Technicolor’s 3D-on-film system, launched in North America last October, is taking a trip overseas.
Universal, Paramount, the Weinstein Co. and Warner Bros. will support the format internationally and use it for the release of certain titles, including DreamWorks Animation on “Shrek Forever After” in Germany.
Other countries where it’s launching include the U.K., Spain, Italy and Japan.
The system allows theater owners to upgrade to 3D by adapting their existing 35mm projectors.
Technicolor positions the system as a way to address the shortage of digital 3D screens, while also sparing theater owners the expense of installing a digital projection system — at least temporarily.
Per Technicolor, the system has already been installed on more than 200 screens in North America.
“We are very pleased to announce the progression of Technicolor 3D with the international support of five major motion picture studios,” said Joe Berchtold, prexy of Technicolor Creative Services.
The system has not met with unanimous acceptance in the production community, where some would like to see 3D deployment travel an entirely digital route.
Nevertheless, DreamWorks Animation chief operating officer Ann Daly said, “There are a number of exhibitors around the world that don’t have access to the capital required to convert to digital. Until digital conversion is possible for these exhibitors, we believe Technicolor 3D provides a valuable service.”