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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 jjunos on 8/2/2006 3:45:28 PM , Rating: 2
I think the place where this would shine is defintely the Pixar/Disney/3d animated films.

And if you've seen Superman Returns in IMAX (in new 3D! oooo), I think you can see that most of the studios think the same thing. All the previews at the start (which were also in 3d) were all the big name 3d animated films (happy feet, ant bully, etc).

Which kind of make sense. I mean, instead of filming an entire movie in that fashion, why not just implement some sort of algorithm to a digital film and be done with it? (please excuse my obvious ignorance in how difficult it might be lol).


and what kid wouldn't want to see their cartoons in 3d!


By masher2 (blog) on 8/2/2006 7:49:25 PM , Rating: 2
> " mean, instead of filming an entire movie in that fashion, why not just implement some sort of algorithm to a digital film and be done with it? "

Good question. That's what was done to the movie Superman-- the 3D effect was digitally generated. The only problem is its not as impressive as scenes filmed natively in the 3D process. Its similar to the different between a native HD broadcast, vs an "upsampled" DVD.



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