Technicolor develops cheap way to show 3D films

Cinemas can show films in 3D without having to buy expensive new kit.
Shrek is the first international release in Technicolor 3D (Gabriel Bouys/AFP/Getty Images).
Shrek is the first international release in Technicolor 3D (Gabriel Bouys/AFP/Getty Images).


Technicolor has secured support from a number of studios for the international release of films in the Technicolor 3D format.

Technicolor 3D allows cinemas to start showing films in 3D without having to shell out on expensive new projectors. The system uses a new patent-pending lense that fits onto existing projection machines.

Studios supporting the format are DreamWorks Animation, Universal Pictures, Paramount Pictures, The Weinstein Company and Warner Bros.

“There are a number of exhibitors around the world that don’t currently have access to the capital required to convert to digital,” said Ann Daly, COO, DreamWorks Animation.

“Until digital conversion is possible for these exhibitors overseas, we believe Technicolor 3D provides a valuable service in enabling certain theatres to show our movies in a high quality manner to audiences who may not otherwise have had the opportunity to experience them in the theatre in 3D.”

The first international release in Technicolor 3D will be Shrek Forever After by DreamWorks Animation in Germany. Other countries included in the international launch of Technicolor 3D are the United Kingdom, Spain, Italy, and Japan. Technicolor 3D has so far been installed on around 200 screens in North America.

More than 20 3D titles have been announced for 2010, including Shrek Forever After; The Last Airbender; and Harry Potter and The Deathly Hallows Part 1.

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