Print 25 comment(s) - last by masher2.. on Aug 3 at 8:26 AM

A 3D movie brings in more than twice the amount of sales as the same 2D movie

This week, Dolby Laboratories along with Infitec announced that Dolby will be integrating Infitec's 3D movie technology into theaters nationwide. The technology by Infitec was designed in conjunction with Daimler Chrysler for use in automotive design applications, but the technology is now moving to the silver screen. Dolby will be taking the 3D technology and applying it to 35mm film projectors used in theaters.

According to Dolby, Infitec's 3D technology is cheaper to deploy that the current system by Real D. Reports indicated that Real D systems are currently in use in more than 200 theaters across the US. However, many of today's 3D capable cinemas use expensive battery-powered 3D glasses to deliver the effect. Also, the images need to be projected on special silver screens which also add to the cost. Dolby said that Infitec's technology uses inexpensive polarized glasses and the video can be projected onto existing white screens. According to the press release:

The new 3-D technology will provide exhibitors with a 3-D solution for digital cinema that offers superb quality as well as operational flexibility from Dolby, the leading supplier of innovative technologies to the cinema industry. Dolby's 3-D technology solution will integrate with the Dolby(R) Digital Cinema system to provide exhibitors with a compelling enhancement for moviegoing audiences that can't be duplicated outside the cinema.

Research done by Dolby indicated that a 3D film can pull in twice as many sales as its 2D equivalent. Columbia Pictures' Monster House for example had twice as many viewers as its 2D version. Dolby believes that by delivering 3D to more animated movies, the viewing experience is more involving. The sales figures speak for themselves.

Dolby has installed its digital projection system into more than 160 theaters worldwide and is expecting that number to grow. Dolby's senior vice president for its professional division Tim Partridge said "recent 3D digital movie releases have demonstrated true audience demand. Per screen attendances for 3D digital screens have been more than double those of traditional showings, which is why we believe that combining the 3D experience with our Dolby Digital Cinema solution is a win-win proposition for exhibitors and moviegoers." The new 3D system from Dolby and Infitec will be available in spring of 2007.

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By masher2 on 8/2/2006 1:29:35 PM , Rating: 1
> "No matter what the format... IMAX, panavision, cinemascope, technicolor, Dolby, THX and Surround, and all the other technical advancements in the industry NOTHING substitutes for a good script, good acting and an inspirational director."

Very true...but I think you're missing the point. The best movies in the world can still be watched at home. And-- once everyone has a HDTV and a HD videoplayer-- they'll look just as good as they will in the theatre. So why fight the traffic, crowds, to go sit in a theatre, just to wind up next to a crying baby?

This is all about bringing back "cinema experience" back to the cinema itself. An experience you can only get in a theatre...not on your couch.

By rrsurfer1 on 8/2/2006 3:13:31 PM , Rating: 2
Just a note - this new tech does not apply to Imax movies, at least that's not what I'm gathering. Imax movies are on film. This is digital technology for new digital projectors. So this 3D tech could be implemented on any standard theater that is upgraded to a new digital projector.

By jjunos on 8/2/2006 3:41:55 PM , Rating: 2
I'm not entirely too sure that matters since IMAX already runs 3D in all their theaters (ie. Superman Returns).

By masher2 on 8/3/2006 8:26:34 AM , Rating: 2
> "I'm not entirely too sure that matters since IMAX already runs 3D in all their theaters "

Imax does not run 3D in all their theatres...nor are all IMAx films yet shot in 3D.

By lemonadesoda on 8/2/2006 6:46:27 PM , Rating: 2
Nope, my point is that the number of IMAX, esp. 3D movies, will be very limited. The 4 points above will mean that only a very small percentage of films will be in this format.

And even if you DOUBLE or TRIPPLE the attendence at "3D" films, multiply this by the number of "3D" films relative to regular format, and it won't add up to much.

For some studios, for some genres, it will work. But for mainstream, the production issues are the limiting factor.

By masher2 on 8/2/2006 7:51:19 PM , Rating: 2
> "And even if you DOUBLE or TRIPPLE the attendence at "3D" won't add up to much"

Dolby talking about doing far more than doubling or tripling the number of such wants to bring 3D to the masses.

“Then they pop up and say ‘Hello, surprise! Give us your money or we will shut you down!' Screw them. Seriously, screw them. You can quote me on that.” -- Newegg Chief Legal Officer Lee Cheng referencing patent trolls

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