Technicolor’s 3D trip

Studios support stopgap system for some titles

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.”

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Digital News from Variety

Loading