RealD Announce Huge 3D Cinema Expansion Deal

RealD announce a major deal with American cinema company Cinemark Holdings to expand the cinema group’s digital 3D cinema screens by a further 1500.

The deal will mean that RealD 3D equipped auditoriums will account for about a half of all Cinemark auditoriums which span across three brands – Century Theatres, CineArts and Tinseltown, in North America and Latin America. Installation has already begun with approximately 2000 RealD enabled screens currently installed in Cinemark theatres.

"Expanding our relationship with RealD to equip approximately 50% of our screens with their technology will allow us to better support multiple 3D films at the same time and fully capitalize on 3D's box office potential," said Alan Stock, Cinemark's Chief Executive Officer.  "The studio 3D film slate in the coming years is extremely strong and the added RealD 3D capability gives us the flexibility to accommodate the moviegoer demand for the RealD 3D experience.  We believe that the combination of RealD 3D technology and Barco Projectors provides Cinemark customers with the best and brightest 3D experience in the marketplace."

"Cinemark's doubling their RealD 3D screen count shows a steadfast commitment to 3D and the premium RealD 3D entertainment experience," said Michael V. Lewis, Chairman and CEO of RealD.  "We continue to see high profile 3D films compete for available 3D screens but with a broader installation base of RealD technology, Cinemark will be able to easily program their circuit to offer more moviegoers available RealD 3D showtimes."

As of June 6, 2011, RealD now deploys its 3D technology on over 16,700 theatre screens worldwide.

Cinemark also offer movie goers an “Extreme Digital Cinema” experience in selected auditoriums under the name XD. Not exclusively 3D, XD auditoriums feature larger screens that are wall-to-wall and slightly wrap around with custom sound features. Viewings in an XD presentation carry a premium in addition to the 3D premium.

With the South Korean company CJ 4DPlex planning to expand its 4D cinema technology globally, how long before we get the choice of 2D, 3D, XD and 4D? (Each with gradually incrementing price levels).

Cinemark website
RealD website
CJ 4DPlex website

Robert Mayson, President from Real D talks about Real D XL product. He claims it will recapture a lot of the light lost during the polarisation process. Filmed using Aiptek 3D camera (in 2D mode) in AMC Theatre Times Square, New York …

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