing™ (DLP) technology, provides exhibitors with an efficient and flexible solution designed to deliver a superior 3D experience. Dolby 3D utilizes standard white screens, so exhibitors don’t have the added cost or the quality compromise associated with the use of silver screens, delivering a consummate 3D experience from every seat in the house. Additionally, Dolby Laboratories provides cost-effective and environmentally friendly passive reusable 3D glasses. Dolby’s 3D solution uses a unique full-spectrum color-filter technology licensed from Infitec that provides realistic color reproduction and extremely sharp images.