Technicolor announced that it has reached an agreement with New York City-based Bow Tie Cinemas to install Technicolor 3D in all Bow Tie locations on 25 of its 150 screens.
According to the statement, Technicolor 3D is a new 3D system for 35mm projectors, enabling exhibitors to equip theatres for high-quality 3D at a fraction of the cost of installing a digital 3D projection system. The Technicolor 3D system utilizes a next-generation 3D lens for projectors and film prints created with patent-pending digital processes to optimize the motion picture image for 35mm 3D projection. Bow Tie will install Technicolor 3D in advance of the first film available in the Technicolor 3D format: How to Train Your Dragon from DreamWorks Animation SKG, Inc. on March 26.
“Our customers have resoundingly expressed their desire to see 3D films and we have responded by making sure that top quality 3D presentation will be a part of the movie-going experience at every Bow Tie Cinema,” said Ben Moss, CEO of Bow Tie Cinemas. “Technicolor 3D delivers the high-quality presentation that our customers expect, and allows us to utilize our existing equipment to accommodate the crowded upcoming 3D release schedule.”
“We’re proud to launch Technicolor 3D with our partners at Bow Tie Cinemas,” said Joe Berchtold, president of Technicolor’s Creative Services business. “19 3D movies have already been announced for 2010, and less than 10% of screens worldwide currently have digital 3D capability. We’ve developed a high-quality solution that addresses the 3D screen scarcity issue and allows exhibitors an affordable way to bridge the gap to digital.”
DreamWorks Animation SKG, Inc., Lionsgate, Paramount Pictures, Overture Films, Universal Pictures, Warner Bros., and The Weinstein Company have announced support for Technicolor 3D. These studios represent 13 of the 19 3D films already announced for 2010 release.
Technicolor 3D employs a proprietary “production to projection” system that leverages 35mm film projectors, in use today by the majority of U.S. and international theatres, to deliver a high-quality 3D presentation to moviegoers. A patent-pending lens system splits the left and right eye images as the film runs through the projector and delivers a 3D-ready image onto a silver screen. The solution works with circular polarized glasses — identical to the ones used for existing digital 3D cinema — to “translate” the film’s content into an image that is perceived by the viewer as being three-dimensional. The silver screen can be used for the projection of both Technicolor 3D as well as digital 3D content. Technicolor 3D is available now in the U.S., Canada, Mexico, select European countries, and Japan.