3D’s moment has arrived, says Sony boss — 3D films will soon be on show at more British cinemas following a deal announced today between Sony and Vue Entertainments.
Vue has agreed in principle to install Sony’s 3D projection system, called 4K, across all its 68 multiplexes in Britain. Vue runs 657 separate screens, around a sixth of the British total.
Fujio Nishida, president of Sony Europe, said the agreement meant the number of 3D screens using Sony’s technology across Europe would more than double.
Sony has invested heavily in 3D, both in the cinema and for the home. Some experts question how successful the technology will be, arguing that there are a limited number of films or events that truly benefit from being seen on screen in three dimensions.
Sir Howard Stringer, Sony’s chief executive, insisted that 3D’s moment had arrived after some recent blockbuster releases. “A year ago, many consumers and critics were sceptical about 3D. Now, though, Avatar has led a 3D theatrical renaissance.”
3D is popular with cinema owners partly because they can charge higher ticket prices. Rival cinema chain Cineworld reported last month that revenue rose despite a slump in customer numbers, thanks to 3D releases.
Creature From the Black Lagoon, a film with 3D special effects from 1954. Photograph: Everett Collection/Rex Feature
Graeme Wearden
guardian.co.uk, Wednesday 1 September 2010
link to original post at the Guardian UK