[Screen Digest]
RealD has struck its second long term deal with a Chinese cinema circuit for a bulk order of digital 3D equipment. As part of deal with Bejing SAGA Luxury Cinema Management Co., RealD will deploy 100 systems, first of which have already been installed. Deal incorporates deployment in 20 new cinemas by 2014. …
Deal marks RealD’s second direct exhibitor partnership in the Chinese market, following a larger deal with Wanda group for up to 500 screens in late 2010. RealD also has systems installed with upcoming circuit Lumiere Theatres and Broadway PRC in China. Deal is typical of RealD’s strategy to sign longer term deals with prime cinema circuits. Deal will also help bolster RealD’s profile in China, so far dominated by XpanD active glasses, which currently have the largest individual or majority share of the Chinese 3D screen base. China remains the largest international market outside of North America for digital 3D screens. …
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