Deal doubles chain's screen count to 3,000
editor Walter Murch declaring 3D to be inalterably at odds with human evolution and anatomy. Ebert’s headline: “Why 3D doesn’t work and never will.” Several blogs and news sites have since rebutted Murch and Ebert. Regal’s 3D expansion puts them on the side of those who think it’s working fine. RealD VP Rick Heineman told Variety: “Between studios, exhibitors and moviegoers, the market is voting in favor of today’s digital 3D.” Regal’s VP of marketing and advertising, Dick Westerling, said “We continue to hear very positive feedback from our patrons regarding 3D films and their experience viewing 3D films.” He said the chain has received “a minimal amount” of negative feedback about 3D — “A very insignificant number when you consider the amount of traffic going to 3D movies.” RealD’s 3D projection system dominates cinemas in North America. It had about 9,300 screens deployed worldwide as of late September 2010. Company recently received an award from the Producers Guild for its pioneering efforts in 3D.